March 22, 2010 04:04:31 PM IST Enkayaar, Bollywood Trade News Network
As the commercial juggernaut called Indian Premier League is gaining momentum, it is also throwing up interesting paradigms in the realm of advertisement in the form of a new copy on daily basis. No wonder stars like Abhishek Bachchan and Sharman Joshi would be laughing all the way to the bank.
For the advertisement fraternity IPL matches in the third season is creatively the most trying season as they have to be at their creative best not to allow the audience to leave the seats between the breaks as it is the time when their performance has to be unleashed. So, new campaigns everyday. A singular trend worth underlining is that it is the campaigns associated with communications industry that take the cake. So we have an Abhishek Bachchan who is promoting "oongli cricket" (a new form of gambling one can cheekily say), a Shah Rukh Khan coming in a different avatar seeking tips for his teams to improve their performance (where it not for the IPL would a Urvashi Dholakia had got a chance to feature in a campaign for Nokia- distinct possibility), and a Sharman Joshi leading a charmed life with his campaign for Airtel with the punch line-Baat Karne se hi baat banti hai. For Sharman Joshi there could not have been a better opportunity than Airtel to prolong his recall value in continuation of the phenomenal success of 3 IDIOTS.
The communication industry indeed is making the most merry in the sunshine provided by the IPL and is cornering the maximum quantity of hay indeed. No wonder, that an Aamir Khan has also deconstructed himself in the new Samsung add and become an "aam Aadmi", to appeal to the aam Aadmi. (The jarring note in the campaign is that a Maharashtra Roadways Bus has been used to project the backdrop for a UP Roadways bus).
Vodafone led the impetus for new advertisements on a daily basis with its Zoozoo campaign that had a different advertisement each day, and it spurred the competitors to emulate it, in all probability. Havells is the only product, which is coming out with new campaign on a daily basis, a company that has nothing to do with communication industry, but is using the occasion to create awareness about good electrical equipments.
IPL is indeed the Super Bowl for India, and any student who wants to study the evolution of advertisement industry; there is no better platform than the IPL to do it. When the curtain falls on IPL, it would indeed be a monumental period of paradigm shift for advertisement industry as well, as it may have to design campaigns that keep on changing on a daily basis, having whetted the appetite with the IPL.