According to sources, for IPL this year,
10-second TV spots to sponsors are being sold for Rs 5.5 to 7 lakhs and brands
are not hesitant about spending the big bucks. In spite of a hike in ad rates,
the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo,
Housing.com, LYF and Havmor use the platform to launch their maiden television
commercials. There are also few smartphone brands like Gionee and Micromax
which are using the IPL platform to reveal their new identity post their
rebranding through new TVCs.
Hitesh Gossain, Founder & CEO, Onspon.com says, “The timing of IPL
is very appropriate, the advent of early summers has led to buoyancy in
consumption categories such as FMCG, air-conditioners,– thereby leading to
pre-allocation of marketing budgets, especially for categories such as soft
drinks, consumer durables etc. This is also the time for annual bonuses, which
allows the brands to go gung-ho because they want to capture the time and make
the most of it. Also, the increase in interest from the sponsors can be
attributed to the ICC T20 World Cup, thus making the brand continuity easier
and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till
now seen brands like Vivo, Housing.com and Havmor launch their maiden
television communication.
Vivo, the title sponsor for the event, has assigned
a budget of Rs 200 crore to leverage its association with IPL. The brand which
entered the Indian market in December 2014 has roped in actor Ranveer Singh as
the face of its high voltage campaign. The market share of Vivo in the Indian
smartphone market at the moment is 3.1% and the Chinese smart phone brand is
looking at an aggressive growth in the coming years.
The Mumbai-based online reality platform Housing.com also launched its
first television campaign which coincides with the ongoing IPL 9. The campaign
titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home
buying is an emotional journey, and Housing.com is a trusted partner in this
journey. Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have
just launched our first ever television ad to strengthen our brand and
establish deeper emotional connect with our customers. We are looking at a
marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital
and social media.”
Havmor, the food brand from Ahmedabad has gone
national recently with the release of their first ever television commercial
with the tag-line ‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’
are one of the first steps that reflect the brand’s ambitious 360 degree plans
that also include revamping the brand identity, packaging, retail identity and
overall corporate structure among others.
Mukesh Ambani owned Reliance Retail’s smart phone
brand LYF, which has signed up sponsorship deals with three teams including
Mumbai Indians, Rising Pune Supergiants and Royal Challengers Bangalore,
released its first TVC during IPL. Featuring Bollywood actress Kangana Ranaut
and players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks
about the unique features of the phone and is going viral on social media.
Click here to view the ad:
First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have
used this occasion to rebrand themselves and present their new identity through
new TVCs during IPL.
Gionee is witnessing an identity change worldwide.
As part of this exercise, the brand has unveiled a new logo in India. The
brand, which has associated itself with Kolkata Knight Riders as its principal
sponsor, saw an opportunity to leverage the team to talk about the logo change,
and to launch it during the event. This fiscal year, Gionee plans to
spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts
& Glory’ to talk about their recent rebranding exercise, including a new
logo and tagline. Two new TVCs are running across TV networks, with a
particular emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite
encouraging as well. As per the latest BARC ratings, the event opened with a
cumulative reach of 218 million viewers in its first week. The opening game
between Mumbai Indians & Rising Pune Supergiants rated 24,448 TVTs with a
reach of 97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand,
that in spite of being an expensive affair, why do brands still choose to
launch high intensity campaigns during this time and how well do these campaign
work out for the brands.
Gossain from Onspon.com feels that, “IPL is a great
place to launch a brand and not sustain it. The cost of sustenance is so high
that unless the base of your brand is big, it doesn’t make much of a sense.”
Saurabh Uboweja, CEO & Chief Brand Strategist, Brands of Desire
cited, “IPL can now be safely touted as a big annual festive brand on the busy
Indian calendar that attracts attention for a few weeks every year, uniting all
major parts of the country through its city franchises and their loyalists. It
may just fall short of the wedding season or the Diwali festive season that
starts in October and lasts all the way up to January. There was nothing else
on the calendar in April, it used to be a rather lame month for brands till the
IPL came and showed its capability to trigger consumer attention and
sales. Today IPL is truly an Indian national event, partly international
and a feast for brands that want to launch anything new, be it a new product, a
rebrand or simply a new campaign that triggers sales.”
“But IPL related spends would still be a distance
dwarf to the sports events market in the United States where it is estimated
that a total of 15 billion U.S. dollars will be spent by consumers in the U.S.
on just the Super Bowl related purchases in 2016. Imagine what impact that has
on the advertising rates. The Indian consumer market is a decade away from that
kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands
mostly prefer to get associated with the IPL property because it enjoys a
fairly high and uniform viewership all throughout the tournament. It is a big
property, has an ideal timing (8PM) which makes it convenient for viewing and
also caters to the women audience, who particularly enjoy this cricket format.
