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Tag: TATA IPL

  • JioCinema welcomes record 18 sponsors for TATA IPL 2024

    JioCinema welcomes record 18 sponsors for TATA IPL 2024

    Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2024, has reported a record number of 18 sponsors and over 250 advertisers for the upcoming season. Notably, this season has not only witnessed advertiser interest for TATA IPL from conventional, digitally-inclined categories like automobiles, mobile handsets, banking, online broking & trading, credit card payment, and construction but also categories that typically invest in traditional mediums such as FMCG, evidencing shift in advertising dynamics in India. Last year, JioCinema booked a record digital ad revenue compared to that of any other live-streamed event previously.  

    JioCinema’s list of digital streaming sponsors for the 2024 TATA IPL season includes Dream11 as a co-presenting sponsor, while Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand and Rapido have joined hands as associate sponsors. Additionally, JioCinema is in advanced discussions with multiple other brands and more are expected to join before the first ball is bowled this TATA IPL beginning on 22 March.

    With the online fantasy gaming category leading the charge yet again this season, Dream11, MyTeam11, and My11Circle have put their faith in the power of live sport on digital streaming yet again to engage with the sports fans. In a striking shift, brands from the FMCG sector like Britannia, Parle products, Mars chocolates, Tata Consumer Products, and Havmor Ice Cream – typically known for their reliance on traditional channels, have enthusiastically embraced the digital wave as advertisers.

    Other major brands from the automobile category such as Maruti, Apollo Tyres, Ashok Leyland, and JK tyres are also driving in with JioCinema to maximize mileage on their advertising spend. In the competitive arenas of banking, payments, online trading, and credit card payments, brands like PayZapp by HDFC Bank, SBI, Cred, AMFI, ICICI Mutual Fund, and LIC are strategically placing their investments with JioCinema, leveraging the platform to connect with audiences in real-time.

    This year also marks the resurgence of the premium mobile handset category with upmarket brands like Google Pixel, Apple, Motorola, and Vivo, all poised to dial up their marketing endeavours to unprecedented heights. In the beverage category, the platform has witnessed increased spend this year with Coca-Cola taking the energy drinks category and PepsiCo locking out the cola category.

    The sharp increase in interest for advertising on digital not only stems from increased efforts by JioCinema to remove major barriers to advertising, but also its world-class presentation of the marquee T20 league through a 12-language presentation, including Haryanvi joining the line-up this year. Apart from this, JioCinema will continue offering the league for free to viewers, thus creating a mouth-watering proposition for advertisers to access the length and breadth of the country, especially smaller towns which are now adopting digital as a primary viewing medium.  

    “While last year showed us digital came of age, this season of the TATA IPL is telling us a story that digital is going to be everyone’s primary choice, be it for viewing or advertising. It is beyond doubt that India now prefers watching the TATA IPL on their mobile devices and Connected TV’s and advertisers have skewed their spends towards where the consumers are,” said a Viacom18 spokesperson. “The aggressive innovation that we are bringing to the TATA IPL viewing experience, coupled with the efforts we have invested in removing barriers to advertising on digital and democratising it, promises digital ad spending to only head on an upwards trajectory from here every season.”

    Speaking on the association with JioCinema, Parle Products VP Mayank Shah said, “TATA IPL on JioCinema is a fabulous opportunity for brands like ours to drive unprecedented awareness in India. With a significant shift that’s happening towards digital consumption, and Cricket consistently staying the most engaging content in the country, this partnership will help us take our brands to consumers when they’re most receptive to our message. Our strategy is to delight viewers with our creatives and embed the habit of celebrating their favourite sport with our offerings.”

    Commenting on coming on board with JioCinema, HDFC Bank group head, CMO, head-direct to consumer business Ravi Santhanam said, “HDFC Bank is planning to launch an integrated campaign for its digital payments app, PayZapp in the upcoming IPL season. Cricket is a religion in India with extremely high levels of engagement with customers and JioCinema has played a key role in enhancing the reach of TATA IPL through its platform. PayZapp in its new avatar is a very strong offering in the payments space providing consumers the choice to pay in the way they want, in the place they want, with the type of payment they want and it is backed by the trust & reputation of HDFC Bank. JioCinema offers its viewers multiple choices in the way they want to watch the IPL, be it camera angles, languages, or more and hence we feel it is an ideal match to deliver our brand promise. It does offer huge reach across handheld, web and Connected TV which along with our presence on traditional channels will ensure that we reach the consumers across multiple touchpoints in their TATA IPL followership. Together with JioCinema, we intend to deliver an innovative campaign that not only resonates with fans but also establishes PayZapp by HDFC Bank as the best payments offering in the market.”

