Cricket is most watched game in
India. It may be because of famous cricketers like Sachin, Kapil Dev, MS Dhoni
and others or it is due to back to back cricketing action. Despite five months
of regular cricket, the hype around the sport is far from waning. Advertiser’s
interest in the Indian Premier League (IPL) is proof of this. There were many
successful campaigns launched between these time periods including the most
successful #MaukaMauka campaign in India.
IPL tournament is similar to Super
Bowl in US, the annual championship of the National Football League (NFL),
which is known for Brands showcasing of their biggest campaigns of the season.
There are some of the big spenders in on advertising in the popular cricketing
league this year. Amazon India latest campaign and its biggest so far have
managed to capture the attention of audiences with its catchy jingle and tag
line: ‘aur dikhao’ (show more). The
advertisement has been created by Orchard Advertising.
Hector Beverages Pvt. Ltd has
rolled out its first television and multimedia campaign for its range of Indian
ethnic beverages under the Paper Boat Brand. Vodafone India has chosen to lead
its biggest campaign so far this year by highlighting the speed and efficiency
of its 3G network. The mobile commerce firm Paytm continues with its
advertising spree on television and other mediums. The company has said it is
setting aside Rs 50 Crore just for this season of IPL out of total advertising
budget this year.
The cola brand has taken to
crowdsourcing for its latest campaign for IPL crash the Pepsi IPL. As part of
the global Pepsi Challenge Program, the company is asking consumers to make a
30 second advertisement showing their love for brand. Winners will get exciting
prizes. Snapdeal has roped in Hindi movie actor Aamir Khan for its latest
campaign, with the tagline, ‘Dil ki Deal’.
These advertisers are spending Crore in outreaching customers and compete with
their competitors.
There are other advertisers who are
not spending in TV ad but are spending in getting their names placed on Players
jerseys and caps. Mankind, Rupa, Nokia, Aircel, Hero Honda, Royal Challenge,
Videocon, UltraTech, WHSmith, Spice Jet, Just Dial are among the ones. In my
opinion it is a tournament where advertisers are spending around 1000 crore
this year. This is a good symbol for Indian Economy and other leagues in
different sports will make companies to spend more money on advertisement.
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