Many brands have tried to ride the Indian Premier League (IPL) wave. As T Gangadhar, MD, MEC India puts it, IPL is like the Super Bowl of India. Some of the largest advertisers customise their messaging for IPL and use the platform to release new campaigns. The likes of Vodafone have created benchmarks in the past, where different creatives were used so that viewers would enjoy the ads, as much as they looked forward to the matches.
MEC IPL TV Rating Prediction study shows that a few brands managed to get things right, and ensured that viewers even had a high going in recall for these brands. Top of the list in this are Nokia and Pepsi, which have managed to retain and grow the recall that viewers have for these brands.
Vodafone, which enjoyed the highest recall in earlier seasons, has seen a drop in its going in recall. Some of the other brands that are expected to see a drop on this count are Idea, LG, Aircel, Hero Honda and even title sponsor DLF, amongst others.
Coca-Cola is another brand that will see a high going in recall.