Are advertisers looking to splurge in a sports-packed 2021?

Experts say advertisers are keen on picking up sporting properties. T20 World Cup, which is three months away, already has five big partners on board

e4m by Sonam Saini
Published: Jul 8, 2021 8:55 AM  | 5 min read

The ICC World Test Championship Final (WTC), played between India and New Zealand from June 18-June 22, 2021, was viewed by 99 million viewers, making it the most viewed test match since 2018. Such numbers are expected in a nation obsessed with cricket.

But when BARC India data showed that more than 25 million tuned in for the first 20 matches of Euro 2020, it was clear that viewers are hungry for sports content, whether it's cricket or otherwise, especially after missing out on major events last year due to Covid. 

Even though the second wave and lockdown period of two months (April-May) pushed the rest of the matches of the Indian Premier League (IPL) season 14 to September 2021, the sports genre has again picked up with back-to-back events from mid-June, including Euro 2020, India- Sri Lanka series, Tokyo Olympics 2020, The Wimbledon Championships, NBA Playoffs 2021, Copa America 2021, IPL and ICC World Cup T20. 

The second wave may have slowed down the business but experts feel that the market sentiments have started improving as the number of cases is declining and vaccination is picking up. However, most advertisers are still cautious about their budgets. 

Mansi Datta, Chief Client Officer and Head- North & South, Wavemaker India, said most advertisers have come out of the lockdown and are looking at the opening of markets. "But one must remember that for many companies, the key summer season got washed out due to the second wave of Covid and subsequent lockdown, and hence they are staring at lesser revenues for the year," she noted.

Datta added, "While they are keenly looking at the sports calendar, decisions are being made in terms of efficiency and how they can sync these properties to their sales calendar. The festive months see two key properties of IPL and the World Cup. Advertisers who like to steer clear of festive clutter are looking at pre-festive series of Olympics, Ind-SL, Ind-Eng, or other major sports."

She added, "All in all, whether pre-festive or post-festive, there is a keenness to pick up sporting properties as advertisers understand that viewers have been hungry for sports content, and these properties will see meteoric viewerships getting clocked in.” 

As per the TAM AdEx data, the ad volumes for the sports genre on TV medium were 25% less in Apr-May'21 compared to Apr-May'20. Interestingly, it was higher by 21% in Apr-May'21 compared to Jan-Mar'21.  If we look at the June'20 versus June'21 ad volume data on TV medium, it decreased by 6% in Jun'21. 

IPL saw massive traction for multiple reasons, according to Mimi Deb, SVP, Media Planning, Zenith. She said it was the most significant event of 2020, and viewers lapped it up as the nation was coming out of the veils of lockdown, and TV viewership gains were significant because viewers were mostly indoors and preferred viewing on large screens. 

Deb said, "In 2021, we saw a dip in IPL fever, about 9.5% dip in the cumulative reach. It fell from 116 million cumulative reach per match to 105 million reach per match. On the digital platform too, the dip was evident.  This cannot be attributed to a fall in the fan following of IPL but other factors like the pandemic and its mass impact across India during the second wave. But even though there has been a drop in IPL cumulative viewership, IPL ratings were at the top in the Hindi belt; hence we expect the game to gain viewers from the rest of the genres in IPL phase 2."

She added that sentiments are picking up all across. The industry expects an overall buoyancy in the market, with the world seeming to get back to normalcy. As per recent reports, Euro Cup 2020 saw a 3x growth vs. Euro Cup 2016. For India, this is a big jump despite it being much lesser than any cricket event's. 

Deb mentioned, "The obsession continues with cricket– IPL is pretty much sold out. The T20 tournament, which is more than months away, already has five big partners on board. We will have a full-up cricketing calendar starting with IPL, and advertisers are betting big as it all coincides with the festive months. The expectation will be to recover lost ground as much as possible."

As earlier reported by exchange4media, Sony Pictures Sports Network (SPSN) has signed over 15 advertisers for the India-Sri Lanka series, and Star Sports has roped in eight sponsors for Wimbledon. 

