IPL 2017: New Ad Campaigns

Completing a decade of revolutionizing Cricket in India, the Indian Premier League (IPL) continues to attract immense advertiser interest. Brands pay hefty fee to air commercials during the sports extravaganza making the event similar to the Super Bowl in US, which is known for Brands showcasing their biggest campaigns of this season. Let’s take a look at the five brands which aired new campaigns during the ongoing league.

Amazon – The online marketplace along with its advertising agency Ogilvy and Mather created a fictional cricket team called Chonkpur Cheetahs for this IPL season. Through a series of films, the campaign portrays the journey of this aspiring team to reach their goal of playing T20. It also communicates how in various small ways Amazon enables them to get a step closer to their dream of playing T20. The dreams of the Chonkpur Cheetahs is a metaphor for the dreams of millions of Indians and how Amazon can enable them by providing access to different products.

Vodafone – The telecom company, which has been associated with the league since its inception, brought back animated character ZooZoos in the new campaign made by Ogilvy & Mather. First introduced during the second season of IPL in 2009, the cute animated characters are shown in three different ads celebrating Indian team’s famous huddle, run outs and boundary moments.

Pepsi – PepsiCo India’s cola brand launched its summer campaign during the IPL, featuring Indian cricket team’s captain Virat Kohli made by Advertising agency JWT India, the spot features Virat Kohli giving it back to Australian fans by stopping a boundary during an intense match. Pepsi has been associated closely with IPL; it has been the league title sponsor for three years between 2013 and 2015 and was eventually replaced by Chinese handset maker Vivo.

Maruti Suzuki – The country’s largest carmaker Maruti Suzuki India (MSI), which is also the associate sponsor of IPL, has rolled out a new campaign for its compact SUV Vista Brezza. The television campaign, made by Dentsu Creative Impact, highlights the stylish built and advanced features of the car.

Parle Products – To establish the wide array of products the company has to offer, IPL’s associate sponsor Parle Products has launched a new ‘Naam Toh Suna hi Hoga’ campaign along with its advertising agency Taproot Dentsu. The films are a humorous take on the daily lives of Indians stuck in awkward situations – an employee being questioned by his boss, a school principal complaining to a student’s mother and two women bragging about their lifestyle.