Since you'll never see this cinematic Indian Premier League (IPL) ad here in North America, I thought I'd share it. As an intro to the IPL itself, the league was developed by IMG in conjunction with the Board of Control of Cricket in India (BCCI) 5 years ago. Since then, it's become one of the world's top 5 most valuable leagues, and is almost certainly the most important new league since 1992, when the English Premier League was formed.
At IMG, we developed the brand brief for the IPL here in New York, chiefly researched and written by Aubrey Lovery in conjunction with internal clients at IMG and the BCCI team. As always, we used our proprietary ICON Engineering methodology to understand and position the IPL brand. The ad was created by O&M (Mumbai).
At the heart of the brief was the idea that the IPL plays a relatively new style of cricket known as Twenty20 or T20. T20 lasts about 3 hours--compare that to "Test Matches" which can last as long as 5 days.
This new style of match created an important constraint for our brief. The BCCI governs both the IPL (3 hour games) and Test Matches (4-5 day games) so we needed to differentiate the IPL in a specific way: cricket purists sometimes view a 3 hour T20 game as less serious--something that would be true for any sport if a similar situation occured.
Taking this into account, the IPL brand vision embraces the fun, Bollywood atmosphere created at games, while acknowledging that it attracts the world's best cricket players for its teams and that it brings cricket to an even wider audience in India, especialy on TV.
The translation of the IPL brand vision into the resulting ad is even better than we could have hoped. Congratulations, Ogilvy.