ï»ż

Top Story

Home >> IPL >> Article

Only placing logos on IPL jerseys may not do well for brands: National Director, Wavemaker India

23-April-2018
Font Size   16
Only placing logos on IPL jerseys may not do well for brands: National Director, Wavemaker India

Vivo IPL 2018 is making rating history, registering 371 million viewers across television and digital platform Hotstar in its opening week. Star India is offering cricket fans a multilingual viewing experience by streaming the matches in six Indian languages across 10 TV channels.

Over the years, advertisers have realised the power of Indian Premier League (IPL) as a marketing platform. On-the-ground sponsorships have further ramped up their association with the league. And to top it all, cricket fans are now demanding a more engaging and immersive experience.

Jigar Rambhia, National Director–Sports and Entertainment Sponsorships, Wavemaker India, has been associated with IPL since its inception. He has been instrumental in creating many important sports partnerships for brands such as PayTM, Janalakshmi Financial Services, Bajaj Allianz and Vodafone. A sport fanatic, Rambhia believes in providing effective marketing solutions to brands through his passion and knowledge of the domain. In a quick chat with exchange4media, he shares his views on the growing indisputable popularity of IPL among the sponsors and cricket aficionados.

As a media planner, what are your expectations from this IPL season?

I have always believed that IPL is one property that has delivered year on year. You would not find a single property that has delivered as consistently as IPL. The IPL ratings for each passing year are proof enough for its success. I think from an advertiser’s point of view, IPL is one of the best performing properties on television today. Also, over the years, we have seen many cricketers earning their name through IPL and eventually going on to play in the national team. IPL is a business proposition that is a win-win for everyone.

The IPL ratings are out. As a sports marketing expert, how do you view it? Do you think it will pick up more in the coming weeks?

From a sports marketing point of view, no league delivers as much as IPL. The ratings have increased year on year, and so is the case with this year. From a league perspective, it’s a very good sign. It is a consistent property. It does have its ups and downs, which is true for any property. But on an overall level, it will maintain a considerable rating.

What does the data reflect in terms of growth this season as compared to previous years?

There has been growth every year and the rating has maintained itself. Compared to last year, the inaugural match this year has seen a more positive response. Similarly, other matches also saw a more positive response than previous matches. As per the trend, the third or the fourth week of IPL experiences a slight dip. But that is true for any property. A good thing that has happened this year is that individual markets from most of the metro cities have shown an increase in the ratings. The metro cities are doing very well.

During IPL, everybody wants to attract eyeballs. With the jerseys and the cricket gear being covered with logos of sponsors, has IPL become cluttered? How do sponsors work on the valuation?

Surprisingly, from the first year to the 11th year, there has been no change in the number of sponsors for team jerseys. I think the reason why one may find the jerseys cluttered is that brands now have more colourful logos. Also, some teams have an inclination towards gold bling for their jerseys.

India is obsessed with Bollywood and cricket, and IPL is one of the various means that brands use to associate with their consumers.

While it may look cluttered, it all depends on how the brand uses this association. A few years ago, a financial services brand was the lead sponsor for a team. The brand, which is generally dormant at the time of April-May, recorded its best performance after the financial closing that year. This story has worked as a great source of motivation for consumers and the sales team.

We always guide our clients that just placing a logo on the jersey may not really do well for their brand. It all depends on how smartly they use the association.

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Your weekly news roundup, a summary of some of the stories to keep an eye on

He joined the company in 2016 as Head of India and South Asia at Discovery Network

From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands