Tag: Virat Kohli

  • Philips launches #BarberKeBarabar campaign for its all-in-one trimmer

    Philips launches #BarberKeBarabar campaign for its all-in-one trimmer

    Mumbai: Philips India revolutionizes male grooming with its latest campaign, #BarberKeBaraber, aimed at empowering men to achieve professional grooming standards in the comfort of their homes. The campaign spotlights cricket icon Virat Kohli showcasing the Philips All-in-One Trimmer with its Twin Trim blades as the quintessential tool for achieving salon-like precision, underscoring the brand’s commitment to provide high-quality grooming solutions.

    The campaign film prominently highlights Virat Kohli, the grooming brand ambassador for Philips, renowned for his distinctive style. Kohli plays a central role in the video effectively conveying the attributes of the Philips All-in-One Trimmer. The campaign highlights the unique Twin Trim blades, which ensure a precise trim and deliver a polished, professional finish in the convenience of one’s home. The campaign’s tagline, “#BarberkeBaraber,” succinctly encapsulates the aspiration to achieve a grooming experience of professional calibre, akin to the expertise offered by a skilled barber.

    Commenting on the campaign, Philips Indian subcontinent business head – personal health Deepali Agarwal stated, “At Philips, we’re constantly pushing the boundaries of innovation, and creating meaningful experiences for our consumers. With the #BarberKeBaraber campaign, our objective is to enhance the grooming journey for men in India by offering a product that guarantees an even trim and a polished finish within the comfort of their homes. The Philips All-in-One Trimmer underscores our dedication to provide top-notch grooming solutions for men. With this campaign our aim is to empower men to groom with confidence and ease at their convenience.”

    The Philips All-in-One Trimmer stands as a grooming powerhouse, delivering an impressive 120 minutes of cordless operation with just a one-hour charge. It offers multiple options to consumers in the form of it 7000 series and 9000 series. Boasting multiple attachments, it offers a comprehensive solution for grooming from head to toe.  Its advanced Twin Trim blades are meticulously engineered to guarantee maximum precision in every trim. Embrace the transformative shift in grooming standards with the Philips All-in-One Trimmer and actively engage in the ongoing discourse regarding contemporary male grooming. Elevate your grooming experience with a device that epitomizes efficiency, precision, and innovation.

  • Statement by Puma India

    Statement by Puma India

    Mumbai:  Commenting on the floating news around PUMA ambassador and ace cricketer Virat Kohli, Karthik Balagopalan, managing director of PUMA India said, “PUMA’s relationship with Virat Kohli is long-standing and continues.” 

  • ICC Men’s Cricket World Cup ’23 scores big with 44.6 Mn social media mentions

    ICC Men’s Cricket World Cup ’23 scores big with 44.6 Mn social media mentions

    Mumbai: The ICC Men’s Cricket World Cup 2023 witnessed a host of remarkable player performances, new records, epic turnarounds, and heartwarming moments, resulting in massive social media buzz. Interactive Avenues, a leading full-service digital agency and the digital arm of IPG Mediabrands India, has released “Smashing Records, Winning Hearts: A Social Listening Report on #CWC23”, which delves into the digital conversation landscape surrounding the historic tournament. The report, based on extensive data gathered from social platforms such as Twitter, Reddit, and popular cricket forums, reveals unique insights on player popularity, most appreciated performances, most talked about matches, biggest moments, top brand partnerships and more.

    Commenting on the report, Interactive Avenues COO Shantanu Sirohi said, “The unprecedented scale of social media buzz sparked by this year’s Cricket World Cup has been remarkable. Using innovative tools and techniques, our Social team analysed millions of online conversations to unearth valuable metrics around player influence, match fever, emerging talent, brand engagement, audience sentiments etc. The report validates the surging power of social media in shaping the narrative of sports across the globe.”  

    Here are some key findings and highlights from the report:

    Social chatter highlights:

    • Overall, the tournament garnered 44.6 Mn mentions and drove 476 Mn engagements.
    • Virat Kohli emerged as the most talked about player and batsman (8.3 Mn mentions). Mohammed Shami was the most popular bowler (1.6 Mn mentions), and Glen Maxwell was the top all-rounder (1 Mn mentions).
    • The most talked about match was India vs. Pakistan (2.7 Mn mentions), followed by India vs. Australia (2.6 Mn mentions).

