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Tag: IPL 2018

  • Most watched South Indian channels in 2018

    Most watched South Indian channels in 2018

    BENGALURU: The South Indian television market comprises of the states and union territories in which the four prominent South Indian languages (by alphabetical order): Kannada, Malayalam, Tamil and Telugu are spoken. Broadcast Audience Research Council of India (BARC) Universe defines these territories as: Kannada – Karnataka state; Malayalam – Kerala state; Tamil – Tamil Nadu (TN) state and the Union Territory of Puducherry; and Telugu – the states of Andhra Pradesh (AP) and Telangana. These states and territories will be referred to as the South Indian states henceforth in this article.

    BARC says that its data is based on the following viewer geographies and demographic parameters for GEC/News in Hindi, Channels other than News channels and News channels in the four South Indian languages:

    (a)   Hindi GEC/News: Hindi Speaking Markets, both urban and rural or HSM (U+R): NCCS All: 15+ Individuals.
    (b)   Telugu Channels other than News/ News: Andhra Pradesh or AP/Telangana (U+R): NCCS All: 2+ Individuals
    (c)   Kannada Channels other than News /News: Karnataka (U+R): NCCS All: 2+ Individuals
    (d)   Tamil Channels other than News /News: Tamil Nadu/Puducherry (U+R): NCCS All: 2+ Individuals
    (e)   Malayalam Channels other than News /News: Kerala (U+R): NCCS All: 2+ Individuals

    BARC India Universe Estimate Grid 2018 was adopted from week 29 of 2018 onward. Before that BARC India, Households and Individuals Universe Estimate – 2017 was used. Until (including) week 28 of 2018, BARC’s Universe 2017 estimates have been used and from week 29 to 2018 onward, BARC Universe 2018 estimates have been used in this paper to determine viewership per HH.

    It must be noted that according to BARC sources, the urban and rural Hindi Speaking Market (HSM) comprises All of India minus the states that have the four South Indian languages. The unit of viewership measure or ratings in all cases in the charts below is thousand weekly impressions.

    Television penetration in these five states Southern States and Union Territories is highest with more than 91 percent of the households having a television set. According to the BARC India Universe Estimate Grid 2018, the South Indian states account for more than a third (34.76 percent) or 68.374 million of the total 196.730 million television HHs in the country. The five South Indian states and one Union Territory constitute 30.93 percent (258.509 million) of total population of ages two years or more (2+, 835.839 million) according to the latest BARC India Universe Estimate Grid. 

    There are a number of channels in each of the four South Indian languages covering genres such as GEC, movies, infotainment, kids, etc. BARC India makes available in public data of the top 5 or 10 channels other than news channels and the top 5 news channels in each of these South Indian languages along with data for other genres/languages for each language every week. The conclusions drawn by the author in this paper are hence limited to the data that is disseminated by BARC India in the public domain. Just to give a flavour of the importance of the South Indian markets for broadcasters and marketers, a comparison of the gross viewership ratings of the top 5 channels for all the first 33 of 2018 (Saturday, 30 December 2017 to Friday, 17 August 2018) of each of the four South Indian languages and Hindi GECs’ in HSM (U+R) is indicated below. 

    In the public domain, BARC India provides data for the top 10 Hindi GEC channels in HSM (U+R), HSM (U) and HSM (R). The author has used ratings data of only the top 5 Hindi GEC channels in HSM (U+R) in the comparative figure below.

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    South Indians consume more news in their respective local languages and markets than the Hindi speaking viewer does Hindi news in HSM. In South India, more Kannada news per HH in Karnataka is consumed than in the case of other South Indian language in its respective state and territory HH. Please refer to the figure below for the Gross Combined Impressions of the Top 5 News channels of weeks 1 to 33 of 2018 in Hindi and the four South Indian languages.

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    After this short preamble, let us move to the status quo in South India. To belong to the top South Indian channels other than news channels and the top South Indian news channels list and for ranking in this paper the following filtering criteria have been used (2) The channel must have appeared in BARC’s list of top 5 channels in the respective language and state or territory for all the first thirty three weeks of 2018, (2) combined weekly ratings of the eligible channels across all the 33 weeks of 2018 are used to determine the ranking.

