The most memorable thing from last year’s advertising for Indian Cricket League must be ‘Jujubi’, the parting shot in the Chennai Superstars ad. The theme ad for ICL the brand or what it stood for is perhaps missing from public memory. In contrast, IPL set the tone for the tournament with their ‘Karmayudh‘ ads and then let the individual teams do their numbers.
This year, there is an attempt by ICL to give a thematic message to the tournament. Playing on the perception that there was too much tamasha associated with the IPL, there is a subtle repositioning of IPL as ‘nothing to do with cricket’. The tag line ‘Cricket hai meri life‘ lends an element of seriousness to the game, which is perhaps a good thing. The first time I saw the ad, my reaction was ‘Hey, where’s the gooseflesh?’. Frankly, it was not emotional or stirring.
However, there is an element of simplicity and honesty in the films that makes it endearing. It may not have the same firepower as the IPL ads; the lack of big names may not get the buzz going as yet. But if last year’s ICL final is anything to go by, the quality of cricket may surprise many. And the change in personality may have come at the right time.