The Indian Premier League (IPL) fever has hit town. Advertising agency JWT's pre-IPL advertising campaign for SET Max introduces signature dance moves urging viewers to celebrate all the sixes and the fours in the match. The new season is set to start on April 3. The campaign focuses on the entertainment part of the series rather than the cricket match. It has Bollywood director and choreographer Farah Khan sharing specific dance moves for viewers each time a player hits a four or six in the series. The campaign is based on the insight that since cricket is more than just a game in India, viewers ought to shed their inhibitions and celebrate their team's winning moves. The catchphrase is Sirf Dekhneka Nahi (Don't just watch the game). SET Max is also promoting the campaign on social media, with Facebook, Twitter and YouTube roped in to promote the dance moves. Currently, there are three films that have been released, while another three are in the pipeline. The campaign is directed by Rajesh Saathi of Keroscene Films and the music is composed by Bollywood singer duo Vishal, Shekhar.

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