In India, Cricket is not just a sport, it is
a religion. The growing popularity of
the T-20 cricket format could be largely attributed to the Indian
Premier League (IPL). 2018, was the 11th
Season of the IPL and we have just witnessed the end of this season. For marketers and brands, the IPL provides a
promotional platform that is both exciting and wide. Riding high on its wide viewership and
diverse audience base, brand associations forged during the tournament not only
help companies to grab eyeballs but also build a connect on various levels
while adding to the entertainment value of what can only be best described as
an “extravaganza”.
This year, the IPL’s brand
valuation touched a phenomenal $5.3 billion, which is a 34% hike from last
year’s valuation. A large viewership
which is only growing, last year the IPL garnered a viewership of 1.24 billion
impressions across channels, an increase of 22.5% over that of the
previous year.
A strong social media
following with over 6 million mentions on Twitter last year, it has garnered
attention on digital platforms.
This year, Hotstar bagged the 5 year digital rights for $2.5 billion, but not without a hard fight from the likes of Facebook. Having made such a huge investment, Star looked at achieving ad revenue sales of over $276 million this year. Committed to redefining user experience, Hotstar has added the Virtual Reality dimension to enrich user experience like never before. Live game commentary in 6 regional languages, this year was another step in greater personalization of the viewing experience.
This year, Hotstar bagged the 5 year digital rights for $2.5 billion, but not without a hard fight from the likes of Facebook. Having made such a huge investment, Star looked at achieving ad revenue sales of over $276 million this year. Committed to redefining user experience, Hotstar has added the Virtual Reality dimension to enrich user experience like never before. Live game commentary in 6 regional languages, this year was another step in greater personalization of the viewing experience.
While the tournament itself
lasts only 2 months, Hotstar is committed to keep the interest in the event
alive beyond that time frame. Beginning
with auctioning of players and teams, it aims at providing information about
players and teams not only during the event but even after the end of the
season.
Star India had an exhaustive list of 80 advertisers on-board for the
Indian Premier League (IPL) 2018. Here
is a summary of the brand blitzkrieg we saw this year:
Amazon
AMFI
Amul
Asian Paints
Berger Paints
Blue Star
Book My Show
Ceat Tyres
Coca-Cola
Colgate
Crompton
Dollar
Dominos
Dream 11
Elica
Future Group
Haier
Honda Motors and Scooters
Jio
Kent
Luminous
Madhura Garments
Make My Trip
Mondelez
MRF
Nike
Nivea
Parle Products
PepsiCo
Pidilite
Policybazaar.com
Polycab
Samsung
Shaadi.com
Sleep Well
Swiggy
Tata Nexon
Vivo (title sponsor)
Vanessa
Vimal Pan Masala
Vodafone
Voltas
The IPL provides brands with an opportunity
to engage with audiences across all age groups.
From children to senior citizens, the range of people gripped with IPL
fever is phenomenal. From contests,
social media campaigns, advertisements that inform, engage and entertain to
discounts, promo codes and merchandise, there is a whole lot on sale along with
some really good cricket to feast on.
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