The third season of the Indian Premier League (IPL3) has been witnessing various marketing activities around it. Joining this bandwagon were Hindustan Times and Mid-Day, which brought out no less than eight full page ads on their front page, denoting the eight IPL teams for their editions on March 12, 2010, the day the tournament kicked off.
Along with the print campaign, HT also planned a unique SMS activity that the paper claimed saw an unprecedented level of participation from readers. This entire activity was conceptualised by Maxus, while Ogilvy India is the creative agency for the print campaign.
Commenting on the HT campaign, Ajit Varghese, MD, Maxus India, claimed, “It is for the first time in the history of the print industry that eight different ads denoting the eight IPL teams have been printed in the same edition of Hindustan Times – a never done before feat by any advertiser or publisher in the world.”
For the SMS activity, HT had asked its readers on March 11 to send an SMS and vote for their favourite IPL team. Depending on the team selected by the reader, a copy of HT featuring the reader’s favourite IPL team on the front page was delivered to them the next day.
It was claimed that within the first hour of the SMS activity, nearly 10 per cent of the readers had responded with their favourite team names. However, the key challenge was to get the customised copies delivered to the respondents simultaneously across all the editions of Hindustan Times.
Varghese said, “This entire activity was in partnership between the agency and HT to make its readers take sides of their favourite teams and prepare them to take the ‘hot seat’ to support their teams on the first day of IPL3. Happy readers who got their favourite teams on the newspapers made the effort of the nightmarish logistics worthwhile.”