In an interview with exchange4media, Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, SPSN India, said he is hopeful that the overall sports pie will be much bigger than the last year.

"The response we got from advertisers for EURO has been excellent. As we charge a premium for these events, advertisers are thrilled to spend big money on these impact properties. And we don't see any problem whatsoever," he shared.

 Kaul added that the network hopes to earn Rs 200 crore revenue from Euro 2020. They have also lined up the India-Srilanka series (starting from July 13) and the Olympics (July 23). 

As per the TAM data, over 145 advertisers advertised on TV during April-May'21 compared to over 45 advertisers in April-May'20. Over 140 advertisers were on TV during the Jan-March'21 period.   

Karan Taurani, Senior VP, Elara Capital said, "Globally and for India, sports is going to big this year in terms of ad spends and viewership because the events that were cancelled last year are scheduled in 2021. There are different sets of advertisers for different sports. Its' not going to cannibalize the share of other genres. Even if it does, its impact will be minute."

He further added that sports are the only source of entertainment for viewers now as outdoor events have been called off and people are confined to their homes. "We can expect a significant surge in viewership this year as well as next year, over 30% growth is expected as compared to CY19. In terms of revenue, it is likely to grow 20-25%.

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PepsiCo India expands Sizzlin' Hot platform with new TVC

The TVC portrays reactions that unfold when people snack on to the Sizzlin' Hot range

By e4m Staff | Sep 26, 2023 2:38 PM   |   2 min read


PepsiCo India has introduced a new TVC to celebrate the expansion of its Sizzlin' Hot platform. This fiery TVC features the complete Sizzlin’ Hot range, including Lay's, Kurkure, and Doritos, while highlighting the irresistible heat-packed experience each product offers.

The TVC portrays a spectrum of reactions that unfold when people snack onto the irresistible Sizzlin' Hot range. Set against a backdrop of diverse scenes, including cozy living rooms, bustling offices, and vibrant public spaces, each moment captures their unfiltered, spontaneous responses to the fiery spiciness. From frantically searching for something cool to shedding tears and energetically sprinting in search of relief, this engaging sequence of genuine and humorous reactions serves as a mirror, reflecting the surprise that awaits anyone who takes their first bite of Sizzlin' Hot.

Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, Anshul Khanna, Vice President and Foods Category Head of India and South Asia, PepsiCo said, "Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we're thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions."

“The Sizzlin’ Hot flavour is available in 3 formats – Kurkure, Lays and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another”, added Vikram Pandey (Spiky), National Creative Director, Leo Burnett India.

The TVC will be supported by a 360-degree surround campaign.

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SRK & Rashmika Mandanna add flavours to Prabhuji Sweets and Namkeens campaign

The campaign consists of five films

By e4m Staff | Sep 26, 2023 2:29 PM   |   1 min read


Prabhuji Sweets and Namkeens has unveiled a collaboration with Shah Rukh Khan and Rashmika Mandanna.

The five-film campaign explores the rich legacy of Bhujia.

Speaking about this collaboration, Manish Agarwal, Managing Director of Prabhuji Sweets and Namkeens, expressed his enthusiasm, saying, "We are thrilled to have partnered with two of the most iconic figures in the Indian film industry, Shah Rukh Khan and Rashmika Mandanna. This collaboration not only showcases our commitment to providing authentic Indian flavours to the world but also celebrates our rich heritage and the love our customers have shown us over the years. We believe these films will resonate with people across the globe and inspire them to savour the taste of India."

Elaborating on the creative journey, Smriti Sharma Bhaskar, Chief Creative Officer at Collective Creative Labs, remarked, "This campaign transcends the mere promotion of products; it is an endeavor to evoke emotions, stir nostalgia, and forge a lasting connection between Prabhuji and our audience. It pays homage to India's rich heritage and flavors, pays tribute to those daily moments when we relish these delicacies, and celebrates the harmonious coexistence of tradition and modernity. The presence of Shah Rukh and Rashmika has added an extraordinary charm to this endeavor."

