Jar IPL ad leaves netizens in awe, experts wonder why

Experts opine that the fintech app's TVC may be able to garner eyeballs but might fall short of delivering the brand’s message clearly

e4m by Kanchan Srivastava
Published: Mar 30, 2022 8:33 AM  | 4 min read
Jar IPL ad

The Indian Premier League (IPL) churns out a bouquet of appealing ad campaigns by brands sponsoring the event. The campaigns strike a chord with cricket enthusiasts and other consumers and initiate multi-fold conversations in society as well as on social media, serving the brand purpose to the fullest.

Fintech app Jar’s latest ad film released around IPL is getting rave reviews from social media users and ad experts. The ad film, which is a spoof of the 2007 film ‘Welcome’, has garnered more than 6.5 lakh views on YouTube alone within three days of its launch. Jar is the official partner of Royal Challengers Bengaluru.

The ad, conceptualized by Mumbai-based Spring Marketing Capital, shows Patekar in an avatar he played in the Bollywood film ‘Welcome’.

In the ad film, a girl is shown buying a phone when Nana Patekar steps in along with his gang and halts the purchase. Patekar urges her to save money and stop spending her salary on buying a phone set. He advises her to invest her money into gold via the Jar app.

Patekar’s goon-played by Mushtaq Khan-affirms his boss’ sound advice. Frightened with his goon avatar, the woman agrees to do so.

Here's the ad film:

While netizens seem to have approved of the ad, experts from the ad world disagree. They admit that the ad may be able to garner eyeballs but might fall short of delivering the brand’s message clearly to the audience.

Sandeep Goyal, MD of Rediffusion, called the Jar ad ‘terrible’. “Number of views on YouTube doesn’t mean that the ad is good. Views can be bought these days,” Goyal said.

Harish Bijoor, Brand Guru and Founder of Harish Bijoor Consults Inc., says, “I do believe this ad does not work. The creative works on the count of creating attention to the brand and building awareness to brand Jar. But that's it. It fails in deepening interest in the offer.  And certainly fails on the count of building desire to partake.”

“If the purpose was to grab attention and introduce a brand name, it works”, Bijoor added.

Lloyd Mathias, Business Strategist and Marketing expert calls the ad “bizarre” but lauds it for being able to drive home the point due to the same reason. The ad uses the cinematic persona of Nana Patekar in a cool, over-the-top manner to drive home the advantage of saving to a younger audience, Lloyd opines.

“If the job of good advertising is to get the consumer’s attention and convey the proposition – this ad works well on both counts.  It uses a well-known Bollywood personality in a cinematic way, has great production values and drives home the importance of savings,” Lloyd says.

He further adds, “It will certainly grab eyeballs for being so bizarre and also leaves the consumer smiling - which is never a bad thing.”

Soon after the ad was put up on social media, netizens expressed surprise to see Patekar featuring in a TVC after a long time. Many users found the ad funny, impactful and ‘Kadak’.

Some wondered why the ad-makers chose a Gangster, played by the actor, to promote savings, while some even remarked on Patekar’s alleged involvement in a sexual harassment case that became part of the popular #Metoo campaign a couple of years ago.

Ad leaves netizens amazed; Check tweets:

Founded by Nischay AG and Misbah Ashraf, Jar operates an app that allows users to invest in gold and get started within seconds.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Jio to stream IPL for free in 11 regional languages

The app is expected to sell inventory, not only on impressions but also as 10-second slots, the way it is sold on TV

By Naziya Alvi Rahman | Jan 10, 2023 8:21 AM   |   2 min read

IPL

In a move that is likely to be a game-changer for IPL this season, Sports18 is believed to have decided to air IPL free on the Jio app, taking its reach to over 500 million users. As part of its strategy to take TV head-on, the app is expected to sell its inventory, not only on impressions but also as 10-second slots, exactly like how it is sold on TV.