My doubts however, are coming from the fact that the tournament is coming right
on the heels of T20 cricket, which also happened in India. So there was a large
set of audience for a similar format. To me, it kind of overkills it, but if
the IPL viewership remains high, then it works well for the brands who are
investing huge amount of money for their campaigns.”
The
Indian Premiere League (IPL) is fast turning out to be the festive
season for brands. In spite of several controversies like the betting
scandal leading to the ban of Chennai Super Kings and Rajasthan Royals
from the tournament and Pepsi backing out from the title sponsorship
spot, the popularity of the franchise continues to soar.
According to sources, for IPL this year, 10-second TV spots to
sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not
hesitant about spending the big bucks. In spite of a hike in ad rates,
the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use
the platform to launch their maiden television commercials. There are
also few smartphone brands like Gionee and Micromax which are using the
IPL platform to reveal their new identity post their rebranding through
new TVCs.
Hitesh
Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very
appropriate, the advent of early summers has led to buoyancy in
consumption categories such as FMCG, air-conditioners,– thereby leading
to pre-allocation of marketing budgets, especially for categories such
as soft drinks, consumer durables etc. This is also the time for annual
bonuses, which allows the brands to go gung-ho because they want to
capture the time and make the most of it. Also, the increase in interest
from the sponsors can be attributed to the ICC T20 World Cup, thus
making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands
like Vivo, Housing.com and Havmor launch their maiden television
communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200
crore to leverage its association with IPL. The brand which entered the
Indian market in December 2014 has roped in actor Ranveer Singh as the
face of its high voltage campaign. The market share of Vivo in the
Indian smartphone market at the moment is 3.1% and the Chinese smart
phone brand is looking at an aggressive growth in the coming years.
The
Mumbai-based online reality platform Housing.com also launched its
first television campaign which coincides with the ongoing IPL 9. The
campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’
highlights that home buying is an emotional journey, and Housing.com is a
trusted partner in this journey. Nikhil Rungta, Chief Marketing
Officer, Housing.com said, “We have just launched our first ever
television ad to strengthen our brand and establish deeper emotional
connect with our customers. We are looking at a marketing spend of USD
5-7 million in 2016-17 for advertisements on TV, digital and social
media.”
Havmor, the food brand from Ahmedabad has gone national recently with
the release of their first ever television commercial with the tag-line
‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of
the first steps that reflect the brand’s ambitious 360 degree plans that
also include revamping the brand identity, packaging, retail identity
and overall corporate structure among others.
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has
signed up sponsorship deals with three teams including Mumbai Indians,
Rising Pune Supergiants and Royal Challengers Bangalore, released its
first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and
players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks
about the unique features of the phone and is going viral on social
media.
Click here to view the ad:
First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion
to rebrand themselves and present their new identity through new TVCs
during IPL.
Gionee is witnessing an identity change worldwide. As part of this
exercise, the brand has unveiled a new logo in India. The brand, which
has associated itself with Kolkata Knight Riders as its principal
sponsor, saw an opportunity to leverage the team to talk about the logo
change, and to launch it during the event. This fiscal year, Gionee
plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to
talk about their recent rebranding exercise, including a new logo and
tagline. Two new TVCs are running across TV networks, with a particular
emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As
per the latest BARC ratings, the event opened with a cumulative reach of
218 million viewers in its first week. The opening game between Mumbai
Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of
97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of
being an expensive affair, why do brands still choose to launch high
intensity campaigns during this time and how well do these campaign work
out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a
brand and not sustain it. The cost of sustenance is so high that unless
the base of your brand is big, it doesn’t make much of a sense.”
Saurabh
Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL
can now be safely touted as a big annual festive brand on the busy
Indian calendar that attracts attention for a few weeks every year,
uniting all major parts of the country through its city franchises and
their loyalists. It may just fall short of the wedding season or the
Diwali festive season that starts in October and lasts all the way up to
January. There was nothing else on the calendar in April, it used to be
a rather lame month for brands till the IPL came and showed its
capability to trigger consumer attention and sales. Today IPL is truly
an Indian national event, partly international and a feast for brands
that want to launch anything new, be it a new product, a rebrand or
simply a new campaign that triggers sales.”
“But IPL related spends would still be a distance dwarf to the sports
events market in the United States where it is estimated that a total of
15 billion U.S. dollars will be spent by consumers in the U.S. on just
the Super Bowl related purchases in 2016. Imagine what impact that has
on the advertising rates. The Indian consumer market is a decade away
from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands
mostly prefer to get associated with the IPL property because it enjoys
a fairly high and uniform viewership all throughout the tournament. It
is a big property, has an ideal timing (8PM) which makes it convenient
for viewing and also caters to the women audience, who particularly
enjoy this cricket format. My doubts however, are coming from the fact
that the tournament is coming right on the heels of T20 cricket, which
also happened in India. So there was a large set of audience for a
similar format. To me, it kind of overkills it, but if the IPL
viewership remains high, then it works well for the brands who are
investing huge amount of money for their campaigns.”
