Mumbai: MAX will be the sole destination for the DLF Indian Premier League (IPL) that starts on 18 April. MAX has conceptualized its DLF IPL broadcast campaign with the view to prime its viewers for this mega entertainment feast.

 

Titled Manoranjan Ka Baap, the 75-second magnum opus is a tribute to the high-on-entertainment movies of the 80s and pitches DLF IPL as the ultimate destination for entertainment on TV. The commercial literally amplifies the expression ‘the Baap of all Entertainment’.

 

Says MAX vice president and head of marketing T. Gangadhar, "From a broadcast strategy perspective, the challenge was to find a unifier that binds the entire country – a lowest common denominator that is compelling enough to take on existing TV viewing habits. And that glue can only be our insatiable passion for wholesome entertainment. This is precisely why the DLF IPL broadcast has been positioned as the definitive and ultimate entertainment destination for those 44 days when the League is in progress."

 

The film has been directed by Rajesh Krishnan of Soda Films. The campaign will be aired extensively on television – on SET Network channels as well as other general entertainment, news, music and regional channels across India. The campaign will also run on radio, cinema, outdoor and on the Internet. Max will also promote DLF IPL in 150 towns through on-ground activities. These will involve contests, merchandising and other activities. MAX’s creative Agency is TBWA\ India.