Sources in the industry claimed the pitch by Sports18 is concentrated around four points. Unlike Disney+ Hotstar, the matches will be available free on the Jio app and that too in 11 different languages, including Bhojpuri, Tamil and Bengali.

Coming to the pricing, Sports18 is believed to have marginally slashed its rates to attract diverse advertisers. “They are playing on reach and mass. They claim to reach 500+ million subscribers and no match is behind any paywall. They want to connect with newer advertisers who have always aspired to be associated with IPL but did not have the means. Also, the legacy brands will nevertheless continue their association,” said a senior media planner.

Echoing the views, another senior media expert said: “They may just start with a lower slab and later increase the rates depending upon the response they may get going forward. It’s always smart to play the mass game,” he added.

The digital player is also believed to be banking on the growth of connected TV. “Most people, particularly in the cities, have smart TVs and may prefer installing the Jio app over investing in a package. Hence, this will bring you IPL for free on your big screen as well," the expert noted.

Sports18, when contacted for comments, neither accepted nor denied the claims.

Early last year, Viacom18 (Sports18) bagged the IPL digital rights for the Indian subcontinent for a whopping sum of Rs 20,500 crore, which amounts to Rs 50 crore per match.

“They have a huge sum to recover and so they are looking at different possible ways to sell their game. Being the debutant in the domain they want to play safe yet aggressive,” said another senior industry player.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Women's IPL: Media rights auction on Jan 16

Broadcasters like Disney+ Star, Sony-ZEE and Viacom18 are reportedly in the fray for the rights

By exchange4media Staff | Jan 9, 2023 12:10 PM   |   2 min read

women's ipl

The media rights auction for the highly anticipated Women's IPL will be held on January 16, as opposed to January 12 as reported before.

The auction will see participation from big broadcasters such as Disney+ Star, Sony-ZEE and Viacom18who will reportedly submit their bids on the said date. The bidding will reportedly be a closed process with the best bidder bagging the rights.

"Any interested party wishing to submit a bid is required to purchase the ITT. However, only those satisfying the eligibility criteria set out in the ITT and subject to the other terms and conditions set out therein, shall be eligible to bid. It is clarified that merely purchasing this ITT does not entitle any person to bid. The BCCI reserves the right to cancel or amend the bidding process at any stage in any manner at its discretion," BCCI stated.

The country has been waiting with bated breath for the inaugural edition of the tournament to be held in March 2023. Given the popularity of women's cricket in India, the event is touted to be a big draw for all stakeholders involved, especially for broadcasters.'

e4m previously reported that the cricket board is expecting to earn Rs 8-10 crore per match and around Rs 160-200 crore from the 20 matches in the tournament, from media rights, sources closed to the development told e4m. BCCI is set to earn about Rs 107 crore per match in the men’s IPL from 2023 onwards. 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Brand Mumbai Indians valued at $83 million: Report

According to Brand Finance, Mumbai Indians has nearly doubled its brand value over the years with a 99% growth since 2009

By exchange4media Staff | Dec 28, 2022 1:09 PM   |   1 min read

MI

Mumbai Indians has been valued at $83 million by global brand valuation agency – Brand Finance. According to the report, Mumbai Indians has registered a 4% spike as compared to 2021. 

The five-time IPL Champion has a mix of marquee and global brands on board, including DHL, TeamViewer, Cadbury Dairy Milk along with Slice. According to Brand Finance, Mumbai Indians has nearly doubled its brand value over the years with a 99% growth since 2009. This reflects the trust and strong brand partner portfolio of the franchise with brands having a high pedigree, which is not restricted to geographies. Its associations have also evolved with like-minded partners with whom Mumbai Indians has stitched long-term partnerships, unlocking maximum value for both brands.

Currently, Mumbai Indians has over 32 million fans across its social media platforms.

