Starsports.com the official online streaming partner of IPL 2014 has unveiled its social media campaign to promote online viewing of the cricket series.
Conceptualised by Lowe Lintas & Partners' two agencies - Lowe Lintas and LinTeractive the video shows various instances where people are in disappointingly hopeless situations and yet comforted being able to view the IPL matches online on their phones. Some hilarious instances include a girl watching Pepsi IPL at a distant relative’s function, a teenager watching a match on his mobile from behind his notebook while being berated by his father, a young man not being able to get a seat on the bus, resorting to watching IPL on his phone, and a few more. The lyrics are humourous with the main tag line being “Keep calm, Kanna, keep calm,watch Pepsi IPL on Starsports.com.” The video has a foot-tapping background score and vocals are interestingly funny.
Apart from hitting the nail on its head by telling people how to watch IPL this season the creators have also managed to make a very catchy jingle that will stay in the minds of the viewers. It basically tries to tell people that no matter where you are, a bus, local train, office or even at a boring function you can watch IPL matches on Starsports.com. The video has received more than three lakh views on YouTube. The campaign is generating a lot of buzz on Twitter. South Indian actor Siddharth tweeted “Star sports 'kanna keep calm' ad for the IPL - superb. Very well-conceived and executed.” A lot of other tweets mention the jingle as addictive.
As per Gurbaksh Singh, Creative Director, Webchutney, the USP of the ad is its jingle. “Content consumption on the go is the first world reality and I think the ad effectively conveys what it is supposed to. But what takes it to the next level is the beautifully composed jingle. I see "Kanna, Keep Calm" being the new ‘Hum Chlormint Kyu Khatein Hain’,” he stated.
This is the first ever dedicated campaign for promotion of online streaming of IPL. The campaign seems to have hit the right note with the audience. It’s a digital focused campaign and will be using a lot of social media interaction to keep the buzz alive. It has mainly tried to appeal to the youth by speaking their language and injecting the right attitude in the concept.
For the uninitiated, Star India has licensed this year’s digital distribution rights for IPL 2014 from Times Internet, the digital arm of the Times of India Group. STAR India will offer streaming and video on demand on starsports.com, the Star Sports app, and on mobile operator services powered by Star Sports.