MUMBAI: The official fantasy cricket partner of the IPL 2019, Dream11 recently launched its integrated marketing campaign ‘Ye Game Hai Mahaan’.
The ad films were conceptualised and executed by Tilt Brand Solutions. It made six promotional videos in six different languages which put the spotlight on the fans and celebrate the passion that makes them go out of their way to play the game of cricket. Among the 50 million+ users on Dream11, 85 per cent play the sport.
The ad films capture the spirit of cricket fans in diverse situations, which also feature the company’s brand ambassador and Chennai Super Kings captain MS Dhoni. The idea of the films lies in creating a nostalgic feeling amongst cricket fans and celebrating the unsung heroes in and out of the game.
The campaign went live on 21 March with the first two promos already shown on various television channels and mediums apart from Star Sports and Hotstar. Dream11 will also utilise the campaign for fan engagement purposes on digital platforms such as Facebook, YouTube, Twitter and Instagram.
Dream11 CEO and co-founder Harsh Jain stated: “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 onboard another 50 million users to Dream11 in 2019”.
Dream 11 CEO Vikrant Mudaliar added: “With a strong user base of over 5 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.”
Tilt Brand Solutions head of content Shriram Iyer said: “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.”