    Dalmia Cement (Bharat) Ltd COO Sameer Nagpal added, “We are thrilled to partner with JioCinema as an associate sponsor for the TATA IPL 2024. The TATA IPL is a national phenomenon, uniting millions through their love for the game. This massive platform provides us with a unique opportunity to educate crores of aspiring home owners in India, about the importance of RCF (i.e. roof, column, & foundation) in ensuring that their dream house lasts for generations to come.”

    Sharing thoughts about their partnership with JioCinema, Haier Appliances India president N S Satish said, “We are delighted to return as an associate Sponsor with JioCinema for the TATA IPL in 2024.  The tournament’s unmatched viewership and energetic atmosphere provide an ideal platform to connect with cricket fans across India. We are excited to come back for the second year of our partnership, to tap the power of TATA IPL on Connected TV, a rapidly growing viewing platform. This targeted approach allows us to create a truly engaging brand experience for the fans and further strengthens our commitment to innovation in the Indian market.”

    “As the excitement of TATA IPL electrifies the nation, Britannia is proud to be a part of this exhilarating journey. Our partnership celebrates the shared passion for excellence and enjoyment of all sports lovers,” said Britannia CMO Amit Doshi. “Through this collaboration, we are excited to showcase our latest campaigns, like ‘Hungry For Gold’, reaching audiences far and wide on JioCinema.”

    TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bengaluru on 22 March 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

  • Star Sports launches ‘fan-centered’ campaign for Tata IPL 2024

    Star Sports launches ‘fan-centered’ campaign for Tata IPL 2024

    Mumbai: As the anticipation builds for India’s most awaited cricket spectacle, Star Sports, the official television broadcaster of the TATA IPL 2024, has launched an “ode to IPL fandom and its various expressions” in its campaign for season 17 of the tournament. Inspired by real-life fan stories, moments seen on social media and true events of fandom, the campaign brings alive moments of togetherness that unleash a plethora of diverse emotions. It celebrates the idea of “better together” by representing diverse groups of fans whose experience of TATA IPL 2024 and emotions attached with players, matches and match situations are elevated when they watch together.

    The film features four IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer – representing diverse fans in different situations, each representing different emotions which take over when one experiences key moments of the games in groups.

    The momentary transformations of fans’ personalities are a true representation of the emotional roller-coasters that IPL 2024 promises to be. Rishabh ‘Gabroo’ Pant’s gang sheds its “macho personality” and tears up with emotions, Hardik ‘Corporate’ Pandya and his team forget they are in a boardroom with foreign clients and break into a dance to celebrate, KL ‘Padhakoo’ Rahul and his study circle drop their books and let their passions fly when an umpiring decision goes against them, Shreyas ‘Good boy’ Iyer drops his submissiveness around his family and rebels against his father-in-law. The teasers and BTS clips surrounding the campaign have been making waves on social media and have added to the anticipation. It will be released in multiple languages, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Malayalam to resonate with fans across India.

    Disney Star head-sports Sanjog Gupta said, “TATA IPL 2023 was the biggest IPL in TV history and reiterated the belief that ritualism, community and togetherness are essential facets of the live cricket viewing experience. This year, our campaign is an ode to the plethora of emotions that fans around the country will experience over the next couple of months. Unlike Indian cricket, where pride is the pervasive fan sentiment across the nation, IPL allows different fans to take sides and experience distinct emotions in the same moment. And these emotions are elevated when they are experienced in the company of friends, families and/or community. The goal of the campaign is to elevate the stature of TATA IPL, drive fan tribes to support their teams even more passionately and excite viewers for an unparalleled experience on Star Sports.”

    Star Sports ‘Believe’ ambassador, Hardik Pandya, said, “I’m thrilled to have participated in the ‘Ajab Rang Dikhega’ campaign. Playing the role of a fan in the campaign, brought back memories of me being a fan, celebrating happily with friends and family when emotions take over during memorable victories.”

