Brands cash in on India-Pak World Cup rivalry
A host of brands leverage India-Pakistan World Cup match for visibility despite high ad rates
Team India maintained its record of victory against Pakistan in World Cup matches in 2015 as well. It is not only Team India or its fans who are celebrating the win, but also brands that have shelled out big bucks to sponsor the ICC Cricket World Cup 2015 on television, especially for this crucial match.
Ad rates for the India-Pakistan match, which brings out the rivalry between both the teams and gets the maximum viewership on TV, were estimated to be as high as Rs 25 lakh per 10-second spot. (India-Pak match ad rates estimated at Rs 25 lakh per spot: Is it viable for marketers?) On English and HD feed, it was estimated to be Rs 16-18 lakh per 10-second spot.
The match had TVCs of brands (broadcast sponsors for the World Cup) such as Sony, Airtel, Gaana.com, Hero MotoCorp, Karbonn, Crickbuzz.com, MRF Tyres, Amul, Policybazaar.com, iBall, Lloyd, Philips Pro-skin Trimmer, Volini Spray, Britannia 50-50, Vodafone, Sparx, DIU, CarTrade.com, Layers Shot, Livguard, Endura Mass, Set Wet, Hercules Roadeo, Polycab, FedEx, Maruti Suzuki, Nestle, Yepme.com, Paytm, Pidilite - Fevikwik, Marico and Raymonds.
Apart from the TVCs of these brands, there were ads from other brands that were not announced as the official sponsors by Star India and could be considered as spot buys for this particular match.
The 19 brands that advertised for the India-Pakistan match, include Gillette Razor - TVC with Rahul Dravid, Idea - IIN, Nerolac - HD Color paints, Saavn – app TVC with Ranbir Kapoor, &TV - new show India Poochega Sabse Shaana Kaun, Quikr - app TVC, CEAT Tyres , Airtel - My Plan, Honda - Scooters, Tata Motors - T1 Prima Truck Racing, Lays, TATA Docomo, Panasonic - Eluga smartphone, Hindware, Livpure water purifier TVC with Sachin Tendulkar, Lufthansa, Flite, Vivo - X5 Max and Sneakers.
While these brands had their TVCs, others decided to go for different advertising options like ad spots that appear on the left and bottom of the screen for a few seconds during the game. This could be due to the high advertising costs of buying TVC spots for the game. Amaron Batteries, for example, had its banner ad ‘Made for the long innings’ running a couple of times during the game. Wink, the music app, also had a few such ads running live during the game. Hotstar.com app too had a few such ads appearing during the game.
Paytm had its ad spots appear on screen every single time a player struck a four during the match. The replays were sponsored by iBall and its logo was being displayed on the left side of the screen. The info-graphics were sponsored by LG.
The other ad spots that appeared on screen during the game were of brands such as Yepme.com, Gaana.com, Karbonn Titanium Mach One, Maruti Suzuki Ciaz, Cricbuzz.com app, MRF Tyres and Maggie, among others.
Fevikwik’s TVC, featuring an Indian and a Pakistani soldier performing a gate-closing ceremony at the Wagah Border, was one of the most innovative ads telecast during the Indo-Pak World Cup 2015 match. With the message of ‘Todo Nahi Jodo’, the TVC emphasises on the need of friendship between the two countries.
Another key innovation during the tournament was the post match analysis sponsored by Airtel and was called ‘Airtel My Plan Analysis’. The other innovation was – ‘Yepme Fan of the Day’ property, sponsored by Yepme.com, which had one fan of both the teams speaking live on television.
The on-ground sponsors included LG, Pepsi, Reebok, Hyundai, Reliance Communication, MRF Tyres, Emirates, Moneygram, Castrol, SAP, Hublot, ANZ, Victoria Bitter, Matua, Wolf Blass Wines and Tui. While Pepsi, Reliance Communications, MRF Tyres and LG branding was on the lawns, the branding of the other on-ground sponsors appeared on the LED side boards and also on large screens installed on the ground.
Similarly, the boundary line had the branding of on-ground sponsors such as MRF, Pepsi, LG and Reliance.
While Star India had sponsored t-shirts for Team India, Pakistan had Pepsi as its t-shirt sponsor. The Umpires’ shirts had logos of Emirates and Reebok.
The India-Pakistan match attracted quite a few brands that brought ad spots on TV, considering the high viewership draw for the tournament. India’s win against Pakistan is just the icing on the cake.
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