Indian Premier League(IPL) has become India’s richest sporting tournament.
- Considering the festivities around the league and the popularity it enjoys, there is an advertising blitzkrieg and every year we get a few
- This year, Disney+ Hotstar has already closed 15 sponsors and experts are optimistic that IPL will break its viewership records.
- We try to put together a list of a few of the most memorable ads that have come out over the years.
The league has also become a crucial event that sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. In 2020, IPL had helped broadcaster Star India to earn around Rs 2,600 crore in advertising revenue. Despite the pandemic, the broadcaster managed to cross the previous year’s figures that were close to Rs 2000 to Rs 2100 crore.
As brands try to make the best of this cricketing extravaganza, along comes a wave of wonderful ads every year. However, only a few ads manage to strike a chord with the viewers every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely engaging event.
This year, with the rising COVID cases, everyone is back at home and is looking for an escape from reality and IPL is more than just a tournament. Last year, the tournament broke its viewership record in the opening week itself, as revealed by BARC and Nielsen. Dream11 IPL’s viewing minutes had increased by 15% than 2019, that is 60.6 billion viewing minutes across 7 matches and 25 channels in 2020. The opening match with Mumbai Indians and Chennai Super King garnered an average of 52 million impressions, which is 29% more than 2019 and 158 million viewers watched the match. bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league.
So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt.
Star Sports’ Kanna Keep Calm
Kingfisher IPL Beatbox
Pepsi - Crash the Pepsi IPL