The fourth edition of Indian Premier League (IPL) has a number of brands trying to squeeze the most out of the cricketing extravaganza. Consumers will see numerous campaigns and product launches by many corporate giants during the 50-day tournament that kicked off in Chennai on Friday.
The main sponsors on Set Max, the official broadcaster of the IPL-4, are said to be spending a fortune to push visibility among the bunch of advertisers. The rates are said to have touched Rs 30 to Rs 40 crore per advertiser for each sponsorship deal, while new comers wanting to associate with the tournament are said to be spending 25-30 per cent more.
The broadcaster announced that it has increased the ad rates by 20 per cent this year. According to an industry source, a month back the price for a 10-second slot was Rs 6 lakh. Last year, the broadcaster had started selling its initial inventory to advertisers for Rs 5 lakh for a 10-second spot. The channel is said to have earned around Rs 300 crore from IPL's first edition and around Rs 500 crore from the second.
Media experts cite these as the peak months, which explain the huge number of promotions. The official broadcaster has sold a majority of its advertising inventory. Set Max holds 10 years exclusive rights for the tournament since it started in 2008.
There will be hordes of advertisements and various new campaigns from different corporate giants for the IPL-4 that comes on the heels of the hugely successful ICC World Cup.
"We are the on-air sponsors for IPL-4 (mobile side). We will be heavy on advertisements and there will be various new launches in the air conditioners and mobile segments during the period," said Ruchika Batra, general manager for southwest Asia, Samsung.
"IPL has the whole family as an audience, which has a good impact with the prime time dominance. The advertisers will definitely get the best return. Our inventory is more-or-less sold," said Punitha Arumugam, group chief executive officer, Madison Media.
Madison's major clients who are spending for the IPL include Godrej and Cadbury. "Godrej has announced a nation-wide mass multi- category loyalty programme - the Godrej Power Play, probably the largest from the group so far since it started its brand re-building three years ago," said Ashutosh Tiwari, executive vice president, strategic marketing, Godrej. The group will launch new products in the appliances and hair colour categories during IPL-4.
Godrej Power Play will allow consumers to participate in the IPL by creating their own cricket teams, exchanging players and winning prizes during the tournament.
Other brands like Onida, too, have their plans laid out, though they prefer to play it safe. "IPL has become an important tournament now. Film releases are also postponed during this time of the year. So, it is difficult to be completely out of IPL. We won't be spending heavily, but yes will be visible during the period and focus more on the AC category," said K. Sriram, vice president, sales and marketing, Onida.
Companies have also come up with IPL specials. Recently, German automobile giant Volkswagen unveiled a special IPL edition of the Vento. Volkswagen is the exclusive automotive partner for both IPL-4 and the next season of IPL.
According to media planners, the Internet will also be a major platform. Advertisers have become active and surely do not want to miss a single opportunity to connect with the net savvy consumers.
Courtesy: Mail Today