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Tag: Indian Premier League

  • IPL 2022: Mumbai Indians launches new anthem ‘Dil Khol Ke’

    IPL 2022: Mumbai Indians launches new anthem ‘Dil Khol Ke’

    Mumbai: IPL franchise Mumbai Indians (MI) has launched its team anthem titled “MI MI Bol Ke, Khelenge Dil Kholke.” The anthem comes as an addition to its ongoing campaign ‘Khelenge Dil Khol Ke’ which is conceptualised by Ogilvy. 

    While the last film was for aspiring cricketers, the latest one is for the fans, MI said. “The anthem is a reflection of the young and gen-Z fans, who have continued to support and push us forward, every time we take to the field,” said a Mumbai Indian spokesperson.

    The video features the entire playing squad of MI including Rohit Sharma, Jasprit Bumrah, Kieron Pollard, Surya Kumar Yadav, Ishan Kishan, and others.

    The anthem brings a perfect combination of emotion and winning spirit while celebrating the idea of playing cricket on the streets of India. The video represents the passion for playing cricket and how the journey takes the players through a rollercoaster of emotions.

    With this newly launched energetic anthem video, MI aims to connect with GenZ, vibing over the idea of playing the game of life with all your heart, imagining the impossible and making it a reality, to never lose faith and give their best at everything they do.


    Ogilvy managing director Anurag Agnihotri feels that IPL is cricketainment. “It’s cricket with huge doses of entertainment mixed in,” he explained.

    Speaking of the campaign, he said, “While we addressed the fulfillment of dreams of young aspiring cricketers in the last campaign, we wanted to have some fun this time around. The last film was for aspiring cricketers. This one, though, is for the fans. It’s an all-out visual spectacle with a sing-along aspect. It’s a chant for fans to express their love. We owed them something for their love. This is our way of giving them something they can truly own.”

    Sharing the idea behind this vibrant anthem, a Mumbai Indian spokesperson said, “Mumbai Indians have always played with passion – Straight from the heart, driven by the motto – never give up.”

    “Also, one of our main pillars is the fans that we have across the globe. Our style of cricket, brand values, and everything that we do resonates with their values, beliefs and inspires them, which is reflected in the growth of the MI Paltan army over the years,” the spokesperson added.

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  • IPL 2022: Amazon Alexa unveils new feature of live commentary

    IPL 2022: Amazon Alexa unveils new feature of live commentary

    Mumbai: With IPL 2022 happening in full swing, cricket fever is on everyone’s mind. Amazon Alexa too joined the fervour with a new feature of live commentary. Users can ask a variety of questions to Alexa about live match updates.

    From match schedules to information about the participating teams and player stats, Alexa has answers to all of these questions and more. Here are a few things that you can ask Alexa:

    Participating teams

    With the shuffle in the players and the addition of new teams, it really becomes difficult to keep track of who is playing for which team this season. Well, worry not, Alexa’s got you. Just say, “Alexa, what teams are playing tomorrow?” or ask “Alexa, who is the captain of RCB?” and you will have this information delivered to you within seconds.

    Match schedule

    Keeping a track of your favorite team’s match schedule just got easier. A simple “Alexa, चेन्नई का मैच कब है” or “Alexa, Mumbai Indians match schedule” will ensure that you never miss watching your favorite team in action.

    Team and player stats

    It is always nice to have the stats of your favorite team and players handy to help you understand and predict the game better. Just ask, “Alexa, what is KKR’s rank?”, “Alexa, CSK का highest total क्या है?”, “Alexa, विराट कोहली ने कितने रन बनाए?” and your questions will be answered.

    Live Match details

    To get live updates of the match, just ask “Alexa, who won the toss?”, “Alexa, what is the score?” or “Alexa, क्रिकेट स्कोर बताओ.” If you are looking for the score of a specific team, then try “Alexa, what is Mumbai’s score?” or “Alexa, दिल्ली Capitals का score क्या है?”

    Post-match details

    Once the match is complete you can ask your Alexa Built-in device for information about the man of the match and the leading run-scorer and wicket-taker. Just say “Alexa, who was the man of the match?” or “Alexa, सबसे ज़्यादा wicket किस player ने लिए?” to know more.

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  • E-commerce dominates share of IPL ads in first five matches: Report

    E-commerce dominates share of IPL ads in first five matches: Report

    Mumbai: The e-commerce category has more than 30 per cent share of TV ad volumes during the first five matches of the 15th edition of the Indian Premier League (IPL) that began airing on 26 March, according to data provided by Tam Media Research.

