Topps Cricket Attax 3, the official trading card game of Pepsi IPL 6, created by Tailor India

April 26 2013, 12:57 pm | BY Lynchy | 1 Comment

Topps.jpgTopps Sports & Entertainment Company has launched Cricket Attax 2013, the official trading card game of Pepsi IPL 6.

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Popular among kids in the age group of 8-12, the game allows kids to collect the cards, exchange them, build up a dream team and then go around playing the game with their friends. Currently the brand is into its third year in India.

The vision of the brand according to Sanjeev Katyal, CEO of Topps (India) is to take imagery and likability of Cricket Attax to the next level, and make it a cult brand and position it at a scale worthy of the league itself. To convey the fun aspects of the game to the young ones as well as appeal to parents for the skill, strategy and memory building features of the game.

Topps 2.jpgThis year’s strategy as articulated by Mukesh Jagwani, Senior Manager Marketing & Sales of Topps (India) was to connect with the target audience over the emotional benefit that Cricket Attax enables you to relive the IPL experience at home and the self-expressive benefit, that you have the power to literally control and own the league and its super-star cricketers.

“The creative idea builds on the strategy by celebrating the kids who behave as owner-selector-captain in their own dream world. The kids call the shots by deciding how many spinners to play, who bats in which position, when to take power play etc. Hence, the idea of kathputli was born”, explains Kaushik Mitra, Co-founder, Tailor India.

The 45 second film packs in all the action and entertainment people are likely to witness in the 45 plus days of Pepsi IPL. The entire imagery of IPL has been carefully crafted to give it a feel of stiff paper (same material as the cards). The film was directed by Sudip Bandopadhyay of Thumbnail Pictures and the haunting track has been sung by the talented Raghubir Yadav.

 

Credits – Production House: Thumbnail Pictures. Music: Jolly Jose. Singer: Raghubir Yadav. Camera: Sudeep Chatterjee. Director: Sudip Bandopadhyay.