    Two ranking systems have been used in this paper – one is on the basis of gross viewership during the first 33 weeks of 2018 and the other is by gross viewership during the first 33 weeks of 2018 per household in the respective state and territory. As mentioned above gross viewership per household has been determined by using BARC Universe 2017 estimates for weeks 1 to 28 and BARC Universe Estimates 2018 have been used week 29 onward. 

    Top South Indian TV channels other than news channels in weeks 1 to 33 of 2018

    Sun TV, the flagship Tamil general entertainment channel (GEC) of one of the most profitable media companies in India- The Sun TN Network Ltd, is one of the most watched channels in India as is evident from its week on week number one position in BARC’s weekly lists of top 10 channels across genres. Sun TV accedes its first rank annually during the weeks around when the Indian Premier League (IPL) is being played to the channel that airs the event in Hindi. Until IPL 2018, the cricket league was aired on Sony Pictures Network India’s Hindi movies channel Sony Max. Since 2018, the right to air the event was won by Star India, and its Hindi sports channel Star Sports 1 Hindi occupied premier rank in most weeks that the event took place in BARC’s weekly lists of Top 10 channels across genres. 

    The top fifteen South Indian channels other than news in the list below are those that have appeared in BARC’s weekly list of top 5 channels in their respective South Indian languages during all the first 33 weeks of 2018. Thirteen of the channels are GEC and two are movies channels – one movies channel in Kannada and one in Tamil. The Sun TV Network has channels among BARC’s top 5 weekly lists in all the four South Indian Languages. Six of the top 18 channels in the list below are from the Sun TV Network (four local language GECs and both the movies channels among the fifteen), three each are from Star India and Zee Entertainment Enterprises Ltd (Zeel), two are associated with Viacom18 and one is owned by Insight Media City. 

    Four channels have the same ranks based on 33 Weeks Gross Viewership and 33 Weeks Gross Viewership per HH (rank 1 Sun TV-Tamil; rank 13 Udaya Movies-Kannada; rank 14, Surya TV- Malayalam and rank 15 Flowers TV-Malayalam). Noteworthy is the fact that the second most watched channel in terms of 33 Weeks Gross Viewership per HH – Asianet (Malayalam) is ranked tenth based on 33 Weeks Gross Viewership. Colors Kannada is ranked third based on 33 Weeks Gross Viewership per HH as compared to rank 10 based on 33 Weeks Gross Viewership; Star India’s Telugu Flagship channel Star Maa is ranked fourth in terms of 33 Weeks Gross Viewership per HH and second in terms of 33 Weeks Gross Viewership alone. Zee Telugu is ranked fifth in terms of 33 Weeks Gross Viewership per HH as compared to third rank based on 33 Weeks Gross Viewership. Please refer to the figure below for Gross Viewership and Gross Viewership per HH for the top 15 South Indian Channels other than News during the first 33 weeks of 2018.

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    Top South Indian Television News channels in weeks 1 to 33 of 2018

    There are a number of news channels in each of the four South Indian languages. TV9 Kannada is the most watched news channel in Karnataka and has the highest 33 Week Gross Viewership as well as 33 Week Gross Viewership per HH in South India amongst the local news channels in their respective states and territories. Thirteen news channels from South India appeared in BARC’s weekly lists of top 5 news channels in their respective languages in their states and territories during all the 33 weeks of 2018. There are four Kannada and Telugu news channels each, three Malayalam news channels and two Tamil news channels that are listed below. 

    As in the case of South Indian channels other than news above, for South Indian news channels also there is variance in ranks when viewed from 33 Weeks Gross Viewership and 33 Weeks Gross Viewership per HH perspectives. None of the News channels except for TV9 Kannada (rank 1) have the same ranks for 33 Weeks Gross Viewership and 33 Weeks Gross Viewership per HH. Based on 33 Weeks Gross Viewership, Public TV (Kannada) is the second most watched South Indian news channel, but from the perspective of 33 Weeks Gross Viewership per HH, Public TV is ranked third. Similarly, TV9 Telugu is ranked third based on 33 Weeks Gross Viewership, but is ranked fifth based on Gross Viewership per HH. The Malayalam news channel Aisanet is ranked fourth based on 33 Weeks Gross Viewership, but ranked second based on 33 Weeks Gross Viewership per HH, while the Tamil language news channel Polimer News is ranked fifth based on 33 Weeks Gross Viewership, but is ranked eighth based on 33 Weeks Gross Viewership per HH. Malayalam channel Manorama News is ranked is ranked eleventh based on 33 Week Gross Viewership, but is ranked fourth based on 33 Week Gross Viewership per HH. Please refer to the figure below Gross Viewership and Gross Viewership per HH for the top 13 South Indian news channels other than News during the first 33 weeks of 2018.

