As the IPL fever begins to envelop the nation, Fantasy Akhada, India’s leading fantasy sports platform, has rolled out a 360-degree campaign #KhelTumharaAkhadaHumara. The campaign starring the voice of cricket, Harsha Bhogle, and celebrated Indian actor Ali Fazal, opened to a tremendous response since its launch in both the Indian and global markets.
Amid the enthusiasm in the lead up to the 15th edition of the tournament, Fantasy Akhada’s campaign has taken an intriguingly different approach to create a unique voice among a host of Fantasy Cricket platforms. Social media was abuzz with the launch of the campaign teaser via an Instagram live on the 24th of March. After keeping the audience hooked, the brand unfurled a short video on digital on the 25th of March and subsequently launched the TV ad on the opening day of the IPL (26th of March) that has ignited curiosity among viewers.
Shot by Pranav Harihar Sharma, conceptualized by Pippip Media and executed in tandem with Wirality Media, the first film of the campaign showcases the Apharan of legendary cricket presenter Harsha Bhogle by an enraged cricket fanatic, played by Ali Fazal, in an attempt toconquer the field of fantasy sports. As per a joint report published by Deloitte & FIFS in February 2022, 50% of the users in the Fantasy Sports industry come from Tier-2 and Tier 3 cities. In one of the first in the industry, the campaign beautifully integrates both the rural and the urban Indian population.
Sumit Kumar Jha, Founder, Fantasy Akhada, said, “The rollout of the country’s most awaited cricket tournament has undoubtedly set the stage for massive participation in fantasy sports contests. Our campaign is poised to inspire cricket fans to experience the first-hand thrill of forming their own teams. The launch of the #KhelTumharaAkhadaHumarateaser is already driving conversations and has been a big hit in the Indian and global markets. It is keeping the enthusiasm alive and will increase participation during the IPL season. We are confident that this will also encourage more first-time users to participate in fantasy sports.”
“Looking at the 150% growth in CEA during the 14th IPL season, we are eyeing for a 100% growth in our user base this season.” he added.
In addition to Fantasy Cricket, the fantasy sports platform also offers multiple gameplay options for Fantasy Football and Fantasy Kabaddi. The user-friendly platform deploys best-in-class tools to provide users with a top-notch sports experience. Fantasy Akhada has consistently recorded a growth in the number of sports enthusiasts on their platform, reaching 20 lakh users.