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Tag: Anil Jayaraj

  • IPL gets 34 major brands on board this season

    IPL gets 34 major brands on board this season

    MUMBAI: Vivo IPL 2018 has already attracted a phenomenal bouquet of leading brands in the run up to the 11th edition of the T20 league. So far, as many as 34 brands have come on board the Star Network.

    Brands such as Jio, AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Domino’s, Ford, Haier, Luminous, Pidilite, Sleep Well, Vanessa, Vimal Pan Masala and Voltas have joined existing ones like Vivo, Colgate, Amul, Coca-Cola, Dream 11, Elica, Kent, MakeMyTrip, Parle Agro, Parle Products, Polycab and Vu TV, among others, to take the roster of brands for Vivo IPL 2018 to 34.

    Star Sports EVP and head of ad sales Anil Jayaraj says, “Brands are actively choosing Vivo IPL as the marketing vehicle to deliver their business ambitions in 2018 as they have a single media property which can appeal to demographics across geographies. All brands that have come in so far have chosen to up their investments significantly over past years and this is because of their belief in the delivery of the combined power of TV as well as digital. These brands will get to leverage the power of multiple screens, multiple languages and broaden their reach and engagement like never before.”

    Out of these, the co-presenting sponsors are Vivo, Coca-Cola and Jio and the associate sponsors are Polycab, Parle Products, AMFI, Make Amy Trip, Vimal Pan Masala and Asian Paints, Dream 11.

    While IPL has grown each year since its inception, Star India promises 2018 to be an inflection point in its history with its reimagining of the tournament making it deeply local with technology at the heart of the experience.

    For the first time, Vivo IPL 2018 proposes to connect with Indians in six various language-six different languages, Hindi, English, Tamil, Telugu, Kannada, and Bengali. By leveraging the combined reach of digital and television, the tournament will be broadcast, for the first time ever, on multiple TV channels and live streamed on Hotstar with an aim to reach out to 700 million fans across TV and digital in India. 

    This will be one of the first few leagues in the world which proposes to use virtual reality and to bring live action from the stadium to fan homes. This immersive VR experience would make it possible for fans to come closer to the high-octane matches from the comfort of their homes. 

    Along with dedicated language feeds, the network also proposes to have a superfan feed available across cable, DTH and on Hotstar. This will be a curated feed for intense fans who want more than just to watch the game. It may also include features like multiple camera angle options while viewing and data layers about the teams and players during the telecast.

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  • PKL: sponsors adding up even as matches start

    MUMBAI: Pro-Kabaddi League (PKL) Season 5 has begun and is still seeing a lot of interest from the brands. PKL already has six sponsors and three partners which includes Vivo — the title sponsor. The latest entrant is Manyavar as an on-ground sponsor.

    The sponsorship for PKL Season 5 has increased by 12 per cent as compared to the sponsorship for Season 4, which was 59 per cent. On-ground sponsorship in 2015 and 2016 for PKL was Rs 480 million and Rs 1.23 billion, respectively.

    Vivo reportedly signed a Rs 3 billion deal for five years with the league. Associate sponsors — Gillette, TVS Motors, Association of Mutual Funds of India, Bajaj Electricals, Indo Nissin, RR Kabel and Manyavar have paid around Rs 120-150 million each, according to industry sources.

    Star India EVP Anil Jayaraj said, “Kabaddi has been clearly established as the number two sport in India after cricket.” With 10-second spots selling at an average of Rs 1.5 lakh, media buyers said that the rates are just lower than the Indian Premier League as far as sports events are concerned.

    Each match has around 3,000 seconds of inventory, and with more than 50 per cent  of the inventory sold, Star India is “already in a good place.” PKL’s sponsorship revenue is up by 320 per cent from a “battery of new advertisers,” with 12 teams competing for Rs 80 million worth of prize money.

