Rajkumar Hirani, the man behind films like "Munnabhai M.B.B.S" and "3 Idiots", has produced a series of ad films to promote MAX's Indian Premier League (IPL) campaign "IPL on, toh Bharat Bandh" for the upcoming DLF IPL tournament.
Hirani, who has produced the films under his banner Canvas Films, has added a hint of his humorous side to the scripts. The advertisements have been directed by noted ad filmmaker Shashank Ghosh and conceptualised by advertising firm JWT.
"When my partner Sanjiv Kishinchandani and I first heard the idea of the 'Bharat Bandh', I realised that it had huge potential. If I had the time, I would have directed it myself. The next best way was to produce it, offer inputs and oversee it. Finally Shashank directed them. I feel he has done a brilliant job. I'm sure these films will bring a definite smile to people's faces," Hirani said in a press statement.
The rollout of the seven ad films will stretch across a period of six weeks till the launch of the DLF IPL tournament April 8. Each film describes what happens in India when the IPL is on.
Shashank Ghosh, director, said: "I have tried to depict with a humorous take on how we all react to the IPL. It's been a game changer in entertainment in India and everybody at some level has altered their lifestyles and routines to accommodate it. I hope the people at large will like the series of commercials and wait with bated breath for the IPL to start."
The commercial will be first launched on TV, after which it will be spread out across print, radio, internet, billboards, mobile, below-the-line and out-of-home platforms.
"The DLF IPL communication on MAX has always been unique and path breaking. With the 'Bharat Bandh' idea this year, we have an immensely strong idea that the people of India will immediately identify with and relate to as well," said Sneha Rajani, senior executive vice president and business head, MAX.
