MUMBAI: Remember the movie Exorcism? The same will happen to the whole country when the “bhoot” of cricket will enter the minds and hearts of the countrymen and women and children!

If we go by the latest campaign, the IPL-loving “bhoot” in all of us has to wake up.

The seventh season of Indian Premiere League (IPL) which will be aired on Sony Max has begun its promotion.

As part of the excitement, the channel has started engaging people through e-mailers, social media and radio wherein the buzz was created with ‘sabse bada bulaava aa raha hai’ campaign. 

RJs "prepared" people for an impending major announcement to be made soon while SMSes informed people to stand-guard as a bulaava will soon come for them.

Today, the channel revealed the two TVCs on youtube. “From tomorrow, the TVCs will go on air on all the channels of our network,” informs Sony Max marketing head Vaishali Sharma, who is happy with the response generated so far. "We have got responses through SMSes and on social media from people, cricket-lovers and it is overwhelming."

The campaign conceptualised by Havas Media Worldwide is based on the thought that one has to come when the IPL calls. Unlike last year, this year the campaign will feature aam aadmi and not a popular face in Farah Khan which was used in season six campaigns by the channel.

Nonetheless, staying true to its filmy style, the two TVCs are melodramatic and showcase how in the country where cricket is like a religion, everything else is forgotten when one hears the so-familiar IPL tune.

The concept was chosen after various meetings between the various stakeholders with the focal point being entertainment. “It is as if you cannot refuse a call from the god. In the same way, when IPL calls, you have to be there,” is how Sony MAX and Sony MIX executive vice president and business head Neeraj Vyas had explained the thought behind the campaign for IPL7 to indiantelevision.com in an interaction last month.

The tournament which will commence on 16 April and end on 1 June has already made headlines. Till a couple of days back, nobody knew where the matches will be played? Since the tournament clashes with the general elections, it will be now played the in UAE, probably some matches in Bangladesh and the matches after counting of votes on May 16 in India.