Khel Tumhaara Akhaada Humaara

It was very important for us to set a narrative that was different from the tried and tested ads that surface during the IPL and venture into the territory of branded content and stand on their own away from the clutter. We wanted to use Harsha Bhogle and his status as the country’s greatest export to the cricket analyst community to its full potential. It was also important for us to set some context to the campaign and create massive hype around the app and generate engagement on social media in keeping with the general theme of the campaign and the films. So we decided to do an Instagram live with Harsha 2 days before the first game of the IPL where he gets kidnapped. This was executed to perfection and sent the internet into a frenzy. A major challenge for us there was to tackle some of the backlash coming Harsha’s way in a way which makes it work for us as a brand. So the next day, we create #HarshaKaKhel to create even more anticipation for the films and led to enormous growth for the brand on social media as well as downloads and a spectacular uptick in matchday revenue.