Sony Max hits a chauka with IPL mauka

20 Mar,2012

By Rishi Vora


Sony Max has unveiled a new marketing campaign for IPL season 5.

A series of four TV ads currently running on air capture the pulse of the audience. The theme ‘Aisa Mauka Aur Kahan Milega’ uses various relations – father-son, friends and also relatives – making the case that IPL brings people together.

JWT is the creative agency that has conceptualised the campaign.


Neeraj Vyas, EVP and Business Head, MAX said, “We set out to create a unique piece of communication for a very unique property, which is the DLF IPL. We at MAX are proud to bring our viewers the ‘mauka’ to enjoy DLF IPL 2012 and we are certain that our communication campaign ‘Aisa Mauka Aur Kahan Milega’ will only take the this tournament to greater heights. The films capture the one emotion that binds our country – the undying passion for cricket everywhere.”


Gaurav Seth, Marketing Head, Sony Max said, “We do a lot of consumer research to gauge the reactions of our audiences. So post IPL 4 we conducted a research with Ormax Media and what we found out was that a lot of people thought IPL was an ‘opportunity’ (mauka, which is the campaign theme) for the whole family to come together (even though they’re not very comfortable together as the ad highlights). Similarly, we found that a lot of kids watch IPL as they have their vacations at that time of the year. Our father-son commercial captures that insight very well, where the son gets a mauka to remind his father that he should go to sleep and not watch IPL as he has office next day…and the commercial where two friends find a mauka to bunk work.”


The TV campaign started on Feb 23. Besides TV, Sony Max will do Press, Outdoor, Radio, Activation in malls, Digital etc. Print campaign will start as the launch date nears, alongwith Radio.


“This year you will see a very large amount of noise being created by all stakeholders of the IPL – the franchises and the BCCI. As far as our campaign goes, it’s a complete 360 campaign. We will close our deals with various media service providers next week. I’m sure that IPL will be the most talked about event on TV with all the campaigns running in full swing,” he added.


The channel has not announced exclusive media partnerships as it aims to broadbase its reach across demographics and geographies in India.


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