MUMBAI: The toast of cricket talk shows is back, and it’s serving fresh stories with a side of wit. Oaktree Sports has announced the return of Breakfast with Champions for its much-awaited ninth season, hosted by the ever-charming Gaurav Kapur.
Presented by Pop UPI and styled by Peter England, the new season premieres this October exclusively on Youtube, promising more laughter, locker-room confessions and heart behind the hustle.
From Virat Kohli and Hardik Pandya to Dwayne Bravo and Sunil Gavaskar, the show has already dished out some of the sport’s most unguarded conversations. This season, it’s going beyond the boundary, with cricketing stars joined by champions from other arenas, starting with Abhishek Sharma.
“Every season of Breakfast with Champions has grown in scale and soul,” said Oaktree Sports founder Gaurav Kapur. “What began as casual chats has become a celebration of the human side of sport.”
Pop UPI founder Bhargav Errangi added, “Just like our Popcoins reward loyalty, Breakfast with Champions rewards its audience with authenticity. It’s all about consistency and excellence, just like champions themselves.”
Adding polish to the table, Peter England steps in as wardrobe partner with its sleek Gentlemen’s league collection, while brand strategy firm Next Narrative ensures the storytelling remains top-tier.
With a power-packed guest list, sharp humour and plenty of heart, Breakfast with Champions – Season 9 is all set to remind fans why mornings with Gaurav Kapur are the most entertaining meal in sport.
MUMBAI: It’s that time of the year when Kerala’s air carries the aroma of Onam Sandhyas, floors burst into bloom with colourful pookalams, and Punnamada and other famous lakes in Kerala ripple under the oars of Vallam Kali racers as the cheers of the crowd echo across the water. In 2025, brands are lining up to tap into this very sentiment, weaving campaigns that range from heart-tugging reunion tales to playful takes on how the festival is evolving in an age of technological advancement.
Diving headfirst into the festive spirit was Amul, with an ad film featuring the iconic Amul girl in a cream kasavu saree, rocking a pair of sunglasses as she balances on the edge of a long racing boat and performs the viral ‘aura farming’ step to traditional Kerala tunes. Staying true to its knack for seizing every cultural moment that resonates with Indian audiences, the dairy giant recreated the viral boat-dance originally started by 11-year-old Indonesian Internet sensation Rayyan Arkan Dikha.
On a similar vein, Parle-G also released a campaign film zeroing in on what the festival actually means to Malayalam households. The story follows a family returning to Kerala from the US after 16 years. While the daughter is eager to embrace the festivities, the father feels disheartened by how traditions have evolved with time.
For instance, the once-famous Poopara ground, known for its Onam celebrations, has turned into a bus stand; a pookkalam has been replaced by ready-made carpets; and the mango tree which was once used to tie a swing has been cut down because no one has the time to clear away the dry leaves. To him, it is both alarming and disheartening to see the festival lose its soul, with rituals altered in the name of convenience.
In a heartening twist, the daughter recreates his childhood memories by bringing home a Pulikali troupe, tug-of-war games and other vibrant touches of authenticity, reminding him that the essence of Onam lies in togetherness and shared joy. The film closes with the brand’s message: ‘Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius’.
Here’s a look at some of the other campaigns that stood out this Onam:
Association of Mutual Funds in India ( AMFI )
Through its Mutual Funds Sahi Hai campaign, AMFI has rolled out festive-themed billboards, digital displays and social media posts in both English and Malayalam, with taglines like “Staying invested can take you places.”
At Cochin International Airport, Homecoming travellers are greeted by a life-sized 3D boat installation set against an LED backdrop. Passengers can hop aboard, pick a dream destination, from the Eiffel Tower to the Statue of Unity, and capture moments that symbolise how long-term investing can take you places.
But the celebrations don’t stop there. The mutual fund self-regulatory body has also anchored itself at the legendary Nehru Trophy Boat Race in Alappuzha, where over 75 snake boats slice through the waters before nearly a lakh spectators. The message? Just like the rowers’ endurance and rhythm, consistent investing builds momentum towards long-term goals.