The
Indian Premiere League (IPL) is fast turning out to be the festive
season for brands. In spite of several controversies like the betting
scandal leading to the ban of Chennai Super Kings and Rajasthan Royals
from the tournament and Pepsi backing out from the title sponsorship
spot, the popularity of the franchise continues to soar.
According to sources, for IPL this year, 10-second TV spots to
sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not
hesitant about spending the big bucks. In spite of a hike in ad rates,
the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use
the platform to launch their maiden television commercials. There are
also few smartphone brands like Gionee and Micromax which are using the
IPL platform to reveal their new identity post their rebranding through
new TVCs.
Hitesh
Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very
appropriate, the advent of early summers has led to buoyancy in
consumption categories such as FMCG, air-conditioners,– thereby leading
to pre-allocation of marketing budgets, especially for categories such
as soft drinks, consumer durables etc. This is also the time for annual
bonuses, which allows the brands to go gung-ho because they want to
capture the time and make the most of it. Also, the increase in interest
from the sponsors can be attributed to the ICC T20 World Cup, thus
making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands
like Vivo, Housing.com and Havmor launch their maiden television
communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200
crore to leverage its association with IPL. The brand which entered the
Indian market in December 2014 has roped in actor Ranveer Singh as the
face of its high voltage campaign. The market share of Vivo in the
Indian smartphone market at the moment is 3.1% and the Chinese smart
phone brand is looking at an aggressive growth in the coming years.
The
Mumbai-based online reality platform Housing.com also launched its
first television campaign which coincides with the ongoing IPL 9. The
campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’
highlights that home buying is an emotional journey, and Housing.com is a
trusted partner in this journey. Nikhil Rungta, Chief Marketing
Officer, Housing.com said, “We have just launched our first ever
television ad to strengthen our brand and establish deeper emotional
connect with our customers. We are looking at a marketing spend of USD
5-7 million in 2016-17 for advertisements on TV, digital and social
media.”
Havmor, the food brand from Ahmedabad has gone national recently with
the release of their first ever television commercial with the tag-line
‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of
the first steps that reflect the brand’s ambitious 360 degree plans that
also include revamping the brand identity, packaging, retail identity
and overall corporate structure among others.
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has
signed up sponsorship deals with three teams including Mumbai Indians,
Rising Pune Supergiants and Royal Challengers Bangalore, released its
first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and
players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks
about the unique features of the phone and is going viral on social
media.
Click here to view the ad:
First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion
to rebrand themselves and present their new identity through new TVCs
during IPL.
Gionee is witnessing an identity change worldwide. As part of this
exercise, the brand has unveiled a new logo in India. The brand, which
has associated itself with Kolkata Knight Riders as its principal
sponsor, saw an opportunity to leverage the team to talk about the logo
change, and to launch it during the event. This fiscal year, Gionee
plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to
talk about their recent rebranding exercise, including a new logo and
tagline. Two new TVCs are running across TV networks, with a particular
emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As
per the latest BARC ratings, the event opened with a cumulative reach of
218 million viewers in its first week. The opening game between Mumbai
Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of
97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of
being an expensive affair, why do brands still choose to launch high
intensity campaigns during this time and how well do these campaign work
out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a
brand and not sustain it. The cost of sustenance is so high that unless
the base of your brand is big, it doesn’t make much of a sense.”
Saurabh
Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL
can now be safely touted as a big annual festive brand on the busy
Indian calendar that attracts attention for a few weeks every year,
uniting all major parts of the country through its city franchises and
their loyalists. It may just fall short of the wedding season or the
Diwali festive season that starts in October and lasts all the way up to
January. There was nothing else on the calendar in April, it used to be
a rather lame month for brands till the IPL came and showed its
capability to trigger consumer attention and sales. Today IPL is truly
an Indian national event, partly international and a feast for brands
that want to launch anything new, be it a new product, a rebrand or
simply a new campaign that triggers sales.”
“But IPL related spends would still be a distance dwarf to the sports
events market in the United States where it is estimated that a total of
15 billion U.S. dollars will be spent by consumers in the U.S. on just
the Super Bowl related purchases in 2016. Imagine what impact that has
on the advertising rates. The Indian consumer market is a decade away
from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands
mostly prefer to get associated with the IPL property because it enjoys
a fairly high and uniform viewership all throughout the tournament. It
is a big property, has an ideal timing (8PM) which makes it convenient
for viewing and also caters to the women audience, who particularly
enjoy this cricket format. My doubts however, are coming from the fact
that the tournament is coming right on the heels of T20 cricket, which
also happened in India. So there was a large set of audience for a
similar format. To me, it kind of overkills it, but if the IPL
viewership remains high, then it works well for the brands who are
investing huge amount of money for their campaigns.”
