Campaign details
Brand: Mobile Premier League (MPL)Brand owner: Galactus Funware TechnologyAgency: The Womb Communications LLPMarket: IndiaSector: Sports Media channels: Online video, Social media, TelevisionBudget: 5 - 10 million
Executive summary
The fantasy (cricket) gaming category is extremely cluttered with more than 140 players and no product differentiation. Dream 11 dominates the category with over 90% share. MPL aimed to be the clear no. 2 in the category.
In an attempt to bring respect to the category and disassociate it from gambling, we shifted perceptions and presented...