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    How brands are reaching out to wide PKL audience

    PKL 5 advertisers grow three-fold, sponsorships rise 320%

    Pro Kabaddi: Mashal Sports invites tenders to own & manage new team

     

  • PKL 5 advertisers grow three-fold, sponsorships rise 320%

    MUMBAI: Pro Kabaddi League (PKL) sponsorship revenue, in the fifth year, rose 320 per cent in 2017 and there was three times increase in the number of advertisers, Star India EVP and head – ad sales Anil Jayaraj said at the Mumbai event announcing the PKL 5. Star India owns the on-ground sponsorship and broadcast rights for Vivo PKL.

    Mashal Sports, the pioneers of Vivo Pro Kabaddi, and Star Sports, India’s leading sports broadcaster, began the countdown to the much-anticipated Season 5 of the league, with the unveiling of the new format and fixtures for the season. The league’s four new teams have been supported by JSW Sports and Adani Wilmar.

    The increase in sponsorship revenue and advertisers, Jayaraj said, was owing to spurt in viewership. “Season 4 of PKL witnessed higher ratings than IPL in three states — Maharashtra, Karnataka and Andhra Pradesh, that is 41 per cent as compared to IPL’s 21 per cent (as per Star’s internal analysis),” Star India EVP and head – marketing Shubhranshu Singh said.

    Jayaraj added:  “Around 50 per cent of our existing advertisers have advertised at least in one of the previous seasons, and 90 per cent realised that competition gained and as a result decided to advertise.” Looking at the sponsors from PKL 1, Fevicol was the first brand to be associated with PKL. In the second season PKL got some traction, and nine brands came on board.

    PKL has also roped in film and sports personalities such as Virender Sehwag, Shikhar Dhawan, Saina Nehwal, and Amitabh and Abhishek Bachchan to spike PKL’s visibility.

    With only four years of play, PKL is the second most popular sports after IPL in India. Overall, around Rs 47 crore (Rs 470 million) was invested on over 260 players for the fifth season. “The sponsors investing in sports these days get 15x RoI (returns on investment),” Jayaraj said.

    There was a 12 per cent increase in consideration for sponsorships from 59 per cent after PKL 4, Jayaraj informed. Brand such as Flipkart, Bajaj, TVS, Amazon India, Castrol Active, Gionee, Coca Cola and SBI, among other are associated with PKL 5. “And, I’m expecting a total of around 24 brands to be on board for this season,” Jayaraj added.

    The challenge Star India faced in the beginning was how to revive the ancient Indian sport. “Kabaddi World Cup got a viewership of 114 million which consumed around 11 billion minutes of TV,” Singh said. PKL is no doubt on the growth path.

    The on-ground sponsorship in kabaddi grew by 13 per cent year-on-year in 2016 and that cricket’s contribution in the overall sports revenue fell. “Around 61% of 2016’s on-ground sponsorship was contributed by three deals, one of which is Vivo’s title sponsor deal with Pro Kabaddi,” said media investment management company Group M business head – entertainment, sports & live events Vinit Karnik. On-ground sponsorship in 2015 and 2016 for cricket were Rs 529.5 crore (Rs 5295 million) and Rs 562.7 crore, respectively, and that for kabaddi were Rs 48.0 crore and Rs 122.0 crore, respectively.

    Vivo Pro Kabaddi Season 5 will begin on 28 July in Hyderabad and will travel across 12 host cities, culminating in Chennai with the ultimate battle of Kabaddi supremacy taking place on 28 October. The first match will see Rahul Chaudhari-led Telugu Titans clash with Tamil Thalaivas, which boasts of marquee player, Ajay Thakur.

    The 12 teams have been divided into two zones of six teams each, where each of them will be playing 15 intra-zone and seven inter-zone matches, prior to the play-offs. The play-offs stage will comprise three qualifiers and two eliminators scheduled to take place in Mumbai and Chennai.

    Vivo Pro Kabaddi league commissioner Anupam Goswami said, “For Season 5, our goal was to create a high-impact tournament which evokes euphoric sentiment among fans for their favourite teams. Strong contenders will be seen clashing in the action-packed 3 months of the league. The longer duration of the league, in addition to 12 teams battling in 138 matches, will give fans an exciting season of kabaddi to cheer for.”

