Brands battle it out for IPL win
With Vivo IPL around the corner, sponsors have gone all out to get maximum visibility for their brands. Here's a look at some ad campaigns that are already making rounds.
With the year’s most-awaited cricket tournament Vivo Indian Premier League all set to kick start in a few days, brands are making the most of the time with new launches and marketing campaigns.
According to media reports, official broadcaster Star India is believed to have sold more than 80 per cent of its advertising inventory. The tournament will begin on April 7.
Currently, around 80 brands have come on board. Vodafone, Amazon, Pepsi Co, Mondelez and Samsung, amongst others have also newly joined the IPL brandwagon. Vivo, Coca-Cola, and Reliance Jio are the co-presenting sponsors of the 11th edition of IPL, while there are nine associate sponsors-- Future Group, Polycab, Parle Products, AMFI, MakeMyTrip, Vimal Pan Masala, Asian Paints, Dream 11 and Haier. Paytm, Pidilite, Domino’s, Ceat Tyres, Parle Agro, Kent, USL, Pernod, Voltas and Nokia are some of the other advertisers.
Here’s a look at some campaigns already making rounds:
Title sponsor Chinese handset manufacturer Vivo flagged off its marketing campaign last month with a series of three new ad spot brand TVCs, featuring its new brand ambassador actor Aamir Khan. Made by Brand David, an Ogilvy Group company, the TVCs smartly play up the features of its flagship smartphone Vivo V9 in a simple storyline starring the actor and two pets. Last checked, the ads had garnered 5-7 million views on YouTube. The 53-year-old actor has replaced actor Ranveer Singh, who had been associated with the brand for the last two years.
Associate sponsor online travel portal MakeMyTrip introduced its ‘best price guarantee’ feature in a new TV campaign (on March 19) starring brand ambassadors actors Ranveer Singh and Alia Bhatt. It’s a 360-degree marketing campaign with TVCs running for nine weeks across genres like GECs, Hindi movies, Hindi and English news and regional channels. The campaign has been conceptualised by Publicis Capital.
The tyre maker recently came out with a new campaign for its model Milaze X3 tyres, (introduced last year) which the company claims lasts one lakh kilometres. The ad spot highlights this attribute, making (changing) tyres the last priority of any car owner. BCCI has extended its tie-up with the Mumbai-based tyre manufacturer for another five years. It will remain the strategic time-out partner of the upcoming tournament. The tie-up took place in 2015.
Fevicol, in its latest campaign by Ogilvy, highlights the salient features of its new product Fevicol Ezeespray, an innovative format of spray adhesive in a humorous manner. It shows how a model at the set of a deodorant ad is impressed by a woodworker who pastes a laminate on the wooden table using Fevicol Ezeespray with ease. The film concludes with a voiceover – Fevicol Ezeespray – ‘wohi majboot jod spray mein bhi.’ Launched on March 13, the campaign will air in the Hindi-speaking market for six weeks, including IPL season.
One of the oldest players who have associated with IPL from its inception renewed its ties. Before coming on board it tactfully brought back its much-loved ZooZoos in a new avatar to communicate its new digital transformation initiatives.
Meanwhile, other sponsors are also making the best use of the time. Reliance Jio last week extended its prime membership benefits by another year (till March 2019) for the existing Jio prime users. According to media reports, the telecom provider has closed in on sponsorship deals with all eight IPL franchisees in different categories. The brand logo will be present on the kits of all the teams.
On the other hand, Parle Agro changed the brand ambassador for its aerated fruit drink Appy Fizz from Priyanka Chopra to Salman Khan. With the move, the brand wants to make Appy Fizz a household name. Salman Khan will appear in the brand’s “Feel the fizz” summer advertising campaign this week, coinciding with the cricket extravaganza.
With IPL around the corner, more brands will surely come out with promotions and creatives across mediums and channels.
This year, Star India will recognise this creativity and innovation in its new awards called Star Re.Imagine Awards. It will take into account all advertising campaigns aired on Star Sports and Hotstar during the 11th season of IPL.
And so, from here on, the ad war is only about to get more exciting.
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