The new lyrical campaign videos, conceptualised and created by Leo Burnett Orchard, capture the imagination of the passionate Indian cricket fans. The campaign #KheloDimaagSe symbolises the sharp cricketing brain Dhoni epitomises on the field to stay ahead of the game. The two TVCs inspire the Dream11 users to emulate Dhoni’s cerebral skills while playing on the fantasy sports platform.
The earlier campaign with MSD, #DimaagSeDhoni, had established Dream11 as a game of thrill, skill and sporting pride, while also growing the brand’s user base by over 200%. Through #KheloDimaagSe, Dream11 wants to reach a larger audience base and target adoption at an unprecedented scale.
Speaking about the new campaign, Vikrant Mudaliar, chief marketing officer, Dream11 said, “In a cricket-dominated country like India, every cricket fan is an expert. With the new #KheloDimaagSe campaign, Dream11 provides users with a unique opportunity to use their sports knowledge, expertise and skill much like the players on the field. With fantasy gaming fast capturing the imagination of the country, Dream11 is a perfect foil for sports fans who love their game and further enhance their love through our platform.”
Leo Burnett Orchard Executive creative director Amod Dani says, “Dream11 is a game that needs a coherent understanding of cricket and its statistics. While the ‘Dimaag se Dhoni’ campaign made an immediate impact for the brand, making it one of the most sought after games in India, the core objective of ‘Khelo Dimaag Se’ is to make the platform far more social and inclusive. The motormouth, rap approach brings alive exactly what the users are thinking while Dhoni plays a central role in walking us through this musical.”