    International Kabaddi Federation CEO Deoraj Chaturvedi said, “It is our foremost priority to tirelessly work towards nurturing and developing an evocative and engaging Kabaddi culture in India. The International Kabaddi Federation worked with Mashal Sports to create a dynamic schedule for Vivo  Pro Kabaddi Season 5 which will thrill the audiences. We are proud to see that the league, which is uniquely driven by innovation, has grown into one of the biggest in Indian sports.”

    Team sponsors are also gung-ho, and are investing in training. U Mumba, for example, has started a training academy in Kerala to develop talent. “We will train 50 boys each year and will also be venturing into E-sports,” U Mumba CEO Supratik Sen said.

    Click here for detailed schedule

  • Fevicol rides on the Kabbadi wagon

    Fevicol rides on the Kabbadi wagon

    MUMBAI: Fevicol, one of the leading adhesive brands in Asia, has integrated with Pro Kabbadi League for an on-air and on-ground integration. The integration will go on till 31 August.

     

    Pidilite Industries  CMO Anil Jayaraj said, “Kabbadi is a sport integral to India’s culture. The game has seen resurrection as a mainstream sport through Pro Kabbadi League. Kabbadi is an ideal game for Fevicol to associate considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.”

     

    Madison Media Sigma, COO Vanita Keswani  said, “PKL’s viewership data are encouraging and proves the fact that the game is finding its feet amongst Indian viewers. It saw an astounding 218 million viewers tuning into Pro-Kabaddi League’s opening games.”

     

    Integration will involve on-air animated pushbacks and aston bands on Star Sports featuring ‘Fevicol ki Pakkad, Chootegi Nahin’ during live matches when a tackle results in entrapment of the raider. The classic Fevicol TVC ‘Haisha ad’ will be aired during matches on Star Sports and Star Gold. The brand will also communicate onground through messaging on LED screens at venues.

  • O&M brings alive Fevicol Marines’ waterproof promise

    MUMBAI: Pidilite‘s adhesive brand Fevicol has rolled out a new TV campaign for its water proof adhesive product ‘Fevicol Marine‘. This is the second campaign of its kind, the first having been launched two years back.

    In the previous campaign, the ad borrowed from one of the most remembered Fevicol ads – the one that featured the “Dum laga ke haisha” tagline. This time though the tug of war doesn‘t happen on land, but in the backwaters of Kerala. The concept was adopted in order to reiterate that Fevicol Marine promises a strong bond even in water.

    This time around, Fevicol Marine campaign tagline is ‘Wohi mazboot jod, paani mein bhi‘ and has been conceptualised by Ogilvy & Mather and the ad is produced by Corcoise Films. The ad will be aired across key markets including entire Hindi speaking belt and supported by regional channels in South India, West Bengal, Maharashtra, and Gujarat for 4-5 weeks period starting mid-September 2012. The communication will be extended through various BTL activities such as outdoor advertising, high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification program, Contractor contact programs, Marine Shoppee among other elements.

    The story of the commercial follows a boatman in the rural hinterland who has set out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there‘s no room on the boat, the boatman subtly gestures to the old man that he can‘t take him on board. Just then the old man clarifies that it‘s not him who wants a ride but his young daughter. The boatman suddenly stops the boat.

    On seeing the beautiful daughter, the boatman decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat. And the boatman happily continues his journey, ferrying the girl, her goat as well as the hay stack.

    It is then revealed that he hasn‘t gotten rid of his chairs either. He‘s tied them to the boat with a rope, unperturbed by the fact that the wooden furniture is submerged in water.

    Pidilite Industries chief marketing officer Anil Jayaraj said, “In last two years, the brand has evolved to successfully create a niche waterproof adhesive category and strengthen the overall brand equity of the mother brand Fevicol. Post successful campaign with the last creative, we wanted to highlight the strength and brand promise in an entertaining and humorous manner that has become synonymous with Fevicol advertising. With the help of the new creative, the brand has embarked on a new journey of becoming the ideal adhesive for waterproof plywood & for damp areas like kitchen etc.”

    The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets Pidilite is also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

    Ogilvy & Mather- South Asia executive chairperson and creative director Piyush Pandey said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, the Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”