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Kellogg’s launches chocolate muesli with new TVC

The campaign has been conceptualised by Ogilvy

By e4m Staff | Sep 26, 2023 10:42 AM   |   2 min read


Kellogg’s has announced the launch of Kellogg’s Chocolate Muesli with the tagline, Mmmmuesli.

The brand has rolled out an extensive multi-media communication campaign, conceptualised by Ogilvy, for the launch.

The 360-degree campaign for Kellogg’s Chocolate Muesli, infused with rich indulgent chocolate, is being launched across various media channels, including TV, outdoor, digital platforms like YouTube and other social media channels.

The campaign includes a TVC featuring a delightful breakfast moment between a father and his teenage daughter as they enjoy the Kellogg’s Chocolate Muesli. Conceptualized by Ogilvy, the video ad reflects the exact response from the creative team when they initially tasted the product: “Mmmmmmmm….”

Sharing insights about the newly launched product, Vinay Subramanyam, Senior Director of Marketing, Kellogg South Asia, said, "We understand that taste plays a pivotal role in our daily food choices. Kellogg’s Chocolate Muesli is by leaps and bounds the tastiest Muesli one can have. One can spend a lot of time describing why this blend of multigrain, fruits, nuts and seeds and chocolate is so delectable. It is beautifully baked, is astonishingly crunchy and tastes great as a breakfast and equally awesome when you have it with dessert. However, true pleasure is felt and not described, and therefore we all unanimously agreed that the proposition should be the simple expression of Mmmmuesli.”

Rohit Devgun, Executive Creative Director, Ogilvy India spoke about the inspiration behind the idea, “Chocolate in a breakfast bowl isn’t normal. So why would someone eating it express the same normally? That is what we captured with our new campaign. That this rich, chocolatey deliciousness doesn’t make your taste buds just go mmmmmm, it makes them go mmmmmuesli. An idea that travels across mediums with a unique sensorial expression for a unique breakfast product.”

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Poonawalla Fincorp film is a quirky take on how people take loans

Poonawalla Fincorp film is a quirky take on how people take loans The ‘Log toh Sawaal Karenge Hi’ campaign has two short films

By e4m Staff | Sep 25, 2023 3:25 PM   |   2 min read


Poonawalla Fincorp Limited, a Cyrus Poonawalla group promoted non-banking finance company, launched the digital campaign ‘Log toh Sawaal Karenge Hi’. With this new campaign, Poonawalla Fincorp throws light on how people end up taking loans at high interest and pay higher EMIs despite having good credit behaviour and high credit scores. This campaign is targeted at borrowers with high credit scores to explore hassle-free loan offers of Poonawalla Fincorp with affordable interest rates, other benefits and to consider transferring their high interest loans to Poonawalla Fincorp.

This campaign has two short humourous and witty films, creating awareness about Poonawalla Fincorp’s capabilities of providing instant & hassle-free loans at low interest rates to people with high credit score through its website, mobile application, or call centre platforms.

Abhay Bhutada, Managing Director, Poonawalla Fincorp, said, “The tendency of high demand for consumer loans during the festive season gets fuelled due to multiple reasons such as home renovations, vacations, weddings, or purchase of consumer durables, etc.

We have observed that during festive season, people end up taking high interest loans without doing proper due diligence despite having a good credit history and high credit score which creates unnecessary burden of paying high EMIs. The purpose of this campaign is to create awareness about how to choose the right loan service provider like Poonawalla Fincorp which can help a borrower to explore best loan offers at attractive interest rates with no hidden charges. We at Poonawalla Fincorp always believe in offering best-in-class customer-centric products and solutions to enable dreams and fulfil the financial needs of our customers. This campaign highlights our value proposition of being the most transparent and end-to-end digital lending NBFC, committed to offer instant hassle-free loans to customers with high credit score.”