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  • Vivo IPL 2018 final breaks multiple viewership records

    Vivo IPL 2018 final breaks multiple viewership records

    MUMBAI:  The VIVO IPL final on 27 May 2018 garnered a record viewership on both digital and TV, as per figures released by the broadcaster Star. The final, which was aired live on 17 channels across eight different languages, powered the network’s growth by 34 per cent with 52.9 million average impressions.

    The final between Chennai Super Kings and Sunrisers Hyderabad was produced with 11 live feeds across the TV network and Hotstar. The match had the highest reach (211 million across screens) in the history of the cash-rich league.

    Hotstar hit a world record for concurrent online viewing with 10.7 million viewers for the final. The contest that saw CSK’s Shane Watson score a century to hand the yellow brigade its third IPL trophy helped Hotstar create a new record of over 10 million concurrent users.

    The match witnessed a sudden hike from eight million to 9.1 million and then to 9.7 million before hitting the 10.7 million mark.

    The Grand Finale on television was watched by a historic 160 million fans across Star TV network (not including DD) versus last year’s figure of 121 million, recording a 32 per cent growth in reach. This is the highest television reach recorded for any match in the history of the tournament.

    The television viewership for the tournament as measured by average half hourly time-weighted impressions was 1.4 billion impressions (U+R 2+) with a growth of 15 per cent. The viewership growth in urban audiences was 26 per cent.

    The total television viewership for the tournament as measured by gross impressions was 9.985 billion impressions with a growth of 19 per cent across urban + rural and 30 per cent in urban audiences.

    Also Read:

    Star spending up to Rs 2 cr on production per IPL match

    Hotstar creates record of 10 mn plus concurrent viewers for IPL finale 

  • Virat Kohli promotes multigrain chips

    Virat Kohli promotes multigrain chips

    MUMBAI: Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL’s longest ad this year for its healthy snacking brand Too Yumm! 

    Endorsed by the Indian cricket captain Virat Kohli, the ad unveils the latest addition to Too Yumm!’s healthy snacking portfolio – multigrain chips. The campaign cleverly leveraged India’s most watched television property, the IPL and the Indian captain’s huge fanbase through an engaging film that kept the audience at the edge of their seats. 

    The campaign went live during the strategic timeout in the CSK vs KXIP IPL match, simultaneously positioning Too Yumm! as the perfect guilt-free binge and an ideal IPL snack. The one-minute brand film unveiled Too Yumm!’s multigrain chips and instantaneously put rumours of Kohli’s unhealthy eating habits to rest. 

    The campaign rests on the notion that chips are associated with being an unhealthy snacking option. The objective was to break this myth by creating national buzz around fitness advocate, Kohli, doing the unthinkable by munching on chips during the nail-biting IPL season. Kohli finally made the big reveal on 20 May in IPL’s longest ad this year.

  • Star House lights up to promote VIVO IPL 2018

    Star House lights up to promote VIVO IPL 2018

    MUMBAI: Changing the way cricket fans experience VIVO IPL, Star India has added one more feather to its cap by re-imagining out-of-home (OOH) display in India. Star India’s spectacular 2D projection experience gracing Urmi Estate at the heart of Mumbai is a first of its kind projection, marking the debut of large-scale OOH projections in India.

    With this initiative, Star India has added a fresh perspective to VIVO IPL by giving fans a chance to be a part of a larger than life immersive experience for the tournament. Modern Stage Services planned and executed the campaign for this initiative. 

    Urmi Estate, which is Star India’s headquarters, is being transformed into a canvas with a spellbinding light show to promote VIVO IPL. Rich and vibrant, red and blue visuals depicting team players were projected onto Urmi Estate with the help of an array of projectors installed in a specially built control cabin situated about 300 feet away from the projected surface. The projectors will be in portrait mode with the visuals measuring 140 feet long and 180 feet high which can be fully enjoyed by thousands of onlookers in the sports capital of Mumbai. 

