MxMIndia

Tag: IPL

  • Pan Masala ads with washed out celebs dominated IPL advertising, rues Vikas Mehta

    IPL Advertising – An apt reflection of the advertising industry

     

     

    With apologies to none at all

     

    By Vikas Mehta

     

    Vikas MehtaSure, the IPL this year has been as exciting as ever. Sure, Gujarat Titans have established themselves as a force to reckon with. Sure, CSK with the evergreen M S Dhoni still around, have shown that they are not a spent force. Sure, Mumbai Indians with a 34-year-old spin bowler who was bought as an afterthought, being the leading wicket-taker, have proved that the game is now totally batsmen-dominated.

    And surely, the advertising during the IPL touched new depths of despair.

    I say this with conviction because of four solid reasons:

     

    One, a big number of brands used old ads which had been running on mass media for months. So, IPL which was once an event where new campaigns would be launched or for some brands like Vodafone ZooZoo, the IPL was the only platform to advertise had now become a rerun platform for old ads.

     

    Two, it was not a category like mobile phones, or chocolates or cold drink which dominated advertising but a category like Pan Masala with surrogate ads which dominated the advertising charts.

     

    Three, even new age category players like Cred or Phone Pe gave the tournament a miss.

     

    Four, there were very few ads which did not have a celebrity. Which means that lazy advertising was at work. Just get a celebrity and spend money on location was the celebrity mantra. Or get more than one celebrity and fit them in a frame, on location. Or better still get some old, well past their sell by date celebrities and fit them into split frames, on location. As a result, advertising ideas or stories were totally missing.

     

    The twist in the tale was one brand, Dream 11, which took the celebrity route and tried all the tricks of the trade mentioned above. And yet came up with the most compelling and memorable ad campaign of IPL.

     

    The trick in the tale was that Dream 11 started with an advertising idea. Cricket stars being challenged to cricket by film stars. With a simple but endearing idea that can spawn off many anecdotes, the brand continued to evoke interest right through the event with different executions.

     

    And the biggest reason why this campaign worked was that it had many executions. It was not a one-off but seemed like a continuous soap opera. With the idea firmly established the brand effortlessly continued the story with simple executions. The personal touch like Rohit Sharma ribbing Aamir Khan about his not attending award ceremonies or Aamir Khan being a stickler for perfection, kept the audience interest high.

     

    For a tournament that lasted for two months, it’s not easy for a brand to create interest and sustain it. And for a product like Dream 11 which is all about gaming, where each match means more footfalls, more revenue for the brand, the essential thing is to maintain interest and involvement. Dream 11 achieved this wonderfully. My only grouse with Dream 11 was that it could have involved the audience much more. With a firmly established idea and a galaxy of celebrities involved, they could have invited the audience to send in their own scripts. Some good ones could have been executed and some more even shared and acknowledged.

     

    Advertising has to go beyond just ads. In its glory days, before the advent of digital, the advertising folks would think of an activation idea. Today, that proactiveness or that going beyond the call of duty has been lazily surrendered to digital. The problem is not digital but the lack of an idea. That leads to a one off which just drowns in the sea of ads that are visible during an event like IPL.

     

    Mind you, there is a difference between having an idea which can be executed in different ways and just running a series of ads. Tata Neu and Tata Tiago go.ev. Both the brands which are from the IPL main sponsor stable, spend heavily and did make their presence felt during the tournament telecast. But in my mind, these were like a press announcement. Specially the Tata Neu coins ads. The brand was trying to exhort users to use the app more and get more rewards. It did have many executions. It did start with some promise. I thought there was a sliver of an idea in the continuity loop of buying something, getting some coins, buying something else with those coins but it looked as if the brand custodians themselves were not sure of the idea. The execution idea with humour involved could have been sustained but it was hastily abandoned with the need or pressure of increasing app usage and finally it was all about the announcements of extra coins etc. A pity as a floundering product like Tata Neu app could have been revitalised with an idea-led campaign and not just a series of ads.

