IPL launches Rs 100-crore ad campaign

IPL'S AD BLITZKRIEG: The name of the campaign coined by ad-man Piyush Pandey is Karmayudh.

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Mumbai: A film created by ad agency O&M officially kicked off a high-decibel advertising plan for brand IPL.

The name of the campaign coined by ad-man Piyush Pandey is Karmayudh and the idea is to convey that the tournament will be a battle of skills with players from around the world fighting it out for supremacy.

And this is not all. There are plans for three more campaigns including six films with varied themes. They will be released in the next few weeks.

Executive Chairman South Asia, O&M, Piyush Pandey says, "There will be more. You will see where we engage with the audiences, where we capture the spirit of how people are favouring different teams on a day-to-day level. So, you will see a lot of fun and excitement. We can't match the passion of the game, but we will try our best to do that."

Television and print, radio, outdoor advertising and a brand new website — all this will be a part of the communication platform for Brand IPL.

And the league is also hoping to gain from the campaigns of each of the franchisees, which have also announced their own marketing and branding plans.