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HomeThink TankCampaign DissectionStar Sports rolls out "Ajab Rang Dikhega" campaign for TATA IPL 2024

Star Sports rolls out “Ajab Rang Dikhega” campaign for TATA IPL 2024

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The highly awaited TATA IPL 2024 is just around the corner, and Star Sports, the official television broadcaster of the event, has kicked off the excitement with a captivating campaign titled “Ajab Rang Dikhega.” Conceptualized and brought to life by Tilt Brand Solutions, this campaign is not just about cricket; it’s a vibrant celebration of the diverse emotions that unite fans across India.

Star Sports- “Ajab Rang Dikhega” campaign

Inspired by real-life fan stories, social media moments, and genuine expressions of passion for cricket, the campaign is a visual ode to the rich tapestry of IPL fandom. Star Sports has artfully crafted a narrative that captures the essence of togetherness, highlighting how the TATA IPL 2024 experience is elevated when shared with friends, family, or a community of like-minded enthusiasts.

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Stellar Lineup of IPL Captains and “Believe” Ambassadors in the TATA IPL 2024 campaign

The campaign features four iconic IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer. Each captain represents a different fan scenario, showcasing a spectrum of emotions that unfold during crucial moments in the game.

  • Rishabh Pant’s Emotional Gang: Breaking stereotypes, Pant’s gang sheds its “macho personality” and embraces vulnerability, shedding tears of joy and emotion.
  • Hardik Pandya’s Boardroom Celebration: Pandya and his team break free from the corporate boardroom environment, dancing joyfully to celebrate cricket victories.
  • KL Rahul’s Passionate Study Circle: Rahul and his study circle throw caution to the wind, abandoning their books to let their passions soar when an umpiring decision goes against them.
  • Shreyas Iyer’s Rebellious Spirit: Iyer, known as the ‘Good Boy,’ defies expectations, rebelling against his father-in-law and dropping his submissiveness.

Multilingual Appeal

To resonate with fans across the diverse linguistic landscape of India, the campaign will be released in multiple languages, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Malayalam.

Aiming for Unparalleled Fan Engagement

Sanjog Gupta, head- sports, Disney Star, said, “TATA IPL 2023 was the biggest IPL in TV history and reiterated the belief that ritualism, community and togetherness are essential facets of the live cricket viewing experience. This year, our campaign is an ode to the plethora of emotions that fans around the country will experience over the next couple of months. Unlike Indian cricket, where pride is the pervasive fan sentiment across the nation, IPL allows different fans to take sides and experience distinct emotions in the same moment. And these emotions are elevated when they are experienced in the company of friends, families and/or community. The goal of the campaign is to elevate the stature of TATA IPL, drive fan tribes to support their teams even more passionately and excite viewers for an unparalleled experience on Star Sports.”

Ambassador’s Perspective

Star Sports ‘Believe’ Ambassador, Hardik Pandya, said, “I’m thrilled to have participated in the ‘Ajab Rang Dikhega’ campaign. Playing the role of a fan in the campaign, brought back memories of me being a fan, celebrating happily with friends and family when emotions take over during memorable victories.”

“As a ‘Believe’ Ambassador, it is an honour to be a part of the ‘Ajab Rang Dikhega’ campaign. IPL is an emotion, and we love it as much as the fans do. Through the new campaign, we celebrate the unique community experiences that IPL evokes across the country making it a truly unforgettable experience. I’m grateful for the love showered by fans and I’m looking forward to IPL 2024”, adds Rishabh Pant.

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As the countdown to TATA IPL 2024 begins, Star Sports’ “Ajab Rang Dikhega” campaign sets the stage for an immersive and emotionally charged cricket season. By acknowledging and celebrating the diverse fan experiences, the campaign reinforces the idea that IPL is more than just a sporting event; it’s a shared journey of emotions, passions, and unforgettable moments that unite fans across the nation. Get ready for a rollercoaster of feelings as the TATA IPL 2024 unfolds, promising to be a spectacle that transcends the boundaries of the cricketing field.

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