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Tag: IPL

  • American athletes Chris Paul, Larry Fitzgerald, Kelvin Beachum invest in Rajasthan Royals

    American athletes Chris Paul, Larry Fitzgerald, Kelvin Beachum invest in Rajasthan Royals

    Mumbai: The champions of the inaugural edition of the Indian Premier League (IPL) Rajasthan Royals have attracted investment from US athletes basketball player Chris Paul and American football stars Larry Fitzgerald and Kelvin Beachum.

    The trio has come on board as minority investors in the Rajasthan-based franchise. They are investing through Emerging Media Ventures, the vehicle controlled by Manoj Badale.

    “We are extremely pleased to have Chris, Larry and Kelvin join us as investors who have seen the vision of the Royals as a truly global brand,” said the franchise’s lead owner Manoj Badale, as he welcomed the US trio as investors in the franchise.

    In addition, as part of the recent transaction for the Royals to acquire the Barbados Tridents, CMG Companies has joined the Royals ownership group. CMG Companies in the US principal Manish Patel stated, “We are extremely excited about the partnership with the Rajasthan Royals family. We believe this collaboration with the Rajasthan Royals will further advance cricket in Barbados and the region. This is a dream come true for all of us at CMG Companies, a team of Indian-origin entrepreneurs with strong connections to India.”

    Paul the franchise noted is one of the greatest defenders to have graced the NBA court with 11 NBA All-Star team appearances, two Olympic Gold medals, and more recently taking the Phoenix Suns to the NBA Finals. Paul’s investment portfolio includes a stake in the minor league baseball team Winston-Salem Dash, and with an eye on enhancing the fan experience in the IPL, the 36-year-old defender has chosen to invest in the Royals. “I am excited to have become one of the first US athletes to see the value and scope for growth in the IPL. With a variety of components, including stadium experience and fan engagement still left to fulfill their course, I see myself contributing world-class experience through this strategic investment,” said Paul, who served as the former National Basketball Players Association president.

    The NFL’s wide receiver Larry Fitzgerald, who played with the Arizona Cardinals for 17 seasons and received accolades including 11 Pro Bowl appearances and the Walter Payton NFL Man of the Year in 2016, is also known as a serious investor and philanthropist said the franchise. “I love the idea of building a professional franchise with a clear social purpose and look forward to working with this team to challenge the realms of possibility by expanding to new horizons as a franchise. India has a passionate sports culture and I’m excited to invest in one of the most sought-after teams in the country,” expressed Fitzgerald.

    Beachum is a 10-year NFL veteran who currently plays for the Arizona Cardinals. In addition to his professional football commitments, he is an active investor, especially in technology, and a board member of NFL Players Association. “I am keenly aware of the popularity of cricket internationally and am thrilled to join the Rajasthan Royals franchise as an investor. I respect the global reach of the IPL and am committed to supporting the Royals,” he said.

  • GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    Mumbai: The Indian cricket fever is well-known across the globe. The cricket mania has touched highs with the Indian Premier League (IPL). Since its launch 15 years ago, the league has been popular among cricket fans and grabbed the attention of top brands across sectors. With the inclusion of one of the most valued and trusted names – Tata as the title sponsor, the franchise has garnered immense attention from brands and marketers. There are over 29 startups for the first time, with 10 fintech having collaborations to amplify their reach this festive season.

    Game-changing marketing strategies

    Out-of-the-box marketing strategies can be game-changers during IPL. Cadbury Dairy Milk’s marketing campaign ‘Proud Sponsors of the Ground Staff’ has gained massive applause from the audience. The campaign has focused on the most unanticipated part of the game – the ground staff this season. As part of their initiative, the brand intends to treat ground staff at par with the cricketers and make them equal heroes of the tournament.

    Cadbury has struck the right chord with a cost-efficient marketing strategy when marketing costs are rising with brands opting for celebrity players and influencers. The empathy and emotional quotient in the creativity have been the star of the campaign and created a massive brand recall value.

    Marketers can leverage great opportunities to reposition established brands and re-attain the numero uno spot in highly competitive times. On the other hand, startups can create a vast following and introduce their product offerings most engagingly during the festive season.

    IPL – One of the biggest carnivals for digital marketers

    The IPL cricket season is one of the biggest carnivals for digital marketers as it has excellent timing and target audience. The T20 format is a hit among all age groups. The telecast between 8 PM-11 PM on weekdays and double-headers on weekends make the mega sporting event worth all the investments. Commercial sponsorships and collaborations with players are at an all-time high during IPL. Influencer marketing has received much-needed attention on social media platforms.