    Most talked about records:

    •  Kohli’s record of hitting the most centuries (50) in an ODI got 816K mentions.
    •  Maxwell’s ‘first-ever double century in an ODI chase’ drove 370K mentions, while Shami’s ‘best ODI bowling figure by an Indian (7/57)’ and ‘fastest-ever to 50 wickets in the world’ garnered 306K mentions.

    Most popular players:

    •  Powered by his stellar performances, Virat Kohli topped overall popularity charts (8.3Mn mentions). He was followed by Rohit Sharma (5 Mn mentions), Babar Azam (1.9 Mn mentions), Mohammad Shami (1.6 Mn mentions) and KL Rahul (1.1 Mn mentions).

    Top emerging players:

    •  Amongst emerging talent, Indian players topped the popularity charts. Shubman Gill led the roster (1 Mn mentions), followed by Shreyas Iyer (728K mentions), Mohammed Siraj (410K mentions), and Rachin Ravindra (322K mentions).

    Top controversies:

    •  During the match with Bangladesh, Sri Lanka’s Angelo Mathews became the first international cricketer to be ‘timed out’, which resulted in 1.07 Mn engagement.
    •  A policeman at Chinnaswamy stadium stopping a Pakistani fan from raising ‘Pakistan Zindabad’ slogans drove 338K engagement.
    • Pakistan not qualifying for the semi-finals due to a debatable LBW decision in their match against South Africa resulted in 224K engagement.

    Top brands that leveraged the tournament:

    • Brands across diverse industries leveraged CWC-based partnerships to drive engagement. Coca-Cola got 3.4 Mn mentions, Mastercard garnered 685K mentions, Nissan got 772K mentions, Mondelez received 395K mentions, while Bira got 248K mentions.
    • Royal Stag witnessed a 915 per cent increase in average monthly engagement, while IndusInd’s #CheerForGreatness campaign drove a 554 per cent spike in average monthly engagement.
  • Over nine million fans participated in “We for Virat” contest

    Over nine million fans participated in “We for Virat” contest

    Mumbai: Over 9.3 million cricket enthusiasts nationwide actively participated in the “We For Virat” contest during the recently concluded Cricket World Cup. This contest which was organised by Glance, the world’s leading Smart Lock Screen, in partnership with Star Sports, South Asia’s largest sports broadcaster, was aimed to engage cricket fans in supporting the batting maestro Virat Kohli on his journey towards the 50th ODI centuries milestone.

    The contest was simultaneously held on Glance Smart Lock Screen and during the live cricket broadcast on Star Sports. Cricket fans were presented with questions related to Kohli, enhancing their engagement with the game. The combined influence of television broadcast and the digital platform resulted in entries flooding in from 252 different cities and towns across India, turning it into a truly national moment.

    Glance CMO Bikash Chowdhury said, “Glance Smart Lock Screen is changing how over 200 million Indians connect and engage with the world around them. With our expansive reach and Smart Lock Screen capabilities, we have united millions of Indian cricket fans through a partnership with Star Sports on television. Fuelled by immense passion for the Indian cricket team, the participation of over 9.3 million Indians made this World Cup truly exceptional. This collaboration showcases the synergy of digital and television, contributing to a distinctive and memorable experience as an Indian legend surpassed another on home turf.”

    The contest involved people answering daily questions asked on Glance smart lock screens and the Cricket Live broadcast on Star Sports before and after every match in the period played between 1 to 11 November. Five lucky winners, who came from diverse towns and cities such as Kolad, Maharashtra and Kolkata, West Bengal, got a once in a lifetime opportunity to travel to the Star Sports studios.

    On November 15, they became part of the live broadcast for the India-New Zealand semi-final from the Star Sports studio in Mumbai and had the opportunity to meet renowned ex-cricketers from Star Sports’ expert line up.

    Throughout the tournament, Glance has been delivering World Cup highlights and related updates directly to millions of smart lock screens. With over 75 million Indians actively engaging with the content on their smart lock screens, and a total of 69,444 hours of content consumed daily during World Cup, this has become an extraordinary moment. The frictionless access provided by Glance smart lock screen has allowed users to stay informed about every moment in this record-breaking tournament.

