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Let The Tamasha Roll
Ogilvy’s Campaign for the sports property plays straight to the gallery
Amrita Madhukalya
New Delhi
Storyline
A couple of schoolboys, wandering idly, peep through a hole, and spot a carnival. Soon a man (Makrand Deshpande) in a garish tux and a Stetson whistle out to them to let them through an opening in the fence. They are ushered in and invited to join a boisterous melee of people in a fair. The background score is the hugely popular Kishore Kumar-hit Eena Meena Deeka. The kids gape at the ‘Gilli Funda’. A Rushmore-like statue of ‘Dravid Wall’ is seen. They try their hands on a game of ‘Slinga Malinga’ to hit cans, and there is an exhibit called the Dhoni Dhamaal which swings its bat. They test their strength of the ‘Pathan Pounder’ while a fire-breathing ‘Sanga Sizzle’ entertains with its stick-in-trade tricks. There’s also a ‘Vettori Twirler’ and a ‘Viru Whammer’. The kids then flank the IPL cup and an IPL ticket whirls past the excited bunch. They finally sit atop a rollercoaster that swings the whole breadth of the ‘Master Blaster’s bat. As the delighted lot sighs at the awesomeness of the experience, the man in the tux tell bellows out, “Yeh IPL hai, boss!”
Idea [4/5]
The idea is unusual — juxta-positioning a village fair with cricketing stars. The message goes straight home — IPL is less about cricket and more about entertainment. The messaging does promise a rollercoaster ride to the IPL viewers.
Execution [5/5]
The execution is the main strength of this communication. The colour tone sits between sepia and monochrome with a colour palate that adds to the old world charm. The score is a gem in itself. The set is elaborate and detailed. In short, the commercial builds on the idea of bunkum celebration.
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AT A GLANCE |
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COMPANY: DLF |
CREATIVE AGENCY: Ogilvy |
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CATEGORY: IPL |
TAG LINE: Yeh IPL hai boss |
Technique [3/5]
Apparently, a lot of work has gone in the making of this campaign. Abhijit Avasthi’s conceptualisation is brilliant and digitally enhanced to give a charming old feel to the film.
Positioning [4/5]
With the IPL set to roll out on April 5, the campaign is a series commissioned from rivals Ogilvy and JWT. A property that’s valued in excess of £5 million, it has to reach out to the audience in this decidedly upbeat fashion and feel and would be aired at primetime.
X Factor [3/5]
The creative team hit the bull’s eye here — brilliant idea, great execution and good music — just the right recipe for an eyeball grabber. |