    Engaging content like behind-the-scenes (BTS) videos of players, interactive live sessions, contests, and trending hashtags has hooked the digital audience quite well. This has led to a rise in budget allocation toward digital marketing spending.

    The addition of tier 2 cities like Lucknow and Ahmedabad opens doors to connect regional markets with new demographics. The smaller provinces have equally enthusiastic viewers as their urban counterparts. Local and national brands have an equal playing field to introduce their products, engage and cater to customer needs.

    From fintech to food and beverage companies, all are leveraging this space to increase their outreach among populations beyond metro cities. Innovative and efficient marketing strategies have proven to create masterstrokes that generate a return on investment (ROI) not limited only to the tournament time frame but also in the future. The advertising arena has witnessed a fresh zeal and zest during the IPL period. There are reports of title sponsor bids rising from Rs 40 crore spent by DLF in 2008 to Rs 300 crore by Tata in 2022. The scorecard has reflected good results leading to rising advertising costs every season.

    The impact

    IPL can deliver high brand impact in a shorter duration, riding the country’s sheer passion for cricket. When people are sensing normalcy in their lives, IPL is one of the best fitting squares for new brands to connect and well-known brands to reconnect with their audience.

    IPL is not limited to only big brands with high marketing budgets. Investing in people has proven to be the most successful marketing strategy. The number of games and new players achieving significant milestones in every match provides incredible brand lifting opportunities.

    Brands and marketers have hit sixes and a few misses during the league, all of which have been replayed and learned over the years!

    (About Author: Rikki Aggarwal is the co-founder, chief business and operating officer of Blink Digital)

  • 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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  • 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’.”

  • Viral Fission’s content arm Studio TBH partners with Mumbai Indians

    Viral Fission’s content arm Studio TBH partners with Mumbai Indians

    Mumbai: Viral Fission’s content arm Studio TBH has announced its collaboration with Mumbai Indians. This partnership aims to engage with the gen-z audience through relatable, wholesome, and trendy content on Instagram.

    “Mumbai Indians is already known as the most digitally active IPL franchise. With this move, the team is driving engaging reels all across Instagram. From ‘Dil Chahta Hai’ musical parodies to alternate endings of Bollywood films if IPL was on, the studio has a content lineup to look forward to,” said the statement. 

    Studio TBH creative director Shreya Nair is very excited about the collaboration as she said, “With Mumbai as our home ground, there was an instant connection and fun that became a part of our creation process, paving the way for us to build a content lineup, which we are looking forward to.” 

    The videos are produced, shot, and edited by studio TBH’s crew on a real-time basis during the IPL season, by tracking the ongoing match schedule, according to the statement. 

  • 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.

  • Shah Rukh Khan enjoins users to play responsibly in new A23 campaign

    Shah Rukh Khan enjoins users to play responsibly in new A23 campaign

    Mumbai: With IPL 2022 around the corner, online multi-gaming platform A23 India has launched its latest marketing campaign with brand ambassador Shah Rukh Khan. The A23 ad spot will air across the broadcast channel Star Sports and streaming platform Disney+ Hotstar, starting 26 March.

    The campaign includes two TVCs in which the Bollywood actor persuades users to play responsibly while respecting their immediate surroundings i.e. – spending time with their families instead of being on their phones and focusing on dinner while at the dinner table. 

    Head Digital Works founder and CEO Deepak Gullapalli said that as one of India’s leading multi-gaming platforms, it is imperative for them to spread the importance of responsible gaming. “Self-exclusion from time to time is instrumental when it comes to striking the right balance. We are confident that our brand ambassador driving this message for us will help us maximise the idea of responsible gaming even further, thus encouraging a healthy environment for all,” added Gullapalli.

    The upcoming third advertisement in the series will highlight the importance of selecting the right playing XI for fantasy cricket on A23. 

    The A23 gaming platform that has a wide reach across India perfectly complements the IPL which is a household name in India, across audiences in different languages, said the brand in a statement. “Keeping this in mind, the advertisements have been curated to reach every household and will run in seven languages – Hindi, Bengali, Marathi, Tamil, Malayalam, Gujarati, and Kannada,” it added.

    A23 has recently built a multi-gaming platform and combined its existing online rummy platform of over 30 million users using state-of-the-art software created on a custom-built architecture, according to the brand.

  • IPL 2022: One Moto India becomes associate sponsor of Rajasthan Royals

    IPL 2022: One Moto India becomes associate sponsor of Rajasthan Royals

    Mumbai: One Moto India – a British brand of premium EVs in India has announced that it will be the associate sponsor of the Rajasthan Royals franchise.The brand has come on board as official EV partner in the two-wheeler segment for the upcoming Season 15 of IPL, starting 26 March.