    Glance is an AI-driven platform that offers a wide range of experiences directly on the lock screens of android smartphones. These lock screen experiences include instant games, live game streaming, news, sports, lifestyle, fashion, entertainment, shopping, and live content. These premium and beautiful experiences are delivered through Glance’s partnership with reputed publishers, content partners, and developers. Glance’s AI personalises these experiences, ensuring that consumers find content that is most relevant and important to them, each time they glance or look at their lock screen. They do this without needing to unlock their phones or download multiple apps or spend time searching for content.

  • Captain Kohli: A tale of triumph, tragedy, and tenacity from the Audible memoir

    Captain Kohli: A tale of triumph, tragedy, and tenacity from the Audible memoir

    Mumbai: As the Cricket World Cup 2023 hurtles towards its nail-biting climax, all eyes are fixated on the epic showdown. At the heart of this electrifying spectacle is the great Indian captain, Virat Kohli, who not only led India to the finals but also etched his name in history by breaking the legendary Sachin Tendulkar’s landmark record for the most ODI centuries. While the world applauds Kohli’s on-field prowess, we are here to share untold stories of this cricketing maestro, making his record-breaking feats just one chapter in the spell-binding tale of ‘Virat Kohli’ available on Audible.

    https://www.audible.in/pd/Virat-Kohli-Audiobook/0241530911?qid=1700133788&sr=1-1&ref_pageloadid=not_applicable&ref=a_search_c3_lProduct_1_1&pf_rd_p=2d02bc98-4366-4f94-99d9-5e898cda0766&pf_rd_r=JQFXWSM95GCVHHZ8KA38&pageLoadId=xnImvCflwpmVGL9P&ref_plink=not_applicable&creativeId=b2592cc9-1111-40d9-9474-98f67c8075cc

    Tennis’ loss became Cricket’s Win!

    “There was a time when Virat Kohli was torn between his love for Tennis and Cricket. Had the young boy picked up the racquet, instead of donning whites and taking to the cricket field, he would’ve excelled at the Tennis court as well.” Like many Indian children, Kohli stumbled upon cricket while playing in the neighbourhood. It wasn’t until later that he decided to pursue it as a career. “What started out as gully cricket in the by lanes of Delhi, soon became a love affair that the world would witness in the years to come.” “Coming from a middle-class family, right through his growing up years, it was easier for the boys to access a bat and a ball than stand across the net of a Tennis court. High training fees ensure Tennis remains a sport played mainly by the well-off in India. As a result, though Kohli liked the idea of Tennis, it was cricket that he chased with the same passion.”

    Fruit of Committed Mentorship

    As Kohli spent more time playing cricket, his father recognized a spark and guided him towards meaningful pursuits. “And so, on a hot summer day in May, a nine-year-old chubby little Kohli and his elder brother, Vikas, walked into the West Delhi Cricket Academy (WDCA) alongside their father. While there were many coaches training kids in the duty maidans of Delhi, Kohli was fortunate to find a dedicated mentor in Rajkumar Sharma, a seasoned cricketer, himself. Sharma knew what it took to make it to the next level in cricket, expecting the same from his wards.” Kohli soon became a dedicated disciple of the coach. The coach initially saw no great potential in the brothers, but two incidents in the due course changed his perception. “First was, *in the days out in the field. Kohli chased the ball to the boundary and in a flash, picked it up and hurled it toward the wicketkeeper. The accuracy of the throw from a nine-year-old, flummoxed Sharma. A few days later, Kohli followed it up by casually flicking the ball over the mid-wicket fence, to the boundary, displaying his impeccable timing with the bat.” The coach called out how Kohli’s talents needed more attention than his elder brother. Following this incident, Sharma was given a free hand in Koli’s training, and the youngster flourished under his mentorship.

