‘Closer the game, higher the viewership: Atit Mehta, Byju’s

Atit Mehta, Marketing Head, Byju’s shares how the learning app has leveraged cricket to derive greater ROI

e4m by Christina Moniz
Updated: Sep 4, 2018 12:40 PM

When cricket is mentioned it’s no surprise that most brands rush to it to create an impact and recall value associated with the sport. Several brands have actually launched themselves on the back of cricket tournaments, and some have even seen a huge growth and recall with cricket-centric campaigns.

With Asia Cup around the corner (scheduled on September 15) there is a prospect of arch rivals India and Pakistan taking on one another on the pitch. We talk to Atit Mehta, Marketing Head, Byju’s, to get his perspective on marketing and advertising during cricket tournaments.

Read on to know his advice on how brands can get maximum ROI and guaranteed eyeballs from a cricketing association, and Byju’s latest cricket-based campaigns:

How impactful is cricket as a vehicle for brand building?

For the past couple of decades, cricket has played a critical role in brand building. There have been so many brands and so many examples where brands were actually launched on the back of cricket and today these have a strong equity among consumers.

Take us through some of your recent cricket-based campaigns. How have they worked out for Byju’s?

For Byju’s, we have participated in almost all the cricket series that have taken place in the last three years, whether they are bilateral series or multi-national series. Our first TV campaign was launched during a bilateral series, our current campaign was also rolled out during an ICC cricket tournament and hopefully we will be able to roll out some of our future campaigns on the back of cricket tournaments as well.

What can brands do to derive greater ROI from cricket campaigns?

If a brand believes that the potential ROI on spends during a cricket tournament will be good, then they should definitely associate with such intense, popular tournaments. Once the investment is done, they should just sit back and enjoy the game. However, I should add that the brand owner must pray and hope that India does well and that the games are a last-ball finish. The closer the game, higher the viewership will be!

How can brands leverage India-Pakistan rivalry to its maximum?

Historically, the India-Pakistan cricket matches have always had the entire national audience glued to their television screens. For a brand that is interested in reaching out to a mass audience, India-Pakistan games are the best opportunity.

Your favourite India – Pakistan moment?

There are two moments that come to mind.
1. During the 2003 ICC World Cup in South Africa, the sixes that Sachin Tendulkar and Virender Sehwag hit off Shoiab Akhtar were fantastic
2. The first T20 World Cup where India and Pakistan were faced with a bowl out was the other memorable encounter. India won that game 3-0

Do you think the standard of cricket has improved among Asian countries?

The standard of cricket among all the Asian teams has definitely improved significantly. While India, Pakistan and Sri Lanka remain the Asian power houses, Bangladesh are no longer the minnows of Asian cricket. They have grown over the last 6-7 years and cannot be taken for granted any more. Even Afghanistan is growing as a cricketing nation and the fact that they have qualified for the ICC World Cup 2019 is testament to that fact.

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