     

    This was the promising beginning Tata Neu, And this was the abysmal level it dropped to. Pun intended after you watch the ad. Tata Neu drop

     

    Tiago ev.go tried to sell the category of electric vehicles with the hackneyed idea of “so many reasons to buy a EV” And the execution of why go.ev # number was worse. Again, they tried humour as a route but most executions fell flat. Another case of missed opportunity. Watch

     

    But for me the most tragic case of advertising on IPL was of Airtel. Tragic, because this brand was built on the back of some great advertising campaigns. Tragic, because the brand had a new offering 5G to talk about and in the absence of its biggest competitor Jio, which had dominated IPL in the recent year with its inane celebrity led advertising, Airtel had a unique chance to build on its legacy. Tragic also because Airtel is headed by one of the sharpest marketing minds in India and it is sad that Airtel produced this drivel under his watch. See it here.

     

    And finally, an epitaph for soft drink advertising on IPL. The timing of IPL is just right for soft drink category. The onset of summer, the sight of players sweating, the humid conditions all add up to a great opportunity for the category. And yet Thums Up came with some apology of ads with Shah Rukh Khan and though Pepsi did come up with an interesting ad with Ranveer Singh, its presence was hardly noticed.

     

    It’s indeed a sad state of affairs when a category like Pan Masala with mostly washed out celebrities, dominated the IPL advertising scenario. It was an apt reflection of the sorry state of Indian advertising industry.

     

  • Whatta Sunday it was. And we couldn't not have asked this question to Dr Bhaskar Das in the May 22 edition of Das Ka Dum. 

    Das ka Dum by Dr Bhaskar Das | We now know who the four qualifying teams are in IPL 2023? Your views on those who made it, and those who lost out?

    Bhaskar DasWhatta Sunday it was. And we couldn’t not have asked this question to Dr Bhaskar Das in the May 22 edition of Das Ka Dum. 

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. We now know who the four qualifying teams are in IPL 2023? Your views on those who made it, and those who lost out?

     

    A. Yes I loved most of the games this year’s IPL due to a number of reasons. First, some of the games went down the wire and the excitement was equivalent, if not more, to some thrilling OTT shows. Secondly, this year is unique where even a panipuri seller (once upon a time) or a child from a poor family of a gas cylinder employee father could be a leading run-scorer in two teams. The earnings from IPL games have changed the fortunes of their families. So, IPL isn’t just a game for entertainment. It’s also an economic transformation engine for some people. I am referring to Yashasvi Jaisawal of RR and Rinku Singh of KKR. Their stories are so inspiring and it proves that if one has talent, one can excel.

    I know I am not adhering to your core question but could not resist the temptation of sharing my thoughts on this year’s IPL.

    The first three qualifying teams deserved to be there as they were consistent in their performances. The real dark horse is MI- the fourth qualifying team, but they earned it by their own merit which flourished a tad late. The teams at the bottom are consistent in non- performance. The other teams lacked consistency in performance like KKR, RR and Punjab Kings. Inconsistency happens when the team performance is over-dependent on a few stars as in case of RCB. It’s a team game. The team must have one solid power play batsman and a bowler, one middle level batsman who can build partnership, a pinch hitter for the last 2/3 overs and a good spinner. The team which has mix of these qualities is GT who has an Indian coach who acts like a FIFA coach ie he is so passionate to dynamically guide the team. And of course an inspiring leader/ captain.

    Any of the four teams can be this year’s IPL winner, as a lot depends on the ground conditions and on that day how the team plays. As they say, in T-20 a team is as good as the last game.

  • The Indian Premier League is the biggest 'pan India' property in the media business today, writes Shailesh Kapoor

    The League of Extraordinary Gentlemen

    Courtesy: iplt20.com

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorThe 16th edition of Indian Premier League is in its last leg now. The 2023 edition has been the most closely-fought of the 16, and by some margin. At the time of writing this, five games are left in the league stage, and yet, only one team (2022 winners Gujarat Titans) have qualified for the playoffs. Seven of the remaining nine are in the reckoning for the remaining three spots, though two of them have only an outside mathematical chance.

     

    How IPL manages to grow in stature year-on-year is quite extraordinary. And it’s not just growth in commercial stature (viewership, revenue, etc.). The impact of IPL in shaping Indian and international cricket is unmistakable. The meteoric rise of Yashasvi Jaiswal in the last six weeks is a topical example. Jaiswal’s humble background makes for a great underdog or rags-to-riches story. He’s almost certain to earn an India cap this year itself. But it’s difficult to imagine how that would have happened if there was no IPL.