Peter England
The apparel brand has launched a new Onam campaign aimed at Kerala’s Gen Z consumers, featuring traditional festive elements fused with the contemporary culture of today’s youth. The brand has roped in homegrown rapper Imbachi to headline the campaign with a specially created anthem.
The track combines the rhythm of Kerala’s ‘chenda melam’ with the beats of hip hop, offering a fresh sound that reflects the cultural roots of Kerala.
The campaign also sets the tone for Peter England’s long-term retail strategy, leveraging pop culture, music and Gen-Z influencers to strengthen engagement with India’s new-age consumers.
Sujata Appliances
Sujata Appliances’ Onam campaign shines a light on an old-age home, conveying that the festival’s spirit extends beyond biological family ties. The film follows an elderly woman abandoned by her own family who, instead of celebrating alone, brings together residents of the home and children from an orphanage. By preparing a traditional sadya and sharing it with them, she transforms what could have been a solitary occasion into one filled with joy and warmth. The campaign delivers a clear message: Onam is not only about kinship by blood, but about spreading love, embracing others, and forging new bonds of togetherness.
South Indian Bank
The bank has unveiled its Onam campaign film, written and produced by Aiswarya Suresh and directed by Brijith BKV of First Picture Show Co. Captured in a PoV format, the story follows a family reunion for Onam, bringing to the fore the campaign’s central theme: the best returns come from investing in relationships.
The film opens with a young Malayali woman returning home after years away, surprising her family just in time for the festival. She quickly becomes the heart of the celebration: from decorating a floral rangoli to dressing in traditional Thalappoli attire and joining the grand Onam feast. Subtly interwoven is the role of South Indian Bank’s mobile app, emphasising the brand’s message that while technology enables convenience, true wealth lies in the bonds that bring people together.
Casio Watches India’s Onam campaign depicts the warmth of new beginnings within families. In the film, a mother-in-law welcomes her daughter-in-law on her first Onam, gifting her a Casio LTP-SN5YSR-5A watch to mark the occasion. What may appear to be a simple gesture carries a deeper meaning, symbolising acceptance into a new family and creating a sense of belonging. In a touching moment, the mother-in-law gently remarks that it is her “daughter’s first Onam,” not her daughter-in-law’s, making her feel truly at home. The campaign also showcases a model designed specifically in India for Indian consumers, underlining Casio’s effort to create products that are culturally relevant to its audience.
Shriram Finance
The brand’s Onam campaign draws on Kerala’s association with gold, not merely as a symbol of wealth, but as a treasure chest of memories, traditions, and aspirations. Built around the thought ‘May your Onam be of Gold’, the film extends the metaphor to our loved ones, portraying them as life’s true riches. Familiar faces from Malayalam cinema and television bring a sense of warmth and relatability, while Vineeth Sreenivasan’s soulful composition lifts the narrative with melody and emotion, wrapping the story in festive spirit.
MUMBAI: Move over mundu monotony, this Onam has a hip hop twist. Peter England, the brand that’s long stitched confidence into Indian wardrobes, is remixing tradition with Gen Z swagger through a fresh campaign featuring Kerala’s own rapper, The Imbachi.
At the heart of the drop is an anthem that feels more like a vibe than an ad, a mashup where the pulse of the Chendamelam meets the bounce of hip hop, turning Onam’s rhythms into something modern, vibrant, and impossible to scroll past.
“This isn’t about scripted ads anymore; it’s about co-creating with the voices youth resonate with,” said Peter England chief business officer Anil S Kumar. He revealed that Imbachi not only performed but also wrote and composed the track, while the brand’s garments played backup as visual cues for festive style.
For Imbachi, the collab was personal: “Onam is more than a festival, it’s a wave of memories. Waiting for new outfits was always the highlight, and fashion is still central to how we celebrate. This anthem captures that energy festive, stylish, and totally in tune with Kerala’s youth. Ee Onam, Scene Onam!”
The track part celebration, part style statement marks Peter England’s first big step into Gen Z culture. By weaving in the authenticity of homegrown talent with fashion that goes beyond just festive rules, the campaign positions Onam as an occasion to own the moment rather than follow tradition blindly.