    “As a ‘Believe’ Ambassador, it is an honour to be a part of the ‘Ajab Rang Dikhega’ campaign. IPL is an emotion, and we love it as much as the fans do. Through the new campaign, we celebrate the unique community experiences that IPL evokes across the country making it a truly unforgettable experience. I’m grateful for the love showered by fans and I’m looking forward to IPL 2024”, added Rishabh Pant.

    The campaign has been conceived and conceptualized by Tilt Brand Solutions, a Mumbai-based brand and communications consultancy that is a part of Quotient Ventures.

    The ‘Incredible Premier League’ is best experienced with friends and family, capturing the essence of communal viewing that enhances the thrill of live sports on television. Star Sports has effectively placed fans at the heart of its coverage, fostering a sense of community and highlighting the excitement of watching the marquee tournament on TV. Through a series of on-ground events under the ‘Star Nahi Far’ activations, the broadcaster has successfully engaged audiences from all corners of the country, offering fans and fan communities a unique opportunity to connect with their favourite heroes. The ‘Incredible 16’ initiative featured legends selecting their all-time IPL squads, receiving widespread acclaim. Fans enthusiastically voted to back their favorite all-time stars, and created their versions of the ‘Incredible 16,’ amplifying the excitement surrounding the tournament as the opening day approaches.

  • Streaming surpasses traditional TV: Advertisers follow the trend

    Streaming surpasses traditional TV: Advertisers follow the trend

    Mumbai: As per an Ormax report, streaming has become India’s preferred choice for content consumption, boasting over 480 million OTT users. Its convenience and accessibility, allowing users to watch content anytime, anywhere, and on any device, have fueled this trend. The surge in smartphones, 4G feature phones, and widespread high-speed internet availability in urban and rural areas contribute to this shift, creating a new frontier for advertisers.

    Advertisers are capitalizing on streaming platforms’ interactive nature, crafting immersive and engaging ad experiences. Interactive ads seamlessly blend with content, enhancing the viewing experience and resonating better with audiences. Streaming also offers a wealth of data, enabling precise targeting and tailored campaigns, ensuring maximum impact and ROI. Brands are leveraging innovative placements and exclusive content to effectively engage audiences.

    According to a Magnite report, 80 per cent of Indian streaming audiences prefer ad-supported content over paying for an ad-free platform. This preference opens up opportunities for advertisers to drive brand awareness, engagement, and conversion. The report indicates that almost half of streaming users actively search for products featured in ads, and one in three makes a purchase based on these ads, underscoring the significant impact of streaming platform advertising on consumer behavior.

    Furthermore, 59 per cent of Indian streamers spend an average of 8 hours per week streaming content on the big screen at home. CTV advertising is gaining popularity among BFSI, e-commerce, automobile, and OTT categories, with an expected spending of $395 million by 2027, reflecting a remarkable 47 per cent CAGR growth.

    Despite the popularity of UGC platforms for on-the-go content consumption, CTV’s premium and engaging advertising environment sets it apart. Advertisers have more control over ad placement and brand association on CTV, making it a more effective advertising channel. A Kantar report highlights that 22 per cent of consumers are more likely to recall brands advertised on CTV than on a leading UGC platform.

    Over the past five years, there has been a 25 per cent decline in Pay TV subscribers, with over 200 million households unreachable by Pay TV, according to an EY-FICCI report. Advertisers are increasingly turning to digital routes, and the decline in Pay DTH subscribers further supports the preference for CTV. Linear TV has consistently declined, with a 6.2 per cent fall in subscription revenue in 2021 and the loss of 6 million Pay TV households.

    As streaming, especially CTV, continues to rise, advertisers are adapting strategies for enhanced ad experiences, focusing on creative storytelling and dynamic digital touchpoints. Technological advancements, evolving consumer preferences, and growing advertiser interest are propelling streaming’s strength. The first half of 2024 promises more immersive, powerful, and impactful ads, delighting both advertisers and consumers.

    The upcoming TATA IPL is expected to define the next phase of this evolution, with JioCinema unlocking cutting-edge ad innovations on CTV for an estimated 600-650 million viewers streaming the matches across devices for free. Advertisers have a golden opportunity to connect with their desired audiences among cricket fans in this ever-expanding streaming landscape.
     

