Hotstar launches IPL commercial
MUMBAI: Video-on-demand player Hotstar, which holds the streaming rights for the Indian Premier League (IPL), has kicked-off its commercial campaign on Thursday.
Hotstar has released a 60 second film, to be followed by shorter films as the campaign progresses, conceptualised by Creativeland Asia.
The film, set to a track composed by Sneha Khanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city, getting their game face on. What’s different, however, is that as opposed to the years where IPL meant life grinding to a halt, one sees fans going about their lives, while catching all the IPL action effortlessly.
Ajit Mohan, CEO, Hotstar, said, “With Hotstar, the old narrative of cities turning into ghost towns during IPL, is passé. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.’
Sajan Raj Kurup, creative chairman, Creativeland Asia, said, "This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you're doing - working, studying or travelling, with Hotstar you're constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL. From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times.”
Hotstar has released a 60 second film, to be followed by shorter films as the campaign progresses, conceptualised by Creativeland Asia.
The film, set to a track composed by Sneha Khanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city, getting their game face on. What’s different, however, is that as opposed to the years where IPL meant life grinding to a halt, one sees fans going about their lives, while catching all the IPL action effortlessly.
Ajit Mohan, CEO, Hotstar, said, “With Hotstar, the old narrative of cities turning into ghost towns during IPL, is passé. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.’
Sajan Raj Kurup, creative chairman, Creativeland Asia, said, "This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you're doing - working, studying or travelling, with Hotstar you're constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL. From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times.”