    As part of the association, One Moto India’s official logo will feature on the back of the Royals’ playing helmets and caps. The mobility company will also unveil the special range of limited edition One Moto two-wheelers – RR X One Moto. The association with the Royals will also see the Rajasthan-based franchise’s players encouraging their fan community to shift to Electric Vehicles and become a part of India’s EV revolution.

    Furthermore, the brand will also give away custom design One Moto Rajasthan Royals limited edition scooter range across the Rajasthan Royals academies in Nagpur, Mumbai, Dubai, and the ones that open during the upcoming season.

    One Moto has chosen to associate with the Royals for Season 15 as the team’s ethos are in sync with the brand’s ambition to promote sustainable solutions and create awareness. The brand has been on an aggressive spree on all the facets including associations with players like Global Assure, and back-to-back product launches including the EV two-wheelers – Byka, Commuta, Electa.

    “Rajasthan Royals has always promoted an eco-friendly approach as a team.  The Royals have also always adopted a sustainable approach with steps like opting for jerseys made of sustainable material. It has synergies with the brand One Moto, and the league could be an opportunity to educate masses about making an informed choice of switching to EVs,” said One Moto India partner and promoter Mohammed Muzammil Riyaz.

    Rajasthan Royals CEO Jake Lush McCrum added, “We are delighted to welcome a globally recognised brand like One Moto on board. Their vision of providing sustainable yet stylish EV vehicles to consumers has a strong synergy with our central purpose of transforming society through the significant platform we have as an IPL franchise. Through this partnership, we are excited to help them further expand across India and around the world while creating a positive societal impact.”

    “We are the first generation to be affected by climate change, therefore it is also our responsibility to do something about it. Switching to EVs is being driven in the form of a mission in India. If we can share the approach with people and motivate them towards making this lifestyle change, it will be a contribution to be remembered. With this thought in mind we have partnered with Rajasthan Royals,” stated One Moto India co-founder and partner Sameer Moidin.

  • Users want interactive, social experiences on smartphones during IPL: Study

    Users want interactive, social experiences on smartphones during IPL: Study

    Mumbai: The mobile users now look for more interactive, social experiences on their smartphones during live IPL matches, according to the report titled ‘IPL and the Second Screen’ released by Glance on Tuesday. 70 per cent of IPL viewers use smartphones during the matches, with the majority consuming cricket-themed content parallelly on various platforms, revealed the study.

    Expert commentary, live watch-along, polls and quizzes, contests, cricket games, and fantasy cricket were amongst top choices for content consumption on phones during the matches. Content-led marketing on the second screen emerged as one of the key strategies for brands to cut through the IPL media clutter, the report stated.

    Close to 70 per cent of respondents identified themselves as ‘die-hard fans’ of IPL, and 72 per cent said that they will be watching every IPL match. Findings further revealed that while 69 per cent watch IPL on television, 61 per cent said that they also watch matches on their smartphones. The study found that content themes that are gaining popularity include live reaction videos of celebrities watching matches, behind-the-scenes snippets, unknown facts about favourite players, and expert match analyses.

    The survey further asked these respondents about the types of content they would like to interact with during the IPL matches. 56 per cent said they would like to take part in live watch parties with celebrities, and 53 per cent said they would participate in social media polls and quizzes on the match. 49 per cent opted for cricket games or fantasy cricket on various apps, while an equal percentage of them said they would bet on live matches. For brands and advertisers, this showed that interactive content formats will be one of the biggest engagement drivers to connect with audiences during the IPL.

    The Glance report outlined strategies that brands can leverage to tap into this growing trend of consuming second screen content during the IPL. These included using branded storytelling around cricket, launching customized polls and quizzes, designing watch parties with celebrities, and more, on popular platforms.

    When asked about ads that audiences would not mind engaging with, 54 per cent of respondents chose branded polls and quizzes that test their cricket knowledge, closely followed by ads that involved winning a contest. 48 per cent of users preferred influencer and celebrity-led ads, with an equal percentage voting for ads that lead to good shopping or dine-out deals.

    “IPL is a social phenomenon, both in the offline and the virtual world. People not just love watching cricket, but also love engaging with mobile content that gives them a 360-degree experience of the IPL and allows them to become a part of a community,” said InMobi Group co-founder and president and Glance COO Piyush Shah.“The evolving nature of IPL and the rise of interactive cricket content consumption on second screens, led by smartphones, allows brands to cut through the clutter of IPL, and connect with their audiences in a meaningful and impactful way.”