  • JioCinema to live-stream Saurashtra Premier League, starting 23 August

    JioCinema to live-stream Saurashtra Premier League, starting 23 August

    Mumbai: JioCinema is all set to bring cricket fans the third edition of Saurashtra Premier League, one of India’s premier domestic T20 tournaments. The action-packed T20 tournament showcasing Saurashtra’s best talent will be live-streamed on JioCinema from August 23. Five teams will battle it out across eight days in a round-robin format. The top two teams will advance to the final to be crowned champions of Saurashtra on 31 August.

    Organised by Saurashtra Cricket Association, the prestigious and popular state-level T20 tournament will be available for free to all viewers. Matches will start at 7:00 PM daily, while the doubleheader days of August 25 – 26 will feature the first game of the day at 3:00 PM.

    Saurashtra Premier League 2023 will feature five teams: Zalawad Royals, Kutch Warriors, Halar Heroes, Sorath Lions, and Gohilwad Galdiators. The opening fixture of this season will be played between last season’s finalists, Halar Heroes and Gohilwad Galdiators. This season will see 16 out of 17 players from Saurashtra’s 2022/23 Ranji Trophy-winning squad take the field.

    Saurashtra Cricket League is the latest addition to JioCinema’s riveting line-up of the best cricketing action in the world, following record-breaking presentations of TATA IPL, TATA WPL, SA20, MLC, Abu Dhabi T10, Zim Afro T10, India’s Tour of West Indies, and most recently, India’s Tour of Ireland.

    Viewers can continue to watch their preferred sports by downloading JioCinema (iOS & Android). For the latest updates, news, scores, and videos, fans can follow Sports18 on Facebook, Instagram, Twitter, and YouTube.

  • IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    MUMBAI: Ten-minute grocery delivery app and the youngest entrant on the quick commerce scene, Zepto launched its latest IPL campaign last week. Crafted by L&K Saatchi and Saatchi, the third film in what has been a high decibel campaign in more ways than one considering it features powerhouse singers has veteran versatile vocalist Usha Uthup displaying her vocal prowess this time, after Kailash Kher and Shankar Mahadevan.

    Aiming to emphasise the time-stretching habits prevalent in our society, the brand films showcase each of the three artists in never-before-seen avatars, stretching their vocal chords in uncharacteristic settings: Kailash Kher as a cocky waiter in a crowded eatery, Shankar Mahadevan as a cool-as-cucumber airline staff at an airport and now Usha Uthup as a matronly nurse in a clinic’s waiting room.

    Speaking to IndianTelevision.com, Zepto chief marketing officer Amritansu Nanda reveals the brief given by the brand to the agency for the campaign. “Our consumers lead busy, fast-paced lives, and most of them are not used to having their time valued. The concept of our campaign roots from this very human insight that time is seen as an expendable commodity in India (hence the caption ‘Time kheechne ki aadat se pareshaan’)”.

    Whether you are waiting for your food at a restaurant or to board a flight, the infamous ‘Indian Stretchable Time’ is something we’ve all experienced, he continues. “Through our communication, we wanted to bring in a shift and a surprise- Assure our consumers that we value their time and surprise them with how Zepto delivers on time.”

    The objective of the campaign, says Nanda, was to move beyond functional communication that only highlights instant gratification, to “a more meaningful, relatable story that aligns with the concept of time”. “We wanted to build stronger resonance amongst the existing TG while acquiring new digitally-savvy consumers.” Beyond it all, the idea was to build a campaign that cultivates competitive mindshare for Zepto; one with high repeat viewability, stickiness, and consumer love for the brand, he adds.

    On enlisting the three celebrity singers Shankar Mahadevan, Kailash Kher and Usha Uthup for the ad films, Nanda says, “We wanted to bring in faces that share a deeper connect with our core TG- millennials & Gen Z’s, and also lend credibility to the brand and its concept.”

    Stating that the campaign was a critical milestone in Zepto’s journey towards becoming synonymous with quick-commerce, he asserts, “Kailash Kher, Shankar Mahadevan, and Usha Uthup in their unusual roles didn’t just bring alive the concept of ‘Indian Stretchable Time’ in their inimitable style, but also made the case for Zepto and its on-time delivery promise with relatability at its core.” The campaign delivered the perfect blend of entertainment and salience, cutting through the clutter during IPL, he adds.