Notably, Mumbai Indians also emerged as the only brand to have registered a growth in 2020, unfazed by market slowdown and apprehensions amongst sponsors globally regarding investment in sports due to the pandemic.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

IPL Auction Live: Broadcaster, streaming partner set to make big money

While Star Sports is reportedly seeking Rs 35-40 lakh for a co-presenting sponsor slot, JioCinema is said to have priced its inventory at Rs 20 lakh

By Sonam Saini & Kanchan Srivastava | Dec 22, 2022 8:28 AM   |   2 min read

IPL

The Indian Premier League has grown into a decacorn within 13 years of its launch with sponsors and advertisers playing a big role in this journey.

Such is the craze for this sports property that even the live telecast of the players’ auction, slated to be held in Kochi this Friday, is set to make huge money for the broadcasters. IPL’s official broadcaster, Star Sports, and digital streaming partner, JioCinema, are selling ad inventory at premium rates. They have even onboarded a few sponsors for the live telecast. The list of sponsors even has an international bank, sources privy to the development have told e4m.

“Star Sports is seeking Rs 35-40 lakh for co-presenting sponsor of the live telecast. While associate sponsorship is priced at Rs 19-20 lakh, a spot buy is costing around Rs 11-16 lakh,” sources claimed.

Officials further said, “The broadcaster is also offering different packages for the auction day, ranging between Rs 12-18 lakh.”

JioCinema is reportedly seeking Rs 20 lakh for sponsorship packages, another source informed.

Queries sent to Star Sports remained unanswered till the time of filing this story. 

IPL media partners had been reigning in as sponsors in the past auctions as well, but their rates were not in this range, experts said.

In a historic auction held early this year, Disney Star acquired the rights to broadcast men’s IPL in the Indian subcontinent for Rs 23,575 crore ($3.02 Bn) for 2023-27, and Viacom18 grabbed the digital rights for the league with a bid of Rs 20,500 Cr ($2.57 Bn).

With $12 million per match, IPL is only behind the NFL as the world's 2nd most lucrative sports league.

Action at Auction

The IPL 2023 auction shortlist has 405 cricketers, including 273 from India. A maximum of 87 slots are up for grabs, with 30 to be filled by overseas players, BCCI has said.

Rs 2 crore has been set as the highest reserve price. While 19 overseas players have chosen to be slotted in the highest bracket, 11 players are with a base price of Rs 1.5 crore. Manish Pandey and Mayank Agarwal are the two Indian players on the list of 20 cricketers with a base price of Rs 1 crore.

The auction is set to start at 14:30 IST. Fans can watch the live streaming on JioCinema and the live telecast on Star Sports.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

IPL a 'decacorn' after crossing $10 billion valuation in 2022: Report

The value of the IPL ecosystem has grown 75% in dollar terms since 2020, D and P Advisory's 'Beyond 22 Yards' report

By exchange4media Staff | Dec 21, 2022 8:40 AM   |   4 min read

IPL

D and P Advisory announced the launch of a valuation report on one of the largest sporting events in the world- the Indian Premier League (IPL) for 2022. The report titled “Beyond 22 Yards” highlights that the value of the IPL Ecosystem registered a 75% growth since 2020, and now stands at USD 10.9 billion. In 2020, the IPL was valued at USD 6.2 billion. This valuation makes IPL a Decacorn (a business with a value of more than USD 10.0 billion) within 15 years of inception. The IPL Ecosystem represents the value generated by the IPL as a business.

A landmark event this time was the auction of the IPL media rights for 2023 to 2027. For the first time, media rights were spread among different broadcasters, breaking the monopoly of one company. The league has sold media rights at USD 6.2 billion, registering a three-fold jump compared to the previous 5-year cycle in 2017. Additionally, the tournament in 2022 also registered a record-breaking combined viewership of 426 million on television and OTT platforms.

With two new teams (Gujarat Titans and Lucknow SuperGiants) getting bought last year at a combined staggering value of USD 1.6 billion, the average price tag of a team has seen a whopping 16-fold jump from its inception. These two factors were instrumental in boosting the valuation of IPL to become a Decacorn and the second-largest sporting league (on a per-match basis from broadcasting fees) globally.

