SET MAX telecast - Manoranjan Ka Baap IPL ad ready
With the DLF Indian Premier League (IPL) set to start on April 18, 2008, SET MAX has conceptualized its IPL broadcast campaign with the view to prime its viewers for this entertainment spectacle. In India, the IPL matches would be telecast on the SET MAX channel. Vodafone is the presenting sponsor for the IPL league.
Titled ‘Manoranjan Ka Baap’, the 75-second commercial is a tribute to the high-on-entertainment movies of the 80s and pitches IPL as the ultimate destination for TV entertainment. The commercial amplifies the expression ‘the Baap of all Entertainment’. The film revolves around a mother and her twin fatherless sons named Mano and Ranjan – . The family is constantly victimised and subjected to barbs by the entire village. Kab aayega tumhara baap? (When will your father come?) is a never-ending taunt. The twins keep retaliating that their father will definitely return one day. The narration builds to a climax with the woe-ridden woman contemplating ending her life and that is when the miracle occurs. Her children stop her just in time by screaming that their father has arrived. Cut to children dancing deliriously and kissing the TV set and the voice over announcing “Aagaya Manoranjan Ka Baap. DLF Indian Premier League. Sirf MAX par”
According to T Gangadhar, Vice President and Head of Marketing, MAX, “From a broadcast strategy perspective, the challenge was to find a unifier that binds the entire country – a lowest common denominator that is compelling enough to take on existing TV viewing habits. And that glue can only be our insatiable passion for wholesome entertainment. This is precisely why the DLF IPL broadcast has been positioned as the definitive and ultimate entertainment destination for those 44 days when the League is in progress.”
The film has been directed by Rajesh Krishnan of Soda Films. The campaign will be aired extensively on television - on SET Network channels as well as other General Entertainment, News, Music and Regional channels across India. The campaign will also run on Radio, Cinema, Outdoor and on the Internet. Max will also promote DLF IPL in 150 towns through on-ground activities.
The Indian Premier League will be telecast in North America, Mexico, Central and South America and the Caribbean by Willow TV who have acquired the rights for television, radio, broadband and internet.
SET and World Sports Group (WSG) won the IPL broadcast rights for $1.03 billion. Sony will telecast IPL matches in the Indian sub-continent and WSG will explore the international market.
WHAT ARE THE TELECAST TIMINGS?
It’s an actual outcome of the IPL brief which mr modi might have visualised . The biggest thing in entertainment must be baab of every thing & its corelation with indian mass shld be there .
what else can be better than using manu & ranjan and their baab to position the claim of the so called biggest evolution in indian crckt
Hats off to Mr Dasgupta & Mr Gangadhar for strtegising the thought & approving the concept for execution.
my congratulations to the agency & its team for excellent execution & TVC.
I hope extension has also been thought off.