    Being a digitally native brand, Zepto chose to run its IPL campaign on the OTT platform Disney+Hotstar instead of opting for television or on-ground sponsorship, as it speaks to the ‘digitally-savvy’ audience. The brand is stoked with the response that all three of the brand films have been receiving across digital platforms. Says Nanda, “With Hotstar as our central platform, we were able to target the perfect set of audiences across our ten core markets.” The campaign has certainly helped us drive awareness, engagement & trials, he says signing off.

    Watch the three brand films here:

  • Partnership with MI helped DHL expand TG & become a household brand: Sandeep Juneja

    Partnership with MI helped DHL expand TG & become a household brand: Sandeep Juneja

    MUMBAI: The sports sponsorship market is booming. Never before has more money been pumped into marketing sporting events, athletes and sports teams- globally as well as in India. According to a recent Nielsen study, sports sponsorships were up by 107 per cent in 2021, even as sponsorships drove an average of 10 per cent lift in purchase intent among the fan base. Today, aided by accelerated digitalisation, sports sponsorship offers brands entirely new opportunities than a few years ago, that’s especially attractive. And when it comes to sporting properties in India, it goes without saying that the Indian Premier League (IPL) is indisputably the mother of them all!

    For the second consecutive year DHL Express India, one of the leading players in logistics, parcel delivery, e-commerce shipping and international supply chain management is the principal sponsor and official logistics partner of Mumbai Indians (MI). The deliverables entailed in the partnership are indicative of the brand’s 360-degree approach. While the brand logo can be prominently seen on the back of the players’ jerseys, DHL branding is visible in the player dugout banners, stadium concourse, outdoor, as well as digital and print ads of the MI team and all its official stationery. And that includes the right to present the coin toss in one home match!

    As DHL Express (DHLE) India, enters its second year of partnership with Mumbai Indians, IndianTelevision.com had an exclusive interaction with DHLE India VP of sales and marketing Sandeep Juneja to try and understand the background and rationale behind the continued association. Having joined DHLE in 2004, Juneja worked his way up in the organisation, taking on the mantle of VP- sales & marketing in October 2013. He has played a key role in driving the sales and marketing strategies, especially in the new normal.

    Juneja also shares insights into the value and ROI that DHLE gained basis the partnership as well as the campaigns it has planned to further leverage the collaboration. Despite its bad run at the IPL this year the MI team remains one of the crowd favourites. The brand recently released its latest ad film featuring the MI players titled ‘DHL #TheTeamBehindTheTeam for Mumbai Indians – 2022.’

    Edited excerpts:

    On the value/ROI that DHLE gained basis its partnership with Mumbai Indians in 2021

    2021 was a bit different for the Indian Premier League. While it started with an in-stadia audience, the second wave of Covid-19 put a halt to the game, moving it to the later part of the year. However, for DHL Express India, it still ended up being a fruitful association with the team. As per Broadcast Audience Research Council (Barc) India data, while the tournament’s reach (live matches on TV) in India was 405 million, matches featuring Mumbai Indians were watched by 306.5 million households. In fact, the buzz on social media around the team also saw an 18 per cent growth over 2020.  All this data only strengthens our belief in Mumbai Indians and this partnership. In fact, the presence of DHL’s logo on the back of the jersey positions us as the team behind the team and we have enjoyed great brand visibility with this association.

    On the background and rationale behind the long-term partnership with IPL & Mumbai Indians

    DHL, globally, over the years, has supported some of the world’s largest and most popular sports formats – from football to rugby, Formula One and even e-sports. Collaborating with prominent events helps brands, such as ours, to generate leads, and build customer loyalty and credibility. Cricket is a game that is well-loved and followed with ardent devotion in India, and many nations across the world. If you talk about the Indian Premier League, it is a festival in this country. The league has been able to successfully bring together sports and entertainment, making it an event for everyone, regardless of age or gender. IPL brings countries together and gets them all on one single platform.

    Even within the IPL, it was essential for us to partner with a team that shares similar values. For DHL Express, the partnership with Mumbai Indians demonstrates our support for sports given the shared spirit of speed, passion, teamwork, and a can-do attitude. Mumbai Indians has proved its mettle in the game. If one has to go with pure data, they tick all the boxes: five-time champion, most popular team in IPL, highest social media buzz generator during the game, and many more. Mumbai Indians demonstrates “Excellence: Simply Delivered,” which is in sync with our mission. Therefore, we are glad to be the principal sponsor and official logistics partner for Mumbai Indians for the second consecutive year.    

