Let’s imagine you are scrolling on your newsfeed on Facebook and you come across a video. You start watching it, the story grips you and you are keen to find out what happens at the end. It is only in the last few seconds that you find out it was an advertisement and you go “What the…”. I don’t know about you, but these videos — let’s call them viral non-ad ads — are becoming a common phenomenon. Let me rephrase: more and more brands are trying to take this route (because who wouldn’t want their ad films to go viral) but only a few are succeeding in producing compelling narratives that reveal the brand at the very last second.
For a lot of Indians, cricket is religion and Dhoni, a God. But IPL is not just another cricket format, is it? As a brand, the Indian Premier League signifies a lot more than a sporting event. It’s entertainment power packed with bold colors and theme songs. It’s glamorous, complete with cheerleaders and celebrities. But above all, it’s very Indian, with a core ideology. Much like Dream11’s tagline: Yehan sab same hai, yeh apna game hai, IPL too captures the essence of Gully cricket where everyone is the same. IPL belongs not to the star-studded players who’ve been bought for crores, but to the common man. It is that one brand in the country that brings glamour and etertainment close to its viewers. It’s no wonder that the IPL season is almost like a festival.