    The projection is the first of many adorned by Urmi Estate which will be updated daily. 2D interactive images promoting daily match tune-ins with respective captains displayed, match statistics and exciting trivia related to the tournament will be highlighted.

  • Crompton Greaves eyes growth in air cooler market

    Crompton Greaves eyes growth in air cooler market

    MUMBAI: Come summer and fans and air conditioner category has its sleeves rolled up to create brand visibility and awareness. It is the time when sales boost up by at least 3 times for fans, air conditioners and coolers. 

    This summer, another electrical company has launched its new products in the category, the brand – Crompton Greaves. A legendary brand in India since 1878, the company recently unrelieved its ‘Air 360’ fan and the ‘Tricool’ window cooler.

    In 2016, Crompton Greaves Consumer Electricals Ltd (CGCEL) decided to demerge itself from its consumer business to form a separate entity. That’s when the brand decided to target younger consumers in order to keep up with changing times. The company manufactures and markets a wide spectrum of consumer products, ranging from fans, lamps and luminaries, to pumps and household appliances such as water heaters, air coolers, kitchen appliances, etc. Crompton has steadily grown at the rate of 30 per cent year-on-year over the last few years. 

    Keeping in mind the consumer need of fanning a larger area, Crompton has launched its new range of fans which have a unique elevated blade design that claims to deliver air to over 50 per cent more room space than regular fans. Targeted at the urban youth, the fans are semi-premium (lower end of the premium) and are priced between Rs 2375-Rs 2575. Crompton’s market share in fans category was only 24 per cent in 2016 but has now reached 28 per cent and 90 per cent of the gain in market share is due to the company’s premium fans range. But, the company still faces stiff completion from Havells, Orient, Usha and Bajaj in the category.

    The company also launched its new window cooler which claims to deliver 60 per cent better cooling than a standard plastic cooler and is priced at Rs 12500. The new range of coolers and fans will be available at leading counters in select markets. Although it is a tough and cluttered business, CGCEL CEO Mathew Job says that south India is the company’s strongest market in terms of market share for fans category. But that isn’t the case for coolers. The company only has a small market share in the category but wants to expand it in the coming years.

    The average television spends, which were at a mere Rs 8-10 crore prior to the demerger, has now swelled to Rs 50-60 crore annually, which is roughly two per cent of the company’s total annual revenue. Since the ads have been launched during Indian Premier League (IPL) 2018, Job says the company will adopt a robust marketing strategy and will spend big on television as it helps in building awareness for this category. Although the campaign broke on IPL, it will expand to other general entertainment and news channels in the coming weeks. This will be eventually followed up by digital and in-store marketing.

    Crompton has a strong dealer base across the country and a wide service network that offers robust after sales service to its consumers. The company’s distribution has increased from 50 per cent in 2016 to now being 80 per cent across India. By 2016, Crompton fans were available only in 40 per cent of the stores across India but are now available in over 60 per cent of stores across the nation.

    Though an age-old brand, the company is coming up with ways to entice the younger customers and stay relevant to them using modern marketing techniques.

    Also Read :

    Pepe Jeans launches India centric ad with Siddharth Malhotra

    India’s taxi war may be headed for a truce

    The influence of influencer marketing

    FabIndia sets aside 40% on digital advertising

  • Nestlé Munch launches IPL campaign

    Nestlé Munch launches IPL campaign

    MUMBAI: One of India’s largest coated wafer brands, Nestlé Munch, strives to participate in the passion consumers have for music, movies and cricket by integrating it to the core of its communication.

    In 2016, it was the Munch Macha campaign with Shruti Haasan as the brand ambassador along with the famous musical trio of Shankar, Ehsaan and Loy, followed by the mega thematic campaign with Baahubali 2 in 2017. This year, the brand is carrying out another category first by joining hands with three of the most popular T20 franchises–Mumbai Indians, Kolkata Knight Riders and Royal Challengers Bangalore–as the official crunch partner for IPL 2018.

