The renowned advertising company Ogilvy India is all set to promote the Indian Premier League Season, which is planned to schedule from 4th April to 27th May 2012. Ogilvy India is creating a film with a carnival theme to promote the IPL featuring Makrand Deshpande, playing the role of “Master of Ceremonies’ taking the viewers and protagonists on a journey to create an experience of carnival’s delights.
The carnival themed film begins with two school boys, who wonder about the noise that comes through the other side of the wall. One of the school boys tries to peep through the hole on the wall and sees that a carnival is in progress. The person dressed as a host of the event whistles and shows them direction with a loose board towards the wall. Once the boys get inside, they start enjoying the atmosphere filled with several games and rides named after each cricketer’s characteristics participating in IPL. The film ends with a gesture of one of the boys questioning the host what it is. And the host replies that it is IPL.
The National Creative Director, Ogilvy India, Abhijit Avasthi said that the evening spent with the IPL is a crazy time and all the matches are nothing but a series of twists and turns, ups and downs, moments of anxiety, excitements and much more. Therefore, the film took its form in such a way that the time spent in IPL could be closely compared to a day in an amusement park.
The Executive Director, Ogilvy India, Anup Chitnis added that IPL is a layout that is uplifting in its presentation and approach of cricket. Therefore, their communication also had to convey the same message. They had to be unique and fresh like the way the thrill and excitement of the IPL was displayed.
Ander Forsman, who is the director of B-Reel films, added that the script was in association with the director himself, the creative team of Ogilvy Mumbai and the production team of Bang Bang. The ideas were jointly created and they landed up with the story of the two school boys trying to stumble into the carnival that works as a symbol for the IPL night, wherein you go on a roller coaster filled with emotions, excitement, anxiety every night.
The Senior Creative Director, Ogilvy India, Anuraag Khandelwal explained that IPL is a carnival of sheer skill and talent, passion that engages all your senses as it plays the role of an exciting evening outing with family and friends. You can find some of the world’s best talent coming together and every player leaves with a wonderful experience. Creating this film was the ultimate satisfaction with the required details as per the demands of the IPL brand.
The Creative Director, Ogilvy India, Satish deSa believes that the film is truly the reflection of what IPL stands for. The film was purely inspired by the IPL, run by the IPL and created by the IPL. It’s a vast, splendid, colorful, lively, exciting and thrilling experience as it captivates the wonder and the feeling of a child standing inside the carnival. That is the whole purpose of letting the world know what IPL does to the entire nation during the 57 days.
Roopak Saluja, the Co Founder and the Managing Director of Bang Bang films elaborated on the production of the film by stating that it was an amazing experience to create the film with visual effects, precision miniatures and massive sets. He also stated that this film is indeed the biggest advertising extravaganza in the country this year. It was a wise decision to team up with Anders Forsman and co produce the project with B-Reel. Thus, the campaign teasers started to air on 26th February and the film went on air from 6th March.
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