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Reliance Foundation says #LehraDoTeamIndia at Asian Games

The campaign PV Sindhu, Abhinav Bindra, PR Sreejesh and Sushila Chanu

By e4m Staff | Sep 25, 2023 1:07 PM   |   2 min read


Reliance Foundation has launched the #LehraDoTeamIndia campaign to celebrate the Indian athletes and encourage the fans to get behind them with the iconic 'Lehra Do' cry as they aim to seek glory for the nation and make the tricolour fly high in Hangzhou, China.

The campaign features some of India’s most decorated and celebrated athletes as well as athletes who will be appearing at the Asian Games for the first time and have immense promise. Among the stars to feature in the campaign are two-time Olympic medalist PV Sindhu as well as hockey legends PR Sreejesh and Sushila Chanu. It also features veterans Achanta Sharath Kamal (Table Tennis) and Virdhawal Khade (Aquatics), who have represented India at multiple Asian Games. Avinash Sable (Steeplechase) will be looking to add an Asian Games medal to his Commonwealth Games medal from last year, while Tejaswin Shankar (Decathlon) will look to add a decathlon medal to his bronze in high jump from the Commonwealth Games last year.

The campaign also has an eye on the future by including Shaili Singh (Long Jump), Anupama Upadhyaya (Badminton), Simranjeet Kaur (Archery), Mayuri Lute (Cycling) and Yash Tushir (Wrestling), who will all be making their first appearance at the Asian Games but are already among the brightest talents in the country. Abhinav Bindra, the 1st Indian to win an individual Gold at the Olympics, also headlines the campaign.

The campaign has been brought to life by Ogilvy India.

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Infectious Advertising creates launch campaign for Anmol FruitBix

The campaign highlights the product innovation of tutti-frutti

By e4m Staff | Sep 25, 2023 1:02 PM   |   2 min read


Infectious Advertising has created and conceptualised the latest campaign for Anmol FruitBix, 'Tutti Frutti ki Baarish'.

Infectious Advertising created the launch campaign for FruitBix, highlighting the product innovation of tutti-frutti. ‘Tutti-Frutti ki Baarish’ captures the joyous mood one feels when one eats the biscuit.

Creative Chairman Ramanuj Shastry and ECD Ashish Naik, speaking about the ad said, “We used the ‘rain of tutti-frutti’ as a metaphor of abundance to create a magical world. We all know how much kids love tutti-frutti and were looking for the most magical and appealing idea when we hit upon the ‘rain’ idea. We had to travel all the way to Jaipur just to get clear skies and to shoot outdoors. It took incredible amounts of post-production to get the right effect, but the final film turned out just fab. Kudos to Vinod P. Vijay, the director, and his team for a great film. Hope it works like gangbusters for the Client.”

Aman Choudhary, Executive Director Marketing & Innovation, Anmol Industries Ltd., says, “The one big draw in the confectionary business is novelty and that is something that we worked really hard on with our internal R&D team. The task from the agency was to exaggerate this feat, which is a first in the category, especially when it comes to biscuits. The intent is to make our audiences fall in love with a familiar taste, all over again.”

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Hamdard Laboratories appoints mSix&Partners as integrated media agency

The agency will handle multi-channel media duties

By e4m Staff | Sep 25, 2023 12:58 PM   |   1 min read


mSix&Partners has won integrated media and social duties for Hamdard Laboratories.

The agency won the account following a competitive multi-agency pitch and will be handling all aspects of media, including TV, print, radio, digital, out-of-home and cinema.

The mandate will cover the medicine portfolio which includes brands like Safi, Cinkara, Roghan Badam, Shirin, Joshina, and more.

Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division) said, “We found mSix&Partners’ strategic approach quite wholesome. We believe that together, we can achieve our goals.”

Subhamay Mukhopadhyay, Managing Partner, mSix&Partners India, said, "We're thrilled over our alliance with Hamdard Laboratories (Medicine Division) and our shared goal of boosting business success through our diverse teams at mSix&Partners. This partnership allows us to offer complete brand solutions, enhancing customer experiences. With Hamdard's rich heritage and commitment to innovation, we aim to elevate their reputation and contribute to a healthier, thriving community."

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