     

    From a media perspective, IPL pretty much stands at the last marquee media event standing in India. The clutter of infinite options has fragmented audience consumption over the last decade, and it seems that days of a hit show that will unify the entire country (or even the Hindi markets) are long gone. But IPL bucks that trend. To borrow a term from the theatrical business, it’s the biggest ‘pan India’ property in business today.

     

    By offering IPL free to stream, JioCinema has managed to add to the property’s stature, by giving it recognition as a brand of the ‘masses’. Premium properties can be mass too, and IPL is a fine example of that. One hopes that JioCinema doesn’t relook at this proposition next year, now that the platform has entered the SVOD business.

     

    There’s another big-ticket cricket event later this year, the ODI World Cup in India. The ODI format is in a bit of a no-man’s-land, sandwiched between the popular entertainment offering of T20 and the connoisseur-backed Test cricket format. ICC is not the most nimble-footed organisation, which is why the ODI format continues to drag on. In the process, it’s damaging the global prospects of the sport of cricket irrevocably. Logically, this should be the last ODI World Cup. It’s only imminent that curtains are drawn on this format sooner than later.

     

    But nevertheless, the 2023 ODI World Cup will be a commercial success, especially because it’s being held in India, which opens up a wide array of advertising and association options for Indian brands, that are not available in an overseas tournament.

     

    But even as its best, a World Cup (ODI or T20) cannot match the brand power of IPL, an idea that continues to grow bigger with time.

     

    This column is taking a summer break, and restart from Friday, June 16, 2023

     

  • Vikas Mehta makes a case of brands and advertisers to stop using celebrities starring in tobacco surrogates

    IPL – A chimera

     

     

    With apologies to none

    By Vikas Mehta

     

    Vikas MehtaI was on vacation for the last 10 days and took the opportunity to do some family bonding while trekking and just doing nothing at some remote places in Himachal. We started our holidays by watching an IPL match live at Mohali, and I will come to that a bit later. But what was unescapable is the tremendous reach, following and craze about IPL. Wherever we stayed, the TV channels were blasting the IPL matches throughout the day. Small shops in far off places had a small 14-inch TV tucked away in a corner, on mute, showing the match highlights. And our fellow tourists were all glued onto their mobile phones using to catch a glimpse of the match. In fact, while talking to a resort manager he mentioned something interesting. The resort offers free wifi, but for the last few years, hardly anyone asks for the password or its details. Everyone is happy with their 4G networks to catch whatever is their poison, news or mail or social media. But during IPL times, there is a sudden surge from tourists asking for free wifi. It’s an issue of both, connectivity and consumption of data. So, during IPL they ensure that the band width is increased and the routers are working.

     

    It’s therefore disheartening to see that brands are hardly using the event for any brand-building. Let’s not forget that it was the same IPL which made Vodafone Zoozoo a familiar name. Or more recently, let an angry Rahul Dravid into our households and made Cred a brand which not many use but which most are acquainted with. The list of brands that used IPL to bring themselves glory is worth revisiting to understand what IPL can do. Unfortunately, that list is dwindling. This year, the only memorable campaign that I can remember is the Dream 11 cricketers vs film stars. And Dream 11 has used IPL very adroitly over the last few seasons, mostly the pandemic times, to establish itself as a leader in the fantasy games category. I am not aware of facts and figures but I am sure that if one looks at critical brand parameters in the category, Dream11 will be at the top.

     

    So, what ails the IPL ads?  The answer is simple. IPL is an expensive proposition for the brands to splurge on. And digital has spoilt marketers to demand measurability for every rupee spent. Nothing wrong in that. But parameters like brand recall or brand likeability or brand trust or even purchase/ use intention, need brand building. But today most marketers are looking at conversion rates or just sales. A direct co relation between ad spend and sales seems to be the only metric in mind.

