For this IPL season, McCann Worldgroup, which has the strategic and creative mandate for Expo 2020 in the Indian region has got a high-decibel campaign that will be premiering across the digital as well as traditional mediums.
The campaign features Amitabh Bachchan and Gaurav Kapoor. Amitabh Bachchan will be playing the role of a cricket commentator for the first time. The campaign focuses on demonstrating the stunning experiences which will be awaiting the visitors to Expo 2020 next year, by using the popularity and scale of the IPL as a launchpad. And the campaign is having a series of episodes that will be revealed during the IPL season.
Speaking about the campaign, Rehan Assad, Chief Programme Officer stated that Dubai Expo 2020 will be a showcase of human achievement and brilliance, as well as an international association. The campaign created by McCann Worldgroup for airing during the IPL along with the collaboration of Amitabh Bachchan will help them to build awareness in India, one among their largest international market, as well as in the Indian market and in other cricket-loving nations all over the world, he added.
Commenting on the campaign, Prasoon Joshi, CEO of McCann Worldgroup India and Chairman APAC, stated that, an event such as a World Expo, in which the major attraction will be bringing together the best of human excellence. This is the first time that a World Expo is being held in the South Asia region, Middle East, and Africa, introducing an unprecedentedly close-to-home opportunity for Indian visitors, who already see Dubai as an exciting destination, by seamlessly working within the context of the IPL the creative messaging achieves this and uses a narrative which is episodic in nature, thereby keeping the viewers engaged through the IPL. It marks the beginning of a journey that consumers will take with the brand over the next year, leading up to the opening of Expo 2020, he added.
As per the reports, the immediate choice for them was to work with Amitabh Bachchan is to announce the grandeur, stature, and scale of Expo 2020 to target audiences in India, on a platform with the wide reach of the IPL.