Advertisers set to tap IPL to boost festive demand

Advertisers in all categories are expected to benefit from the Indian Premier League (IPL) stoppage matches, which will resume on September 19th. In the middle of the holiday season, the popular cricket league offers a window for brands to promote their offerings. Companies such as Nestlé, Tata Motors, Coca Cola, Cadbury Dairy Milk, and Dream11 are already working on campaigns that will be promoted digitally and on television to further increase demand for the holiday.

‘I hope advertisers come back to IPL. Consumer confidence is upbeat, restrictions have eased and markets have opened up,” said Sandeep Goyal, president of Mogae Media, a marketing and communications agency based in Mumbai. . There are restrictions, listing the stock and demand is strong, so even Star could get a price.”

Media buyers estimate that Star and Disney India charge a premium, with ad fees ranging from $13-14 lakh to $18 lakh for 10 seconds. The second half of the season is expected to generate $1,200-1,500 million in advertising for the official broadcaster.

“The last quarter is one of the biggest and this year will be no different. We are already seeing strong signs of recovery in media spending,” said Navin Khemka, CEO of Mediacom South Asia. This year we will play 30 IPL matches, plus the World Cup last quarter, which will help boost advertising expenses. ”

For the first phase, held in April, the network had 17 sponsors. However, some of them, such as Just Dial, Vodafone-Idea, and Groww, ended their membership after the IPL was postponed when the second-worst wave of covid-19 hit the country. Star Sports currently has 15 sponsors, including Coca-Cola, Amazon, Asian Paints, and Ajio. While Star’s outrageous video streaming platform (OTT), Disney + Hotstar managed to sign 12 sponsors, including UB (Kingfisher Packaged Drinking Water), Unacademy, Phone Pe and Swiggy, among others.

“The Vivo IPL is a great tournament and we are getting a fascinating response from advertisers and sponsors in Linear and OTT. The second half of the championship has a unique offer that coincides with the holiday season and promises to intensify. With over a week to go, we’ve already depleted most of our Star Sports Network and Disney + Hotstar inventory,” said Nitin Bawankule, Head of Ad Sales for Star and Disney India.

Nestlé India said beverage brands MILO and Royal Challengers Bangalore (RCB) are walking together to promote the introduction of paper straws. The company will capitalize on the popularity of the IPL by launching a digital campaign to promote this initiative closer to the IPL.

“We also switched to packaging for our Nescafe iced coffee line. We are now replacing the plastic lid with a paper lid for the straws. RCB, our partners, have always promoted ecologically correct solutions and behavior. They are our natural partner of choice to launch this initiative,” said Mehernosh Malia, Director of Dairy at Nestlé India.

One of the official sponsors, Mondelez India, also wants to use sports competitions to promote domestic consumption through brand communication.

“What makes this IPL even more special is that it coincides with the holiday season, a time when it focuses on family ties and when home consumption is given even more priority,” said Anjali Krishnan, Consumer Experience Leader, Mondelez India. opportunities to further strengthen our relationship with consumers. We look forward to improving the customer experience and the strong connections IPL builds year after year. ”

Meanwhile, IPL co-sponsor Tata Motors has decided to expand its membership to phase two of the series. The automaker said a more positive sentiment would be needed at the current time as the market is under pressure from discontinued COVID locks.

“As a Premier League partner and to make the most of the country’s marketing opportunities, we will have an aggressive presence on TV and digital platforms. As the country’s biggest marketing object and equally seen and appreciated across all age groups, we hope that our presence in this competition will give us unprecedented visibility and exposure this holiday season,” said Vivek Srivatsa, Marketing Director, Passengers, and Vehicles Electric Unit, Tata Motors.