LemonTree Media has acquired the in-stadia advertising rights for the upper tier for five grounds in the upcoming mega cricket series between India and Pakistan. The five grounds are Bangalore, Visakhapatnam, Jamshedpur, Kanpur and Ahmedabad. One of the most cost-effective advertising options, more and more large advertisers and corporates are using the upper tier option at cricket venues.
Sharing the details with exchange4media, Rajat Chakravarty, General Manager, LemonTree Media, said, "The huge space available in the upper tiers and the visibility generated makes this an interesting option. One can literally brand an entire stand which, in addition to delivering viewership numbers, also makes the brand look larger than life and exclusive." He informed that with the finalisation of the itinerary, package deals for the series have been worked out.
Chakravarty further said that with international cricket in India being generally a high-scoring affair, "it means the ball travels to the boundary that many more times, leading to immense exposure. More camera angles and slow-motion replays just add to the visibility. By being on in-stadia, brands will get visibility on both the terrestrial and C&S channels, therefore saving on huge monies. In other words, a small percentage of an advertiser's outdoor budget will generate visibility across the country."
LemonTree Media had also got the in-stadia upper tier rights during the India-Australia cricket series in October 2004.
Chakravarty has recently joined LemonTree Media. He has spent 11 years in outdoor advertising, working with outdoor agencies like Primesite (a division of Mudra Communications), Speer Communication (a division of Ogilvy & Mather) and The Media Edge (Rediffusion) as Profit Centre Head.