Mobile Premier League (MPL): Got brains? Play Fantasy Cricket

Navin Talreja, Abhishek Hariharan, Ipshita Khan

MPL, an online gaming platform, launched a campaign in India to become the second in its category.

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...

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