MUMBAI: In order to create hype around the Indian Premier League (IPL), Max has launched an initiative – Extraaa Innings T20 junior.
Extraaa Innings is Max‘s wraparound show. For IPL 3.0 it is looking to add a distinctive new dimension by launching a nationwide hunt for eight junior DLF IPL extraaa innings T20 hosts starting this January.
A nine-city hunt will be conducted across Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Chandigarh, Bangalore, Ahmedabad and Jaipur for children between 7–14 years of age, starting 16 January till 7 February. The auditions will be judged by Extraaa innings hosts such as Gaurav Kapoor and Samir Kochhar.
Extraaa innings T20 Junior will engage in activation across 50 towns and over 1200 schools through School Contact Programs, radio contests and IVRS modules (call 5052525). Registration forms will be distributed in every school and Max will run a contest wherein the teachers will select 30 students per school based on the criteria shared with them. These kids will be given special ‘School representative passes‘ and will be invited directly to the audition in their city representing their school. The selection will be based on the confidence level, communication skills, on-screen presence and passion of the competing kids for DLF IPL.
In line with the channel’s pioneering efforts to maximise the entertainment quotient of cricket related programming, the extraaa innings T20 Juniors will get an opportunity to express their views and interact with their home team players, guests and expert panel on-air for the entire DLF IPL 2010 season. The little masters will add extraaa zing to the acclaimed panel of extraaa innings T20, as they match the seasoned presenters ball-to-ball and game-to-game, with their perspective and views in the biggest cricketing event on television.
Max VP marketing Gaurav Seth says, “Cricket is not just a game; it brings people together. Indian viewers are seeking much more than cricket – a total ‘cricketainment’ experience today. With extraaa innings T20, we have pioneered an innovative mix of cricket and entertainment, to completely revolutionise what viewers expect from wrap-around programming. By introducing extraaa innings T20 Juniors, MAX has once again marked a turning point in the way cricket programming is telecast not only in India, but worldwide.”
The hunt for the little masters of cricket gab will see a buzz being created with special promotions across print, radio, TV, school activation and IVRS mediums. The radio will see customised contests, where the winning kids will walk away with passes to beat the queue and audition faster, much like the winners of the school contact programme.