    The Fitness Revolution

    Beyond cricket, Kohli’s second love was food. “From burgers to butter chicken, there was no cuisine he left untouched – making the most out of anything scrumptious available on the streets of Delhi. Back home, his mother too, dished out some tasty delicacies that Kohli was fond of. While he played really hard on the field, he could not say no to an extra helping at dinner until he realised the need to maintain a healthy diet.” It was not all smooth sailing for Kohli, initially. His world came crashing down when he learnt that he failed to make it to the Delhi Under-14 team. This rejection armed him with a forceful will to become even better. “The young boy bid his mother’s scrumptious meals a goodbye, put in more hours at training, and shut those extra kilos to transform into a fitter and more focused cricketer.” The following year, his dedication helped him bag a spot at the Delhi Under-15 side.

    Determination and Discipline

    Although he was a quiet teenager, Kohli harbored ambitions. “He would emulate his on-screen idols in cricketing matters and otherwise. During a tie against Baroda, Kohli arrived at the ground with his arm tattooed similar to what he had observed on the chiseled bodies of many cricketers. Right then, he was admonished for his antiques by Ajit Chaudhary, Delhi Under-17 coach, who was worried that he was becoming too big for his boots. He even challenged Kohli to prove his worth on the field. By the end of that match, the youngster had scored an unbeaten 250 runs.”

    Breaking Boundaries and Records

    He was picked to represent India in the Emerging Players Tournament in Australia. Although an unimportant tournament on the Indian calendar, it was used by the selectors to observe the performance of the next generation of cricketers – with each one eager to put on a good show. In the match against New Zealand, he was thrown out of his comfort zone when he was sent to open the innings, which he had rarely done until then. “Not one to be bogged down by challenges, he played an unbeaten knock of 120 runs to hand India their second win. In fact, he stayed at the crease for 41 overs, during that innings — which was a remarkable feat in itself and spoke volumes of his endurance as a sportsman.” What’s commendable is how he also displayed agility to adapt to any position, as and when the team needed him to! This tournament put the spotlight on him and was instrumental in his selection to the Indian team, in the months to follow.

    Into The Big League and becoming a World Champion

    “For two men in particular, the 2011 World Cup was special, although for different reasons. For Kohli, the excitement was palpable as he was playing in the tournament for the first time. For his idol, Sachin Tendulkar, it was to be his last attempt at winning a World Cup having played in five previous editions.” The fact that the tournament would be played in front of their own countrymen, made it all-the-more special. All of India prayed in unison for a win against Sri Lanka in the finals. “As India’s innings got underway, it all started to look dismal – when experienced batsmen, Sehwag and Tendulkar, were out early on in the game.” As a dejected Tendulkar walked off the field, he whispered a word of advice to Kohli, who was walking in to bat. “There was dew and the ball had stopped swinging but the ball that I got out to, did swing!” That’s what Sachin Tendulkar said to Virat, that the odd ball was swinging. That little tip helped Virat immensely, as he added what were vital 35 runs during the chase, in addition to pairing up with Gambhir to add 83 runs to the third wicket. The Indian spectators, acting as the twelfth man, passionately cheered every run as if it were a boundary. Ultimately, Dhoni’s memorable six secured India’s second World Cup victory, and he passed on the leadership to the future captain.

    Birth of a Leader

    Virat Kohli switched into a different gear after becoming the Test Captain. India was going through a poor phase and there were a lot of things for Kohli to ponder over now but he had a new role in the team. “Away from the ground, he chose to hit the gym to get fitter, say no to partying – which, people his age normally love. He developed other interests such as music and reading. He was soon most comfortable in the company of a good book. He was more refined now in the way he carried himself. He was more focused and determined to test the limits of his ability.” Rajkumar Sharma, said, “I think this habit has brought calmness into his approach and no doubt he has matured as a person.”

    “In April 2016, the Indian Premier League beckoned. Kohli justified his price tag of Rs. 15 crore, the highest amount paid for a cricketer in a league. By putting on a show unseen in the previous editions of the tournament.  He shattered many records and registered many firsts as he guided his team to the final. His first century in the tie against Gujarat Lions and he went on to score 3 more in a career high of 313. He registered the most centuries in T20s in a calendar year alongside Chris Gayle.” By the end of the season, Kohli had amassed 973 runs in 16 innings – the highest tally registered in T20 series and the most by a captain in an IPL season.

