Hotstar ready for 2017 edition of IPL with latest campaign

24 Mar,2017

By A Correspondent


Hotstar, Star India’s video-on-demand platform, has launched its Vivo IPL 2017 commercial a 60-second film, to be followed by shorter films as the campaign progresses. The campaign has been conceptualised by independent agency Creativeland Asia.


The film, set to a track composed by SnehaKhanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city, getting their game face on. What’s different, however, is that as opposed to the years where IPL meant life grinding to a halt, we see fans going about their lives, while effortlessly catching all the unpredictable and hot IPL cricket action.


Commenting on the film, Ajit Mohan, CEO of Hotstar shared: “With Hotstar, the old narrative of cities turning into ghost towns during IPL is passé. The audience’s lives have gotten busier and thanks to IPL on mobile with Hotstar, there is no longer any need to make a trade-off between your passion for cricket and going on with daily life. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.”


Added Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia: “This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you’re doing – working, studying or travelling, with Hotstar you’re constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL.  From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times.”


Now one needs to see which anthem gets more popular: Sony’s 10 SaalAapkeNaam or the one created by Hotstar.


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