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Tag: Vinit Karnik

  • Indian sports sponsorship scores big, nearing $2 billion mark

    Indian sports sponsorship scores big, nearing $2 billion mark

    MUMBAI: The Indian sports sponsorship scene has flexed its muscles, punching through the Rs. 16,633 crore barrier, according to GroupM ESP’s latest Sporting Nation report. That’s a six per cent year-on-year growth, propelling the overall market towards a cool $2 billion. Since 2008, the sector’s seen a sevenfold surge, a proper blinder of a result.

    While cricket remains the undisputed captain, the rise of non-cricket sports is giving it a run for its money. Athlete endorsements have hit an all-time high, leaping 32 per cent to Rs. 1,224 crore. Forget just sixes and wickets, we’re talking about the likes of Neeraj Chopra and PV Sindhu, who’ve spearheaded a 46 per cent hike in non-cricket endorsements. The Olympic buzz has clearly got everyone’s knickers in a twist, boosting emerging sports sponsorships by 19 per cent. Fancy a jog? Distance running alone accounts for a quarter of that, showing India’s keen to get its trainers on.

    GroupM South Asia  chief operating officer Ashwin Padmanabhan reckons industry is  continuing its remarkable trajectory, but the industry is e witnessing a dynamic shift driven by both legacy and emerging sports. “Cricket’s still the cornerstone, but the non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. With brands increasingly recognising the power of sports as a platform for deeper consumer engagement, the momentum is undeniable. This is not just growth in numbers—it’s the
    evolution of an industry that is more diverse, digital, and driven by innovation than ever before,” he said.

    GroupM India managing director content, entertainment & sports Vinit Karnik, chipped in, saying,  The
    Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the $2 billion mark. While traditional powerhouses continue to drive momentum, the real story lies in the rise of emerging sports, athlete-driven brand value, and the digital explosion, which alone saw a 25 per cent  jump in media spends. The record-breaking Rs. 1,224 crore  in athlete endorsements signals a shift—brands are betting big on individual icons across sports. As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sport.”

    Despite a slight wobble in sponsorship growth this year, thanks to IPL and ICC rights resets, the market’s showing its staying power. With digital engagement going through the roof and audience preferences swerving faster than a fast bowler’s out swinger, the Indian sports scene is poised for even more fireworks. It’s a proper scorcher.

  • “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    MUMBAI: The advertising landscape in India is on the brink of its most transformative year yet. With AI taking over marketing workflows, quick commerce redefining e-commerce, and connected TV (CTV) gaining an unprecedented foothold, brands are scrambling to stay ahead. The latest forecast from GroupM’s TYNY report outlines the trends that will shape 2025, and let’s just say, if you’re not innovating, you’re falling behind.

    AI agents take the wheel

    The machines are here, and they’re not just running ads—they’re planning, activating, and measuring entire campaigns. The rise of sophisticated AI agents will automate scheduling, reporting, and even basic content creation, freeing up human marketers to focus on strategy. By late 2025, expect AI-powered agents to handle customer service, hyper-personalised advertising, real-time campaign optimisation, and even vernacular content creation at scale.

    GroupM south Asia CSO Parthasarathy Mandayam (Maps) stated, “As consumer behaviour grows more complex, marketing measurement is rapidly evolving. With data privacy driving change, traditional analytical models are integrating AI and real-time analytics for better accuracy. Brands are adopting unified measurement frameworks to make smarter decisions. In 2025 we also see a rapid adoption of AI agents, going beyond automation and productivity enhancement to transform areas like customer service, vernacular engagement and real-time campaign optimisation.”

    GroupM south Asia CSO Parthasarathy Mandayam

    Quick commerce rewrites the e-commerce playbook

    E-commerce in India is growing at breakneck speed, and quick commerce (Q-commerce) is its turbocharged engine. The online digital commerce market is projected to touch Rs 167,000 crore by 2028, making up 9-11 per cent of total retail GMV. India’s advertising industry is keeping up, with ad revenue expected to reach Rs 1,64,137 crore in 2025, growing by 7 per cent. Digital media alone will account for 60 per cent of all advertising, an 11.5 per cent jump from last year.