    As India marches into the Cricket World Cup 2023 finals, the focus on Virat Kohli is inevitable. And, with this Audible audiobook, the fans can unearth the untold stories, the struggles, and the triumphs that define the man who wears the captain’s armband with pride.

  • Disney+ Hotstar breaks their own record for 4th time this tournament with 5.3 Cr peak concurrent viewers

    Disney+ Hotstar breaks their own record for 4th time this tournament with 5.3 Cr peak concurrent viewers

    Mumbai: Disney+ Hotstar creates history yet again with a record-breaking peak concurrency of 5.3 crore viewers during the semi-final match between India and  New Zealand of ICC Men’s Cricket World Cup 2023. Virat Kohli registered his 50th ODI century in the semi-final match surpassing Sachin Tendulkar’s record of 49 centuries in ODI format. The outstanding Indian team stands undefeated in the tournament and is now only a match away from the coveted trophy.

    Let’s take a look at Team India’s performance in the ICC Cricket Men’s World Cup 2023 so far:

    ●    Team India defeated Sri Lanka and South Africa by bowling them out with a double-digit score

    ●    Rohit Sharma ‘The Hitman’ becomes the top player with 51 sixes in the ICC Men’s Cricket World Cup after Chris Gayle

    ●    Virat Kohli ‘King Kohli’ is the top scorer with 711 runs in ICC Men’s Cricket World Cup surpassing Sachin Tendulkar’s record of 673 runs

    ●   Mohammad Shami becomes the first Indian bowler to take 7 wickets in one match in ICC Men’s Cricket World   Cup 2023

    Commenting on this, Disney+ Hotstar India head Sajith Sivanandan said, “It’s not just Team India breaking records with their 10th straight win at the ICC Men’s Cricket World Cup 2023. Indian fans are also tuning into Disney+ Hotstar in unprecedented numbers. Their incredible passion has led us to shatter the peak concurrency record four times during this tournament, setting new benchmarks in live sports streaming. The 5.3 cr concurrent viewers for India’s semifinal against New Zealand exceeds the combined population of Australia and New Zealand by more than 1.5 times! This milestone is not just a triumph of technology but a testament to our viewers’ unwavering support. With the final just around the corner, we look forward to bringing the nation together to witness the making of sporting history.”

    Disney+ Hotstar, in collaboration with the International Cricket Council (ICC), recently added MaxView – a technological innovation that allows cricket fans to watch the game in vertical mode (9X14 portrait view) for the very first time in the history of streaming cricket. This feature facilitates a one-handed viewing experience, aligning with the way most users consume content. MaxView is a brand new, bespoke opt-in feature. Other surrounding features, such as the Live feed tab, Scorecard tab, have also been made available in vertical mode, along with vertical ad formats.

    Following the success of the Asia Cup 2023 and the ongoing ICC Men’s Cricket World Cup 2023, Disney+ Hotstar recently announced that Pro Kabaddi League Season 10, will be made accessible to all mobile users without the need to subscribe.

  • Star Sports celebrates a decade of transformative sports broadcasting with ‘Believe’

    Star Sports celebrates a decade of transformative sports broadcasting with ‘Believe’

    Mumbai: On 6 November 2023, Star Sports proudly commemorated a decade of reshaping sports broadcasting with its transformative tagline, BELIEVE. Over the past 10 years, Star Sports has not only brought world-class sports broadcasting to the country but has also altered the sports landscape with its commitment to innovation, fan-centric content, and transformative regionalisation to get fans closer to the game.

    BELIEVE, articulated on the profound insight that greatness is not reserved for a chosen few, has become a guiding philosophy for Star Sports over the years. It’s a celebration of hero moments, inspiring stories, and the relentless pursuit of excellence. As a brand, Star Sports has strived to ignite the hero within each one of us over the past decade and remains committed to this mission. The BELIEVE series starts with a never-seen-before, two-part interview with Virat Kohli- ‘Believe: The Diwali Miracle’ – aligning with Star Sports’ mission to bring heroes closer to fans and showcase inspiring stories.

     

     

    To celebrate the tenth anniversary of BELIEVE, Star Sports launched a series of BELIEVE films featuring Indian Heroes whose stories inspire billions of fans around the country. The series showcases the journey taken by India’s favourite champions, a celebration of their own pursuit of excellence, an exhibit of storylines tied together with one common factor: how all of them, always BELIEVED – and that’s how they made their story happen.