    To ‘crunch’ the T20 season, Nestlé Munch is launching a special campaign–Munch MyT20. Recognising the desire for today’s teens to express themselves and standout, the brand is giving out ‘attitude bands’ free with its Rs 10 packs. The attitude bands, designed in-house, are fashion accessories for both cricket and non-cricket enthusiasts. Available in seven designs, each band personifies a unique attitude and attempts to create a cool new lingo for teens to express themselves.

    The Munch MyT20 TV commercial features Priya Prakash Varrier as the protagonist who gets “free ka attitude” with the MyT20 attitude bands.

    Continuing with the trend of category-first initiatives, Nestlé Munch will be introducing a special Orange Spinner flavour variant celebrating India’s love for cricket. Priced at Rs 10, the new Munch Orange Spinner will hit the shelves in the middle of April pan-India.

    Moreover, Munch is also launching a special Munch MyT20 MACHA box.

    In a nation where music, movies and cricket lie in the hearts of millions, Nestlé Munch’s MyT20 campaign will ensure it continues to be loved as an exciting brand across the country.

     

  • DTDC joins Delhi Daredevils as official logistics partner for IPL 2018

    DTDC joins Delhi Daredevils as official logistics partner for IPL 2018

    MUMBAI: As the excitement and anticipation surrounding the eleventh season of the Indian Premier League (IPL) builds up, express parcel service provider DTDC has announced its association as the official logistics partner with Delhi Daredevils (DD) team.

    In its capacity, DTDC will deliver and oversee the entire back-end logistics operations for the team. The association leverages the brand with wider visibility in terms of its logo being visible on the lead trouser of the DD playing jersey.

    Led by the ever-competitive Gautam Gambhir, and coached by Australian legend Ricky Ponting, this year’s DD squad comprises stalwarts such as Chris Morris, Glenn Maxwell, Amit Mishra, Naman Ojha, Colin Munro, apart from youngsters like Shreyas Iyer, Rishabh Pant and India’s young U-19 World Cup winning captain Prithvi Shaw.

    DTDC executive director Abhishek Chakraborty says, “DTDC is looking forward to being a part of the Delhi Daredevils campaign as they look to end their silverware drought. The tournament is a celebration of the cricket-crazy spirit of Indians, and DTDC wanted to be a part of this celebration of the sport’s ultimate carnival. Furthermore, we aim to reach out to a wider customer base and strengthen our connection with the loyal fans of the team from the capital and its surrounding regions.”

    Delhi Daredevil team CEO Hemant Dua adds, “We are happy to welcome DTDC on board the DD family. To have a top notch logistics partner is a crucial part of a successful team. With DTDC on board, we will have great support for all our movements during the season.”

  • RCB signs Duraguard Cement as principal partner for IPL 2018

    RCB signs Duraguard Cement as principal partner for IPL 2018

    MUMBAI: Nuvoco Vistas (formerly Lafarge India) has been signed on by Indian Premier League team Royal Challengers Bangalore (RCB) as its principal partner.

    Nuvoco’s Duraguard Cement has cemented its position on the back of the RCB jersey as the team’s principal partner for the 11th season of the IPL.

    The event in Kolkata on Tuesday also marked the unveiling of the new jersey for RCB.

    Speaking on the occasion, Duraguard Cement chief of sales, marketing and innovation Madhumita Basu said, “We are proud and delighted to be associated as principal partner with a dynamic and unique team like RCB. Their style of play is quite innovative and the squad is dynamic and charismatic with players like AB de Villiers, Yuzvendra Chahal, Umesh Yadav; not to mention skipper Virat Kohli. Their passion for the game coupled with a never-say-die attitude is appreciated universally; very similar to the promise inherent in Duraguard Cement, a technologically advanced product which contributes to the longevity and durability of any building structure. We salute the RCB sustainability approach of playing one game each season with a green jersey made of recycled plastic. Incidentally, Duraguard Cement is also available in green bags.”

    Adding to this, RCB chairman Amrit Thomas said, “Duraguard Cement and RCB are a bold fit. Duraguard is an epitome of strength and durability, which are also characteristics that determine success in cricket and hence RCB is very happy with Duraguard as back of jersey partner.”
    The RCB team, led by team India’s skipper, Virat Kohli, includes distinguished players like AB de Villiers, Chris Woakes, Brendon McCullum, Mooen Ali, Tim Southee and Parthiv Patel, among others.

