Expo 2020 Dubai is eyeing to leverage Indian Premier League 2020 for their marketing initiative. A high-decibel campaign, created by McCann Worldgroup, is ready for roll out on traditional and digital platforms.
McCann Worldgroup, which has the strategic and creative mandate for Expo 2020 in the Indian region, has conceived a high-decibel campaign that will premiere during the IPL, across traditional and digital mediums.
The campaign features actor and sports presenter Gaurav Kapoor alongside Amitabh Bachchan, who will play the role of a cricket commentator for the first time. The campaign aims to demonstrate the mind-boggling experiences that await visitors to Expo 2020 next year, using the scale and popularity of the IPL as a launchpad. It features a series of episodes that will be revealed during the course of the IPL season.
“Expo 2020 Dubai will be a showcase of human brilliance and achievement, as well as international collaboration. The association with Amitabh Bachchan and the campaign created by McCann Worldgroup for airing during the IPL will help us build awareness in India, our largest international market, as well as among the Indian diaspora and in other cricket-loving nations around the world,” said Rehan Assad, Chief Programme Officer, Dubai Expo 2020.
Prasoon Joshi, CEO of McCann Worldgroup India and Chairman APAC, added: “An event such as a World Expo, which brings together the best of human excellence, is a major global attraction, and the task here was to seed the idea of Expo 2020 Dubai in the Indian consciousness. This is the first time that a World Expo is being held in the Middle East, Africa and South Asia region, presenting an unprecedentedly close-to-home opportunity for Indian visitors, who already see Dubai as an exciting destination.
“The immediate choice was to work with Amitabh Bachchan to announce the grandeur, scale and stature of Expo 2020 to target audiences in India, on a platform with the huge reach of the IPL. The creative messaging achieves this by seamlessly working within the context of the IPL, and uses an episodic narrative to keep viewers engaged through the IPL. It marks the beginning of a journey that consumers will take with the brand over the next year, leading up to the opening of Expo 2020.”