Vodafone has unveiled its advertising campaign for Vivo IPL 2016, of which, it is the official sponsor and official partner (on air). This will be the 9th year that the telecom company will be associated with the IPL and Sandeep Kataria, Director Consumer Commercial of Vodafone India, has already announced that this year will be the "strongest" association with the property for Vodafone.
Calling the budget for IPL a significant part of the annual marketing spends, Kataria said that the IPL marketing budget would be around 30-35 per cent of the annual budget.
Vodafone has already launched two TVCs, which are currently airing and there are 2 more which will be airing in the coming days. Overall, the company has booked about 600 ad spots (30 seconders) for the 8 week period of the IPL. Though Vodafone would not reveal the budget allocated for TV, the rate for a 10 second ad spot on Set Max is around 6-7 lakh/10 seconds. Also, the ad campaign is not limited to just Set Max, but will also play on other channels.
"IPL is the most exciting sporting event in the country. Vodafone Supernet will form the background of our work during IPL and going forward," said Kataria.
Apart from TVCs promoting Vodafone Supernet, for the first time, Vodafone has created TV ads for its #SuperFan property, which will go on air soon. #SuperFan will also be promoted via Aston bands, radio and push SMSs.
The company has also created an anthem called "Hakke Bakke", in association with actress and choreographer Lauren Gottlieb. The anthem will be promoted across all mediums include video ads on Hotstar, YouTube, etc. featuring the actress. This will also be promoted through post-match shows and radio ads, which will ask fans to create their own mash-up videos of the SuperCheer anthem.
TV and digital take the biggest piece of the marketing budget for Vodafone with Kataria informing us that digital would constitute nearly 25 per cent of the budget. Vodafone will also be advertising on Hotstar though that stage of the campaign has not started yet.
Speaking about the absence of Zoozoos and the Vodafone pug from the IPL ads, Kataria said, "They are a critical part (for us) but not on TV. We use them for specific purposes. We have used the pug, we are using other things. We will use Zoozoos on TV but not for IPL. The whole idea about the IPL campaign is to show consumer benefits."
He also waved aside concerns about brand image on being associated with the IPL, a concern that saw Pepsi opt out of its association with the IPL. "For us, it has been a very good investment over the years. We value the partnership and look forward to continue it," he said.