“Less brand message, more cultural expression” was how Ogilvy Bangalore CCO Puneet Kapoor described the creative approach. With its beats, style, and swagger, the film doesn’t just sell clothes, it sets the stage for a new wave of brand–youth collaborations.
And while the anthem plays loud, the message is even louder: when culture meets cool, tradition doesn’t just survive, it thrives, remixed and reimagined for a new generation.
Mumbai — Dice Media announced the return of ‘Arranged Patch Up’ with season two, presented by Ikea India in association with Peter England. The web series, which explores the lives of modern Indian couples navigating the ups and downs of arranged relationships, released its first episode on 26 October 2024. Featuring Ankush Bahuguna, (India’s first male beauty creator to attend the Cannes Film Festival), and ‘Munjiya’ fame Bhagyashree Limaye in lead roles, this new season promises to captivate audiences with a delightful mix of humour, romance, and emotional depth.
Season two picks up with Aditya (Ankush Bahuguna) and Prajakta (Bhagyashree Limaye) freshly engaged and in the midst of planning their wedding. While Aditya envisions a grand celebration, Prajakta prefers an intimate gathering, setting the stage for contrasting perspectives.
With Ikea India as the presenting sponsor and Peter England as an associate sponsor, the show beautifully blends modern-day relationship struggles with the charm of everyday life. Its engaging characters and compelling plot offer a fresh, relatable take on contemporary romance that will resonate with viewers.
Pocket Aces D2C business head, Viswhanath Shetty commented on working on Arranged Patch Up, “Season 2 of Arranged Patch Up is a perfect example of our Flywheel strategy in action. We started by testing the concept in short-form content, followed by a mini-series on FilterCopy, and now we’re bringing the full series to life on Dice Media. This evolution highlights our ability to take relatable, audience-driven ideas and scale them into comprehensive narratives that resonate across platforms. We’re thrilled to kick off our partnership with the iconic global brand IKEA India, which aligns beautifully with the show’s themes of modern relationships and everyday living. We’re also excited to deepen our long-standing relationship with Peter England, with whom we’ve previously collaborated on engaging formats, including music videos and sketches on FilterCopy. Together, these partnerships enable us to create authentic, impactful stories that both entertain and resonate with viewers.”
Ikea India country integrated manager Jayendra Gupta commented on working with Pocket Aces, “We are thrilled to be part of this series that resonates with modern couples and their journey toward creating a home and life together. At IKEA, we are passionate about life at home, with a vision to enhance everyday life for many people. This collaboration beautifully embodies our dedication to supporting those meaningful, everyday moments—bringing warmth, togetherness, and joyful memories into the heart of the home. We hope to inspire young couples to design spaces that celebrate their unique journeys, making their homes a true reflection of who they are.”
Peter England brand COO Anil S Kumar said, “We are excited to be part of Arranged Patch Up Season 2, a series that beautifully captures the essence of modern relationships. At Peter England, we celebrate individuality and the personal journeys of our customers, and this collaboration allows us to align with a story that mirrors those values.”
The first episode of season two premiered on 26 October across Dice Media’s YouTube channel and social media platforms, ensuring that audiences can dive into the latest chapter of this delightful series.
Mumbai: International menswear brand Peter England from Aditya Birla Fashion and Retail has launched an exclusive campaign for the upcoming Pongal festival.
Encapsulating the essence of the festive season and the strong bond between father and son, the TVC is a relatable montage woven around the festive ambiance and shows parents’ need to adopt new ways to bond with their children and build a special relationship with them.
Developed and executed in creative partnership with DDB Mudra South, the campaign celebrates the ‘Belief in A New Beginning’, and combines the objective of resetting family relationships, festivity, colour, and celebration with Peter England’s wide range of premium quality and stylish festive collections for today’s contemporary men.
Peter England COO Manish Singhai said, “The campaign portrays a new relationship between a son and his father after the father takes a small step towards understanding his son’s aspirations. The storyline metaphorically directs us to find the perfect look to celebrate this Pongal festival. Our collection has been designed around the positivity and goodness that festivals bring to our lives. We are determined to curate and offer fashion that enables our consumers to not just immerse in the festivities but also to stand out.”
