Pepsi IPL returns with 'Come on, Bulaava Aaya Hai' campaign


The fever of cricket has once again gripped our nation as the seventh season of IPL kicked off in UAE on 16th April.

The official broadcasters Sony MAX and Sony SIX recently launched a unique marketing campaign called Come on, BulaavaAayaHai’ to bring in the cricket season. The word ‘Bulaava’ which signifies ‘calling’ is based on the premise that the year’s most awaited cricketing event has finally arrived and no one should miss it at any cost. The core essence of the campaign is to promote people to literally drop everything to watch Pepsi IPL.

The nationwide campaign was executed in 2 phases.   Phase 1 of the campaign, which is conceptualized and executed  by the creative agency Havas Worldwide, involved a series of four films which were set in diverse situations of different people’s life with the key essence of ‘Bulaava’ of the IPL. Be it a runaway bride drawn to the call of the IPL bugle, a son by the side of his ill mother or a priest struggling to free a woman possessed with a spirit, all of the films symbolized IPL as the ultimate ‘calling’ of one and all.

With the second phase of the campaign the brand decided to reach out to the people and get them involved on the ground. Ours is a cricket frenzy nation and this tournament is a great platform for brands to capitalize on the emotions and excitement that people associate with the game. Phase two, which began on the weekend of April 12 and 13, involves a nationwide promotional tour bringing the Pepsi IPL 2014 euphoria to the masses. A large yellow bus touted as the ‘Bulaava Express’ will be seen in 13 cities across the country including Delhi, Kolkata, Lucknow, Chandigarh and Jaipur between April and May spreading the buzz of IPL.

The tour began on 13th April in Mumbai when the people were called to leave their regular chores behind and respond to their ultimate calling. The enthusiasm and energy of cricket was translated into an experiential marketing campaign as the brands called out to Mumbaikars to hop on to the ‘Bulaava Express’. The open air bus with Sony MAX and Sony SIX branding toured various locations of the city like Kandivali, Carter road, Worli Sea face and Marine Drive.

The open bus initiative is designed to capture the imagination and involvement of the citizens with a number of entertaining and unique activities. Be it an impromptu ‘buckram ka chukrum’ which quizzed people on their knowledge of the tournament or ‘BulaavaBahana’ which required fans to come out and confess which bulaava they have used to watch the Pepsi IPL, the campaign became a huge hit with the crowd. The activities are designed in a way that makes them engaging and allows the brand to interact with the target audience on a personal level.

Vaishali Sharma, Vice-President Marketing, MAX shares her thoughts about the on-ground promotions, “Bulaava Express is the perfect initiative to get the people excited about the tournament. Cricket fans were exuberant about being a part of this activity. The overwhelming response and enthusiasm of the crowd has encouraged us to take the fun and excitement to more locations.”

To amplify the buzz surrounding the campaign, the brand is actively promoting it on social media with #BulaavaExpress and Come on, #BulaavaAayaHai!

The people of Nashik were also engaged in the Bulaava campaign over the same weekend with a 2 day event in Centre One Mall. The attention of the unsuspecting mall goers was captured with a ‘buckram hunt’ which made people scramble around the mall to uncover Pepsi IPL goodies. The energy associated with the tournament transpired into a ‘buckram dance’ which encouraged people to groove to catchy dance songs and the IPL jingle.

“The Nashik activation witnessed an encouraging and widespread participation and we hope the people experienced the ultimate bulaava of their life,” adds Vaishali.

The Bulaava Express will visit Nashik on 25th May.

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