    The campaign begins with the first promo featuring Virat Kohli. King Kohli’s journey of becoming one of the greatest sporting legends has defied the old saying of ‘Umeed pe Duniya kayam hai’ (the world endures its strength from Hope), only to reinforce that its ‘Yakeen’ (Believe) that drives the world.

    Believe ambassador and Indian cricket superstar, KL Rahul, said, “Joining Star Sports as a ‘Believe Ambassador’ was more than just a association for me—it was a commitment to inspire the next generation of sports enthusiasts across the country. Their legacy of reshaping the sports landscape aligns seamlessly with my vision for sports in this country and together we want to convey the message that dreams have no boundaries, and with unwavering belief, anyone can hit it out of the park, transcending barriers and making their mark on the world. As part of this journey, we’ll continue to fuel the passion for sports and instil the power of belief in every aspiring athlete’s journey in years to come.”

    Believe ambassador and Indian cricket superstar, Ravindra Jadeja, said, “This celebration with Star Sports is a shared responsibility to inspire a generation of athletes, cultivate their true potential and make them believe in their dreams. Star Sports’ transformative journey in sports broadcasting mirrors my passion for pushing boundaries on the field. Together, we’ll continue to craft a legacy that resonates with fans and fuels the undying spirit of all sports. Here’s to a decade of belief and many more innings to come!”

    In its pioneering journey, Star Sports achieved several milestones, becoming the first-ever sports broadcaster with dedicated Hindi Cricket coverage and launching a 24-hour Hindi sports channel in 2013. Dedicating regional channels for Tamil (2017), Telugu, and Kannada (2019), Star Sports brought new depth to the IPL, a league that had already completed a decade. Over 500 million viewers watched the live broadcast of the latest edition of IPL on Star Sports clocking 427 billion minutes of watch time. As a brand, Star Sports provided world-class sports broadcasting to the country while extensively growing its portfolio of sports.

    Star Sports took the lead in promoting women’s sports, producing high-definition live coverage of the ICC Women’s Cricket World Cup in 2013. The commitment continued with a dedicated Kabaddi league for women in 2016, reaching an unprecedented 90 million viewers. Campaigns challenging stereotypes and showcasing the grit and determination of women athletes have driven change in the sporting ecosystem.

    The Broadcaster introduced Kabaddi, a truly homegrown sport, and took it to the world showcasing heroes and legends rising over nine seasons. With a viewership touching 328 million in season 7, PKL became the second most-watched league in India. Season 10, commencing on December 2, 2023, promises an even more thrilling experience with a return to all 12 cities. Since 2014, Star Sports has held the broadcasting rights for ISL, contributing to its popularity and making it the most-watched football league in India.

    Star Sports has been at the forefront of bringing the world’s best sporting action to fans in India over the years. The broadcaster has been home to some of the biggest international sporting events like the Premier League, Wimbledon, F1, One Championship, and MLB.

  • “Pro Kabaddi League is watched by about 77- 78% of the urban audiences in India”

    “Pro Kabaddi League is watched by about 77- 78% of the urban audiences in India”

    Mumbai: In an insightful interaction, Professional Management Group COO Melroy D’Souza in conversation with Indiantelevision.com founder, CEO & editor-in-chief Anil Wanvari, speaks about how the upcoming edition of Pro Kabaddi League provides an unmissable opportunity for advertisers to drive brand and business impact.

    Edited excerpts

    India’s second biggest sporting league – Pro Kabaddi League enters its tenth season this year, having reached several incredible milestones through the years. What has led to the transformation of this homegrown sport into such a high-octane experience?

