Analysis of “Ek Nayi league” campaign

Dil se kheloge to hit wicket ho jaoge.  This is how this video start. In an all new series of video, Kapil Dev is talking to various Celebrities and telling them that if they play this with heart, they will certainly get out hit wicket.

This video has certainly left all of us guessing as to what is this “nayi league”, how is KAPIL DEV related to this campaign. So I decided to analyse and asses this campaign on various parameters and at the same time try to make a guess of what game KAPIL DEV is talking about.

What can be this “ek nayi league”- This league according to me will be something like a fantasy league which will have a lot of facts and numbers to analyze. To play this game you will have to think logically with your brain and maybe that’s why KAPIL DEV is saying that one shouldn’t play this game with his or her mind.

Timing of the campaign- Now the timing of this campaign is very interesting. IPL is reaching its climax phase.  The campaign is trying to cash on to the cricket fever in India. Using the popularity of IPL in India they can successfully create a lot of buzz and a lot of excitement around this event. Now once the IPL is over they can reveal all the necessary information about this event and using the momentum that they earned during IPL they will try to succeed.

Media used- Initially for promotions they are using You tube and TV commercials. This is to resonate properly with the youth who might be the actual target of the whole campaign. In later stage I think the show will be aired on TV with a follow up on internet.

Customer Engagement- The campaign is likely to have a very good customer engagement. In fact now only the viewers are invited to guess what “ ek nayi league” is all about and win one lakh rupees in return. In later stages also I think they will try to have a proper customer engagement using social media.

Celebrity endorsement-  So far KAPIL DEV is the celebrity who is seen to endorse the event. He might actually be the host of this show if “ek nayi league” turns out to be a game show. Apart from KAPIL DEV, I think the show will be regularly visited by celebrities and movie stars who might well be the real contestants. So far in the series of videos KAPIL DEV has already talked about celebrities like Yuvraj Singh, Sania Mirza, Kapil etc. So we can believe that these starts and many other celebrities will come to the show and hence increase the viewership and TRP of the Show.

For more visit :  http://www.eknayileague.com/