This IPL Season Sony MAX Engages Fans With #BulaavaAayaHai - Offline, Online And Mobile Campaign

For the ongoing IPL2014, Sony MAX has launched #BulaavaAaayaHai campaign with offline, online and mobile app integration to engage with IPL fans.

This year the initial phase of IPL is being hosted in UAE. This howsoever doesn’t bring a dip in excitement from cricket fanatics. Though I don’t have any TRP details but as the sun sets, the trends on Twitter are dominated by IPL teams. To keep the excitement going brands are engaging with fans on all possible mediums on a continuous basis.

Sony MAX & Sony SIX, the official broadcaster of Pepsi IPL 2014 have been doing the same with the start of IPL with their extensive online and offline campaign - Bulaava Express, also being termed as “Come On Bulaava Aaya Hai.” On offline the television channel has launched an open air bus ride - Bulaava Express, while the online world is seeing regular initiatives being carried out on social networking channels along with a mobile app to keep fans updated about the games and its excitement.

The Bulaava Express

The open air bus - Bulaava Express was launched prior to the start of the IPL games in Mumbai city. It traveled across various locations like Kandivali, Carter road, Worli Sea face and Marine Drive.

The idea behind the initiative was to capture the imagination of the citizens with a host of entertaining and unique activities. Be it the impromptu ‘buckram ka chukrum’ which quizzed people on their knowledge of the tournament or ‘Bulaava Bahana’ which mandated fans to confess which bulaava they have used to watch the Pepsi IPL. The journey finally ended with the specially created energetic ‘Buckram dance.’

After Mumbai the bus is planned to tour the country across 13 cities like Delhi, Kolkata, Bangalore, Lucknow, among others between April & May creating euphoria for Pepsi IPL 2014. Tthe bus was in Lucknow, according to the latest Twitter update:

A visual live representation of the bus traveling along the cities could have been a good add-on to the campaign. The live app could have given fans a chance to locate themselves in the app when the bus is in their city. Including the gamification element could have brought the offline excitement to online too.

On social media - Facebook, Twitter and YouTube

The offline campaign has been extended to social media too. Facebook and Twitter have been used aggressively to carry out the online extension of the campaign. On Facebook there have been continuous visuals about the IPL matches, the teams that are competing along with the glimpse of their star players. The 1.5M Facebook page has seen a good growth from 16th April spiking up 8.6K fans from India. The below graph from Unmetric shows the fan growth in comparison to the metric “Number Talking About.” Sony_MAX_Facebook_IPL_2014 The MAX Twitter page is sharing similar updates like Facebook is doing apart from the regular live score while the live matches are going on. Small contests are being gelled along these activities on Twitter too. Twitter, which has more than 130K followers, has gained more than 4K followers in the same period while tweeting 949 tweets. Some of the latest tweets are shared below to give an idea about the content.

Additionally, the content strategy of the brand on Twitter has been powered by #bulaavaaayahai. However #eit20, #pepsiipl have seen the maximum engagement from followers. The below graph pulls out the frequency of Sony Max’s hashtag.


Meanwhile, Sony MAX also launched a TVC on the same concept of “Come On Bulaava Aaya Hai”. The TVC that showcases people from each and every profession and gender running towards their home to catch the IPL games is also the most viewed video on YouTube for the period of April 15 to May 5th 2014. The video uploaded on April 8th has more than 149K views on YouTube.

Cricket Ka Bulaava mobile app

Along with offline and online integration, Sony MAX has ventured into the mobile space by launching an exclusive mobile app for the occasion. Cricket Ka Bulaava mobile app developed by WAT Consult wishes to be a quick app for IPL fan boys.

Available on both Android and iPhone platforms, I gave the Android app a try. The app loads with the signature song and is basically a IPL reminder app added with some fun elements.

Sony MAX IPL 2014 Mobile app

As you can see in the above screen grab, the Reminder feature speaks out. Other features are Schedule, Trivia, Today’s Match, Team List and Standings.

With Reminder feature you can select your favourite team and set a reminder via different mediums such as Email, social networks among others. Besides you can select a date on the IPL calendar and get a notification so that you don’t miss out an important game.

The other interesting bit is the Trivia section where the app throws some interesting facts about players against the opponent playing team. For example I was told that Ross Taylor’s highest score in the Pepsi IPL has come against KKR. He had made 81 not out in the 2009 season. Looks like the Delhi Daredevils team would want Ross to repeat the performance.

However, not having a picture of Ross and other players in the Trivia section in the app is a big letdown. If these Trivia could have been more and synched with the live matches then it would have added to the madness of an IPL fan.

Team Lists, as the name goes, provides the team list of each IPL team in a list format. The feature could have been expanded more if additional information of the players could have been provided along with their image at the tap of the screen. May be some fun trivia about these players along with some stats could have been a great add-on. Real cricket lovers are mad about player and match stats which the app could have used to its advantage.

Today’s Match updates you about the latest match details and Standings updates you about the respective IPL teams ranking. Today’s Match could have incorporated a deeper level of stats when it is talking about teams going to the field. Last outing stats and  some trivia, etc. could have made the app more interesting.

Interesting campaign?

The effort from Sony MAX for the ongoing IPL is interesting with “Come On Bulaava Aaya Hai” campaign. Though it is not very clear what the open bus has inside but the initiative should catch the cricket loving nation. Social media integration is aggressive but not over the top. The brand is doing its best to keep the fans glued to their social network properties.

The mobile app is a good initiative considering the present time where mobile is becoming the primary screen. However, the mobile app could have been much more intelligent and entertaining.

Are you caught on by the Sony MAX “Bulaava Aaya Hai” initiative this IPL?

Disclosure: WAT Consult and Unmetric are advertisers at LI.