IPL (Indian Premier League is India's biggest domestic cricket event).

The 'Don’t Just Watch' campaign by official broadcaster Max, brought fresh excitement to IPL viewers. Persuading viewers to abandon their passive watching experience.

In a scenario, threatened by cricket fatigue due to an overdose of matches, this campaign enabled the channel to have its highest ever viewership of 154 million viewers in just the first 3 weeks, gaining 17 million viewers versus the previous year.

Led by Farah Khan, Bollywood’s No.1 choreographer, the campaign re-defined ‘active viewing’.

The celebrity choreographer specially designed 3 unique dance steps for the 3 high points in cricket: 4, 6 and wicket. Farah asked the whole nation to not just watch, but dance and celebrate every 4, 6 and wicket.

Wherever Farah went, she made everyone dance the steps - this created LIVE PR moments on air and on ground. Generating free media coverage worth 6.5 million USD. Awareness impact included 11,000 plus user generated videos online. 300,000+ new fans joined the Max Facebook page. 300,000 caller tunes and ringtones of the IPL anthem downloaded. Street dance classes activated in 21 cities. IPL 2013 has reached 168 million viewers in 4 weeks ie. 4 million more than 164 million viewers achieved in full 9 weeks in 2012. Sponsorship doubled to 12 sponsors compared to 6 last year. 80% of the advertising inventory was sold before the start of tournament. 3 moves became a nationwide move-ment!

Duration: Feb - April 2013

PHASE 1 – Pre IPL: As a press conference first, India’s best celebrity choreographer herself danced at the Max IPL press conference. The journalists present danced too! On air, instructional videos, out of home and print ads urged people to get ready to dance.

PHASE 2 – During IPL: On the day of the launch, April 3, a full page ad with match schedule followed by a blitz of 7 films in which 'ladies who lunch', male executives, families, couch potatoes, and others were surprised by a visit from the choreographer commanding them to dance while viewing IPL. Mall, cinema and housing society activation programmes also followed. On the playing field, cheer leaders of all 9 different teams, did the unique IPL dance moves during the match and was viewed by millions on television and in the stadiums.

IPL achieved its highest ever viewership -154 million in first 3 weeks.

It gained 17 million viewers versus last year.

IPL 2013 already reached 168 million viewers in just 4 weeks as compared to 164 million viewers achieved in the full 9 weeks in 2012.

IPL 2013 achieved free media coverage worth 6.5 million USD.

11,000 user-generated videos uploaded. 300,000 caller tunes and ringtones of the IPL anthem downloaded. IPL's dance app Jumping-Japang’ amongst the top 5 entertainment apps in the andorid platform. Sponsorship doubled to 12 sponsors in 2013.

80% of the advertising inventory sold before the tournament began.