IPL 2017: Last leg of the game, brands get aggressive with advertising

Brands are getting aggressive with their social media campaigns as IPL season 10 comes to a close. JIO, Vodafone, Gionee campaigns rule digital

e4m by Anurag Singh
Updated: May 16, 2017 7:57 AM
IPL 2017: Last leg of the game, brands get aggressive with advertising

As IPL enters its last leg, it’s not just the players but even brands that are batting hard. As players sweat it out on the fields to qualify for the next round, brands are fighting for space online. Big brands are aggressively launching multiple campaigns to grab the attention of IPL followers.

Vodafone’s #MakeMostofNow, ViVo’s #PerfectSelfie , Gionee’s #Selfiestan , Jio’s #JioDhanDhanaDhan and Amazon’s #ChonkpurCheetahs have been the top 5 most viewed ads on YouTube.

Gionee’s campaign #Selfiestan ranks the first with almost 82.5 lakh views on YouTube and Vodafone’s campaign ranks the second with almost 70 lakh views. They are followed by Vivo’s #PerfectSelfie with 55.2 lakh views. Jio and Amazon campaigns are fourth and fifth on the list.

According to a media monitoring and intelligence firm, Meltwater, the total Share of Voice (SOV) on YouTube based on the total number of videos uploaded regularly, JIO tops the chart with a value of 308. On the second position is Vodafone with a value of 152. This reflects the aggressive approach taken by JIO and Vodafone through videos on the biggest digital video platform. 

On Social Media (including Facebook and Twitter), Gionee has the maximum Share of Voice with a value of 55.6k which is way ahead than Vivo’s and JIO’s SOV of 16.58k and 12.23k, respectively. Vodafone and Amazon are fourth and fifth on the chart.

The number of followers of the brands on social media is given in the table below:

FOLLOWERS Twitter YouTube Facebook
ViVO 120k 117k 5.6m
JIO 230k 63k 2m
Vodafone 605k 143k 1.4m
Gionee 108k 65k 2.2m
Amazon 663k 144k 6m

Reliance JIO has been advertising heavily on all platforms with #JioDhanDhanaDhan campaign featuring multiple teams of the Indian Premier League. Gionee launched the campaign #Selfiestan with Alia Bhatt, vividly displaying a world of selfies with a peppy song.

Vodafone began the IPL season with the Super Cheer ZooZoo campaigns celebrating 10 years of IPL. It has now launched ads under #MakeMostOfNow with an old couple on their honeymoon to Goa. They are seen getting tattoos and recording their para-sailing on Facebook Live.

Vivo, the title sponsor of IPL-10, has launched new edition of the phone V5s with #PerfectSelfie campaigns advertising its “Camera & Music” USP with its Moonlight Selfie Camera. They are targeting the youth with the tagline, “This is not a selfie this is Myself”. Amazon launched its fictional T20 team, Chonkpur Cheetahs, in its IPL campaign a month ago.

IPL fans are in for a treat with players and brands becoming more aggressive as the season nears the end. The quality of matches, brand advertisements and new products are going to get a notch higher vying for ardent IPL followers.

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