MUMBAI: Sports gaming platform Dream11 Monday launched their latest integrated campaign, “Dimaag Ki Kick” with brand ambassador Mahendra Singh Dhoni.
The “Dimaag Ki Kick” campaign film will be live across all TV channels broadcasting the FIFA World Cup Russia till the final on 7th July. Fans can also catch the film on Dream11’s social media pages – Facebook, Twitter, YouTube, etc. and play contests to win Dream11 merchandise autographed by MS Dhoni.
Through this campaign film, Dream11 aims to deepen engagement and drive active participation by encouraging football fans to use the ‘kick’ (sports knowledge and research skill) in their ‘dimaag’ (brain) to play on Dream11.
In recent years, football consumption has seen an upward trend in India and the film is an ode to the sport’s rising popularity and its fans, including their brand ambassador.
Commenting on the campaign, Vikrant Mudaliar, chief marketing officer at Dream11 said: “Earlier this year, we received a fantastic response to our first campaign ‘Dimaag Se Dhoni’, featuring MS Dhoni that was launched during the T20 cricket season. We’re happy to roll our second campaign with him as our brand ambassador and a football fan just in time for the football season! It’ll be exciting to get more football fans to experience the innovation Dream11 has to offer in fantasy football.”
Playing on Dream11 requires sports fans to have a tactical approach. Each match needs strategic planning that includes an analysis of competitive strengths and weaknesses. With their new campaign, Dream11 aims to popularise fantasy football and strengthen awareness amongst existing and potential users.
Speaking about the campaign, Arun Pandey, chairman of Dhoni’s sports management company Rhiti Group said: “Dream11 has always been a pioneer in the online fantasy sports segment and this new campaign has the ability to captivate not only the diehard fantasy players but also newcomers who have never played fantasy football.”
According to a report by IFSG & AC Nielsen, India currently has more than 40 million fantasy sports users, and this number is expected to cross 100 million by 2020. The rapid penetration of internet, new-age mobile handsets and the advent of new sporting football tournaments has made football fans fall in love with the game all over again, converting them from passive viewers to active participants.
