BRAND INTRODUCTION

Games24x7, a Mumbai company with fantasy sports platform My11Circle and gaming platform RummyCircle, became a billion-dollar startup in March 2022. This year, the brand replaced Dream11 as the official fantasy sports partner for the Indian Premier League (IPL) for the next five years. This strategic move aims to shake up the market and solidify them as a major player in online gaming

The fantasy cricket app has seen a big response with a significant increase in teams created since the IPL began. Many users are turning their love of fantasy cricket into real-world winnings to heighten their cricket consumption experience. Compared to last year, there are 50% more winners taking home big prizes. This growth is driven by a 4-fold increase in prize categories offered on the platform compared to last year.

SUMMARY

Ahead of the huge 3-month cricket season, the fantasy cricket app scaled new heights by roping in the rising stars of Indian cricket, Rinku Singh and Yashasvi Jaiswal, to their list of Brand Ambassadors, as they gained a new opportunity as Associate Sponsors of the Indian Premier League, apart from being the principal sponsors of Lucknow Supergiants.

Multiple campaigns eyeing acquisition, retention and enhancement of brand image are part of this cricket season, ranging from 5 seconder performance bytes to 5-minute player and vox-pop interviews.

PROBLEM STATEMENT/OBJECTIVE

Maximum clicks on the performance bytes and new user acquisition were the primary objective of the campaigns. This was followed by retention callouts which solidified the active presence of the existing players on the platform. Furthermore, the social spike campaign ‘My11Circle I Want Match Tickets’ was to be supported, in order to increase the number of followers on all of the brand’s social media handles.

BRIEF

To create thumb stopping, snackable, byte sized content that is generic and not series specific in nature.

These assets would be taken live on performance marketing platforms like Google UAC and Meta (Facebook and Instagram). Thus, the need was to create platform specific content, keeping these nuances in mind. This includes

Concepts/ scripts for Bytes with the construct incorporating the best learnings and best practices

Concepts/ scripts for bumper ads along with the callouts communication themes

Experimentative concepts/video formats: Creative ideas/constructs incorporating the endorsing cricketers in imaginative ways.

CREATIVE IDEA

A couple of innovative approaches were adopted to overcome the challenges and to fit the performance and social content to the core campaign offering of the brand, which was ‘Ek crore se hi toh shuruaat hai, toh socho kitni badi baat hai’
In addition to the stadium branding for the app for all the IPL Matches, the Intellectual Property of ‘My11Circle Ultimate Fantasy Player of the Match’ that was coined by Team DViO, was utilized during the entire duration of the season.

Unique creative vehicles were used in the scripts and visualisation to achieve this, followed by creative storytelling approaches for the rest of the acquisition and retention callout bytes of 10-40 seconds each.

DViO’s expertise in producing high-end 3D, CGI and VFX content further enhanced the quality of the output.
The content produced ranged from 5 second bumpers to long format videos of 4 minutes. While the tactical bytes were planned in a way to acquire more users and retain the existing users, the long format social videos, including a Vox Pop across 5 Indian cities, played a crucial role in establishing the brand presence and solidifying it across multiple social media platforms.

In addition to the stadium branding for the app for all the IPL Matches, the Intellectual Property of ‘My11Circle Ultimate Fantasy Player of the Match’ that was coined by Team DViO, was utilized during the entire duration of the season.

CHALLENGES

Crafting snackable performance and social content on multiple acquisition and retention callout fronts for the brand in a highly reduced period of pre-production, production and post, as the aforementioned scale-up took place in no time.

Team DViO had to make sure every bit of content, from the concepts and scripts to final output matched the brand offerings, enhance the quality of the performance and social content that directly talks to the audience and adopt a storytelling approach to a number of bite-sized videos which was close to impossible.

EXECUTION

The execution began with the scripting, tailor-made for stalwart Sourav Ganguly, and post shoot, the other brand ambassadors were lined up for the shoots. A major challenge posed as the multi-celeb scripts needed to be shot separately as the shoots were done with individual players on the set, but precise planning and organization proved to be an efficient solution. Last but not the least, DViO further amplified the ability to pull-off mind-blowing stadium branding by creating the designs for the brand’s association with Indian Premier League. 

An intriguing teaser to the campaign was also released and picked up by several meme pages and cricket pages where the players accidentally dropped hints about the first prize on the platform.

Following this, 8 players of the Lucknow Supergiants also became a part of the campaign where DViO came up with unique Lucknow specific ideas for performance and social content.  

Lucknow geography and culture-based CGI videos and concepts featuring the cricketers were a grand and spectacular addition, followed by long-format videos where the players were interviewed for fun and engaging content for the social media.

The Outcome

Views

43Cr

Views

43Cr

Views

43Cr

CMO QUOTES

“DViO’s innovative approach and expertise have been instrumental in elevating our brand presence and driving user engagement. Through strategic planning and creative execution, DViO has helped us connect with cricket enthusiasts across various touchpoints, amplifying our brand’s association with the IPL.”



“Leveraging innovative strategies, DViO went beyond traditional marketing to integrate virtual and on-ground interactive experiences during match phases, amplifying My11Circle’s association with the IPL,” said Sowmya Iyer, CEO and Founder, DViO Digital. “Our collaboration with My11Circle has been about creating memorable experiences for cricket fans while solidifying the brand’s position as a leader in fantasy gaming.”

– Ritesh Kanani, Director – Brand Marketing, My11Circle.

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