MUMBAI: Ahead of next month’s VIVO Indian Premier League 2018 kick-off, IPL host broadcaster Star India and BCCI have collaborated to co-create a ‘Best vs Best’ campaign, which includes an event anthem.
Conceptualized by Ogilvy and Mather the Best vs Best anthem focuses on IPL as the embodiment of the best of cricketing action with the best of global talent showcasing their prowess as match winners.
While IPL has grown each year since its inception, Star India aims to make the 2018 edition an an inflection point in its history.
The anthem, is being released simultaneously in five languages – Hindi, Tamil, Bengali, Kannada and Telugu across all platforms, TV, radio, and digital.
Star India, BCCI and O&M have collaborated with a team comprising of South African film maker Dan Mace, music director Raajeev V Bhalla and vocalist Siddhart Basrur, who sung the anthem in five different languages.
Sanjay Gupta, managing director Star India said: “The very essence of VIVO IPL is a thrilling, action-packed celebration of cricket where the best of talent take on each other in one of the most gruelling cricket tournaments in the world. It is a fantastic celebration of both the game and its millions of fans across the world. The Best vs Best campaign endeavours to showcase the pinnacle of cricket that this tournament is associated with.”
BCCI chief executive Rahul Johri said: “That cricket has been a religion in India and that the BCCI’s – Indian Premier League is perhaps the best manifestation of that is beyond doubt. For us at the BCCI, the focus has always been on increasing the fan base for the sport by engaging not only the hard-core cricket fans but also those who do not follow the sport on a regular basis namely women and children. Given that we are now ready to embark on the next chapter for the Indian Premier League with the start of the 11th edition, the BCCI, in collaboration with Star India has worked on co-creating a large multi-media campaign focussing on the ‘Best vs Best’. We hope this campaign spurs the non – cricket viewing public to engage more deeply with the VIVO IPL 2018 like never before.”
Piyush Pandey – executive chairman and creative director South Asia O&M, noted: “IPL is the legendary cricket tournament in the world where every team is equally balanced and has an equal chance to win. It’s truly the best v/s the best. The campaign not only reflects the energy but also captures the fact that this is the best platform for young cricketers. We had fun putting it together!”
The 11th edition of VIVO IPL starts on Saturday, April 07, 2018 with defending champions Mumbai Indians taking on Chennai Super Kings.