To add to the momentum, the Board of Control for Cricket in India (BCCI) has announced the launch of the Women’s Indian Premier League with a base price for a franchise at INR 400 crores (USD 50 million). This price is higher than most other cricket leagues globally and will add immense value to the overall IPL Ecosystem.

However, on a broader scale, IPL is significantly behind in terms of ad rates, when compared with some of the other global sporting leagues. For example, a 10-second slot for an ad during IPL 2022 cost nearly USD 20,000; whereas, the ad rates for the same time slots at National Football League, English Premier League and Major League Baseball were over USD 1,00,000. Drawing this comparison, the report mentions how IPL has a lot more space to grow in the future provided broadcasters are able to monetise the content well.

On the launch, Santosh N, Managing Partner, D and P Advisory says, “Since its launch in 2008, IPL has reimagined the nation’s cricket competition. IPL 2022 witnessed some major milestones and captivating games throughout the season. The renewed media rights deal was a major contributor towards a substantial jump in value for a relatively young league like IPL. These observations are an assurance of the fact that the IPL will continue to revolutionise the game of cricket and will be etched in the hearts of millions of fans for years to come.”

The report goes on to say that the IPL team owners are looking to replicate the multi-club ownership model as part of their long-term strategy. For example- The Knight Riders Group owning the right to Trinbago Knight Riders in the Caribbean Premier League, and a franchisee of the UAE T20. It also has plans to build cricket stadiums in Los Angeles, USA, in partnership with the Major League cricket. Reliance Industries, the owners of Mumbai Indians, recently unveiled two new franchises in UAE’s International League T20 and Cricket South Africa T20 League.

Furthermore, with BCCI having forged and locked in new broadcasting deals for the next five years, the report foresees a more stable phase in terms of the value of the IPL Ecosystem. “The value appreciation may not be as fast as seen in the earlier years”, it states.

The report also states that digital rights being sold separately from TV rights would result in greater engagement on digital platforms. Further, the impending introduction of 5G services, greater penetration of the internet and increased smartphone usage will add to the rise in viewership.

The report concluded by stating that for these growth trajectories to maintain their momentum, all teams need to continue broadening their footprint, forming relationships, and generating revenue opportunities in different markets. Ultimately, apart from the love for cricket that viewers have, much of cricket’s future depends on ensuring quality; not just for the fans, but also to attract sponsors and broadcasters, the latter of which has become vital for the game’s financial health.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Women’s IPL: Better to sell media rights before franchise auction, says IPL Chairman

BCCI has not set any base price for the Women's IPL rights

By exchange4media Staff | Dec 20, 2022 10:17 AM   |   1 min read

Women's IPL

IPL Chairman Arun Dhumal has said that selling media rights for Women's IPL before conducting the auction for franchises will help prospective team buyers get a better perspective of the possible revenue, media networks have said.

The BCCI has not set any base price for the Women's IPL rights and is waiting for the markets to set the price, Dhumal was quoted as saying.

BCCI is expected to earn about Rs 107 crore per match in the men’s IPL from 2023 onwards.

Click here for our earlier report.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

BCCI invites tender for media rights to Women’s IPL 2023-2027

As per reports, the inaugural edition of Women's IPL is likely to be played from March 3 to 26

By exchange4media Staff | Dec 12, 2022 10:29 AM   |   1 min read

IPL

The Board of Control for Cricket in India has announced the release of 'Invitation to Tender for Media Rights to the Women’s Indian Premier League Seasons 2023-2027’.

The IPL Governing Council has invited bids to acquire the media eights for Women’s IPL through a tender process.

The Invitation to Tender (ITT) will be available for purchase till December 31, 2022, a communication by Jay Shah, Honorary Secretary, BCCI, says.

According to reports, the inaugural edition of women's IPL is likely to be played from March 3 to 26, 2023.

 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube