How IPL can make Indian brands #Atmanirbhar

• Sameer Makani, Managing Director and Co-Founder, Makani Creatives writes for the past several years Chinese brands were a crucial part of high traction shows on television.
• Now, with the strategic ban on Chinese products with Atmanirbhar agenda, he further explains how homegrown apps and brands have started taking a flight in the market.

Ever since the Prime Minister’s announcement on AtmaNirbhar Bharat, there has been a shift in perspective for homegrown things. Furthermore, the ban on Chinese counterparts has provided a wider opportunity for Indian brands to grow on the home-grounds. Various sectors are coping up with the impact that COVID 19 has caused since the last 5 months and advertising is not an exception. While print and outdoor advertising has taken a back seat; digital advertising has risen phenomenally. The overall digital consumption has increased significantly in the recent times paving way for a stronger advertising model on digital platforms. Lockdown has played a pivotal role in making this shift possible in a seamless manner. The emergence of work for home has made people use multiple screens at a time, which in turn has created a larger avenue for advertiser to reach people throughout their multiple screens and cut through the clutter to build an emotional connect with its consumers.

For the past several years Chinese brands were a crucial part of high traction shows on television. The strategic ban on Chinese products with Atmanirbhar agenda Indian Homegrown apps and brands have started taking a flight in the market. For instance, reality shows like Big- Boss, Kaun Banega Crorepati (KBC), and events like Indian Premier League (IPL) have been sponsored by Chinese brands like VIVO and OPPO in the past, but this year Indian brands can bid for the same.

Most TV advertisers are regular advertisers and depend on high salience for their offtake. Any brand today cannot afford loss of communications for more than 4 to 5 months therefore IPL should be considered for advertising for the value proposition that it will provide along with the impression and recalls in the international market. The overall cost compared to the value is even more affordable considering the pandemic, and it is high time that Indian brands leverage this opportunity at its fullest. This time with IPL 2020 happening on a global platform, brands can look into a wider umbrella of them profiting through it.

IPL this year will prove to be a greater opportunity for the Indian brands to invest and gain visibility. Due to safety concerns IPL 2020 has been shifted to UAE. This in-turn will help to gain a larger audience not only in India but in UAE as well. Dream11 announced itself as a sponsor for IPL 2020 and now has the probability of getting recognized on the national as well as international front.

In addition to major sponsors like Dream11, even small homegrown brands which are still on the verge of growth would get an opportunity by contributing their bit to mark their image in a big way at the international event of IPL 2020. Indian Premier League becomes a golden opportunity for brands as well as agencies to build a strong emotional connect with its consumers; resulting in creating credibility in the eyes of its consumers.