Mumbai: The ongoing Indian Premier League (IPL) tournament has become a playground for many a brand. 5G-steered advertising is doing the rounds and has helped the IPL expand its horizon as a more proficient marketing platform.
Some of these brands include Reliance Jio which is the commercial on-ground partner for all the teams in the game, and Bharti Airtel. The former is utilising its advertising efforts on IPL to talk about the features of its new postpaid plans as also its JioDive VR (virtual reality) handset. While the latter is promoting its 5G services.
For both, leveraging the IPL through multimedia platforms is the best bet in terms of maximizing the moolah spent on advertising. Television is the medium that helps them reach consumers, whereas digital gets them to build reach and engagement, too.
On one hand, Bharti Airtel, which has a partnership with Star Sports (the television rights owner for the IPL) is leveraging its 5G technology – the viewers can use the same to beam a digital avatar of themselves to the Star Sports studio and interact with the expert panel of cricketers and commentators.
Jio, on the other hand, has launched Jio VIP Box, which is a digital experience delivered through the JioVIPBox.com website. It has exclusive fan interactive content across all 10 IPL teams. Some of the experiences include taking a selfie with the teams and a photo in a team’s gear (which could be their helmet, flag etc.). Green screen technology is utilised to allow users to take these photos.
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