    Sports sponsorships, like the one with Mumbai Indians, gives us an opportunity to widen our canvas and expand our target audience. It helps us build brand awareness and equity with not only a more varied target group but also reconnect with our customers and stakeholders through multiple touchpoints, a necessity in a post-pandemic world. Through this partnership, we hope to better connect with our customers and reach out to a wider customer base.  

    On how does the brand aim to strengthen its bond with its TG through this association

    The viewership data for IPL suggests that the tournament cuts across sections, gender, geography and age groups. It is a great platform to reach out to people, primarily in the age group of 25-35, especially from tier I and II cities. This partnership with Mumbai Indians has helped DHL expand its target group and become a household brand. This season, we are looking forward to amplifying our MI partnership through a carefully curated and immersive 360-degree campaign with a focus on digital.

    With our various digital activations, we created multiple touchpoints, thus giving us an opportunity to have instant and engaging conversations with our audiences across gender, geography, and age groups. We have introduced an all-new brand film featuring the crowd favourite Mumbai Indians players, to establish ourselves as the team behind the five-time league champions, as well as our customers. In fact, our digital video on #TheTeamBehindTheTeam trended number two in the first hour of it being activated on Twitter. Also, via our several social media fan contests and campaigns like Six for a Cause, DHL Match Ke Stars, the interaction with both the MI players and fans were much more authentic. We were able to tap into a new set of customers and build a greater connection with our existing customers via this crowd favorite game.

    On the strategy and activations planned to further leverage this collaboration

    With the traditional and digital worlds merging, it is vital for brands to leverage new technology and utilise digital platforms to develop engagement like never before. After a fruitful partnership last year, this season, we aim to amplify the association via a 360-degree marketing approach. Through digital, social, radio, print, and outdoor mediums, we will take our activations to the next level. We have leveraged all these mediums to ensure our visibility on and off the field.

    Given that people are stepping out of their homes again, we have focused on outdoor advertising as well. This will include personalised branding on over 50 DHL vans, outdoor ads & radio spots. We are working on creating interactive content to engage with our target audience on social media.

    We will also engage with Mumbai Indians fans as well as our current and potential customers via fan contests on social media like ‘DHL Match Ke Stars’ and through our alpha campaign – ‘Six for a Cause.’ The campaign will showcase Mumbai Indians players holding interactive sessions with the blind cricket team. We will also donate Rs 20,000 for every six that a MI player hits during their game. The proceeds of this will go to Samarthanam Trust for the Disabled which supports blind cricketers.

    The focus for any brand that wants to build and retain its market position should be put on continuous user engagement, via digital touchpoints such as search engine marketing, snackable digital content, online knowledge sharing and round-the-clock availability of sales executives. We employ a 360-degree marketing mix to build stronger customer relationships. Be it television, radio, online or print, we try to ensure our brand visibility across media channels. We believe in leveraging all these channels throughout the year.

  • McDowell’s No1 Soda enters partnership with five IPL teams this season

    McDowell’s No1 Soda enters partnership with five IPL teams this season

    Mumbai: Diageo India’s flagship brand McDowell’s No1 Soda has announced its association with five IPL teams Royal Challengers Bangalore, Kolkata Knight Riders, Mumbai Indians, Sunrisers Hyderabad, and Rajasthan Royals as their ‘celebrations partner’ for the latest season of T20 Cricket.  

    “This year, McDowell’s No1 Soda plans to take the celebrations that arrive with the cricket season a notch higher with its campaign #No1YaariCheers. The umbrella spirits brand will be using this to enhance its engagement and celebration for this cricket season across languages and regions,” the brand said in a statement.

    The brand campaign is ideated and created by the creative team at DDB Mudra. Talking about the creative concept, DDB Mudra executive vice president and business partner Sujay Ghosh said, “McDowell’s No1 has always stood for Yaari and mehfil (gathering). Cricket epitomises both of these. Hence this cricket season, we took the opportunity to create a new way to celebrate. Chants (Cheers) will be the new language of fans and friends this year, powered by the teams and McDowell’s No1 Soda.”

    “Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the length and breadth of the country,” said Diageo India executive vice president and portfolio head – marketing Ruchira Jaitley. “So naturally, we are delighted to be associated with these five iconic teams. Moreover, this cricket season is the perfect platform to bring alive the special moments when yaars connect and make magic happen, whether while playing or else while watching this tournament. 

