Sony MAX and SIX give Indians a reason to celebrate with ‘India ka tyohaar’
Sony MAX and SIX, the official broadcasters of the Pepsi Indian Premier League (PEPSI IPL) give its viewers a reason to cheer by launching the biggest campaign of the year – “Ismein Hai Dilon Ka Pyaar….Ye Hai India ka tyohaar”. As the name suggests, the campaign aims to connect hearts, connect lives, creating a national euphoria and strengthening emotional affinity towards the sport. ‘India ka tyohaar’ invites people to break their differences and join in the revelry which is aptly communicated through a heart shaped mnemonic that exudes the ‘spirit of togetherness’ this season of Pepsi IPL 2015.
The campaign kicked off with a series of 3 prequels set in distinct situations of people’s life, ending with the common messaging of ‘India ka Tyohaar’. The films leave viewers with intriguing thoughts of preparation towards the year’s grandest tournament. Sony MAX & SIX have roped in the renowned musical duo – Salim-Sulaiman to compose the anthem for this magnanimous tournament. The Anthem with words like “dooriyan chod kar…dil se dil jod kar”, stirs up warm emotions that encourages viewers to come together and transcend all barriers to rejoice this season of Pepsi IPL. With a peppy and feet tapping rhythm the music will surely get the nation to groove in the spirit of festivity. Directed by Anupam Mishra of Crazy Few Films and conceptualised by DDB Mudra, the films brings alive the excitement that Pepsi IPL brings year on year and promises another year of fervour and celebration.
Speaking about India ka Tyohaar, Mr. Neeraj Vyas, Senior EVP & Business Head, SONY MAX said, “‘Pepsi IPL reaches out to people across age groups, gender and languages. This year’s initiative “India ka tyohaar” is a unique thought that stems from the insight of how Pepsi IPL over the years has grown to be a huge festival which people celebrate together. It is a perfect blend of cricket, entertainment and festivity packaged in one”.
Known to redefine the music of Bollywood with their unique style, Salim-Sulaiman hope to get everyone to dance to the anthem of Pepsi IPL 2015. Extremely overwhelmed with the opportunity to compose the anthem, they said, “With Pepsi IPL that reflects the fervour of the nation and an idea as powerful as ‘India Ka Tyohaar’, we tried to create a song which is very Indian in its spirit but yet has the sound of ‘The Now’. Once we had the lyrics we composed the tune and created a rhythm around it which is the beat of our folk music and festivals all across India. The song is infectious! We hope the audiences will celebrate the music and this festive spirit of the Pepsi IPL across the globe.”
The much acclaimed ad man & Mudra DDB chairman, Sonal Dabral said “If Cricket is a religion in India; Pepsi IPL is it’s only true festival. Unlike any other sporting event in the world, it’s a microcosm of the passion, fervour and madness that envelops our country whenever cricket is played, uniting hearts and minds in its wake. And unlike any other festival in India, this is one festival that every Indian celebrates. It’s got the colours of Holi, the festivity of Diwali, the brotherhood of Eid and the joy of X-mas. What else can you call it but one amazing ‘India Ka Tyohaar’? It’s been a privilege and an honour to create this big idea for Pepsi IPL. Here’s to Sony! Here’s to India Ka Tyohaar!”
Stretching across a 4 week period till the launch of the tournament, the Pepsi IPL 2015 campaign will have a complete 360 degree rollout across mass media. The communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, on-ground, mobile, BTL and out of home.