SONY MAX says ‘Sirf Dekhneka Nahi’ as Pepsi IPL 2013 campaign is launched!

SONY MAX says ‘Sirf Dekhneka Nahi’ as Pepsi IPL 2013 campaign is launched!

Ropes in Farah Khan to make India dance and celebrate cricket!

Mumbai, February 20, 2013: MAX, the exclusive broadcaster of the Indian Premier League announced its new marketing campaign for the Pepsi IPL 2013 called ‘Sirf Dekhneka Nahi’. The campaign ‘Sirf Dekhneka Nahi’ comes from the insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance. Drawing from this insight,

MAX has roped in none other than the famous choreographer Farah Khan to establish 3 unique signature dance moves for the campaign, namely for a four, a six and a wicket. MAX’s campaign will feature Farah asking the viewers to let go of their inhibitions and groove to the tune of the Pepsi IPL 2013 in support of their favourite teams. Soon the nation will be seen shaking a leg to these 3 distinctive dance steps.

The campaign will feature a series of three short films, 3 dance instruction videos and one big grand film, all featuring Farah Khan. The three short films will showcase women, working professionals and families celebrating the PEPSI IPL 2013 together with Farah Khan teaching them the signature dance steps. These campaign films will lead to the grand film which will highlight how IPL binds cricket with dance and celebration and nothing can beat the fervour of PEPSI IPL 2013.

To make the campaign a nationwide sensation and to add to Farah’s incredible dance moves MAX has also roped in the popular and talented music director–singer duo Vishal and Shekhar who have composed a very catchy and quirky tune for the Pepsi IPL 2013 campaign.

Commenting on being brought on board as the face for MAX’s PEPSI IPL 2013 campaign, Farah Khan said, “I am extremely excited to associate with MAX for their marketing campaign for Pepsi IPL 2013. Being an ardent cricket lover and a dancer, I can relate to the feeling of celebrating when your favourite team scores a four and a six or takes a wicket. Just the way I train my Bollywood stars to let go of their inhibitions and dance with all their heart, similarly in this campaign I will teach the audience not to hold back and enjoy every single celebratory moment of this exhilarating tournament.”

The campaign has been created and conceptualized by JWT and directed & filmed by noted ad film director Rajesh Saathi of Keroscene Films. Apart from being MAX’s campaign director for the previous edition of the tournament, he is also the story and screenplay writer of the film Main Hoon Na and has directed many award winning brand films.

Talking about the upcoming season of the PEPSI IPL 2013, Mr. Neeraj Vyas, EVP and Business Head, MAX said, “A cricket crazy nation like ours needs to be more involved in the game then just being mere onlookers. Through the campaign ‘Sirf Dekhneka Nahi’ we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves choreographed by Farah and get hooked on to the game by actively participating throughout the season.”

Speaking about the campaign Mr. Gaurav Seth, Sr. VP Marketing & Communications, MAX said, “‘Keeping with MAX’s tradition of launching innovative and clutter breaking communication comes ‘Sirf Dekhneka Nahi’ – a unique thought, based on a key insight as to how Indians view the league. We expect the viewership on the Pepsi IPL to be extremely involved and this is what the campaign brings alive”.

Stretching across a six week period till the launch of the tournament, the Pepsi IPL 2013 campaign will have a complete 360 degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, mobile, BTL and out of home. The campaign can also be viewed on, the online home of Sony Entertainment Network.