    GroupM India president – data, performance, and digital products, Atique Kazi explained, “The convergence of brand and retail media is rapidly shaping a unified ‘One Commerce’ ecosystem. Marketers are quickly pivoting to connected commerce outlook bridging multi-channel commerce approach and how media investments in one channel influence or cannibalise the other. As quick commerce promises instant delivery and purchase gratification, it has also pushed the marketers and agencies to be quicker, agile, nimble, and war-footed.”

    GroupM India president – data, performance, and digital products, Atique Kazi

    Q-commerce brands are also experimenting with time-based advertising. Morning ads for dairy, late-night campaigns for desserts, and weekend promotions for snacks are becoming the new norm. As for marketing costs? “CPMs on Q-commerce can rival IPL rates,” the report notes, urging brands to negotiate smarter and automate their ad buys.

    CTV’s big leap

    India’s CTV (Connected TV) market is exploding. By 2025, over 65 million households—or 30 per cent of India’s TV viewers—will be watching content via CTV, making it a goldmine for hyper-personalised and programmatic advertising.

    “CTV has got the eyeballs; however, advertising spends haven’t matched the viewership in comparison to the audience reach it holds. Live sports have been an exception. The unlock for 2025 is not to get caught in measurement; blending strategies that are device-agnostic is key,” said Kazi.

    Advertisers are also getting smarter with CTV ads. From leveraging advanced ACR (automatic content recognition) data to hyper-target users based on past viewing habits, to innovating with interactive ad formats, CTV is redefining TV advertising. However, measurement remains a pain point. “A dual measurement approach is necessary until we get a unified industry standard,” experts suggest.

    Data privacy

    With India’s Digital Personal Data Protection Act coming into play, data clean rooms are becoming indispensable. These secure environments allow brands to collaborate on audience insights without directly sharing data. By integrating tools like Google’s audience data hub and Amazon marketing cloud, brands can now measure campaign effectiveness while keeping consumer privacy intact. Digital is expected to drive 60 per cent of India’s ad growth in 2025, accounting for Rs 10,225 crore of incremental advertising.

    GroupM Nexus president Priti Murthy highlighted, “With the rise of data clean rooms, marketers are now unlocking deeper audience insights while maintaining consumer trust—transforming data collaboration in a way we’ve never seen before. From enriched audience data and targeting to advanced analytics opportunities, we see DCR transforming marketing.”

    GroupM Nexus president Priti Murthy

    AI disrupts search

    Google searches as we know them are changing, thanks to generative AI. Instead of clicking through multiple links, users are getting AI-generated answers directly in search results. This is a game-changer for SEO, forcing brands to focus on structured content, semantic SEO, and featured snippets to stay visible.

    “Performance marketing will no longer be about driving clicks but about owning conversations, influencing AI-driven content discovery, and ensuring brands remain top of mind in a world where traditional SEO is being rewritten,” added Murthy.

    Influencers, but make them AI

    The influencer marketing game is getting a digital facelift. AI-powered influencers are gaining traction, offering consistent brand messaging, 24/7 availability, and endless scalability. Unlike human influencers, they don’t age, don’t demand higher pay, and don’t get involved in scandals (at least not yet).

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik noted, “The rise of AI-powered influencers is revolutionising how brands engage with audiences, blending technology and creativity to drive authentic, scalable interactions. As India’s 750 million smartphone users consume more immersive content, AR-driven campaigns are already delivering up to three times higher conversions for brands.”

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik

    With these seismic shifts in advertising, brands must embrace AI, double down on data privacy, and rethink their media strategies. The future belongs to those who can balance automation with creativity, scale personalisation without breaching privacy, and engage consumers across multiple channels.  

  • Bingo! & AIPA partner to popularise pickleball in India

    Bingo! & AIPA partner to popularise pickleball in India

    Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.

    The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.

    Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.

    Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.

    ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”

    All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”

    GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”

    This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.

  • The new paradigm of selling sport…

    The new paradigm of selling sport…

    The India Brand Summit 2024 hosted a riveting panel discussion featuring prominent voices in the sports industry. The discussion explored innovative strategies to market sports content effectively and adapt to the evolving demands of advertisers and focused on how sports marketing has evolved, particularly in attracting advertisers by localising sports content.