    Also read:

    Dsport not in the running for BCCI’s media rights

    Mumbai Indians gets Goibibo as principal sponsor for IPL 2018

    BCCI sweetens the pot for bidders of India rights

     

  • India set to roar in unision with the launch of the VIVO IPL 11 #BESTvsBEST Anthem

    India set to roar in unision with the launch of the VIVO IPL 11 #BESTvsBEST Anthem

    MUMBAI: Nothing unites India like Cricket does! With VIVO Indian Premier League (IPL) 2018 all set to begin this April, in a first, BCCI & Star India have collaborated to co-create the campaign this year. It puts the spotlight on ‘Best vs Best’, that is, the best in global cricketing prowess competing against each other. An enthralling anthem which brings alive the unifying spirit of VIVO IPL 2018 herald the start of a thrilling face-off of best vs best.

    Conceptualized by Ogilvy and Mather the anthem titled Best vs Best, focuses on VIVO IPL as the embodiment of the best of cricketing action with the best of global talent showcasing their prowess as match winners. The premier cricketing tournament stirs up a mix of emotions for Indian fans– pride, excitement, and euphoria. While IPL has grown each year since its inception, 2018 promises to be an inflection point in its history, as Star India re.imagines the VIVO IPL 2018 making it deeply local with technology at the heart of the experience.

    The anthem, is being released simultaneously in 5 languages – Hindi, Tamil, Bengali, Kannada and Telugu across all platforms, TV, Radio, and Digital. Building great synergies, Star India, BCCI and O&M have collaborated with a talented team, comprising of South African film maker, Dan Mace, music director, Raajeev V Bhalla and vocalist Siddhart Basrur, who sung the anthem in 5 different languages.

    Sanjay Gupta, Managing Director Star India said “The very essence of VIVO IPL is a thrilling, action-packed celebration of cricket where the best of talent take on each other in one of the most gruelling cricket tournaments in the world. It is a fantastic celebration of both the game and its millions of fans across the world. The Best vs Best campaign endeavours to showcase the pinnacle of cricket that this tournament is associated with.”

    Rahul Johri, Chief Executive Officer, Board of Control for Cricket in India “That cricket has been a religion in India and that the BCCI’s – Indian Premier League is perhaps the best manifestation of that is beyond doubt. For us at the BCCI, the focus has always been on increasing the fan base for the sport by engaging not only the hard-core cricket fans but also those who do not follow the sport on a regular basis namely women and children. Given that we are now ready to embark on the next chapter for the Indian Premier League with the start of the 11th edition, the BCCI, in collaboration with Star India has worked on co-creating a large multi-media campaign focussing on the ‘Best vs Best’. We hope this campaign spurs the non – cricket viewing public to engage more deeply with the VIVO IPL 2018 like never before.”

    Piyush Pandey – Executive Chairman and Creative Director South Asia “IPL is the legendary cricket tournament in the world where every team is equally balanced and has an equal chance to win. It’s truly the best v/s the best. The campaign not only reflects the energy but also captures the fact that this is the best platform for young cricketers. We had fun putting it together!” 

    The 11th edition of VIVO IPL starts on Saturday, April 07, 2018 with defending champions Mumbai Indians taking on Chennai Super Kings.

  • IPL 2018: The dos and don’ts for brands

    IPL 2018: The dos and don’ts for brands

    MUMBAI: Brands are always on the hunt to find events with high engagement and some sporting properties are just that. The Indian Premier League (IPL) has been one of the most sought after and followed sports events in India since 2008. It’s 2018 now, its eleventh edition and the IPL has come a long way.

    The T20 tournament is the fifth most popular sporting event in the world with over 335 million viewers and the number only seems to be increasing every year. Ad displays are synonymous with the IPL. Every conceivable property, right from boundary line ropes, billboards, stumps to even the sight screen is covered with brands and is monetised.

    The IPL has turned out to be the best property for advertisers, considering its short three-month schedule, high consumer involvement and television ratings. Ever since the league started, it has managed to attract major clients as sponsors, including PepsiCo, Vivo, Oppo, Havells, Vodafone, Samsung, DLF, Karbonn among other big spenders.

