As people in India started taking to online gaming as a means to constructively pass their time during the lockdown, Mobile Premier League has put the spotlight on its users with its latest campaign. Users are the biggest ambassadors for any brand and MPL seeks to highlight its unique proposition using people who have experienced the app and its features to their benefit.
The latest video campaign features MPL users who have come onto the gaming platform and have participated in and won big tournaments in the 50+ games that MPL has to offer. Over the course of the lockdown, MPL saw an increase of more than 700% in some of the popular games played on its app such as World Cricket Championship, Fruit Chop, Pool, Carrom, etc, driven by user participation in major tournaments. Since March, MPL has added over 2 crore new users.
Apart from such video campaigns, MPL’s branding push includes sponsoring two major IPL teams – Royal Challengers Bangalore and Kolkata Knight Riders – as well as bagging the presenting sponsorship of reality TV show Bigg Boss. MPL is evaluating partnering with other such media properties as well.
Ogilvy was awarded the campaign after a rigorous multi-agency pitch and has made the films with MPL users featured as most of the protagonists and their success stories told in a semi-fictitious, theatrical manner. The videos in the campaign feature MPL users from all walks of life and from across the country, reflecting the app’s wide reach in over 5,200 cities and towns in India. The campaign is currently live on the Star Sports network, Colors Bigg Boss and other networks across India.
“The lockdown saw many people explore new interests and hence, gaming took off in the country. MPL gained unprecedented traction as people started gaming in a big way from the comfort of their homes, and improved their lives by winning tournaments and contests. We wanted to put our users at the front and center of our major IPL and Bigg Boss campaigns and illustrate how MPL impacted their lives positively,” said Abhishek Madhavan, SVP, Growth and Marketing, MPL.
“The idea behind the campaign was true honesty. We went through rigorous engagement with real users across the country who have played on MPL and seen the difference it made to their lives. To us, that was the true advertisement of the role of MPL in adding value to people’s lives. And we are happy we contributed to tell these customer stories in a memorable manner,” said N Ramamoorthi, President, Ogilvy South.
Conceptualized by Ogilvy, the films have been brought to life by Carbon Black Films. The films were shot over 4 shoot schedules spanning over 40 days of cumulative production work.