MUMBAI: The creative mandate of Pepsi IPL 2015 has been handed over to DDB Mudra group. Last year the creative responsibility was taken care by Havas Media and the campaign was named ‘Come on Bulawoa Aaya Hai’.

Confirming the development to Indiantelevision.com, a source in Multi Screen Media (MSM) said, “Havas Media is a creative agency associated with Sony Six and takes care of their campaigns. Whereas DDB Mudra handles the creative responsibilities of Sony Max. In an internal meeting, MSM decided to hand over the responsibility to DDB Mudra.”

Sources in DDB Mudra also confirmed the development to Indiantelevision.com.

It should be noted that initially IPL was only showcased on Sony Max but since MSM launched its sports channel Sony Six, the flagship tournament started featuring on both the channels.

MSM president Rohit Gupta earlier in a conversation with Indiantelevision.com mentioned that the campaign will be on air by the end of February. He had said, “IPL is our biggest asset and we will promote is as aggressively as possible.”

IPL starts just 10 days after ICC World Cup and a rejuvenating campaign is needed to grow interest amongst fans.