     

    And that’s why brands have no distinction in the category. They are becoming soulless. Think about it. Would you rather use Gpay or Phone Pe? Swiggy or Zomato? Ola or Uber? Is there any differentiation between these brands? They are all technology children and they have all sold their generic technology. So the category has been established. But what about the brand? That’s why when I look at Cred or Dream11, I feel there is hope. Let me explain it a bit more. Cred has been of late doing cashbacks on credit card payments and some interesting offers during the matches, These are flashed on the venue screens as well as on TV. Do you think these promotions and offers would have worked if Cred has first not established a brand story? If today, Cred has a competitor who does not have a brand story but starts doling out some promotions, will it have the same response that Cred has now? Cred is now reaping the windfall of establishing a brand narrative. Same with Dream11. It has established some sort of awareness and trust with its stories using cricketers. Therefore, the promotions it runs now, during the matches get traction.

     

    This lack of patience and faith in storytelling is resulting in the drab ads that one can see on IPL. The brand narrative is missing. It’s all about the sales pitch.

     

    Last time, I had mentioned about surrogate tobacco ads. As if using people like Sehwag and Gavaskar was not enough, yesterday, I saw the same brand also using Kapil Dev and Chris Gayle. I have a feeling that all these brands are anticipating a total ban on the advertising of their products. So, now they are going all out and spending big monies not just advertising but using ex-celebrities. I guess this particular brand is trying to do a Cred by using ex-celebrities. But jokes apart, this has to stop. One of my colleagues wrote a blog on this very portal where he argued about ASCI being the favourite whipping boy of everyone but trying to defend it by saying that it does not have authority or the power to step in as it is a self-regulatory body of advertisers. Fair point.

     

    But, it looks like that this body has become a small indulgent club of advertisers who under the pretext of being self-regulated and no teeth will not act against one of its own. By law, surrogate advertising means that the product being advertised must have at least 10% of total brand sales and also some similar matrix on distribution and availability. Has ASCI even looked into that? I don’t have the figures, but most of the tobacco brands, and at the last count there were four, all being supported by the biggest Bollywood and some sports celebrities seem to be contributing towards at least 30-40% of commercial time on IPL. Isn’t that alarming enough for a self-regulated body to step in and take some action?

     

    The narrative on this cannot be wished away. Last time, I advocated a boycott of these celebrities. Now I am taking it a step further. Can other brands and advertisers stop using these celebrities? If you hit at their income source only then it will hurt. After all, associating brands with celebrities who support tobacco brands is not good for other brands. Will ASCI ask its members to boycott using these celebrities? Even as an advisory?

     

    Before I sign off, a word on the IPL match experience at Mohali. The atmosphere was awesome. The stadium was jam packed on a Wednesday night. The match itself was a high scoring thriller. But unfortunately, the spectators were taken for granted. Ticket booking and delivery system was wonderful. We went to the stadium almost two hours in advance. At the security check things like sunglass covers were being confiscated. No explanation was given. Except that one could collect the same after the match. Fat chance.

     

    Then, the police tried to stop us from using our designated seats. It was the first row and I suspect they wanted to use it for themselves. But when we insisted, they relented. We still could not use our seats as someone else plonked themselves on the same. Soon it turned into mayhem. It was like first come first serve basis. Those who came late, could not get any seats. Many people, at least hundred or more were watching the match standing. Or by sitting on the steps. And these were people who had paid upwards of Rs 1500 for a ticket.

     

    The toilets, as usual were far and few. And in bad shape hardly an hour into the match. After that, given the overcrowded stadium it was impossible to even reach the loos. The police on duty were more interested in watching the match or as in one case, asking Preity Zinta, who was doling out free Tshirts of her team, for one. At the end of the match there was near stampede. There was just one small exit with thousands of spectators from one block having to use it. As others were shut. Pushing, shoving, continued for a few minutes. And when I asked a police guy about the same, his answer was that a private security was manning this. And of course, at the end whatever was confiscated was never found. It seems that the private security, in charge of frisking was pocketing whatever caught their fancy. Indeed, some stuff was found lying strewn around the frisking area at the end of the match.

     

    For all the big claims that cricket authorities make in India, some things never change. And the poor spectator who pays for the same, is invariably at the wrong end of the stick. But then, who cares? In many ways, when we see the IPL from a distance, on TV or live streaming, away from the commercial and moral aspects of surrogate advertising, IPL seems to be an Oasis of fun, enjoyment,celebration and sports.

