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With the kickoff of the 8th season of Pepsi IPL, the BCCI, Sony MAX, SIX and Pepsi have come together to create a stadium-like experience for cricket fans through a unique on ground activation across the country called ‘Pepsi IPL Fan Parks’. This novel concept that will be taken to 16 cities aims to increase brand value of the game and bring in newer audience, especially families, by giving viewers a reason to join in the revelry.
The Pepsi IPL Fan Park activation will be flagged off on 11th April and will be taken to 16 cities across India giving the fans living far away from the live action a feel of the excitement and atmosphere that comes with watching an Pepsi IPL match with friends and family in a public location. Matches will be made available on giant screens on the weekends throughout the tournament and over 10,000 fans in each of these cities will get a stadium-like experience. This unique non-commercial outdoor initiative will target two cities every weekend. Entry will be free and on a first-come-first-serve basis. With access to food and beverage stalls and music the fans will be able to feel like they are in the stadium. There will also be special areas earmarked for women and children. Matches featuring various teams will be screened at the venues thereby enabling the fans to watch and celebrate their favorite teams and players.
On its part Sony MAX and SIX will be pulling out all stops to ensure that people across these 16 cities come every weekend to watch the game and celebrate the India Ka tyohaar together. From having branded canters moving around the cities making announcements to having D2D (door to door) team engaging with residents, including print, outdoor and radio advertisements; the broadcasters are exploring every mode of communication to spread the festivity. As part of the initiative, a lucky draw will be conducted at every match and 2 winners will receive exclusive hampers from the broadcaster.
The IPL Governing Council Chairman, Rajeev Shukla said, “The towns that we have selected for this unique outdoor initiative are typically markets that are not catered to as frequently as we would like to. Moreover, not many people get an opportunity to watch the Pepsi IPL matches in a stadium. Since summers are here, the fan parks would provide the fans a chance to spend quality time with their families by letting them enjoy their favorite tournament.”
Commenting on the revolutionary concept of fan parks, Neeraj Vyas, Senior EVP & Business Head, SONY MAX said, “Over the years Pepsi IPL has grown to the stature of a festival which people come together to celebrate. With a current fan base of 200 million we are looking at the fan parks to further boost viewership numbers and make this an annual property for us.”
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