    This session was moderated by Indian Television Dot Com group’s founder, chairman and editor-in-chief Anil NM Wanvari, GroupM India, managing director of content, entertainment & sports, Vinit Karnik, Polycab’s lead of category marketing B2C, Amit Sethiya, CricViz India’s Director of Sales, Subhayu Roy and Dentsu X India, senior partner for client leadership, Prabhat Naik.

    Vinit Karnik highlighted the significant growth of non-cricket sports like Pro Kabaddi League (PKL) and volleyball. He emphasised that these sports, which started as niche activities, have managed to sustain themselves for over eight years, marking a shift in the sports marketing landscape. “Things have changed dramatically in sports marketing,” Karnik stated. “The fact that many people are playing and watching these sports—whether on the ground or streaming platforms—indicates a growing interest that attracts advertisers. The market size has grown exponentially, from ₹1,500 crore to ₹20,000 crore in less than two decades.” Karnik’s insight underscores how sports beyond cricket are becoming valuable advertising platforms due to increased viewership, signalling the industry’s wider acceptance of sports as integral to pop culture.

    Amit Sethiya explained how sports marketing has moved beyond simple inventory buying. He pointed out that in earlier days, cricket was the go-to platform for brands. However, with leagues like PKL and Indian Super League (ISL) gaining traction, marketers now leverage rich data to make informed decisions. “Today, it’s no longer about just buying inventory,” Sethiya noted. “The focus is on how brands can utilise the data accumulated over years of these properties. Broadcasters and organisers are helping brands see the potential of connecting with audiences in Tier 2 cities, even with limited budgets.”

    This shift has democratised sports marketing, allowing smaller brands to associate with emerging sports without needing deep pockets. The ability to analyse data and understand audience demographics allows advertisers to invest strategically in sports marketing.

    Subhayu Roy emphasised the role of data in driving value for advertisers. He explained how CricViz collects up to 60 data points during events, offering insights that enhance viewer engagement and inform advertisers. “For example, when Virat Kohli is at the crease, data suggests that Royal Challengers Bangalore (RCB) have never lost a match in the second innings,” Roy shared. “This type of analysis helps retain viewership by keeping fans engaged, thus preventing them from switching channels.” Roy also discussed how data is used to create new monetization streams for advertisers. “From selling ad slots to monetizing player stats, the ability to quantify performance data opens up various revenue avenues for broadcasters and brands alike. This approach allows advertisers to make calculated investments, ensuring their marketing spend delivers the maximum impact.”

    Prabhat Naik highlighted the shift from traditional media to digital platforms, attributing it to the growing trend of on-demand content consumption. “Victory lies in the flexibility that digital platforms offer,” Naik said. “While television demands appointment viewing, digital content is always accessible, anytime, anywhere,” Naik stressed that while television still holds its ground, the future of sports marketing lies in adapting to a more digital-first approach. This flexibility is driving advertisers to focus more on digital, making it an essential part of their marketing mix.

    The discussion at the India Brand Summit demonstrated that sports marketing is rapidly evolving. With new sports gaining popularity, rich data driving advertiser decisions, and digital platforms offering unmatched flexibility, the industry is embracing innovative ways to engage audiences and deliver value to advertisers. As Vinit Karnik summarised, “Sports is no longer just entertainment; it’s a cultural phenomenon. The way we sell and market sports has changed, and it will continue to grow as an essential platform for brands.”

  • EssenceMediacom & GroupM ESP renew A23’s partnership with Celebrity Cricket League for season 10

    EssenceMediacom & GroupM ESP renew A23’s partnership with Celebrity Cricket League for season 10

    Mumbai: EssenceMediacom, GroupM’s newest and largest media agency along with GroupM ESP, the entertainment, esports, and sports division of GroupM successfully facilitated the dynamic partnership renewal between A23, India’s leading skill-based gaming platform, and the Celebrity Cricket League (CCL) for its 10th season.

    Marking another exciting chapter in this collaboration, A23 returns as the presenting sponsor, building upon the success of their partnership last year. This strategic alliance leverages the shared passion for entertainment and excitement inherent in both brands,  promising an unparalleled experience for the audience.