    “To further add to the fun and entertainment, we are excited to give fans a chance to cheer for their teams with inspiring and playful language like never before. McDowell’s No1 Soda is proud to share the spirit of Yaari with these amazing teams and build a meaningful new partnership,” Jaitley further said.

    “Every win is a celebration not because it is a win but because of all the hard work that goes behind it and this year we are delighted to associate with McDowell’s No1 Soda as our celebration partner and hope our 12th Man Army will join us in celebrations and cheer for the team,” Royal Challengers Bangalore vice-president & head Rajesh Menon said.

    A spokesperson for Mumbai Indians stated, “We welcome McDowell’s No1 Soda on board as we go into the fresh season and look forward to creating many opportunities for our fans to celebrate.”

    “Walking into a new season with our first win, we are extremely excited to have the iconic McDowell’s No1 Soda who has always resonated and stood for strong bonds of Yaari join us as our Celebration partners. We are excited for what is in store and cannot wait to cheer along with them and our fans through the season as we battle it out to win the trophy.” commented Kolkata Knight Riders chief marketing officer Binda Dey.

    Talking about this partnership, Rajasthan Royals CEO Jake Lush McCrum said, “We are pleased to be partnering with McDowell’s No1 Soda and have them support the team this season. We are hoping for a very successful season for the franchise, with many celebratory moments for fans to share with friends and family.”

    “Over the last 10 years, we have seen a lot of bonds form amongst our players, both Indian and international, thus making the sport more entertaining for the fans. That is the testimony- that yaars and yaari can truly make things happen. We are excited to have the No1 enabler of friendships, McDowell’s No1 Soda on board this year and forge new bonds through the season,” Sunrisers Hyderabad CEO K. Shanmugam commented on this association.

    The fans of the teams can follow the hashtag #No1YaariCheers and share their fun cheers for their favourite team through the season and win exciting prizes, said the statement.

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  • IPL 2022: Gigabyte inks sponsorship deal with Lucknow Super Giants

    IPL 2022: Gigabyte inks sponsorship deal with Lucknow Super Giants

    Mumbai: Lucknow Super Giants (LSG) has announced Gigabyte Technology as its associate sponsor for IPL 2022. According to a statement, this partnership is a strategic win for both, as a unique marketing approach will help them to reach out to and engage with a much larger spectrum of audience who love both sports and e-sports.

    The Taiwan-headquartered organisation has been making significant investments in the gaming industry in the past few years and this will be its foray into advertising in sports. “Gigabyte will sponsor the team’s headgear (helmet and cap), with logos on the side and back. While the Gigabyte logo will be visible on the side of the Lucknow Super Giants’ headgear, the company’s gaming brand  ‘Aorus’ will be present on the back,” said the statement.

    “We are delighted to be partnering with a global enterprise like Gigabyte,” Lucknow Super Giants CEO Raghu Iyer said. “We are sure this relationship will be mutually beneficial for both companies. We aim to make our partnership a powerful enabler and medium for their brands to communicate with their customers. Gigabyte believes in pushing the boundaries of performance with their products. We share these values and see synergies. We look forward to helping them achieve the best possible exposure.”

    “Lucknow Super Giants and Gigabyte are a perfect fit. Both are challenger brands with a focus on breaking limitations. The freshness of the new franchise, the potential and energy of the huge region it represents resonates with our endeavours in the country. We hope to build a strong long-lasting alliance,” Gigabyte Technology director Sunil Grewal said.

    “Lucknow Super Giants is a team that shares many of our core values. They bring an extraordinary level of ambition to the sport of cricket. This partnership is just perfect for us as it will help us connect with a younger and much wider audience across the globe,” added Gigabyte Technology marketing manager Sashank Bhandaru.

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

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

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

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

     

     

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

     

     

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

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

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

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

  • IPL 2022 sponsorship: Brands catch the cricket fever!

    IPL 2022 sponsorship: Brands catch the cricket fever!

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

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

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

    A first of many

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

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

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

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

    Increased demand from investors in IPL

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

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

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

    Startups, fintech and digital brands are running the show

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

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

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

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

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

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

    A Carnival for brands across categories

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

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

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

    Addition of two new cities boosted brands’ interest in IPL

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

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

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

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

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

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

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