Dream11’s new campaign “Ye Game hai Mahaan” celebrates the Indian cricket fan’s love for their favourite sport
March 27, 2019, Mumbai: Dream11, India’s Biggest Sports Game, recently launched its integrated marketing campaign ‘Ye Game hai Mahaan’, celebrating the Indian cricket fan’s love for their favourite sport. Through these 6 ad films, Dream11 puts the spotlight on the fans and celebrates the passion that makes them go out of their way to play a game of cricket. Be it rough grounds, unfavourable weather or the fury of the neighbours, a real cricket fans never wavers. The films are true to the brand’s belief of not only celebrating the victories of the cricket greats but also the everyday unsung heroes, and how both of these together make cricket such a great game.
The 6 films of the campaign, created by Tilt Brand Solutions, in 6 different languages, uniquely capture the spirit of cricket fans in diverse situations and feature Dream11’s brand ambassador MS Dhoni. The plots of the films will make every sports fan smile with nostalgia and creatively attempt to establish the brand’s belief to immerse every fan in his/her favourite sport. We aspire to immortalize the love and dedication among cricket fans by showcasing seemingly inconsequential actions as acts of heroism.
Commenting on the launch of campaign, Harsh Jain, CEO and Co-Founder of Dream11 said, “We’re thrilled to launch our unique advertising campaign that salutes the effort a true cricket fan makes to play a game of cricket. As sports fans, we’ve all been through some innocuous problems to play a game of cricket, and there’s always a hero who ensures that the game goes on. Our campaign celebrates these heroes and I’m sure it will strike a chord amongst all cricket fans. We believe this campaign will play a pivotal role in engaging our current 5 crore users and help us in welcoming onboard another 50M users to Dream11 in 2019”.
Vikrant Mudaliar, Chief Marketing Officer, Dream11, said, “With a strong user base of over 5 crore ‘fans’, Dream11 has established itself as the leader of the Indian Sports Gaming industry. This IPL season, our advertising campaign takes an innovative route for the brand’s storytelling. This time around, Dream11 is paying an ode to the most loved sport in India, cricket, and its passionate fans. The campaign attempts to further establish Dream11 as the platform where every fan can connect with their favourite sport. Dream11 celebrates this passion and emotional connection of fans with cricket through – “Ye Game hai Mahaan”. We are confident that the brand campaign will resonate with cricket fans and our users across the country, stirring nostalgia and memories of their experiences with the sport.”
Speaking about the campaign Shriram Iyer, Chief Creative & Content Officer, Tilt Brand Solutions says “Cricket in India is so popular not just because of the game and its players, but arguably most so, because of the fans who are obsessed with it. The films showcase acts of dedication and heroism of fans for the cause and sake of cricket. These truly are, films made about cricket fans for cricket fans.”
The advertising campaign went live on March 21st on TV channels across popular genres like news, entertainment, lifestyle, sports, movie channels etc in multiple languages. It is also being aired during the much awaited 12th edition of VIVO IPL season on the Star Sports network and Hotstar. In addition to this, the campaign will run on all social media channels of Dream11 – Facebook, Twitter, YouTube, Instagram. The 6 films will go live in a sequential manner over the next few weeks.
Today cricket is a national passion with over 80 crore Indian fans. Among the 5 crore+ users on Dream11, 85% play cricket. As a cerebral game of skill, Dream11 helps users to apply their cricket knowledge and expertise giving fans an opportunity to become a champion.
Agency credentials of Tilt Brand Solutions
Directors – Prakash Varma, Kishore Iyyar
Production House – Nirvana Films
Producer – Sneha Iype and Manjeet Bawa
Link to the campaigns:
1. Dream11: Let there be Light | #YeGameHaiMahaan – https://www.youtube.com/watch?v=3NWabUJquOI
2. Dream11: To play a game of cricket – Move a mountain, or a car | #YeGameHaiMahaan – https://www.youtube.com/watch?v=OW88Y7CdV_U
Dream11 is India’s Biggest Sports Gaming platform with 5 Crore+ users playing Fantasy Cricket, Football, Kabaddi, Basketball and Hockey. It is a Game of Skill that offers Indian sports fans a platform to showcase their sports knowledge. Fans can create their own team made up of real-life players from upcoming matches, score points based on their on-field performance and compete with other fans. Dream11 helps sports fans increase their engagement and connect deeper with the sport they love by being a team owner, not just a spectator. Dream11 is the Official Fantasy Game partner of the VIVO Indian Premier League (VIVO IPL), International Council of Cricket (ICC), VIVO Pro Kabaddi League (PKL), Hero Indian Super League (ISL), National Basketball Association (NBA), Hero Caribbean Premier League (CPL), International Hockey Federation (FIH) and Big Bash League (BBL). A Series D funded company, Kalaari Capital, Think Investments, Multiples Equity and Tencent are the marquee investors in Dream11. Dream11 was founded in 2008 by Harsh Jain and Bhavit Sheth and has been ranked #9 among India’s Great Mid-Size Workplaces in 2018. Dream11 was recognised as one of the top 10 innovative companies in India by Fast Company in 2019.
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About Tilt Brand Solutions:
Tilt Brand Solutions offers services in Consulting, Communication, Content creation and Content production for brands and businesses. Launched in September 2018, the talent at Tilt have over 200 years of combined experience across advertising, marketing, data analytics, content creation, behavioral science, storytelling, studio production, digital, media, qualitative research and consumer advocacy on over 200 brands.