    Kabaddi is one of India’s oldest sports that has been played over the years across India. Kabaddi was a sport which already had an audience but because it was not exciting, people didn’t play it. The way Pro Kabaddi League formatted it, the way viewers bought into it, really excited a lot of people. The second thing about Kabaddi which has worked, as you know people generally like to watch the best talent on display, and Kabaddi has done that. PKL got the best players in the world playing. The content that we consume, the content that we see is the best in its category. Third is the technology and the innovations that Pro Kabaddi League bought into the sport. A 10-12 camera setup, jazzy lights, and music, it all adds to the experience. People had never seen something like that before. You have some of India’s biggest names who support kabaddi. You have Mahindra Singh Dhoni who has been a brand ambassador. You have Virat Kohli, Amitabh Bachchan, we have various film promotions and various cricketers who have come on board. So that leads to the whole glamour of it hence the content piece of it people want to see that. Last thing of course we got the backing of Star. There’s a huge media promotion with media trust in it. When the PKL season starts, it’s like a festival happening. I think all of this has added to the league and it is what is built on it.

    What are some of the key reasons why the league has managed to capture the imagination of viewers across the length and breadth of the country, especially among the youth and metro city audiences

    If you see the growth graph of Pro Kabaddi League, it started off as a very popular league into tier two and tier three. But if you see the last 2-3 years’ data, you’ll see that it’s also now coming into the urban fold. It’s also being watched by about 77- 78% of the urban audiences as well. Now, this has happened because of multiple factors. You had a movie like Student of the Year, which actually used Kabaddi in its final scene. If you look at the Bournvita ad, they use Kabaddi as a medium to show ‘Tayyari Jeet Ki’. In no time it came into the main fold media. Third, one of the key things about Pro Kabaddi League is the format. Kabaddi, as a sport, is played for 40 minutes, so the duration is shorter. When the duration is shorter, the attention span is much larger, unlike a football or cricket. Also because the sport is so filled with action, it tends to stick to it much longer than any other sport. If I’m not mistaken, Pro Kabaddi League has the highest time spent per viewer across sporting leagues.

    As someone that has played a pivotal role in creating a synergy between PKL and advertisers over the years, what differentiates PKL from other mediums in terms of ways that brands can leverage the property to drive high-scale impact?

    One of the biggest pluses of PKL is that it is one of the few leagues which gives advertisers on-ground, on-air, social media and digital presence. When a brand associates with PKL, it is not just visible from assets like perimeter boards etc, but you also get on-air inventory and social media bundled into it. On top of that, you have features, you have activations, you have celebrity quotient, you have awards, trade promotions, contests, fan engagement, all of that comes together. From a brand perspective, it’s a wholesome association. If you see the media mix, any brand which is present on-air, on-ground and online together will always create a much higher impact than when it is done in isolation. I think that works wonders.

    On PKL onboarding Dhani, the integration of the brand blended in, its proposition and the kind of impact the brand witnessed as a result

    At the point when they came onboard Pro Kabaddi League, Dhani was giving loans and their key target audience was tier two and tier three cities. When they came to us, it was not a very well-known brand. It had to create brand equity for itself. Secondly, the most important thing for them was they wanted a call to action. They wanted someone to pick up the phone and call them and say listen, I will be dispersing loans, how do you disperse loans? Keeping this in mind and keeping our experience of doing CEAT Strategic Time Out on IPL, we said why don’t we adopt the same format to PKL? One is we create a differentiator; we do something with no one has ever done on PKL. It was the first time ever we had a strategic timeout, on PKL we got to the Dhani strategic timeout. Second is you have a verbal and a visual mention of it. So when a viewer watches it becomes easier for him to connect what it is, and the phone number given on that for a call to action. During the tournament in just a couple of weeks, the call to action drastically increased for Dhani. The number of calls that we would get before the PKL started compared to what they got once PKL started, increased to almost 30-40% more than what they were getting. They were extremely happy to see that there is an instant gratification to what we are doing. I think in that sense, it worked beautifully.

    PKL is the only league wherein as a central sponsor you get access to talent (players across teams), and with players becoming household names how do you think brands can use these sons of the soil?

    One of the best examples of PKL being used rightly by a brand is if you remember the AMFI commercial which we had done, they have a beautiful integration of the players and the brand messaging. They said, listen tier two and tier three people are still not very aware of mutual funds. They said they want people to communicate about not just using mutual funds on how easy it is to use mutual funds, and how safe it is to use mutual funds. They wanted people who are regular people who they relate to. They tied up with PKL for this particular purpose. While they did the hygiene ground branding and LED branding, they also did beautiful commercials which gave us messaging. They leveraged players from across teams to talk about their various features, how safe it was, how easy it was. I mean that that would be the best case-study.

