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Friday, October 22, 2021

MPL rolls out ‘Hai Akal To Khelo MPL’ campaign for IPL 2021

Mobile Premier League, Asia’s largest esports and skill-gaming platform, has launched its ‘Hai Akal Khelo MPL’ campaign on TV and digital media platforms across the country. All the films in the campaign feature a human brain as protagonist, with the central idea that anyone with a brain or ‘Akal’ (intellect) can create a fantasy team on MPL with their knowledge of Cricket during the ongoing T20 tournament. 

There are a total of seven films in the campaign, of which three are already live and the rest will be released as the IPL progresses. The first three films are based on the age-old Hindi language sayings “Akal badi ya bhains”, “Akal ke dushman”, and “Dimaag ghaas charne gaya hai”. MPL has roped in veteran actor Vijay Raaz for the films’ voice-overs. 

Directed by Abhinav Pratiman and brought to life by Early Man Films, the films have gained enormous traction by audiences across mediums thus leading to creation of number of memes based on the ‘Brain’ flooding the internet and social media over the past week. Since the campaign first went live with the start of the IPL, MPL has already seen 1 million new app installs. 

Detailing about the campaign, Abhishek Madhavan, Senior Vice President, Growth and Marketing, MPL.  “This IPL, we decided to go back to the basics of Fantasy Cricket- which is to make the best possible team by using your knowledge of the game and your thinking skills. By giving the human brain its own manifestation as a protagonist and by using some very well known Hindi sayings that we can all relate to, we hope these films resonate with the masses. The initial response has been very kind and encouraging and we hope the audiences love all seven films in this campaign.”

Talking about the conceptualisation, Navin Talreja, Founding Partner of The Womb, said, “Passion and love for the game of cricket can at best make someone a great fan of the game. But to play the game either in real life or in the form of fantasy one needs skill. Skill in the form of strong analytical skills and strategic abilities to create the best teams game after game. Our attempt was to bring this alive by creating the brain itself as a device. The campaign uses popular idioms associated with the brain to generate popular appeal.”

Credits:

  • Agency: The Womb
  • Founding Partners: Navin Talreja & Kawal Shoor
  • Creative Team: Suyash Khabya, Gunjan Gaba, Shreyas Manjrekar
  • Planning & Research Team: Mittu Torka, Trisha Mukerjee, Ipshita Khan
  • Account Management: Dhaval Jadwani, Syed Nabeel, Prachi Bajoria
  • Production House: Early Man Films
  • Director: Abhinav Pratiman
  • Executive Producer: Anand Menon
  • Producer: Amarjeet Phukan

About Mobile Premier League

Founded in 2018, by Sai Srinivas and Shubh Malhotra, MPL is Asia’s biggest e-Sports and mobile gaming platform, with over 70 million users in India and 3.5 million in Indonesia. MPL has worked with numerous game developers and on-boarded over 70 games on its platform. The gaming platform currently employs over 600 personnel with offices in Bengaluru, Pune, Jakarta, and Singapore. 

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