DDB Mudra South creative director Saritha Rajagopal said, “Pongal celebrates optimistic new beginnings. So, to launch Peter England’s Pongal campaign, we captured a moment between a father and his son. While the pandemic took away some jobs, it also presented an opportunity to pursue one’s dreams. With this campaign, we captured an honest conversation between a father and son, who aspires to grow. We signed off with a message for every youngster who is waiting to start on the journey of life.”
The festive campaign will be amplified through a mega-media mix across SUN TV Network, Hotstar Tamil Big Boss Association, World Television premiere of Annaatthe on Sun TV and other media channels, said the brand in a statement.
Peter England, a leading international menswear brand from the house of Aditya Birla Fashion and Retail Limited, launched an innovative range of apparel called as the Neem Tulsi Collection as part of their wellness fashion initiative. The brand has launched this collection with a comprehensive ad campaign that pays homage to the legacy of ancient Indian herbs and showcases the new collection which is infused with the goodness of these wonder herbs, Neem and Tulsi.
Under this Collection, Peter England will be launching Shirts, Masks, Jeans, Bermudas, Kurtas and Pyjamas which are powered with a patented technology called “Enliven“. This is a unique mixture of 100% Herbal Neem, Tulsi and other healing herbs, to add comprehensive hygiene functions like anti-bacterial, anti-fungal and tested to provide defense against Ultraviolet rays for minimum UPF20.
Developed and perfected with years of R&D in technical collaboration with IIT Delhi, Enliven is a patented technology from Advantage Nature (A unit of ATPL)- Advantage Organic Naturals Technologies Pvt. Ltd, which is a start-up company incubated at Technology Business Incubation Unit of IIT Delhi. This groundbreaking technology in fabrics is tested as per AATCC 100-2012 and AATCC183 testing standards for the stated properties that can last up to 20 gentle washes.
With a history of creating innovative products, Peter England started the journey of Wellness Fashion about two years ago. Produced in a factory located in a small village in Himachal Pradesh, the making of these apparels involves ancient ways of extracting benefits from herbs, combined with new-age nano-biotechnology, to provide nature’s best in a sustainable way. The Shirt fabric particularly is developed under the Home-Made-Cotton Initiative through energy efficient small scale units where the cotton is directly procured from our farmers avoiding middlemen. And hence, these labours of love is just not an ode to our farmers but also a tribute to our rich Vedic heritage.
Commenting on the launch, Mr. Manish Singhai, COO, Peter England said, “Peter England has always brought numerous innovative products and we are thrilled to launch our Neem Tulsi Collection, which is the need of the hour. With this range, we aim to incorporate Indian ancient Vedic heritage and set a new benchmark in sustainable and wellness fashion. As a brand that caters to the evolving consumer sensibilities, this collection comes as a breakthrough in the today’s fashion category.”
Speaking about the launch, Mr. Rajiv Rai Sachdev, CMD – Advantage Nature (a unit of ATPL) said, “We feel proud to be associated with a responsible brand like Peter England from esteemed Aditya Birla Group and we being a techno-startup company wanted to associate with a brand which has likeminded vision and mindset to promote sustainability and Circular Economy in Textiles on National & International level. ENLIVEN is truly the most sustainable, safe and 100% Herbal product. Fabric treated with Enliven has been tested for having excellent Anti-bacterial, Anti-fungal, Anti-odor, UV Resistant and Mosquito Repellent properties. Moreover, it also negates the toxic effect of chemical dyes on our skin; hence this is the most viable product to safeguard its users in the current scenario.”
The Campaign communication is developed in creative collaboration with DDB Mudra. Speaking on the campaign, Vishnu Srivastav, Regional Creative Head – Advertising and Digital, DDB Mudra South said, “Neem and Tulsi, which have been growing in our own backyards, have been revered by the Indian populace for generations together. To infuse the goodness of it in the fabric, is nothing short of a breakthrough in fashion innovation. We at DDB Mudra share the same passion for creating a meaningful intervention in consumers' lives. This one was challenging with Peter England’s international legacy and a product that is truly inspired from India’s heritage. We are extremely excited to partner with Peter England in presenting this one-of-a-kind innovation to the world.”
