The 13th edition of the Indian Premier League (IPL) started a few days ago, so did the e-commerce brands, ed-tech brands, gaming brands, insurance brands and auto brands all battling for better visibility and attention. The brand which made use of this opportunity is Dream 11, which stepped in last minute as the title sponsor of the IPL 2020. Now the brand has expectedly gone the extra mile and launched a campaign ‘Yeh Apna Game Hai’
The 45-second ad features MS Dhoni, Rohit Sharma, Shikhar Dhawan, Hardik Pandya, Rishabh Pant and Jasprit Bumrah. This series of the ad was made by Tilt Brand Solutions. Shriram Iyer, Chief Creative and Content Officer, Tilt Brand Solutions, discusses how these cricket enthusiasts came up with the scripts which depict their own experiences to create a10-day long gully (street) cricket advertisements.
Iyer informed that Prasoon Pandey of Corcoise Films coordinated these spots. He himself was, and maybe still a good cricketer. Also, a virtuoso producer. Srijan Shukla, their creative head for the Dream11 brand, was at one point a marvelous cricketer who dropped the bat to get the pen rather and turn into an essayist. The perceptions that made for each content are really a result of the ordinary round of box cricket that they play in their office at Tilt. The peculiar guidelines of their box cricket game and all their early memories of gully cricket rules were the backbones of these scripts.”
The series of advertisements are loaded with relatable moments like when Dhoni hits a full throw which proceeds to hit a bike, and he cheers shouting that he hit a limit, the others group facing him saying he is out, bringing up the gully cricket rules. Iyer stated that during the shoot of the advertisement, Rohit Sharma opened up and described on-field occurrences that most cricket fans may recollect seeing which will be a guaranteed Goosebumps. When you see individuals like MS Dhoni, Rohit Sharma, it is fans like us who get nostalgic. Epic innings begin to streak before our eyes. The most incidents we heard were from Rohit Sharma and he captivated us with tales about how it feels to confront the fastest bowlers on the planet. Bumrah bowling underarm was a sight to see. They all described stories of their beginning of cricket at their clubs and foundations.”
This ad captures the essence of gully cricket and attempts to infer that rules of gully cricket are the equivalent for all, regardless of how big a star is playing. Discussing his experience on the sets, Iyer states, “Truly, it’s an experience one can’t really express as the best sportsmen on the planet are shooting with you as the day progressed. A day off for them. A day of work for us. Days we won’t forget for the rest of our lives!”