    Under the e-commerce sector, four categories including online gaming, online shopping, ed-tech and digital wallets were the biggest contributors to ad volumes on TV. Online gaming alone contributed 17 per cent of the total ad volumes in the e-commerce sector. Pan masala was the only other category present among the top five categories on TV which contributed up to 40 per cent share of ad volumes, the data revealed. 

    The overall number of advertisers, categories and brands that advertised in IPL 15 declined versus IPL 14 at 29 per cent, 13 per cent and 15 per cent, respectively. The top five advertisers were Sporta Technologies followed by K P Pan Foods, Bundl Technologies, Tata Digital and Gameskraft Technologies. Notably, Sporta Technologies was the number one advertiser during the first five games of IPL in 2021 as well.

    There were 65 exclusive brands that advertised in IPL 2022 (not present in 2021) including Kamala Pasand, Tataneu App, Spotify App, Samsung Galaxy, and Meesho App. There were also 12 exclusive categories including corporate/brand image, online auto rental services, NBFCs, two-wheelers, and footwear.

    (Source: Tam Sports | Event: IPL 15 and IPL 14 | Period: 26-29 March’22 and 9-13 April’21 | Channel count: IPL 15 – 20; IPL 14-19)

  • IPL 2022: Spotify ups its marketing game with Leo Burnett India

    IPL 2022: Spotify ups its marketing game with Leo Burnett India

    Mumbai: Audio streaming platform Spotify India has rolled out a new multilingual campaign to leverage the ongoing Indian Premier League (IPL) season. The marketing campaign has been conceptualised and created by Leo Burnett India.

    Crafted on the insight that music makes life better, the campaign will include 15 films which will be aired in phases throughout IPL 2022. “IPL is one of the biggest sporting events of the country and is avidly watched across India, and with this campaign, Spotify hopes to strengthen its presence across all markets,” said the statement.

    The Spotify IPL campaign focuses on the power of music to help tide over even the most boring or tough situations one may find themselves in. The 15 film campaign is shot in Hindi for Hindi-speaking markets, in Telugu for Andhra Pradesh/Telangana market, and in Tamil for the Tamil Nadu market.

    “This campaign literally allows us to see situations through the filter of music, making us see humour even in a situation where you are stuck,” said Leo Burnett South Asia CEO and chief creative office Rajdeepak Das. “Keeping the signature Spotify humour intact, we’ve created a language native campaign that will hold appeal across the length and breadth of the nation. No matter what the situation, Spotify has the right music solution. Spotify ‘Sunte Ja’.”

  • Ali Fazal & goons abduct Harsha Bhogle in Fantasy Akhada’s new IPL campaign

    Ali Fazal & goons abduct Harsha Bhogle in Fantasy Akhada’s new IPL campaign

    Mumbai: With a host of fantasy cricket platforms heating up the battle in lead up to the 15th edition of the Indian Premier League (IPL), homegrown fantasy sports platform Fantasy Akhada kick-started its IPL 2022 push with a 360-degree campaign titled #KhelTumharaAkhadaHumara. The quirky brand campaign starring cricket presenter Harsha Bhogle and actor Ali Fazal showcases the fervour and gusto with which these games are played in e-sports communities.

    Shot by Pranav Harihar Sharma, conceptualised by Pippip Media and executed in tandem with Wirality Media, the first film of the campaign hilariously showcases the kidnapping of ‘voice of cricket’ Harsha Bhogle by an enraged cricket fanatic and a local goon, played by Ali Fazal. Fazal offers to release Bhogle from captivity under one condition: “The latter teach him the nitty-gritty of the fantasy cricket game so he can salvage his hurt pride in his local gaming community.”

     

     

    The campaign launch was preceded by a quirky teaser on social media a day prior, to build up interest levels and ignite curiosity among viewers about the alleged ‘abduction.’ The brand then unfurled a short video on digital after generating adequate buzz via the teaser, before finally launching the TVC on the opening day of the T20 League.

     

     

    “The rollout of the country’s most awaited cricket tournament has undoubtedly set the stage for massive participation in fantasy sports contests,” Fantasy Akhada founder Sumit Kumar Jha said. “Our campaign is poised to inspire cricket fans to experience the first-hand thrill of forming their own teams. The launch of the #KhelTumharaAkhadaHumarateaser is already driving conversations and has been a big hit in the Indian and global markets. We are confident that this will also encourage more first-time users to participate in fantasy sports.”

    As per a joint report published by Deloitte & FIFS in February 2022, 50 per cent of the users in the fantasy sports industry come from tier-2 and 3 cities. The gaming platform integrates both the rural and the urban Indian populace via the campaign.