    With less than two months to go before the season starts in April 2018, brands have begun their hunt to pick their favourite teams.

    Any sporting event is only made possible through the commercial participation and support of sponsors, partners, licencees and broadcasters. While Vivo Mobiles is the league’s title sponsor this year, several brands have come on board to become the associate sponsors for the teams. 

    The IPL governing council issues brand and content protection guidelines for all the brands that provide guidance on appropriate and acceptable commercial and non-commercial utilisation by third parties of the IPL proprietary names, proprietary marks and trophy image and audio-visual representations of the league.

    Franchise sponsors and partners are granted certain rights by the franchises they associate with. The rights that franchises may grant to their sponsors and partners are governed by the franchise agreement, sponsorship guidelines, player ID guidelines and other applicable league rules.

    But just because a brand isn’t Vivo doesn’t mean it can’t get a boost from the game—just that it needs to be careful. The council issues many pages of guidelines on the do’s and don’ts.

    Indiantelevision.com got its hands dirty and compiled the crib sheet for advertisers and players below : 

     

    Players:

    Major players competing in the games have established sponsorship deals with one or several brands. But once the league begins, they need to be careful about what they say, wear and do.

    They Can

    They Cannot 

    Share their experiences at the games via social media

    Post or talk about their personal brand sponsors or mention any branded products

    Share their own photos or videos

    Mention or promote any organisations they support

    Use IPL logo, so long as its not in a commercial context

    Wear any branded apparel that isn’t official on IPL property

     

    Official sponsor brand:

    These are the brands that shell out big bucks for the title league partnership.  Official sponsorship is expensive stuff for a usual five-year deal which is why only mega brands end up signing on the dotted line.

    public://vivo_0.jpg

    They Can

    They Cannot 

    Advertise while the game is in progress

    Conduct any advertising or promotions that have not been pre-approved by the IPL governing council. 

    Enjoy exclusive advertising within their market category

    Cannot use IPL name or logo that is confusingly similar or likely to be mistaken for IPL footage which is unlicensed and unauthorised. 

    Mention the game on social media platforms

    		  

    Supply their goods and services on an exclusive basis within IPL venue

    		  

    Sell merchandise and team jerseys

    		  

    Can run ticket promotions or IPL prizes in contest

    		  

     

     

    Other brands: 

    Brands that are not official title sponsors but are partnering team sponsor or additional sponsor are allowed to do a limited amount of marketing during the league. These brands include brands like Kent RO, Muthoot Finance, Royal Stag, Kingfisher, Parle, Lotus Herbals among others that have come on board this season

     

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    They Can

    They Cannot 

    Run marketing campaigns that feature the teams they sponsor

    No franchise sponsor or partner may use the IPLname or marks in any of its marketing communication or promotion 

    Merchandise with general cricket terms, India related terms, provided there is no usage of IPL name or logo

    Manufacture and sell counterfeit merchandise relating to IPL or unlicensed use of the IPL relating to any of the teams participating in the league

    Can run ticket promotions or IPL prizes in contest

    Launch a new campaign while the league is in process that talks about their association with the tournament without prior licence from the IPL committee.
     

    Brands cannot reproduce or distribute items during IPL and cannot be used on goods, in business names or in advertising promotions without licence from the IPL
     

    A formal or pre-existing association with any of the eight participating teams does not permit a team player or team sponsor to use the IPLname or logo without prior authorisation from the committee.
     

    Engage in ambush marketing, basically an attempt to create the false impression of an official relationship with IPL.

     

    Live score on mobile and SMS guideline for official and team sponsors:

     

    They Cannot

    Use IPL name or footage on any mobile or wireless technology including on mobile apps without licence

    SMS updates of live stores and game that utilise the IPL name 

     

    Brands and match schedule:

    They Can

    They Cannot 

    Use the match schedule to provide information in a purely non-commercial sense 

    Commercial use or presentation of match schedule by third parties is not permitted

    Though the rules may sound stringent, they are to safeguard the interests of parties. Brands have to be extra cautious while associating and marketing themselves during sporting events and it is not all fun and games in the end!

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    IPL 2018: Team sponsorship deals may see an uptick

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