After the successful #YehGameHaiMahaan campaign, Dream11 followed it up with a similar campaign, #CricketOnDream11On. This campaign too had a series of videos under the umbrella campaign name. Each video highlighted the desperateness that the protagonist had to quickly get on to the game. The protagonists this time were from varied backgrounds and the situations were also unique. Let’s look at them one by one.
Terrace Clear, Cricket On
Dream11 came up with the next video with focus on the ‘ground’ to play cricket. A bunch of youngsters are shown waiting on the terrace for the ladies to clear up the space. Once the ladies leave, the youngsters are delighted to have found a space to play cricket. As I highlighted earlier in the blogpost, in India cricket is played at any place, irrespective of the constraint. Good to see Dream11 team continue the flair of this long campaign.
Exam Over, Cricket On
The video highlights the last few anxious moments of a college professor in an examination hall. He waits for the last student in the class to finish his exams so that the professor could get on to cricket.
Ground ready, Cricket On
A bunch of youngsters in this video wait patiently for the event team to collect all materials and leave, so that they could get their cricket ground to play their game. This video shows the reality that there are limited grounds available for youngsters to play their beloved game.
Pitch ready, Cricket On
Once again the readiness of pitch is focused in this video, though with a different angle. The pitch was repaired and a youngster is shown to be checking if the cement applied on the pitch has dried or not. Once its confirmed that the pitch is ready to play, the youngsters get on with their game.
Unpacking over, Cricket On
When ‘diversity’ is the talk of the town, why should cricket be spared from it. This video shows two girls anxiously waiting for their cricket kit to be brought down from the truck (after home shifting). Once they are in the possession of the cricket kit, they proudly walk away for their game.
How’s new Dream11 campaign different from #YehGameHaiMahaan?
Few more themes, situations have been added to the list. The diversity angle has been made stronger, while in the earlier season only one video showed women playing along with men. The central thought hasn’t changed much. I feel there was no need to change the campaign hashtag, just to give it a desperate new look. The earlier campaign hashtag could have been continued for better reinforcement.
Dream11 New Initiatives
Dream11 has been going strong with various initiatives like:
- Title Rights Partnership with New Zealand with Twenty20 Cricket League.
- Sponsorship of New Zealand cricket team in the series against India, which comprises of T20 matches, ODIs and test matches
- Strengthened relationship with BCCI for next four years. Dream11 ended up bidding highest with Rs. 107.5 lakhs per match.
This is one brand that is growing leaps and bounds in the fantasy game league segment. It will be interesting to see how Dream11 sets itself for the upcoming IPL 2020.