    “Looking at the 150 per cent growth in CEA during the 14th IPL season, we are eyeing for a 100 per cent growth in our user base this season,” Jha added.

    In addition to fantasy cricket, the gaming platform also offers multiple gameplay options for fantasy football and fantasy kabaddi.

  • IPL 2022 sponsorship: Brands catch the cricket fever!

    IPL 2022 sponsorship: Brands catch the cricket fever!

    Mumbai: Indian Premier League (IPL) is undisputedly the most captivating and prominent cricket league in India and a handful of other countries. Thanks to its growing popularity worldwide, the brand value of IPL has upped by seven per cent last year, according to the market reporter. Post the Covid-19 pandemic, the brand value of the cricket tournament has reached $4.7 billion, despite the last two seasons being played in the UAE; and this popularity has attracted brands from across the categories.

    The euphoria around the cricket league has resulted in increased viewership, TRPs, and of course, sponsorships and investments. From shopping app Meesho being the lead trouser branding partner for four teams namely Mumbai Indians, Royal Challengers Bangalore, Rajasthan Royals, and Gujarat Titans to Rapido’s IPL campaign with actors Ranveer Singh, Allu Arjun – the tournament is a feast for brands. The sponsor lists include more brands like Vedantu, Astral, Dream11, Swiggy Instamart, OLX Autos, Greenply, Bira 91, Sunstone Eduversity, Pristyn Care, boAt, StockGro, Redcliff, and so on.

    To dive deeper into the game, IndianTelevision.com talked to industry experts and various brands in order to understand the strategies and perspectives behind the grand welcome of IPL by brands.

    A first of many

    This year, IPL is going to be the first of many things- such as the first time 10 teams are participating in the IPL, Tata joined as title sponsor, for the first time 29 startups invested in IPL, 10 fintech brands are on board as sponsors and a first of many other things.

    In the 15th season of IPL, two more new franchises have been added, due to which all eyes were on the ranking of IPL, its sponsorships, and investments. Experts feel that an event like IPL if used correctly, will move the needle for brands on their awareness and consideration scores.

    ALSO READ | Meesho makes T20 debut, partners with four IPL teams

    “The key is being prepared for different outcomes, and the ability to execute relatable content on the right platform, at the right moment,” said Smartcricket.com founder and CEO Atul Srivastava who has closely seen and analyzed IPL ever since its inception.

    Increased demand from investors in IPL

    The 15th edition of the tournament saw a huge increase in demand among the investors. It is not just the big names like Tata who came forward to invest in the tournament, in fact, the startups are showing great interest.

    The IPL is moving towards achieving mastery like LaLiga and English Premier League. From this season, the Tata Group is the new title sponsor of the IPL as Tata has won the IPL title sponsorship bidding. Disney, Sony, Reliance Jio, streaming giant Google, and Meta were in the race to get the broadcasting rights of this cricket league.

    Srivastava feels IPL has shown over the years that it will continue to grow. “Despite the lockdown restrictions, the IPL is organized properly. This assures all the investors that they can trust the brand with their participation,” he added.

    Startups, fintech and digital brands are running the show

    Interestingly, a total of 29 start-ups came on board as sponsors. Another interesting trend that we saw this year is fintech brands’ representation in this season with the fintech startups including Cred, Slice, Paytm, Fino Payments Bank etc.

    Fino Payments Bank MD and CEO Rishi Gupta said competence and sincerity are brand attributes that strongly connect Fino Payments Bank and Rajasthan Royals.

    ALSO READ | IPL engagement on digital is higher than TV: Report

    Highlighting how their partnership with Rajasthan Royals will help the brand, Gupta said RR is known to promote cricketing talent from non-metros and smaller towns, our core markets. For us, it is a great opportunity to reach out to the millennial consumer from urban and rural areas and create avenues for them to explore Fino’s digital payment offerings.

    Blink Digital vice president and head of strategy Dia Kirpalani feels that digital marketers have always smartly leveraged the IPL for its ability to deliver high brand impact in a shorter duration than any other genre of content – riding the country’s sheer passion for cricket.

    The Indian audience has been seeking stability in all aspects of life, given the last two years of uncertainty and turmoil. According to Kirpalani, IPL is one beloved way for them to achieve that sense of life going back to normal.

    A Carnival for brands across categories

    With fintech companies leading, IPL is a favorite of all types of brands. From Dream 11 launching a campaign with 17 new ad films featuring international cricketers, celebrities and social media stars to OLX Autos partnering with Star Sports, Swiggy Instamart joining hands with BCCI, Greenply joining the new franchise Lucknow as associate partner, the list of sponsors is quite huge.

