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.

Brands behind IPL 2016

The annual T20 cricketing extravaganza in India, the Indian Premier League (IPL) turns nine now. Over its journey, starting from 2008, the newbie has gone through many ups and downs, from controversial to financial irregularities and usage of drugs in post-match parties to betting and match fixing scandals. But its acceptance among millions of television audiences and cricket lovers has not faded.

Apart from increasing television viewership, the fact that after eight seasons, companies and brands still wants to associate with IPL is testament of that. Currently, not only are more than 80 different brands and companies are directly associated with eight IPL franchises, but companies like Cargill Foods, Mother Dairy and Kent RO have also joined pool this year. The estimated Rs. 20000 crore IPL brand is a platform that brands can leverage to reach millions of eyeballs without having to fight too much.

Through visibility in IPL, in terms of branding on team jerseys, ground etc. brands can claim a space in consumer minds over the two month period. Kent RO, Cargill Foods will be participating first time this year. Mother dairy has become the principal sponsor of the Delhi Daredevils Franchise. It is also coming up with consumer engagement programmes at select outlets in the capital. Brands from diverse fields, from hotels to health drinks, cooking oil to AIDS awareness campaigns, IPL are a preferred platform.

Major brands associated with IPL are:-

Kolkata Knight Riders: - Sponsors – Gionee, Sansui, Lux Cozi, SRMB TMT, Colors Bangla, KeoKarpin, Khadims, PepsiCO. Delhi Daredevils: - Sponsors – Daikin, Skill India, Officer’s Choice Blue, RBL Bank, KS Deos. Rising Pune Supergiants: - Spykar, Gulf, Gemini Cooking oil, Finolex, LYF Smartphone, DBS, Marriott. Gujarat Lions: - Oxigen Wallet, TVS Tyres.

Royal Challengers Bangalore: - United Spirits, Hero Cycles, 7UP, Kingfisher Premium, OLA, Fever FM, Lloyd AC, Britannia, DNA, Acer, LYF Smartphone. Mumbai Indians: - Videocon D2H, Etihad Airways, DHFL, Samsung, Deeraj. Kings XI Punjab: - Tata Motors Prima. Sunrisers Hyderabad: - Idea 4G, DTDC, Thumbs Up, UltraTech, Tyka, Red FM, DCB Bank, and Haldiram.

Internet can make India Billion Digital Economy

Internet users in India are growing with rapid pace. It took 10 years for India to get her first 10 million users and another decade to hit the first 100 Million. Then the pace quickened. The next 100 Million came in three years between 2010 and 2013, and the third 100 million took only 18 months. Internet users crossed 300 Million in December 2013. By 2018-19, Internet users will reach to 500 Million. A digital population of 500 Million can transform India’s economy, business landscape, governance, and society beyond recognition.

Internet users could spawn an economy worth $200 Million from interrelated activities. This is a four-fold increase from where we are today and growth will come in three years. By 2018, every second Indian will have access to Internet. The biggest growth will come in E-commerce, which will expand five-fold, while education and healthcare via mobile internet will expand Internet use. Digital Marketing will be the key method to reach out your business to people via search and display advertisement.

Internet could also catalyze entrepreneurship and wealth creation. Global investors are already chasing Indian startups. With 500 Million internet users it will be equal to the size of Europe. There are challenges like low bandwidth, but that won’t prevent the upcoming Internet Tsunami. In each of next five years, India can see a startup of worth $1 Billion. Internet growth will also lead to massive job creation. About 4 lakh people now find direct employment because of Internet. This will expand to 20 Lakh by 2020.

Internet will also improve governance. According to etaal.gov.in, which tracks internet transactions, E-governance transactions increased from 0.5 Billion to 1.7 Billion between 2013 and 2014. However, there are many challenges too. Internet costs can harm Indian population. It may become very expensive in future. 90% of India’s population use pre-paid connection with average monthly recharge of Rs 50 to Rs 70 and 3G recharge of Rs 150. It will be very difficult to sell big data plans and in a huge cost.

More people are going online via free Wi-Fi or paid access. About 45 Million access Internet in Public areas and time spent online has gone up from 10 Minutes per day to 45 Minutes now. Government is also planning to make certain places in Metro cities free Wi-Fi enabled. So far Internet penetration in India has been in English while for new users demand for local languages will increase. According to reports, 10% rise in Internet penetration increases economy by 1.08%. If Internet were a sector then its weight in GDP would be greater than that agriculture and utilities. 

2014: The Year of Elections and E-commerce

Another year is on the end and India is on the positive side of the growth bench. The year was more of the E-commerce, Elections, Digitalization, and their advertisement on Social Media. E-commerce sector got Billions of funding from other countries whereas Elections in India were the example of role of Social Media in attracting, delivering message, and knowing people. In both areas, Advertisement on social media played a big role. In my opinion advertisement, growth in 2014 was more than any other year.

This year, according to an estimate, advertising spends were increased by 12.5%. E-commerce was clearly the dominant category that showed significant increase in spending. Instead, the business ended up growing 10%. E-commerce companies including companies those that run popular sites Flipkart, Snapdeal, Jabong, Olx, and Quickr spend around Rs. 750 Crore in advertisement. These companies launched TV commercials, and in the un-up to the festive season that started in October, many companies went into advertising drive. It is not sure if e-commerce companies will remain as aggressive with their advertising in 2015.

It is a small component of India’s Rs.38 Trillion overall retail trade industry. Yet the, e-commerce format with sales of Rs. 1 Trillion managed to create the buzz in 2014. The year highlights were, Amazon raised $2 Billion in Indian e-commerce space followed by Softbank invests $627 Million in Snapdeal and $210 Million in Ola cabs. Flipkart also gets $1.7 Billion funding, taking valuation at $7 Billion. Footfalls in shops during festive season drop in favor of e-commerce and many more in the sector.

Advertising in Elections came on the back of a Rs. 300-350 Crore blitz by BJP in the parliamentary elections it won and another Rs. 200 Crore by the Congress. This year was more into Digitalization in India. Digital Advertising was more than the print advertising. Government spent Rs. 251 Crore on print advertising between April and November, 20.3% lower than the same period a year ago. Between April and November, Spending on Television advertisement also declined by 8.43%. Digital advertising grow by 30%.

Except ads, Elections in India saw a major change. People came into engagement through Social Media, Radio ads, and all the campaigns launched by PM were successful in making some impact. Everyone was aware of the activities of PM and other leaders. On the other hand, Indian Economy holds a momentum of growth. Inflation came into control at the end of the year. Oil price saw major decline after a decade and decline of $1 in Oil price, save India Rs. 3500 Crore.

Investors and businesses from other countries are investing in India because they find a promising and consistent government in country. PM vision of converting cities into smart cities and bringing in technology in every sector will improve work environment in India. Small businesses will grow and more business will emerge. Agriculture sector will also be benefitted, which holds the 52% contribution to Indian GDP. After so much in 2014, experts see better times ahead. There is high probability of Interest rates being cut. More spend on advertising will be there and everybody is hoping that more money will come in the country.