     

    In reality it’s just a Chimera

     

    Vikas Mehta is a senior marketing strategy consultant and educator based in Dehradun. He writes on MxMIndia every other week, and sometimes more often. His views here are personal.

     

  • Will see the team don lavender-coloured kits

    Gujarat Titans support fight against cancer

    By Our Staff

     

    Gujarat Titans, the Tata Indian Premier League (IPL) 2022 champions, will don lavender jerseys during their last home game of the 2023 season. The team will don the lavender jerseys. This initiative aims to highlight the critical issue of cancer.

     

    Col Arvinder Singh, COO of Gujarat Titans said: “Cancer causes millions of deaths worldwide and with a devastating impact on patients and their families. We are happy to do our bit in raising awareness about cancer, which not only is an effort to educate people about the importance of early detection but also underscores the significance of adopting a healthy lifestyle to reduce cancer risks. Our team is committed to drive positive change and contribute to the global fight against cancer.”

     

    Earlier this year, the team launched its fitness initiative called Race with the Titans – which is designed to encourage a fitter lifestyle. The latest initiative builds on that with the upcoming match against Sunrisers Hyderabad giving Gujarat Titans’ fans and the cricket community an opportunity to come together and show their support towards this essential cause. Through this initiative, the Gujarat Titans hope to inspire people to learn more about cancer prevention and the necessary lifestyle changes along with regular screening for early detection that can significantly reduce the risk of developing the disease.

     

  • High frequency seems to be a substitute for creative content in IPL 2023 advertising, writes Sanjeev Kotnala

    IPL16 ads: They don’t make ’em like it anymore

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI am a loyal IPL follower, and I watch the match telecast every evening. The quality of telecast and the options for the viewer have increased exponentially. However, that cannot be said for the ads telecast on IPL. Watching them makes me overtly nostalgic. In earlier IPL seasons, the brand and agency people invested much more effort into crafting and developing the advertisements. It is much more about media muscle and frequency than the craft today. Somewhere high frequency seems to be a substitute for creative content.

    IPL 2008, the first edition, had everyone excited. It was expected to become the Super Bowl equivalent for advertising in India. Today, IPL is one of the richest sports leagues, with two months-plus of excitement and engagement, delivering eyeballs and loyal enthusiasts on digital and TV. IPL advertising almost defines the advertising spending trend for the nation. It should be common sense that the brands wanting to exploit the IPL matches across the season need multiple creatives to avoid overexposure and audience apathy. Unfortunately, the advertisements hardly reflect the thinking. The advertisement content and creative lack high engagement. It makes me think- They don’t make them like it anymore.

     

    IPL- everything is not lost.

    A few brands stand out in the scores of brands trying to effectively use the IPL platform across TV, OTT and Digital.

     

    RuPAY

    RuPay, with its UPI plus credit card communication, is an excellent example of focused communication. All three advertisements are interesting and engaging. The ‘Silver Helping Hand’, ‘Catch Expert- Chaos in Museum’, and the ‘Slippery Spy- mole’ are fun to watch and communicate the message.

    Unlike the Tata Tiago example of reasons to go for an E-SUV, which may not be the best and most effective way for the brand. Do people still need reasons to buy an electric vehicle!

     

    DREAM11

    DREAM11 has been consistent through the IPL seasons and has always worked on ‘All will play’. This season is no different. The brand continues the good work. The Bollywood and cricketers’ interactions as opponents in the game are engaging and funny. ‘Lal Singh’, ‘You don’t go for awards’, ‘Dialogue Delivery’, ‘Viral’, ‘All is well’, ‘Duplicate‘, ‘Lagaan’, ‘Riaaz’ and ‘Retake‘ are a few of the ads. Hope to see more situations in the rest of the matches.

     

     

    MYCIRCLE11

    MyCircle11 has also done well with its ‘Second prize 1 crore- toh pehla prize kya hoga‘ communication, continuing the Giant theme and format. However, the situations and the excitement are missing as the idea becomes a prisoner of the format. And for some reason, the 2023 videos are unavailable, and even the site showed Jeeto 1 crore everyday campaign in 2021.