    On being asked about their investment in IPL for Swiggy Instamart, Swiggy head of brand Ashish Lingamneni said IPL is one of the most celebrated sports leagues in the world, and we are excited to partner with the BCCI to offer a wholesome experience to audiences with our large assortment of munchies, beverages and other snackable options through our quick commerce service Instamart.

    We look forward to engaging with customers/fans and catering to their needs, be it mid-match snack cravings, beverages, and popcorn for nail-biting finishes or sweet indulgences to celebrate team victories, he said.

    Addition of two new cities boosted brands’ interest in IPL

    Barc data shows Lucknow and Ahmedabad are big cricket markets – they contributed 17 per cent to the overall viewership in last year’s IPL.

    The addition of teams from these markets will create targeting opportunities for not just local brands but also national brands that have been wanting to establish themselves in Uttar Pradesh and Gujarat, said Kirpalani.

    Lucknow and Ahmedabad are quite huge markets not just in terms of viewership but in terms of demography too. The population of these cities plays a crucial role in deciding the mood of their respective states.

    Greenply, who partnered with Lucknow by featuring their logo on the right-side chest of their match day jersey, is eying to grow their business nationally.

    Sharing why they were so keen to partner with this new franchise, Greenply Industries Ltd chairman cum managing director Rajesh Mittal asserted, there has been a dynamic shift in the consumer pattern towards the branded products and hence we see a lot of growth potential in the Uttar Pradesh market.

    “Our three new manufacturing units will cater to serve the growing demand for plywood and allied products in this market and will cumulatively help us to grow our business operations nationally. Uttar Pradesh is an ideal investment destination for us as this market even in the current scenario is the third-largest value contributor towards our business,” he states.

    With this, it is significant that the Indian Premier League will grow bigger in the future.

  • Seagram’s Royal Stag partners with Delhi Capitals for IPL 2022

    Seagram’s Royal Stag partners with Delhi Capitals for IPL 2022

    Mumbai: Delhi Capitals is set to collaborate with Seagram’s Royal Stag for the upcoming 2022 season of the Indian Premier League (IPL). 

    With this association, Royal Stag is poised to further bolster its engagement with cricket lovers across the country and cement its loyalty towards the game via sustained engagement with fans throughout the season, said the statement.

    “IPL ensures that millions of men and women remain glued to the telecast across almost two months, living the highs and lows of their favourite teams,” said Pernod Ricard India CMO Kartik Mohindra, speaking on the sponsorship. “Delhi Capitals is a superb blend of international and Indian stars, and their brand of cricket is a heady cocktail of natural talent and astute strategy. We are very excited to partner with Delhi Capitals for the forthcoming IPL season. With young cricketing star Rishabh Pant captaining the ship for Delhi Capitals, we know we will get the attention of millennials towards our brand. Cricket being one of India’s biggest passions, we wanted to use the platform of T20 to connect with our consumers using the cultures of Delhi and ethos of the team Delhi capitals.”

     “For us at Delhi Capitals, it’s important to associate with brands that value the sport and understand the emotions attached to it. Royal Stag stands for all of that, and I am confident this will be a successful partnership for both of us, as we look ahead to a splendid season of cricket,” stated Delhi Capitals executive director Dhiraj Malhotra. 

    “From the first time I came to India in 2000, I have always known that Royal Stag has been associated with cricket,” commented Delhi Capitals assistant coach Shane Watson. “The brand has always had a deep relationship with cricket. It’s always in the front in any tournament that I have played. I think it’s going to be a great partnership between Delhi Capitals and Royal Stag.”

     Delhi Capitals will be playing the team’s first match on 27 March. The team is led by wicketkeeper-batsman Rishabh Pant.

  • IPL 2022: Lucknow Super Giants ropes in Credenc as associate sponsor

    IPL 2022: Lucknow Super Giants ropes in Credenc as associate sponsor

    Mumbai: Education lending fintech platform Credenc.com has announced the partnership with RP-Sanjiv Goenka Group-owned Lucknow Super Giants (LSG) team as its associate sponsor. 

    With this association, the LSG team will sport the brand’s logo on the jersey sleeves.

    “We are delighted to be partnering with a young brand like Credenc.com for the upcoming season,” said Lucknow Super Giants CEO Raghu Iyer. “We appreciate their confidence in our young franchise and are positive that this will be a mutually beneficial association for both brands. It will help us connect with and reach out to the student community.”

    Lucknow Super Giants is one of the two new teams in the annual competition as the popular tournament has expanded its wings to become a ten-team contest. There is synergy between Lucknow Super Giants and Credenc.com’s beliefs of staying committed to the excellence of education, according to the fintech brand.

