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In the diverse IPL b(r)andwagon, FMCG & consumer durable brands rule

05-April-2018
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In the diverse IPL b(r)andwagon, FMCG & consumer durable brands rule

The Vivo Indian Premier League has so far attracted over 85 brands across 13 categories. These categories range from consumer durables, telecom, online services and automotive brands to sports gaming platform, food delivery services, digital wallets and paints.

As many as 13 FMCG brands have come on board-- Coca-Cola, Pepsi Co, Parle Products, Parle Agro, Colgate, Amul, Mondelez, Nivea, Vanesa Herbal, Bisleri, ITC, Reckitt and HUL. This is followed by consumer durables, where 11 brands have associated themselves with IPL. With the association of so many brands, Star India’s exorbitant rates only seem justified because of the unprecedented access it gives to brands.

Also, IPL will be simulcast on Hotstar and aired across six languages (at the same time). To put a number to it, Star India is aiming to reach out to 700 million fans across TV and digital. This opens up ample opportunities for brands.

N Chandramouli, CEO, TRA, points out that there is a mix of both types of brands; those who directly want to connect to the viewers of IPL and those who want to do it indirectly. “For instance, brands which are not selling directly to the consumers like Polycab is also there. They want to build a brand for themselves in such arenas,” Chandramouli said.

This is not a surprising trend with IPL as it is a 10-year-old property. Being positioned as an entertainment cricket property has helped IPL earn a sizeable female audience, which has eventually brought it a wide array of FMCG players. Every year, different categories keep coming in.



But Ashish Bhasin, Chairman & CEO of South Asia Dentsu Aegis Network, thinks it has nothing to do with categories. “It’s more about for whom it is necessary to immediately gain national prominence. More and more people are getting associated with IPL over the years not just through television spots but also through team sponsorships. This year, a large number of national players and financial instruments have come in.”

Vinit Karnik, Business Head - Entertainment, Sports & Live Events - ‎GroupM, also emphasized on the increasing participation from women both on stadium and television, which brings an interesting mix of advertisers from newer categories.

“With increasing participation from women, the league has occupied a special position in the minds of fans and the spirit of the game is celebrated nationally. We are seeing an interesting mix of advertisers, both on air and on ground, with newer categories and advertisers driving the growth of league. With over 12 categories and over 80 brands advertising and riding on the popularity of IPL, its undoubtedly creates a festival-like feel across the country and is celebrated with passion by fans and advertisers.”

However, Chandramouli predicts that future will witness “a lot more brands but less value per brand.” He explains, “The overall amount collected will be more but each brand will spend lesser.”

The tournament’s co-presenting sponsors are Vivo, Coca Cola and Jio. It has nine associate sponsors--Future Group, Polycab, Parle Products, AMFI, Make my Trip, Vimal Pan Masala, Asian Paints, Dream 11 and Haier.

Last year, broadcaster Sony Pictures Networks India (SPN) had got 14 sponsors for its 10th season.

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