The IPL has turned out to be a prime event for advertisers and brands but opinion is divided upon the impact of the tournament on OOH spends.
When we had spoken to OOH agencies and media owners last year, the prevalent opinion was that OOH spends would take a dent due to the IPL. This was further compounded with the venue of the event shifting to Sharjah for nearly one third of the tournament.
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Even this year, there is a lack of clarity on whether the IPL has provided a boost to OOH spending. Some, for example, Haresh Nayak, Regional Director of Posterscope Asia Pacific. & MD of the Posterscope Group India said that OOH spends by brands during the IPL season usually grew 15-20 per cent each year; a percentage increase that he expected to see this year too. When we had spoken to him a few weeks back, he told us that brands like Nike, Kingfisher (United Breweries), Adidas, etc. were already on board with more expected as the tournament progresses.
Another executive at a Delhi-based OOH agency, however, claimed that this year, the spends have been “more or less the same as last year”. Kaushik Chakravorty, Co-founder and Director at Street Talk told us, “I don’t know whether spends have increased but I have seen a new category of advertisers emerge this year over the previous year. These include internet companies like Housing.com, etc.”
From the brand side, spends are also being driven by the organizers themselves. For example, Vaishali Sharma, Marketing & Communications Head at Sony Max told us that the channel had launched a 15 day outdoor campaign across 5 metros, namely, Mumbai, Delhi, Hyderabad, Kolkatta and Chennai. This included a countdown ticker prior to the tournament in Mumbai’s Juhu Chowpatty followed by a fireworks display, digital hoardings, etc. “The idea was to showcase the scale of the tournament and to bring the idea of “India ka Tyohaar” to the masses,” she said. The entire campaign was handled by Milestone Brandcom. She would not divulge the budget details but we have heard from an industry source that it could be around Rs 1.5 crore. She, however, said that a further 15 day campaign would be considered later on in the tournament.
BCCI, too, is carrying out a multi-crore campaign to promote the IPL in Tier 2 cities. An industry insider said that the campaign would cover at least 10 cities and would include screening of the matches for fans. The source said that the total cost of the campaign could be approximately Rs 10 crore.