The IPL fervor has begun and with that comes along a plethora of new campaigns created by an array of brands – all trying to outdo each other, roping in celebrated cricketers in hopes that their services and products grab the spotlight. Amidst all this, Dream11- the current holder of Broadcasting Sponsorship amongst other big names – has grabbed on to the spotlight by promising to campaign 17 different ad films during the tenure of the Indian Premier League.
With 6 of these commercials already published, Dream11 attempts to throw light on the various inspirational journeys cricketers go through. The commercials, not just limited to Hindi but several regional languages, talk about the hardships athletes go through, their history, the sacrifice they and their families make, all while paying tributes to their heroes and advocating to the viewers to not let failures bring them down, to dream big, and to trust the process to set it right.
A few of the cricketers featuring their stories in the commercials are Rohit Sharma, Rishabh Pant, Shikhar Dhawan, Hardik Pandya, Ravichandran Ashwin, and Jasprit Bumrah.
According to Vikrant Mudaliar, chief marketing officer of Dream11 said, “Under the umbrella of Dream Big, we continue to celebrate the countrys spirit and love for sports, its players and fans. We endeavor to inspire and delight fans and deepen our relationship with users.”
Adarsh Atal, senior director – Creative and content at TILT (the agency which conceptualized these films), said, “For our first campaign we tapped into the insight that dreams are never dreamt alone. We picked up stories from our cricketer’s past and paid homage to the unsung enablers of each one of their dreams. On the other hand, we also brought back our much loved ‘Ye main kar leta hoon’ campaign and added a tropical twist to it with our own take on the current social media behavior and trends.”
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