Peter England has launched a high decibel digital campaign on various innovative and impactful platforms to promote this innovative collection.
MUMBAI: The RuPay Pro Volleyball League is an initiative of Volleyball Federation of India and Baseline Ventures with Sony Sports Network as broadcast partners. The season 2 of the league starts on 7th February 2020. In a major boost for the Pro Volleyball League, the league has announced that they have secured a set of long-term sponsors for the league.
RuPay, which was the title sponsor of the league in season 1 has decided to continue its association with the league as the title sponsor for the next three seasons. Speaking on the association Chief Marketing Kunal Kalawatia stated that “We are pleased to enter into a continual association with Pro Volleyball league, which was very well accepted among the younger generation, in the inaugural season. We look forward to celebrating the youth of India with second season of RuPay Pro Volley Ball League. In terms of RuPay, our constant focus is to target next-gen customers and provide experience especially customised for them. We believe RuPay Pro Volley Ball League is an ideal platform for us to reach out to the young India”.
Apart from securing RuPay as the title sponsor, the league has also managed to rope in Bank of Barado & Peter England as associate sponsor for the next two seasons & Nippon Paints as an associate sponsor for season 2. Sounding confident about the potential of volleyball as a sport in the country Bank of Barado GM-CC, Marketing & Corporate Communications O K Kaul said “At Bank of Baroda we are committed to working towards making India a multi-sport nation and volleyball which is one of the most widely played sport at grass roots level in the country apart from being a truly global sport, fits perfectly with our vision of being India’s International Bank”.
Echoing his thoughts Peter England COO Manish Singhai quoted “At Peter England we are committed in supporting sports which commands a huge appeal in the county. We are excited to continue our association with RuPay Pro Volleyball League. This resonates with the spirit of the game & takes the brand closer to a younger audience. This partnership has close ties to our brand which represents dynamism, innovation and its strong popularity at grass-roots level. Peter England’s brand philosophy reflects a winning mindset. The brand brings together fashion sensibility with a sporting mindset & offers great fashion at an affordable pricing”.
Talking about extending the partnership with the league, Nippon Paint India President – Decorative Business Mahesh Anand said “Volleyball is a dynamic and vibrant sport with non-stop edge of the seat action. The entry of RuPay Pro Volleyball League has added a new color to the whole sporting eco-system in the country, the sport & the league is a true reflection of brand Nippon Paint India so continuing the association was a straightforward decision for us”.
The league has also managed to close long term deals with a leading fantasy game partner and an equipment partner, the details for which are also expected to be announced in the coming days.
The season 1 of the league was a resounding success which was viewed in 45 countries across the globe. In India, the league was broadcasted on Sony Ten 3 and Sony Six with Sony Liv as the digital partner and garnered a viewership of 22 million viewers. The league was a huge hit with the fantasy gaming enthusiasts as well with 1.78 lakh players for the final with a cumulative total of 10 lakh players.
MUMBAI: Peter England, the leading menswear brand from Aditya Birla Fashion and Retail Ltd. has styled the lead actor Akshay Kumar who plays Rakesh Dhawan in the first space film of Indian cinema Mission Mangal, releasing this Independence Day August 15. In the movie the protagonist, who is the torchbearer of a team, stands against all odds and leads India to become the fourth country to successfully complete a mission to Mars. The versatile actor well-known for portraying brave and insightful roles will be sporting tailored formalwear from Peter England, as he pilots a team of 5 women scientists to make one of the toughest missions in history of ISRO successful, with modest investments and resources. To commemorate the partnership the brand has unveiled a limited edition Mission Mangal Collection across leading stores in the country along with a 30 seconds co-branded video in over 2100 cinema screens, televisions and digital platforms, across India.
The Mission Mangal Collection is a celebration of the finest quality formal wear, rooted in functionality and style which will cater to the dynamic lifestyle of contemporary professionals from different walks of life. The range will feature shirts with clean aesthetics ranging from Rs. 1399 to Rs. 1699. This exclusive association between India’s leading fashion powerhouse for men and the most awaited movie of the year is unique owing to the coordination between Peter England, Fox Star Studios, Cape of Good Films, Hope Production and MATES – the entertainment unit of Madison World. This will further highlight Peter England’s deep-rooted commitment to impeccable style, dynamism, determination and versatility; identical to an astute leader portraying grit and resilience.
