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Day after IPL euphoria, Sony launches FIFA U-17's co-created song as countdown begins
www.indiantelevision.com, 6 September, 2017

It could not have been timed better. In the backdrop of Star winning the IPL media rights, SPN, the official broadcaster of the FIFA U-17 World Cup 2017, has launched the official song - Kar Ke Dikhla De Goal.

Virat -- 'Go Smaaash It!'

TThis film is the perfect testament to the brand's strength as it resonates with the cricketer's brand and showcases the excitement of playing and partying. Incorporating an element of dynamism by using VFX technology to showcase the space in an interesting context, the film focuses on positioning Smaaash as a fully equipped entertainment destination with cutting-edge innovative technology that makes Smaaash games very immersive. The campaign film demonstrates an engrossing gaming experience at Smaaash as the cricketer indulges in different games from Cricket, Go Karting and Virtual Reality to just partying and having a great time. The catchy music and the campaign's call to action - "Go Smaaash It" resonates with today's generation.

Producer: Ashmith Kunder

Purpose of the ad:
This campaign serves as a great way to convey to the audience the various features it has to offer. Using a famous cricketer as a way to grab eye-balls, the idea is to drive familiarity. Instead of doing a conventional, boring "demo" video, it was decided to redefine it through a 'Smaaashing-rap' music video: an interesting, memorable way to see all that Smaaash can provide. The brand name was incorporated in the communication to make it a part of the vocabulary and use it as an adjective to define 'Gaming' in India."

Creative Agency:
Rediffusion Y&R

Production House:
Lemon yellow sun films

Vinod P Vijay

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