Big Bazaar is the latest to come on board as associate sponsor with Set Max for the ongoing Indian Premier League. With this, the total number of associate sponsors with the official broadcaster of IPL goes up to seven. The retail chain from the Future Group joins the tournament after 10 matches. Was this a strategic move?
Sandip Tarkas, President (Customer Strategy) and CEO (Future Media and T24), Future Group denies any strategic involvement. “There was no planned strategy in entering late during the tournament. Our campaign panned out at this stage and IPL gives you both reach and frequency to communicate the same. We have bought close to 120 seconds per match,” he said.
Although Tarkas refrained from mentioning any financial details of the deal, senior industry sources involved with financial dealings reveal that the Group has invested close to Rs 20 crore to get the associate sponsorship for 50 matches.
Other brands in this category (associate sponsorship) have invested between Rs 25 crore and Rs 30 crore for 60 matches. Amazon, Perfetti, Cadbury, TVS, Havells and Marico are the other major brands who are associate sponsors for IPL7. The title sponsors are Vodafone and Karbonn Mobile.
Big Bazaar TVCs can be seen during the tournament and the brand offerings (range of products with prices) are also visible during zoom-in spaces created by the broadcaster at regular intervals during the matches. Big Bazaar has also invested in advertising during the ongoing Lok Sabha elections as well through a bouquet of channels, however, Tarkas mentioned that the spends by the brand on IPL are higher than on the elections.
Many advertisers, especially in the BFSI, e-commerce, auto and FMCG sectors, are also looking to buy on spot inventories as the tournament progresses. Marketers believe that there will be a spike in the popularity of the tournament as it progresses. Some marketers that exchange4media spoke to have mentioned in the affirmative that they will be buying ad spots during the slog matches, depending on the feasibility available then.