Dream11, India’s one of the biggest sports game, recently launched its integrated marketing campaign Ye Game hai Mahaan, celebrating the Indian cricket fan’s love for their favourite sport.
Through six ad films, Dream11 puts the spotlight on the fans and celebrates the passion that makes them go out of their way to play a game of cricket. Be it rough grounds, unfavourable weather or the fury of the neighbours, a real cricket fan never gives up.
Commenting on the launch of campaign, Dream11 CEO and co-founder Harsh Jain said, “We’re thrilled to launch our unique advertising campaign that salutes the effort a true cricket fan makes to play a game of cricket. As sports fans, we’ve all been through some innocuous problems to play a game of cricket, and there’s always a hero who ensures that the game goes on. Our campaign celebrates these heroes and I’m sure it will strike a chord amongst all cricket fans. We believe this campaign will play a pivotal role in engaging our current 5 crore users and help us in welcoming on board another 50M users to Dream11 in 2019”.
With over 80 crore Indian fans, cricket is a national passion. Among over five crore users on Dream11, 85 per cent play cricket. As a cerebral game of skill, Dream11 helps users to apply their cricket knowledge and expertise giving fans an opportunity to become a champion. The advertisements are true to the brand’s belief of not only celebrating the victories of the cricket greats but also the everyday unsung heroes, that make cricket a great game.
“With a strong user base of over five crore fans, Dream11 has established itself as the leader of the Indian Sports Gaming industry. This IPL season, our campaign takes an innovative route for the brand’s storytelling, by paying an ode to the most loved sport in India and its passionate fans. The campaign attempts to further establish Dream11 as the platform where every fan can connect with their favourite sport. Dream11 celebrates this passion and emotional connection of fans with cricket through – Ye Game hai Mahaan. We are confident that the brand campaign will resonate with cricket fans and our users across the country, stirring memories of their experiences with the sport,” added Dream11 chief marketing officer Vikrant Mudaliar.
Conceived and created by Tilt Brand Solutions in six different languages, the six ad films uniquely capture the spirit of cricket fans in diverse situations, featuring Dream11’s brand ambassador MS Dhoni.
The plots of the films will make every sports fan smile with nostalgia as they creatively attempt to establish the brand’s belief of immersing every fan in his/her favourite sport to immortalise the love and dedication of the cricket fans by showcasing seemingly inconsequential actions as acts of heroism.’
Concludes Tilt Brand Solutions Shriram Iyer chief creative and content officer, “Cricket in India is so popular not just because of the game and its players, but arguably more so, because of the fans who are obsessed with it. The films showcase acts of dedication and heroism of fans for the cause and sake of cricket. These films truly are, made about cricket fans for cricket fans.”
The advertising campaign went live on 21 March on TV channels across popular genres like news, entertainment, lifestyle, sports, movie channels etc in multiple languages. It is also being aired during the IPL games on Star Sports and Hotstar. In addition to these, the campaign will also engage with fans and users on social media platforms.