    GroupM South Asia head of sports, esports, and live entertainment Vinit Karnik emphasized the strategic importance of the partnership, stating, “Celebrity Cricket League sits at the crossroads on sports and entertainment bringing together the length and breadth of India’s entertainment industry. With a robust distribution plan spanning regional and national sports channels alongside JioCinema; CCL 2024 is poised to break all its previous records. We’re proud to facilitate the dynamic partnership between A23 and CCL  for 2nd year in a row. Building on last seasons’ successes, we’re confident of a rewarding  season of the league for A23 in the coming weeks.”

    Celebrating its 10th year, CCL is the ultimate “sportainment” spectacle, seamlessly blending the worlds of cinema and cricket. As the only sports league in India uniting over 200 actors from eight different languages, it transcends regional boundaries and fosters a sense of national unity. The upcoming season, commencing on February 23rd in Sharjah and continuing with 20 action-packed matches across India, promises electrifying entertainment for a diverse audience.

    A23 VP-marketing, head digital works Gunnidhi Singh Sareen expressed excitement about the renewed collaboration, stating, “We are thrilled to announce our renewed collaboration with Celebrity Cricket League (CCL), a partnership that seamlessly aligns with the essence of A23. CCL, with its massive and diverse fan base spanning across the nation,  breaks all barriers and boundaries, creating an experience that fosters the feeling of  ‘playing together.’”

    Last season, CCL garnered an impressive cumulative TV and digital reach, captivating over  250 million viewers throughout the country. This year’s edition, CCL Season 10, promises to be even grander, bringing together the most beloved film celebrities under one platform for an unmatched entertainment extravaganza.

    Celebrity Cricket League founder Vishnu Induri stated, “We are happy to have A23 as the presenting sponsor for the 10th season of CCL. A23 has been a committed partner for  CCL since the last season sharing our passion towards talent and the spirit of cricket. With their continued support CCL is scaling and we are looking forward to our biggest season this year.  

    As EssenceMediacom and GroupM ESP facilitate this dynamic partnership between A23 and  CCL for the second year in a row, all stakeholders anticipate a rewarding season filled with entertainment, engagement, and unforgettable moments both on and off the field.

  • Elevating client engagement: The focus on immersive experiences at Brew: GroupM South Asia’s Vinit Karnik

    Elevating client engagement: The focus on immersive experiences at Brew: GroupM South Asia’s Vinit Karnik

    Mumbai: GroupM unveiled ‘Brew’- its premier content upfront event, exclusively for clients on the 16th. The day-long event brought together several leading partners from the content industry and over 150 brand managers and marketing heads, across categories.

    The ‘Brew’ lineup was a mix of formats that included TV, Radio, Digital video and native content. The ideas/properties presented were exclusive and had never been presented in any other forum. Over 20 such presentations were made in the course of the day and clients had the option of going online and registering their bid for it immediately after a presentation. The collective worth of the properties presented at Brew 2016 exceeds Rs 65 Cr (about $10 Million). Each of the properties was bid for by multiple clients.

    On the sidelines of the event, Indiantelevision.com caught up with GroupM South Asia head sports, esports and entertainment Vinit Karnik.

    On asking as to how different and innovative was Brew this year, which is an IP of GroupM, which focuses on sports, entertainment, eSports, and content. Vinit mentioned that the emphasis this year was on creating immersive experiences for clients. These experiences included VR sessions, an Esports tournament, and the use of 3D anamorphic displays. The goal was to provide attendees with a deeper and more engaging understanding of the content and experiences offered.

    Vinit Karnik shared his insights on the current landscape of live sports streaming in India, touching on Linear TV, Connected TV, and Digital platforms. He expressed that the changes in the industry aren’t as drastic as they might seem, considering the ongoing transition from analogue to satellite TV, digital, and now, streaming on multiple screens. The key takeaway is that consumer choice has expanded, enabling a broader audience to engage with sports content, which ultimately benefits the sports industry.

    When discussing what brands consider before investing in Linear TV or Digital platforms for better ROI, Vinit emphasized that TV is here to stay, with significant room for growth in both connected TV and OTT. TV hasn’t reached all households yet, and the penetration of smartphones in rural India shows potential for further consumption of audio and video content. He also highlighted the ambitious plans for sports in India, including a bid for the Olympics in 2036, showing the nation’s growing interest and investment in sports.

