Set Max unveils promotional campaign for IPL 4

Set Max, the official broadcaster of the Indian Premier League (IPL), today announced a multi- media campaign 'IPL on, toh Bharat Bandh' to promote season four of the tournament that kicks off on April 8.

The new campaign will be spread across the next six weeks on television, print, radio, Internet, out of home coupled with below the line activities.

"With the 'Bharat Bandh' idea this year, we have an immensely strong idea that the people of India will immediately identify with and relate to as well," MAX, Senior Executive Vice President and Business Head Sneha Rajani said in statement.

As a part of the promotion, seven 'humorous' films will also be released over the next few weeks.

This films that are being produced Bollywood director Rajkumar Hirani are conceptualised by JWT and directed by ad film and feature film director Shashank Ghosh, the statement added.