Aircel’s New Innovative Brand Activation Campaign “Dhoni’s Brain” De-codes Emotions Of MS Dhoni During CSK Games

Aircel one of the leading mobile service providers in India, launched an innovative in stadia brand activation campaign “Dhoni’s Brain” in which 20 talented mime artists form a task force that emotes Indian cricket team and CSK captain, MS Dhoni’s thoughts through CSK matches in Chennai. The first of its kind activity in this season of Indian Premiere League is powered by Chennai based Evam entertainment.

The mime artists called “Dhoni’s Brain” are trained to enact various emotion like toss win/lose, wicket fall, bowling power play, CSK player hits a 4 or 6, smooth sailing, opponent hits a 4 or 6 etc in a choreographed manner. They use actions, larger than life size props, Dhoni face masks, large CSK flags, plastic bats, placards and dramatic mime formations to showcase the emotions of Dhoni during crucial points of match. These artistes will be seen wearing Aircel-CSK jerseys at prominent positionscheering and reacting to each dramatic moment alongside other CSK fans in the stadium.

Dhoni's Brain_Mr. Anupam Vasudev, Chief Marketing Officer of Aircel, said, “It’s our constant endeavour to engage with our customers through innovative initiatives and brand activities. Aircel’s ‘Dhoni’s Brain’is one such activity which will have a direct emotional connect with our customers who are passionate CSK and Dhoni’s fans. This first of its kind in-stadia activity will not only entertain but also add an “Extra” element of excitement and joy to our association with Chennai Super Kings.”

John Pradeep, special conductor of “Dhoni’s Brain” and a leading theatre director of evam said, It was an exhilarating experience for me and the team. Cheering on for our favourite team using the art form we love performing was an amazing feeling”

Sunil Vishnu K, Director of evam Entertainment said, “This is not the first time evam BranDrama has created unique brand communication solutions. BranDrama is evam’s brand communication division that offers brand engagement solutions using performance arts based initiatives for Corporates and SMEs. We have used drama based solutions for brands like ITC, HUL, Tata sky and now Aircel in the form of corporate plays, flash-mobs, on ground properties and online videos.”

To watch the video of Dhoni’s Brain, please click on: https://www.youtube.com/watch?v=7dS1zy_5usc

Aircel recently launched an exciting new product ‘Aircel 1+3 Offer’, offering data and full talktime benefits to all customers recharging with Rs. 69, Rs. 109 or Rs. 209.  On recharging, customers also become eligible to participate in ‘Aircel 1+3’ consumer contest that’s providing them with a once-in-a-lifetime opportunity of meeting with the CSK team along with their friends.

Amol Wagh

Author of Game Marketing Book: Market Your Indie Game Like A Pro! 7 years of Tech Blogging & Digital Marketing. Co-founder at Dotline Inc & a Gamer. Follow me on Twitter @amolwagh, @amol.wagh