    Regarding the reach of the esports market in India, Vinit acknowledged that it is still in its early stages. He explained that the Indian esports market is not yet comparable to the global market, which competes with live sports. However, India is making progress, and with continued effort and learning, it will likely catch up and become a significant player in the esports world. The goal is to showcase how esports tournaments can be built and scaled to match global standards.

  • GroupM India assigns new roles to Vinit Karnik and Karthik Nagarajan

    GroupM India assigns new roles to Vinit Karnik and Karthik Nagarajan

    MUMBAI: In a bid to bolster its core leadership, GroupM India has elevated and assigned new responsibilities to GroupM business head – entertainment & sports practice (ESP) Vinit Karnik and Wavemaker India chief content officer Karthik Nagarajan.

    Karnik will take over the new role of head – sports, esports and entertainment at the agency’s south Asia unit; Nagarajan will take on the additional charge of head of branded content at GroupM India.

    In their new roles, Karnik and Nagarajan will report to GroupM south Asia CEO Prasanth Kumar.

    “Disruption and evolution go hand in hand and it also brought in opportunities in the content, sports and entertainment space and it is consistently redefining the market place,” said CEO Prasanth Kumar. “While we will continue to build on advertising technologies that will add speed and scale, we are equally committed to enhance our creative process and enable larger solutions in the content space. These leadership appointments signify our commitment to the journey and I am confident in both Vinit and Karthik’s abilities and together we look forward to creating great solutions and opportunities for our clients as well as our partners.”

    Karnik joined GroupM 14 years ago and has been at the forefront of some of the high profile, high-value sponsorship and consulting deals in the business of sports and entertainment. Under him, the agency witnessed the launch of thought leadership for Indian sports and entertainment reports titled ‘Sporting Nation in the Making’ and ‘Showbiz’ respectively. Before joining GroupM in 2006, he was a part of the film fraternity in Mumbai, heading the film production and distribution business of Padmalaya Telefilms and Prasad Film Labs post production studio.

    “Today a brand has various means to reach out to its audience be it via sports, social media, esports, influencers etc,” said Karnik. “Hence by strengthening our offerings and by bringing together creative optimisation and data, we want to ensure that the brands get to reach their consumers with content, which is highly personalised, effective and relevant for them.”

    Nagarajan spent a significant part of his early career in consulting, as a practice head for Frost & Sullivan in the US. Before joining GroupM in 2011, he set up Nielsen’s online division and was also the India country head for NM Incite, the joint venture between Nielsen and McKinsey for social media consulting in India. He set up the social media practice for GroupM India, which also included its foray into advocacy. Nagarajan also evangelised the data agenda for GroupM by building its social analytics practice, products like Radar and the command centre offering. In 2015, he conceived and launched Brew, which became the premier content up-front event for not just GroupM but the industry as well.

  • IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    NEW DELHI: ESP Properties, the entertainment, and sports division of GroupM  cited that the IPL 2020 sponsorship crossed the ₹ 500 cr mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans, and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged.    

    The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship.    

    Read more news on Vinit Karnik

    GroupM ESP Properties business head  Vinit Karnik said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.”    

    Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and adds to the year-on-year growth of the sports business industry. 

  • Paytm Wins BCCI Title Sponsorship Second Time in A Row, with able facilitation by Wavemaker & ESP Properties

    Paytm Wins BCCI Title Sponsorship Second Time in A Row, with able facilitation by Wavemaker & ESP Properties

    Mumbai: Wavemaker and ESP Properties, GroupM’s sports and entertainment marketing agency, has collaborated and facilitated the renewal of the partnership between Paytm and BCCI for the title sponsorship rights for BCCI’s International and Domestic cricket matches at home from 1st September 2019 to 31st March 2023. Paytm first bagged the title sponsorship rights in 2015.

    Earlier this month BCCI invited online bids for the title sponsorship rights for the BCCI organised domestic and international cricket matches. BCCI confirmed that Paytm will be the title sponsor of all domestic series/events organised, managed and administered by BCCI and played in India, between 1st September 2019 and 31st March 2023.