The
Indian Premiere League (IPL) is fast turning out to be the festive
season for brands. In spite of several controversies like the betting
scandal leading to the ban of Chennai Super Kings and Rajasthan Royals
from the tournament and Pepsi backing out from the title sponsorship
spot, the popularity of the franchise continues to soar.
According to sources, for IPL this year, 10-second TV spots to
sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not
hesitant about spending the big bucks. In spite of a hike in ad rates,
the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use
the platform to launch their maiden television commercials. There are
also few smartphone brands like Gionee and Micromax which are using the
IPL platform to reveal their new identity post their rebranding through
new TVCs.
Hitesh
Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very
appropriate, the advent of early summers has led to buoyancy in
consumption categories such as FMCG, air-conditioners,– thereby leading
to pre-allocation of marketing budgets, especially for categories such
as soft drinks, consumer durables etc. This is also the time for annual
bonuses, which allows the brands to go gung-ho because they want to
capture the time and make the most of it. Also, the increase in interest
from the sponsors can be attributed to the ICC T20 World Cup, thus
making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands
like Vivo, Housing.com and Havmor launch their maiden television
communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200
crore to leverage its association with IPL. The brand which entered the
Indian market in December 2014 has roped in actor Ranveer Singh as the
face of its high voltage campaign. The market share of Vivo in the
Indian smartphone market at the moment is 3.1% and the Chinese smart
phone brand is looking at an aggressive growth in the coming years.
The
Mumbai-based online reality platform Housing.com also launched its
first television campaign which coincides with the ongoing IPL 9. The
campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’
highlights that home buying is an emotional journey, and Housing.com is a
trusted partner in this journey. Nikhil Rungta, Chief Marketing
Officer, Housing.com said, “We have just launched our first ever
television ad to strengthen our brand and establish deeper emotional
connect with our customers. We are looking at a marketing spend of USD
5-7 million in 2016-17 for advertisements on TV, digital and social
media.”
Havmor, the food brand from Ahmedabad has gone national recently with
the release of their first ever television commercial with the tag-line
‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of
the first steps that reflect the brand’s ambitious 360 degree plans that
also include revamping the brand identity, packaging, retail identity
and overall corporate structure among others.
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has
signed up sponsorship deals with three teams including Mumbai Indians,
Rising Pune Supergiants and Royal Challengers Bangalore, released its
first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and
players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks
about the unique features of the phone and is going viral on social
media.
Click here to view the ad:
First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion
to rebrand themselves and present their new identity through new TVCs
during IPL.
Gionee is witnessing an identity change worldwide. As part of this
exercise, the brand has unveiled a new logo in India. The brand, which
has associated itself with Kolkata Knight Riders as its principal
sponsor, saw an opportunity to leverage the team to talk about the logo
change, and to launch it during the event. This fiscal year, Gionee
plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to
talk about their recent rebranding exercise, including a new logo and
tagline. Two new TVCs are running across TV networks, with a particular
emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As
per the latest BARC ratings, the event opened with a cumulative reach of
218 million viewers in its first week. The opening game between Mumbai
Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of
97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of
being an expensive affair, why do brands still choose to launch high
intensity campaigns during this time and how well do these campaign work
out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a
brand and not sustain it. The cost of sustenance is so high that unless
the base of your brand is big, it doesn’t make much of a sense.”
Saurabh
Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL
can now be safely touted as a big annual festive brand on the busy
Indian calendar that attracts attention for a few weeks every year,
uniting all major parts of the country through its city franchises and
their loyalists. It may just fall short of the wedding season or the
Diwali festive season that starts in October and lasts all the way up to
January. There was nothing else on the calendar in April, it used to be
a rather lame month for brands till the IPL came and showed its
capability to trigger consumer attention and sales. Today IPL is truly
an Indian national event, partly international and a feast for brands
that want to launch anything new, be it a new product, a rebrand or
simply a new campaign that triggers sales.”
“But IPL related spends would still be a distance dwarf to the sports
events market in the United States where it is estimated that a total of
15 billion U.S. dollars will be spent by consumers in the U.S. on just
the Super Bowl related purchases in 2016. Imagine what impact that has
on the advertising rates. The Indian consumer market is a decade away
from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands
mostly prefer to get associated with the IPL property because it enjoys
a fairly high and uniform viewership all throughout the tournament. It
is a big property, has an ideal timing (8PM) which makes it convenient
for viewing and also caters to the women audience, who particularly
enjoy this cricket format. My doubts however, are coming from the fact
that the tournament is coming right on the heels of T20 cricket, which
also happened in India. So there was a large set of audience for a
similar format. To me, it kind of overkills it, but if the IPL
viewership remains high, then it works well for the brands who are
investing huge amount of money for their campaigns.”
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