    This season PKL is going back to the 12-city caravan format across the nation. How beneficial is this for brands associating with PKL in terms of having broader access to key stakeholders like Consumers and Trade Partners?

    The key for any brand or for any sport is the fans. As long as you have fans who love the sport coming and supporting it, that means the sport is in a healthy state. With PKL going back to the caravan format to every city that has a team, this will allow the fans of that city to come out and express themselves and support their team. The moment that happens, the vibrancy that happens in that city completely changes. There’s a lot of buzz at the ground level. It gives a lot of opportunity for advertisers who have invested in the team to try and leverage the players at a local level. You have a lot more meetings and we have a lot more consumer engagement. Generally, it is seen that whenever a tournament happens in a particular city, that city and surrounding areas come to life. In that sense overall, I think this will benefit.

  • Disney+ Hotstar registers 4.4 crores concurrent viewers during IND vs SA ICC Men’s Cricket

    Disney+ Hotstar registers 4.4 crores concurrent viewers during IND vs SA ICC Men’s Cricket

    Mumbai: Disney+ Hotstar created yet another historic record of 4.4 crores concurrent viewers in the world of cricket streaming propelled by Virat Kohli’s sublime 49th one-day century during India’s ICC Men’s Cricket World Cup 2023 match against South Africa at the Eden Gardens on Sunday. Kohli lifted Sachin Tendulkar on his shoulders when India won the 2011 World Cup, today Kohli stands equal to the Master blaster with his century. For Disney+ Hotstar, this marks the highest peak concurrency number achieved across all formats of cricket, breaking their own recent concurrency record of 4.3 crore viewers created during the India Vs. New Zealand match earlier in this tournament. The platform previously set the global streaming record for cricket at 3.5 crore concurrent viewers during the India vs Pakistan match on 14 Oct 2023, making this the second time Disney+ Hotstar has surpassed its own standards of success during the run of the ongoing tournament.

    Commenting on this, Hotstar India head Sajith Sivanandan said, “Our users have consistently lifted us to new heights in cricket streaming during the ICC Men’s Cricket World Cup 2023. We cannot thank them enough for their commitment and passion that have enabled us to redefine milestones in live streaming. Surpassing our own record with 4.4 Cr concurrent viewers tuning in for the India vs South Africa match, we are now eagerly looking forward to seeing where their unwavering support and fandom takes us as we head towards the tournament’s finale.”

    Disney+ Hotstar in collaboration with International Cricket Council (ICC), recently added MaxView – a technological innovation that allows cricket fans to watch the game in vertical mode (9X14 portrait view) for the very first time in the history of streaming cricket. This feature facilitates a one-handed viewing experience, aligning with the way most users consume content. MaxView is a brand new, bespoke opt-in feature. Other surrounding features, such as the Live feed tab, Scorecard tab, have also been made available in vertical mode, along with vertical ad formats.

  • IND vs NZ match sets World Cup 2023 record with 80 mn peak viewers on TV

    IND vs NZ match sets World Cup 2023 record with 80 mn peak viewers on TV

    Mumbai: Cricket fans across India were on the edge of their seats as a staggering 80 million* concurrent viewers tuned in on TV to watch Virat Kohli’s match-winning knock of 95 against New Zealand. This is the highest peak concurrency garnered for the 2023 edition, followed by the India vs Pakistan match registering 75.5 million* concurrent viewers. In addition to the peak concurrency, the tournament has garnered a total of 182 billion minutes* of watch-time (viewership), indicating a remarkable 22 per cent growth compared to the 2019 edition.

    The total viewership for live broadcast of the World Cup also crossed 400 million* viewers in the first 26 matches. The overwhelming response from fans across India highlights the immense popularity of the ICC Men’s Cricket World Cup and the unparalleled excitement surrounding Virat Kohli’s exceptional achievements on the field. The excitement is only going to get bigger with fans eagerly awaiting King Kohli’s pursuit of his 49th and 50th ODI century to break Sachin’s record.

    *All BARC Data for 2+U+R (including DD)

    ** Peak concurrency is the highest number of viewers during a live match