Brand play on IPL: The story of advertising, branding & integration
exchange4media analyses how each brand has captured eyeballs this IPL through massive, nuanced and integrated on-ground and on-air advertising campaigns
Various brands are investing money in IPL through various platforms, according to their objectives in the most integrated and nuanced ways. Although the tournament has just started and is still in the first phase in UAE; brands and sponsor have extended their support. While some brands are investing only on TVCs, some are investing on-ground, and some online and in few cases brands are leveraging all the platforms available.
The organizers and the broadcaster too like every year have various categories of awards, special shots, side-ins, pop-ups, and segmented awards to fit in as many brands as possible. Anchors, presenters and commentators this year are also heard integrating as many brand names as possible.
On ground and on-air
This is the category of brands which have invested on both the mediums: on-ground and on-air.
Vodafone has come up with another set of TVCs this week after the two Zoozoo commercials which were aired last week. Sources indicate that the company which has invested almost Rs 55 crore on air in the tournament has planned big campaigns at an extensive level when the tournament comes back to India. In addition to the on-air advertisements which occupy close to 200 seconds per match, Vodafone also has on-ground activations wherein “Vodafone SuperFan” is given the match ball signed by the winning captain.
Nokia India which is the title sponsor for KKR has also come up with a TVC featuring actor Shahrukh Khan. Therefore apart from investing on-ground it is also buying ad spots. Like Nokia, Quikr has also bought ad spots apart from investing inDelhi Daredevils as the principle sponsor.
Yes Bank so far has not bought any ad spots on-air, but is premiered among the logos of the presentation screen as among the on-ground sponsor. It is also the sponsor of the “fours” hit during the match; being screened in the extra innings section after the match.
Pepsi, which is the title sponsor for the tournament, is visible at every corner of the stadium. The match timer also has a Pepsi logo along with a Pepsi VIP stand on ground. Every match starts with the countdown timer displaying the tagline of Pepsi India “Oh Yes Abhi!” in the last three seconds.
Starsports.com, which is premiering IPL matches online this year, has instituted a “Kanna Keep Calm Award” which is given to the player who exercises a stable temperament during the match. Apart from this Starsports.com logos can be seen on ground in every match. McDowell’s No. 1 is another on ground sponsor.
There is also a “Yes Bank Maximum Award” given to the player who has hit maximum sixes in the match. The objective of advertising “7% interest on savings account” is used as a tagline by the presenters on ground as well.
The other segment in on-ground is the sponsors of the teams. Prime among them are: Nokia, WH Smith, UltraTech Cement, Aircel, India Cements, Tata Motors, Idea, Quikr, Videocon D2H, Emirates, and Huawei. These are all the title sponsors of the teams. WH smith logos can also be seen at side-stands during every Sunrisers Hyderabad match. Among these Quikr, Idea and Nokia have bought ad spots on air as well.
BlackBerry has tied up with Mumbai Indians on-ground and is also partnering with the team online to promote its BBM channel.
On air only
This is the category of the brands which have invested in associating with Set Max, the official broadcaster of the tournament and also in buying ad spots. In addition to the eight sponsors: Vodafone, Karbonn, Amazon, Havells, TVS, Marico, Cadbury, Perfetti, some of the other major brands which have bought only ad spots and have managed to display their presence substantially till now are: Flipkart, Orient, Airtel, Kent RO, Big Bazaar and Amul.
Mobile brand Karbonn which is also among the principle sponsors on- air, and has invested Rs 45 crore ( for 150 seconds/match) has come up with one TVC so far. Amazon has come with a TVC through which it displays the range of products online. Flipkart has extensively bought ad spots in the major matches so far.
Toshiba TV is the sponsor for the “sixes” being screened in the extra innings section of Set Max after every innings of a team. The tagline of the brand is also orated by the anchors. The same goes for internet messenger WeChat which sponsors wickets screening during the extra innings section.
Havells, which has invested between Rs 25-35 crore on-air, has come up with multiple TVCs during the matches. Apart from this with its tagline “Hawa Badlegi” , it demonstrates the turning point in the match during the extra innings section.
Orient fans which is also associate sponsor for a team has bought ad-spots this year. Side-kicks and marquee ads are also visible during the matches.
All these permutation and combinations are likely to get extensive as the tournament progresses.
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