    “Today marks a significant moment for Credenc.com as we associate with the 15th season of T20,” Credenc.com co-founder Mayank Batheja said. “Sponsoring the Lucknow team is extra special as it is my hometown. Cricket is India’s most popular sport has a large fan following in Lucknow too. It’s the shared hunger for excellence and proving your potential despite being a new entrant that brings us together.”

    “There has always been a strong correlation between education and cricket, both are skills that teach you life lessons. The sport teaches you to embrace your academic mistakes as learning and to keep practicing in life. We are thrilled to be associated with Indian Premier League this year,” added Credenc.com co-founder Avinash Kumar.

  • IPL 2022: Bombay Shaving Company inks partnership deal with Mumbai Indians

    IPL 2022: Bombay Shaving Company inks partnership deal with Mumbai Indians

    Mumbai: Homegrown grooming brand Bombay Shaving Company has signed on as the ‘official grooming partner’ of Mumbai Indians for the upcoming season of Indian Premier League (IPL).

    As part of this association, the brand logo will be seen on player helmets, caps and kits right through the two-month carnival of cricket. It will appear at the stadium, on TV, in social media, and across all other Mumbai Indians marketing touchpoints in the city, said the brand in a statement. “The company aims to reach over 300 million men and women across India over the next three months as partners of the T20 Cricket extravaganza 2022,” it added.

    “We’re not only immersed in Mumbai Indians, we intend to become an integral part of the lives of the people in Mumbai and the state of Maharashtra,” said Bombay Shaving Company COO Deepak Gupta. “We are planning to expand our distribution to 1,00,000 stores by the end of this year, stock up shelves with some of our best products, and paint the town blue with exciting merchandise, offers and activities for both – customers and partners. We understand the love people of the city have for the team, and we want to be the brand that brings them closer to the team.” 

    “We have always believed in associating with brands which resonate and support our objective to create the best fan experience,” stated Mumbai Indians’ spokesperson. “Bombay Shaving Company brings a seamless brand and team connect as our partner and we look forward to having a successful collaboration with them in a season where we eagerly await welcoming and entertaining the fans in the stadiums.”

     

     

    More than anything else, it’s been a meeting of values with the franchise. Beyond the blue, and similarities in name, Mumbai Indians represent the sentiment of the nation – with a wonderful mix of players and faces from every region. As a brand and company built with the intent to bring a smile on faces across India, and help them put their ‘best look forward’, there couldn’t have been a better platform and team to partner with. It’s been the most spontaneous choice,” commented Bombay Shaving Company founder and CEO Shantanu Deshpande.

    Earlier this year, the grooming brand made its presence felt in the recently concluded India vs Sri Lanka series. This partnership is set to further propel the brand, according to a statement.

  • Disney+ Hotstar’s Indian entertainment content is underappreciated: Disney CFO

    Disney+ Hotstar’s Indian entertainment content is underappreciated: Disney CFO

    Mumbai: The Walt Disney Company SVP and CFO Christine McCarthy said that Disney+ Hotstar owes a large part of its success to live cricket, but the Indian streaming giant’s entertainment content is underappreciated. The Disney executive was addressing the Morgan Stanley Technology, Media and Telecom Conference 2022 on Tuesday.

    “India is a big market. There’s a lot of focus on the IPL. Disney+ Hotstar users enjoy the current IPL sports program on the platform. But they also enjoy a lot of other sports programming, whether it’s other cricket rights, other international sports. Something that’s very underappreciated is the amount of general entertainment and the quality of that entertainment and viewership in the Indian market,” McCarthy told Morgan Stanley analyst Ben Swinburne.

    She further added, “In 2021, of the 15 top viewed series on direct-to-consumer, nine of those came from Disney+ Hotstar. So, there’s content that people are going to view just like here in the United States, a lot of people view sports, sports is something that’s a very popular type of content to consume, but they also consume other types of content. And, so, when you think about the number of hours and the quality of the content that is being produced in the Disney+ Hotstar originals, that’s something we’re very proud of. And we think that that will continue to make that business one that consumers will engage in.”

    When asked if Disney+ would be able to achieve its 2024 guidance, McCarthy stated, “I know some people were skeptical on our last earnings call when we said that we could still make our guidance and this actually related to something in India regarding the IPL. But we feel good about where we are with that 230 million to 260 million Disney+ subscribers by 2024.”

    The Disney executive also said that the company is not only looking at subscriber growth but also profitability. “And we like those two because we think it injects the right kind of tension for really managing the business. We’re driving towards that, and we feel really good because of the content that we have; the brands we have, the intellectual property we have to work with. And once again, we’re learning more.”