Speaking on the association, Mr. Manish Singhai, Chief Operating Officer, Peter England, said “We have been styling the progressive men of the country for over 20 years now. We are excited about our partnership with Mission Mangal as it is a natural fit to our core proposition. Peter England’s brand philosophy has always reflected a winning mindset. The brand is devoted to create an unparalled fashion experience at an unmatched value. In the movie, Akshay Kumar exudes a sense of winning style that is fashion-forward, aspirational and innovative. We are delighted to translate the same energy and style through our Mission Mangal collection. Our journey with this movie is a well-stitched partnership, a brand story which values commitment to craftsmanship. The whole mood and narrative around the protagonist brings the character out with perfection.”
Jagan Shakti, Director, Mission Mangal said “Mission Mangal resonates with the brand’s ethos who are making their mark in the real world. Be it fighting for success or never giving up on your dreams. Peter England boosts confidence with their clothing that stands for “Great Fashion at Great Value.”
The brand has launched an extensive digital and ATL campaign, which includes a 30 seconds co-branded video, which puts the spotlight on Akshay Kumar aka, Rakesh Dhawan who in the film is sporting the finest Peter England shirts in classic colours. The visuals reassert his undefeated spirit similar to his fashion choices, which convey determination and fortitude. The campaign is live across television channels and social media platforms bringing forth innovative content for fans pertaining to the movie. This also includes promotion across select venues including high streets and over 2100 cinema screens.
MUMBAI: This cricketing season, Peter England, the leading menswear brand from Aditya Birla Fashion and Retail Limited has once again joined hands with the reigning VIVO IPL Champions Chennai Super Kings (CSK) in the capacity of an Official Style Partner. The brand is also the cheerleading partner and will lend a stylish semblance to the vivacious cheer leading squad.
Furthermore, Peter England has also entered into a partnership with Hotstar as an Associate Sponsor for IPL broadcasting. The announcement cements the brand’s persistent effort to reach out to stylish and tech savvy new age audience. Cricket enthusiasts can now watch youthful and innovative Peter England brand TVCs during the screening of the year’s biggest cricketing extravaganza on Hotstar.
Speaking on the association, Mr. Manish Singhai, Chief Operating Officer, Peter England, said “It is our privilege to partner with India’s most successful cricketing franchisee twice in a row. We are thrilled to welcome Chennai Super Kings to the Peter England family. With this association we want to emphasize once more, the importance of sports for us, both as a source of inspiration for our creativity and as an effective vehicle for reaching our versatile younger consumer. This time we were keen to connect with a discerning, digital audience by teaming up with Hotstar which boasts of phenomenal reach among tech savvy youngsters. This is in sync with our brand objective as our designs are youth centric offering finest quality apparel in fashionable and innovative options catering to all occasions.”
The chronicle of sports partnership at Peter England is a story with values that encompass commitment to supporting sports which command a global appeal. The brand’s philosophy has always reflected a winning mindset. The current association with the ruling team CSK is demonstrative of the brand’s dynamism, innovation and sustainability. As a part of this longstanding relationship, MS Dhoni and team will lend a sartorial edge by donning exclusive styles from Peter England’s latest collections which will be featured in the upcoming brand campaigns.
MUMBAI: For 11 years now, the Vivo Indian Premier League (IPL) has entertained the country as no other sporting event has. Not just the cricketers on the pitch but brands, marketers and advertisers have gradually upped their game to keep viewers engaged during the sporting extravaganza.
In a bid to bring the advertising culture to the forefront of Indian sports broadcasting, Star India built a platform called the Re.Imagine Awards to recognise and encourage the creativity and innovation in the use of integrated media in advertising campaigns aired during Vivo IPL on Star Sports and its OTT platform Hotstar.
This initiative by Star gets all the marketers, media and creative agencies to join hands, thereby pushing all stakeholders to innovate the advertising experience.
