MAX & SIX, the official broadcasters of the Indian Premier League announced their new mega marketing campaign for the Pepsi IPL 2014 called ‘Come On, Bulaava Aaya Hai’. The campaign ‘Come On, Bulaava Aaya Hai’ is inspired from the fact that Pepsi IPL is the biggest cricketing extravaganza in the world. The word ‘Bulaava’ connotes the ‘calling’ with the main premise that the year’s most awaited and anticipated cricketing event has finally arrived and there is no way you would want to miss it. The campaign kicks off with a series of four films set in diverse situations of different people’s life reaching a crescendo with three surprise films and culminating into a final Bulaava film. Be it a runaway bride drawn to the call of the IPL bugle, a son by the side of his ill mother or a priest struggling to free a woman possessed with a spirit, all films have the essence of the key nuance of IPL ‘Bulaava’ prompting people to literally drop everything to watch Pepsi IPL. Like always the marketing campaign jingle is one of the most awaited elements of this grand tournament. After the splendid response and adulation of last year’s jingle, Sony MAX & Sony SIX has once again roped in the musical duo Vishal and Shekhar. Basing on the campaign theme the duo has come up with yet another catchy song. The jingle is sure to be a mega hit and is set to have the nation grooving to the tunes. The entire campaign is the brainchild of the creative agency Havas Worldwide and has been directed & filmed by noted ad film director Rajesh Saathi of Keroscene Films. Talking about the upcoming season of the PEPSI IPL 2014, Neeraj Vyas, EVP and Business Head, MAX said, "In India, nothing supersedes the passion for cricket and during the IPL, that passion rises to an all-time crescendo. That is where we draw our latest campaign ‘Come On, Bulaava Aaya Hai’ emphasizing that irrespective of anything that takes place in your life, the calling for the IPL will always reign supreme. This enthralling campaign coupled with world class talent on display is sure to entertain our viewers through this edition of IPL.” Speaking about the campaign, Vaishali Sharma, Vice-President Marketing & Communications, MAX said, “‘IPL entices people across age groups, gender and languages. This year’s campaign “Come On, Bulaava Aaya Hai’ is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people’s lives highlighting their hunger for the tournament and eventually creating a huge national frenzy”. Vivek Rao, Executive Creative Director, Havas Worldwide said, “The campaign idea of 'Come on, Bulaava Aaya Hai' is played on a simple truth - no other property provides more action, more entertainment or more opportunity whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's more irresistible. After last year’s campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right”. Stretching across a 4 week period till the launch of the tournament, the Pepsi IPL 2014 campaign will have a complete 360 degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, onground, mobile, BTL and out of home. The campaign can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network.