MUMBAI: Indian Premier League, since its inception, has managed to create a buzz with every season and the 2016 edition begins with the marketing of the campaign through the newest anthem for the upcoming league. 

Composed by the duo Salim-Sulaiman for the second consecutive season, the anthem titled 'Ek India Happywala' was released on 09 March, during the campaign's promotional event. Salim-Sulaiman continue their partnership with Sony and the association with IPL, however the fresh anthem has provided a couple of fresh elements. Sugandha Date, the contestant from the last edition of Indian Idol Junior, provides her voice for the anthem of the biggest sporting brand in the country. 

Another refreshing element added to the campaign is the concept of the anthem. The sixty-second long video reflects on the issues of intolerance and the negativity affecting social stability in the country. Sony Max and Sony Max2 senior executive vice president Neeraj Vyas points out the the message behind the anthem is simple-yet-effective. "We are trying to portray a Happy India. Cricket remains the country's most loved sport, and the league's popularity and the soul of the anthem will help send the message to the masses, about the evils of intolerance and hatred. India is a sensitive country. The anthem sets the tone for the communication," said Vyas. 

Sony Max plans to extensively play the video throughout the month, and continue the approach during the campaign too. And Vyas explained, as the tournament approaches, activities on radio stations will increase. Whether Salim-Sulaiman will perform on the opening day remains to be the BCCI's decision, but the timing for the anthem could not have been better, considering the mood and current socio-political scenario of the country. 

The campaign for the last edition- India Ka Tyohar- projected the IPL as the nation's favourite festival. With 'Ek India Happywala', the creators of the concept majorly focused on tackling issues related to the countries through music and cricket - two of the nation's biggest passions. 

To sum up, Vyas explains, "The biggest brand of the country cannot stay away from the mood of the country."