First year of Re.Imagine Awards was a major success, with all the big brands and agencies participating. Over 300 campaigns by 120 brands vied for the awards. Brand Factory, Amazon, Dr.FIXIT, Sprite, Peter England, Swiggy, Tata Sky, Vivo and Fevikwik were some of the brands that jostled against one another to bag top honours.
Brands have long recognised the power and popularity of cricket in India. However, with the video proliferation and regional language market expansion, more avenues seem to have opened up for the marketers to position their products.
“The Re-imagine awards are quite unique. The fact that it focuses on one event (Vivo IPL) and the work generated and aired in it makes it interesting. Especially since the event by itself is both a massive opportunity for brands and equally a challenge of sorts to stand out in the storm of brands advertising in it. The shorter format further pushes the challenge bit. Another special feature of Re-imagine is the judging criteria of both creativity and integration," Lowe Lintas CCO Sagar Kapoor said.
In 2018, winners of Re.imagine awards were Fevikwik for Khushiyon ke chand pal and Swiggy for No order too small. After its campaign during Vivo IPL matches, Swiggy’s ad recall increased by 62 per cent. The food delivery app saw 25 per cent growth in orders across India and 42 per cent spike in Google searches. The campaign also helped in uplifting the perception of the product proposition of fast delivery by 18 per cent.
Swiggy ran a series of integrated campaigns throughout Vivo IPL season such as Match Day Mania, various TVCs and in-game innovation. Vivo IPL-themed advertisements explored relatable scenarios that have made Swiggy a household name today.
“Many brands plan exclusive and relevant campaigns for IPL/cricket. This year too we will see the same. However given the reach of IPL as a platform, regular advertising works as well,” said Havas Media group CEO – India and South East Asia Anita Nayyar.
"IPL with its undisputed reach and combination of cricket and entertainment is a zero risk property for brands. There have been many a brand launches using this platform over the years and brands earmark specific budgets for the event,” she added.
Ogilvy, Madison, IPG, GroupM, DDB Mudra, Lowe Lintas, and Havas Media among others were some of the high-profile creative agencies that were a part of the Re.imagine awards last year.
The 11th season of the cash-rich league enjoyed humungous reach both on TV and OTT platform of Star India.
Building on the success of Vivo IPL 2018, the host broadcaster seems to be carving open more avenues for brands and marketers to collaborate for the latest edition.
For instance, Star is putting together custom integrations and ad-tech solutions for television and digital respectively. This initiative of the broadcaster has been devised keeping in mind start-up companies that intend to use cricket as their preferred choice of vehicle for maximum impact.
The American SuperBowl continues to remain one of the most awaited sporting leagues around the world from an advertising perspective. Agencies and brands create customised ads for the SuperBowl, spending millions of dollars on their campaigns to conjure up an iconic moment of marketing.
In a conversation with Indiantelevision.com last year, Star Sports CEO Gautam Thakar had said, “In the US, as you know SuperBowl has been on for a long time and this has built-up. It is like high points of the year and there is a lot of social viewing and from the advertising perspective, people actually take pride in what they have created and are very expensive. Some of the ads only air at the time of SuperBowl and they spend millions of dollars doing that, but it breaks through the clutter and gets them virality.”
Kapoor and Nayyar believe that Vivo IPL is the SuperBowl of India.
“Besides being a big property, IPL is great for its very content. People do not watch IPL for ads but they will definitely watch our ads more because of the IPL. So it remains one of the most exciting platforms to land our brand messages,” Kapoor added.
Thakar had pointed out that broadcasters can play a limited role but ultimately marketing professionals need to drive the agenda of matching the Vivo IPL advertising to the SuperBowl standard.
“We had Re-imagine awards for IPL, it was the first time we were doing it but the idea behind that was to spur the marketing community to think of the IPL in a different way and create advertising for the IPL. We will do the awards every year now to showcase what is the best advertising. In our own little way we are trying to enable it but ultimately the marketers need to embrace it,” he added.
As the 2019 Vivo IPL season inching closer by the day, Star India has announced the latest edition of the Re.imagine awards. The competition is bound to heat up as gurus and creative geniuses aim to deliver for cutting-edge, ground-breaking and pioneering campaigns. The audience can look forward to some unique and interesting campaigns this year as well in addition to the high-octane action on the field.
