The high voltage India-Pakistan cricket match on 19th March at Eden Gardens Kolkata witnessed more than 40 brands vying for the limited airtime with brands like Oppo Mobiles, Nissan, Airtel and Flipkart featuring among top advertisers.
The build-up to this mega clash was underway long before the start of the tournament with Star Sports, which is the official broadcaster of the ICC World Twenty20 Cricket Championship, airing its famous ‘Mauka Mauka’ ad series.
Watch Mauka Mauka ad here:
According to reliable estimates, Star Sports will be earning revenue in the range of Rs 300-350 crore during the ICC World Twenty20 Cricket Championship 2016.
Saturday’s big clash between India and Pakistan witnessed a massive line up of sponsors which included names like Oppo Mobiles, Airtel, Flipkart, Cricbuzz, MRF Tyres, Raymonds, Pepsi, Revital H, Cadbury’s, Apple iPhone, Amazon, Vimal Pan Masala, Seagram’s Royal Stag, Hotstar, Nissan, Emirates, Nike, Ambuja Cements, Delhi Daredevils, Nerolac Paints, MoneyGram, Llyod Air Conditioners, Kurkure, Google App, Karbonn Mobiles, LIC, Hyundai, Gaana.com, Vodafone 4G, Panasonic Mobiles, Heron Fin Corp, Paytm, Luminous Fans, Kent Water Purifiers, Flite Footwear, Tata T1 Truck Racing, 7Up Nimbooz, Imperial Blue, Datsun and Hindware.
You can watch the ads here:
Sponsor categories, placements & airtime:
Among the 41 advertisers that featured their brands during the Indo-Pak clash; Oppo Mobiles, Nissan, Airtel and Flipkart were the presenting sponsors and have reportedly paid a staggering Rs 25 crore each for 125 second airtime per match for the ICC Twenty20 Cricket Championship 2016. These brands were amongst the most featured during the India-Pak clash.
While brands like Raymonds, Cricbuzz, Vimal Pan Masala, Llyod Air Conditioners, MRF Tyres, Dairy Milk, Kurkure and Revital H, which have paid between Rs 15 to Rs 20 crore as associate sponsors, managed to get a fair share of the airtime during the match.
As far as the ad placements were concerned, brands like Oppo Mobiles, Hotstar, MRF, Nissan, and Emirates had a distinct on-ground presence, while Ambuja Cements featured during the match replays only. Flipkart and Airtel, though co-presenting sponsors, had only two variants each of their new TVC’s that featured at regular intervals, however their on-ground presence was limited to the awards ceremony alone.
Brands like Gaana.com, Heron Fin Corp, Kent Water Purifiers, Flite Footwear, Tata T1 Truck Racing, 7Up Nimbooz, Imperial Blue, Hyundai, Datsun and Hindware were among the least featured ads during the India-Pak match.
Ad narratives at play:
While Oppo Mobiles and Vimal Pan Masala ads build on the celebrity quotient featuring Hrithik Roshan, Sonam Kapoor and Ajay Devgan respectively in the ads, MRF’s new campaign played on the vast cricket fan base and connected it with the brand in a beautiful way.
Flipkart ads featuring veteran actor Amol Palekar underlined the brands’ strong points: trust and originality in its campaigns, while the Airtel ad with its two new versions spoke about the wide reach of its 4G network. On the other hand Cricbuzz and Imperial Blue ads played on the humour factor to attract viewers.
Overall the India-Pakistan clash, as expected turned out to be an ‘Ad Festival’ of sorts with over three dozen brands vying for the precious airtime during the high power clash.