Debut campaign featuring Virat Kohli goes live
The pitch saw participation from five agencies, out of which Lowe Lintas was chosen on the back of their deep-rooted understanding of consumer behaviour and a strong history of successful brand launches.
Mobile Premier League, colloquially known as MPL, is a mobile gaming platform that allows users to play online games like Cricket, Pool, Bike Racing, etc. winning them bumper incentives. MPL, available on Play Store and App Store, is one of the youngest gaming platforms already having over 15 million players. Having recently signed Virat Kohli as its brand ambassador, MPL is bound to get its unfair share of attention when coupled with creatively strong communication.
Talking about appointing Lowe Lintas, Sai Srinivas, Director, Mobile Premier League said “We went through a long multi-agency pitch before finalising on Lowe Lintas as their campaign idea resonated very well with our brand and their team understood our core consumer really well. The projected growth in the mobile gaming sector is massive and with Lowe Lintas as our partner, we are confident of growing even faster.”
The gaming industry in India is expected to cross the $1 billion mark by 2020. With a share of $890 million out of the $108 billion in revenues globally in 2017, the gaming industry in India is expected to continue its bull run. The staggering growth is a synthesis of falling internet prices, rising affordability of smartphones, rapid rollout of 4G services, and aggressive democratisation of mobile technology. Notably, the digital adoption growth rate of India is 56%, ranked second among 17 major digital economies. This presents an enormous opportunity for brands like MPL to flourish in the rapidly-growing digital population.
Elated about the win, Hari Krishnan, President, Lowe Lintas said “Launching brands is something that Lowe Lintas has consistently done successfully and that is what we intend to do with MPL, an exciting platform that democratizes fame & fortune. Mobile gaming is a very fast growing and dynamic category and we are excited to be a part of this journey with MPL.”
The account will be handled by the agency’s Bangalore office.