     

    AMAZON

    The ‘Aaj Amazon se kya Khareeda’ series is another set of communication that makes the point while engaging the audience. It slowly builds on categories- the order size and common everyday items.

     

    IPL ADS- ALL-TIME FAVOURITES

    All of us will have different advertisements telecast with IPL seasons as favourites. Here are the ads that stand out. If I have missed some really good ones- do let me know.

     

    VODAFONE ZOOZOO

    The Vodafone ZOOZOO would rank as an all-time favourite of all IPL ads. The way the ads were conceived, executed, released, and the build-up was well planned and executed. In fact, they were produced and timed with the IPL season.

     

    AMAZON CHONKPUR KE CHEETAHS

    My other favourite of mine has been Chonkpur ke Cheetah by Amazon. Even today, in the Amazon ads, telecast on IPL16, the brand is extending the same- similar concepts like A-to-Z, Aapni Dukan, and a platform for everything, including your everyday items. Chonkpur was another instance and example of IPL-specific communication. The slow unveiling of the journey of Chonkpur ke Cheetah was well planned and executed, keeping the excitement high.

     

    CRED – NOT EVERYONE GETS IT.

    When the ‘Cred – Not everyone gets it’ series started, it had a mixed reaction. But, the way the series progressed and the brand kept unleashing fresh creative starring another popular celebrity, it grew on you as an audience. A well-thought-through and executed campaign.

     

    SWIGGY, NO ORDER IS SMALL.

    Swiggy and Zomato both exploited the audience’s interest in watching the telecast. They have offered various schemes to make people order during the matches. However, what stands out are Swiggy ads of ‘No order is small’ and ‘What is the score’. It also introduced the actor who became known as Swiggy Uncle and was featured in many more TV films.

     

    ADD-ON

    Not IPL Ad- but the Kid-adult format by FLIPKART was an engaging experiment killed by overexposure and format constraints.  Another series that was engaging and interesting was Voltas Murthy.

    Similarly, Make My Trip’s consistent use of celebrity Alia, and Ranveer Singh continues to be superbly executed with its own fun quotient while delivering the message. However, that cannot be said for Ranbir Kapoor – Asian Paint ads which lack engagement- proving that consistent use of celebrity is not the solution and the content remains the king.

     

    NET-NET

    Want to associate with IPL and exploit the platform? Then the brand must understand that the ads are the real breaks and the interruption in the audience’s interest. And the season is long, and the media cost is too high to associate. The brand message should be simplified and relayed to the audience through multiple creatives to keep the engagement levels up and excitement with the brand. Do invest in creative development and execution even at the cost of losing out on frequency of exposure. An excellent /Good creative exposed less number of times is a far better proposition than a mediocre/average creative exposed many, many times.

    Just for the suggestion watch this ever favourite ad of mine. Ericsson One Black coffee ad.

     

  • "Timex – Choice of The Titans"

    Timex launches campaign with Gujarat Titans

    By Our Staff

     

    Timex India has launched a campaign in association with IPL team Gujarat Titans.

     

    Speaking on this association, Deepak Chhabra, Managing Director Timex Group India said: “We are thrilled to unveil our latest campaign, ‘Timex – Choice of The Titans,’ in association with Gujarat Titans. Looking at the team’s thrilling performance on ground, we are even more stoked about the success of the campaign among our fans and followers. We look forward to this collaboration with Gujarat Titans and an action-packed season ahead. Timex has a long-standing reputation as a trusted timekeeper, and the Gujarat Titans epitomizes excellence in cricket. We are geared up to increase our consumer base countrywide through this association.”

     

  • It seems we are in for even more action and excitement in the OTT space than what one originally anticipated, writes Shailesh Kapoor

    Paywall Pangs: The OTT Conundrum

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorHalfway through this year’s IPL, it is evident that the season has been a resounding success. The pandemic led to restrictions related to venues and in-stadia audience capacities, all of which are now a thing of the past. Games in the home-away format is at the heart of any sporting league, and that’s on show this year, for the first time since 2019. Though it’s another matter that Chennai Super Kings fans make even the away stadia look like home venues.

