Cricket has been the cynosure of Indian sports
and the success of IPL seasons one after other manifests how insatiable is Indians’ hunger for cricket.
A slight change in this stance where other
sports like Tennis, Football, Hockey and Badminton are getting some attention
as well, hence, is quite refreshing. We have had competitions on the line of
IPL in other sports and Indian Badminton League is latest one to register. Indian
Badminton League was kicked off with player auctions and now we are seeing the
promotional advertisement of IBL on major TV channels.
The ad scores well in all aspects.
It moves from one frame to another while
keeping its theme and message intact. Starting with a couple at home who gets
into an argument to a courthouse with lawyers fighting with each other to the
tension at Line of control, the context and communication is succinct.
Context – The IBL is promoting its maiden season
and attempts at garnering a bigger audience for the event by building interest and
curiosity around the league event
Theme – Various set-ups suggesting a
contest between two parties and a badminton net that interestingly finds its
way in such chaos. The background score propagates the intended message of
bringing people together with the help of net and badminton (& hence, IBL)
Message –The ad cleverly use some serious situations
and place a badminton (net!) in the middle of the scenes. The message propagated
by the score emphasizes on building love and trust and how badminton can do
that. Hence it suggests the audience to fasten a badminton net and build lovely
relationships.
“..Ky rakha hai anban me, pyar hai bas
badminton me…Ye khel dilo ko jodta hai..Net lagao Pyar badhao..”
Ad Promise – Badminton brings people closer (Hence embrace it and watch the coming IBL)
TG – All sports enthusiasts (Especially
badminton)
Response requested – The ad clearly
notifies the audience of the starting date of IBL and channels on which it will
be telecasted. Hence, the requested response is the audience viewership for the
event.
The ad puts forth the message in a cleverly packaged theme which is funny as well as serious at the same time. It does a wonderful job as a promotional tool but how will this cricket-crazy country respond to the maiden season of Indian Badminton League, only time will tell!
Cheers,
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