Amidst the ongoing football fervour in the country, Dream11 – India’s leading Sports Gaming platform today launched their latest integrated campaign, “Dimaag Ki Kick” starring Mahendra Singh Dhoni, the ace cricketer and an avid football fan.
The “Dimaag Ki Kick” campaign film will be live across all TV channels broadcasting the Football WC till 7th July 2018. Fans can also catch the film on Dream11’s social media pages – Facebook, Twitter, YouTube, etc. and play exciting contests to win Dream11 merchandise autographed by MS Dhoni.
Through this campaign film, Dream11 aims to deepen engagement and drive active participation by encouraging football fans to use the ‘kick’ (sports knowledge and research skill) in their ‘dimaag’ (brain) to play on Dream11. The film’s contemporary music, coupled with a catchy tune and illustrated animation makes for a delightful watch. In recent years, football consumption has seen an upward trend in India and the film is an ode to the sport’s rising popularity and its fans, including their brand ambassador.
Commenting on the campaign, Vikrant Mudaliar, Chief Marketing Officer at Dream11 said, “Earlier this year, we received a fantastic response to our first campaign ‘Dimaag Se Dhoni’, featuring MS Dhoni that was launched during the T20 cricket season. We’re happy to roll our second campaign with him as our brand ambassador and a football fan just in time for the football season! It’ll be exciting to get more football fans to experience the innovation Dream11 has to offer in fantasy football.”
Speaking about the campaign, MS Dhoni said, “I am delighted to bring a great experience to football fans all over India with Dream11. It gives them an opportunity to be the decision-maker, create their own team and experience the game first-hand. Dream11 as a platform perfectly defines the importance of choosing the right players and building a team as per the playing conditions. Sports fans will surely experience the thrill of football this season on this exciting platform.”
Being a cerebral game, playing on Dream11 requires sports fans to have a tactical approach. Each match needs a high level of strategic planning that includes an in-depth analysis of competitive strengths and weaknesses. With their new campaign, Dream11 aims to popularise fantasy football and strengthen awareness amongst existing and potential users.
Speaking about the campaign, Arun Pandey, Chairman of Rhiti Group said, “Dream11 has always been a pioneer in the online fantasy sports segment and this new campaign has the ability to captivate not only the diehard fantasy players but also newcomers who have never played fantasy football.”
According to a report by IFSG & AC Nielsen, India currently has more than 4 crore fantasy sports users, and this number is expected to cross 10 crore by 2020. The rapid penetration of internet, new-age mobile handsets and the advent of new sporting football tournaments has made football fans fall in love with the game all over again, converting them from passive viewers to active participants.