Advertiser: MAX
Agency: JWT INDIA
Category: Entertainment & Leisure
Writer/VP/Executive Creative Director: Priya Pardiwalla (JWT)
National Creative Director: Senthil Kumar (JWT)
Planner/Senior VP: Shaziya Khan (JWT)
National Creative Director: Tista Sen (JWT)
Business Head/Senior VP: Ashish Medhekar (JWT)
Art Director/Creative Director: Manash Parui (JWT)
Writer/VP/Senior Creative Director: Steve Mathias (JWT)
Director: Rajesh Saathi (Keroscene Films)
National Creative Director: Swati Bhattacharya (JWT)
Art Director: Vidhi Shah (JWT)
Relevancy
The 'Don’t Just Watch' campaign injected fresh excitement into IPL by persuading viewers to abandon 'passive watching' and literally dance with joy as they watched the game. Led by Farah Khan, Bollywood’s No.1 choreographer, the campaign re-defined ‘active viewing’. Wherever Farah went, she made everyone dance the steps - this created LIVE buzz on-air and on-ground. The idea was to celebrate the unique 'entertainment' value of IPL.IPL is unapologetically thrilling. The short duration of matches, auctions of players, cheerleaders, camera coverage, banter of commentators etc. If IPL itself was so effervescent how could its viewing not be entertaining too!
Client Brief Or Objective
In India, due to an overdose of cricket matches, interest levels in the game had dropped.As a result, the viewership of IPL (Indian Premier League, India's biggest domestic cricket event) had been falling since 2 years. Advertisers also considered IPL as a fading cricket property.Sony Max, the Official Broadcaster of the IPL wanted to re-energize viewer engagement with the brand. The business objective was to achieve a viewership of 150 million in the first month (a 10% increase over the previous year’s viewership), add more sponsors and create fresh buzz with free media coverage worth USD 5 million!
Outcome
IPL achieved its highest ever viewership -154 million in first 3 weeks. It gained 17 million viewers versus last year. IPL 2013 already reached 168 million viewers in just 4 weeks as compared to 164 million viewers achieved in the full 9 weeks in 2012.IPL 2013 achieved free media coverage worth 6.5 million USD.11,000 user-generated videos uploaded. 300,000 caller tunes and ringtones of the IPL anthem downloaded. IPL's dance app Jumping-Japang’ amongst the top 5 entertainment apps in the andorid platform. Sponsorship doubled to 12 sponsors in 2013. 80% of the advertising inventory sold before the tournament began.
Implementation
The task was to get viewers more involved with IPL.We added a new element to IPL that had nothing to do with cricket: Farah Khan, Bollywood's No.1 Choreographer! The social networks and Indian media were abuzz with what Farah Khan had to do with IPL or cricket.The Idea: Farah Khan specially designed 3 unique dance steps for the 3 high points in the game of cricket: 4, 6 and wicket!Through an on air and on ground blitz, Farah Khan asked the nation to not just watch the IPL but celebrate every 4, 6 and wicket by dancing!