    Jaskaran Singh Kapany, Head- Marketing, Paytm said, “We decided very early in our journey to partner with India Cricket. Over the last few years, our association with the sport has given us a huge platform to be visible in front of half a billion Indian cricket fans. This has helped the brand immensely at various levels to build long term salience & stature. Paytm is a brand for the masses and continuing as the Title Sponsor of Cricket in India will help us bolster Paytm’s leadership position in the minds of millions of consumers, on the back of the most popular sport in the country.”

    Kartik Sharma, CEO, Wavemaker – South Asia added, “Partnering with ESP properties to help Paytm win BCCI title sponsorship rights for the second time in a row is a huge feat for all of us. It is our constant endeavour to offer best platforms to all our partners and help them grow along the journey.”

    Vinit Karnik, Business Head, ESP Properties, GroupM India said, “Paytm over the last four years has demonstrated its faith and commitment towards Indian Cricket. They understand & appreciate the potential of the game very well. Paytm & BCCI continuing their existing relationship will be huge win for both. The following that cricket gets in the sub-continent is at times more than any other sporting event across the planet and Paytm can continue to benefit from this.”

    “Earlier this year in ESP’s annual trends report we predicted that cricket would dominate the media and mind measure in 2019 and with such start to the new cricketing season we believe that this will only grow and improve over the next few months and years to come,” Vinit added.

  • Pre-school kids content’s monetisation and viewership challenges

    Pre-school kids content’s monetisation and viewership challenges

    MUMBAI: Animators have long contemplated the complexity of producing pre-school content for the ages of two to four years. On the third day of FICCI Frames 2019, executives from the industry spoke about ‘Catching youngest viewers: Powering the kids network and advertisers ecosystem through data’. It had panellists BARC India senior VP business development partnerships Elbert D’silva, Sony Yay head programming Ronojoy Chakraborty, DDB Mudra Group executive director Sathyamurthy Namakkal, GroupM business head entertainment, sports and live events Vinit Karnik, Viacom18 head content kids TV network Anu Sikka and Graphiti multimedia co-founder Mujal Shroff. The session was moderated by Punaryug Artvision founder Ashish Kulkarni.

    Sikka threw the limelight over the issue that the industry had been facing since the start and the reason why the kids genre is under-indexed. She said that at first it was a question of finance and so the industry depended on acquired content and later realised the need to produce home-grown content. Parents also exert some control over what the kid watches. A kid may have no issue with Dora being Indian or not, but it is the parents who demand local content. They would want their kids to watch localised content. “Kids from age five demand local content, but in case of kids from the age group of 0-2, the parents are the gatekeepers,” she concluded.  

    She further added that now is the time that we need to cater to specialised content. “If you look at our Nick Jr. channel, it has grown three to four times this year. But unfortunately, if you look at the overall programming, we don’t get viewership of the two to fourteen years age group. And that is why there is a lack of pre-schooling content,” she said.

    On the other hand, Shroff said that there is also a placement issue. He said, “If you look at the viewing pattern, as the child evolves these days, it is on multiple devices. But some age groups still prefer TV.” Kids aged 5-6 or 9-10 tend to consume content on their parents mobile phones or any other device but a 2-year-old kid still watches TV.

    Chakraborty explained that pre-school programming is only justified if it can be monetised. “If you look at our category, one-fourth share is GECs but the revenue share for kids category is one-tenth. Hence the revenue here is very less and therefore, broadcasters are not creating content,” he said. If BARC were to provide some viewership cuts for the pre-school audience rather than keep it as a part of the entire kids genre, broadcasters will be able to curate better content.

    Agreeing with him, Karnik said that it would be difficult to strategise programming for the pre-schooling kids as the category as a whole is under-indexed in terms of advertising. Despite witnessing a hike in ratings, revenues are increasing at a snail’s pace.

    Namakkal chipped in with a different standpoint. He said that the industry shouldn’t get greedy about data because there is already information overload. “One-third of kids consume one and a half hours of video on TV screens. But while we talk about advertising revenue, it will never be equal to viewership share,” he explained.