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NEW DELHI: Indian Premier League (IPL) Season 3 has presented unprecedented opportunities for the franchisees and consumer brands to grab the attention of a large and virtually captive audience. Taking a cue from this, GMR Sports, franchisee of Delhi Daredevils, and Coca-Cola India have created the Coke Daredevils Fan Club, and to popularise its membership, an innovative outdoor campaign has been launched in Delhi NCR. Leading OOH firm MOMS, the OOH specialist arm of Madison World, has been vested with the campaign execution duties.
The campaign, spread over a year and involving a series of activations, urges people to buy a 600ml Coke bottle and
win goodies and the special prize of a trip to Bali in Indonesia with the Delhi Daredevils team. MOMS has used two different creatives for the campaign with the taglines – ‘Aa jao Daredevils ke saath’ and ‘Holiday in Bali with the Daredevils’.
 Commenting on the campaign, Atul Singh, president and CEO of Coca-Cola India, said, “As a brand we have always believed in promoting sports, be it cricket, football or hockey. We want to build the awareness and to create a sporting culture in India. Cricket is a passion in India and we wanted to be associated with this passion. Coca-Cola will refresh all cricket fans with its number of products this IPL season.”
 The campaign is essentially directed at the youth segment in Delhi NCR and likely supporters of team Delhi Daredevils. Hence, high traffic and high footfall locations were selected for the campaign deployment. Speaking on this, Dipankar Sanyal, COO (North & East), MOMS said, "Coke believes in creating high impact campaigns. While frequency building is kept in view, the principal focus, as always, is on creating high drama and impact to accentuate the 'larger-than-life' presence of the brand. The association with Delhi Daredevils and IPL is of great importance to the brand.”
To gain the TG’s attention, MOMS has created an innovation by using back-lit cutouts of key Delhi Daredevils players, displayed with the fan club information and the official sponsor Coca-Cola. 'We used premium large format media properties to build impact. Additionally, we created visual drama through the various innovations done primarily with backlit displays," Sanyal added.
For the campaign, MOMS has used a wide range of media formats that include large formats such as subway panels, bridge panels, gantries, billboards, mall facades and wall wraps on premium malls in Delhi NCR. Besides, bqs have been used to build frequency and spread.
The huge attendance at the IPL matches in Delhi underlines the growing audience interest in the mega event. GMR Sports and Coca-Cola India have seized the opportunity to create a larger-than-life presence for the club in the OOH domain. It won’t be long before similar initiatives are seen in the other cities as well where the IPL has generated widespread audience engagement.
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