MUMBAI: Ahead of the 14th edition of VIVO Indian Premier League 2021, host broadcaster Star Sports is kick-starting its new IPL campaign – ‘India Ka Apna Mantra’.
Through the aperture of IPL, the campaign looks to salute “the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges”.
IPL stars too, faced with on-field challenges, have set aside conventional wisdom to devise their own ‘mantra’ to achieve glory. From Rohit Sharma’s hunger for continued success to Virat Kohli channelling his aggression to be called ‘King’, IPL has spawned many such mantras, an official release states.
Speaking about the IPL 2021 campaign, Sanjog Gupta, head – Sports, Star India, said: “VIVO IPL 2021 is returning to Indian soil with a lot of anticipation across the country. Fans are excitedly looking forward to what promises to be a very different IPL. Our campaign ‘India Ka Apna Mantra’ reflects the resilience, determination and enterprise of the nation. We believe VIVO IPL is a platform for expression of the same ‘nothing is impossible’ spirit on the field. Hunger for success in the VIVO IPL inspires players to take risks and challenge conventional wisdom. And it is their inner belief and indomitable ‘must do’ spirit that drives their commitment. We see this as a ‘capturing the mood of a generation’ campaign – one that reflects a more confident, enterprising, entrepreneurial attitude of the country. With the campaign launch, we are geared up to engage millions of fans and offer them high-quality content clubbed with innovative and immersive experiences.”
Star Sports has launched two promotional films as a part of the #IndaiKaApnaMantra campaign featuring ‘Captain Cool’ MS Dhoni in two completely new avatars.
Conceptualized by the creative team of Star India, the first film opens in a martial arts training camp with students playing cricket. Dhoni is seen teaching the kids how the continued hunger for success can be a driver for excellence. The Chennai Super Kings (CSK) captain cites his Mumbai Indians (MI) counterpart Rohit Sharma’s track record of winning five IPL trophies and his hunger to add on to his tally in 2021. The second promo opens in a summer camp with youngsters ready for a drill led by Team Leader Dhoni. Dhoni narrates the story of Virat Kohli. He delivers the message that aggression when channelised in the right way, can help achieve success.
The IPL has evoked intense emotions and exhilaration amongst its vociferous fans and this time too, Star Sports promises to bring back the same thrill as the marquee tournament returns to the country after nearly two years (the 2020 edition, delivered less than six months ago, was held in the UAE).
The 14th edition of the IPL will begin on 9th April LIVE and exclusive on the Star Sports Network & Disney+ Hotstar VIP.
2 new on-air sponsors
Star Sports has signed two new sponsors for the upcoming IPL. Kamla Pasand and Frooti have been roped in as associate sponsors. They will join the ranks of Bingo, and Mutual Funds Sahi Hai, the existing associate sponsors. VIVO is the title sponsor and Dream11, PhonePe, BYJU’S, and Just Dial as co-presenting sponsors. The names of these eight sponsors were released by Star in the IPL promotional campaign launched on Sunday.
The development follows on from confirmation earlier that Disney+ Hotstar, official streaming partner of the IPL, had onboarded ten sponsors for this year’s IPL.
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