     

    But the biggest change in this year’s IPL is that it can be streamed for free. By choosing to not put IPL behind the paywall, Jio, via its platform JioCinema, has set the cat among the pigeons, so to speak. If one of the most-sought-after content properties in India doesn’t need a paid subscription, then who do platforms with mediocre web-series demand that their audience pay? That’s something many OTT audiences are beginning to think about.

     

    The numbers on JioCinema, as also on Star Sports, look very encouraging. It will be no surprise if peak concurrent viewership on JioCinema crosses the 3.5 Crore mark on the day of the final.

     

    Since the arrival of OTT platforms in India, about six years ago, a large share of media attention has been on the ‘premium’ SVOD business. But the advertiser sentiment has progressively moved from linear television to digital, and a big-ticket property like the IPL being accessible to the wider OTT audience base is a fascinating proposition for marketing managers and media planners.

     

    Of course, JioCinema has plans to launch a paid offering too, for premium entertainment content, including that from HBO. And doing so is their recognition of the potential of a hybrid model, wherein advertiser-funded and subscription-funded content will co-exist.

     

    But the success of IPL on AVOD should be food for thought for Indian OTT platforms who run products that are technologically inferior to the global leaders in this space, but expect audiences to shell out subscription fee for routine content. With YouTube being omnipresent, it’s not going to get any easier for audiences to pay for content, unless both the content and the app experience is truly compelling. And consistently so over a period of time.

     

    Just last month, I wrote in this column that there is unlikely to be a dull moment in the Indian OTT space for a while. But it seems we are in for even more action and excitement that what one originally anticipated.

     

  • Vikas Mehta feels imprisoned by a cacophony of repetitive and listless ads on the TV/OTT coverage of the Indian Premier League 2023

    IPL: Are we the prisoners of advertisers’ laziness?

     

     

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaSome people have equated IPL matches as the equivalent of modern-day colosseum games with the two teams being the gladiators. The stadiums are a riot of screaming chanting spectators who are fenced in almost like prisoners. I tend to agree, having watched one or two matches at the stadium before the pandemic. But I think the same spectacle is at home too. Specially if one is watching the match on a big screen. Except one feels like being imprisoned by a cacophony of repetitive and listless ads. Not to forget the myriad ads by the channel which keep on promoting the matches endlessly.

     

    I used a strong word, prisoner. For many reasons. Because most of the ads are bad. I am sorry there is no better word to describe how I feel about the decline of a profession with which I was associated for quite a long time.  And I think everyone is getting caught in a vicious economic cycle, with we, the audience at home, getting the wrong end of the stick at the lowest end of the food chain.

     

    As a sport, IPL is definitely a hot property. It’s sport, entertainment, tamasha and money all rolled into one. And it can’t get bigger. The biggest name in world cricket are a part of it. There is a bottomless pit of unlimited audience and there are big brands and corporates ready to shower crores on it. Safe to say that IPL has made the BCCI the big bully of world cricket. But in all this, the viewers, who sit at home and watch the matches on TV and through streaming, who are the reasons that the brands spend the big bucks are being served up some sports in the cacophony of the ads. Hardly a decade ago, when the IPL started, brands and companies would work towards preparing some memorable communication for the IPL. But the decline is alarming.

     

    Many people put the blame on arrival of digital. On lack of enough data to measure ad effectiveness. On short attention spans. But all of this is irrelevant. What has happened is that in the guise of all of the above both, marketeers and advertisers have become lazy.

     

    Lazy enough to repeat product proposition and forgetting the role of desired response. Lazy enough to finetune the target audience and not talk to all. Lazy enough to get some celebrities and not bother to see if their personality matches with the brand’s. Lazy enough not to have an idea which the target group can relate to. And to sum it up, lazy enough to not weave a story but happy with hammering a generic benefit while glamming it up with technical effects.

     

    And still worse, in today’s day and age lazy enough to run ads which have been on air for past few months. Be it Kingfisher, Kamla Pasand, Rajashree Pan Masala, Vimal Pan Masala, TVS tyres, Macho underwear…….and all of them use celebrities, most of whom do not fit the brand personality.

     

    There are some new ads. Spinny. It’s a vehicle buy, sell and upgrade platform. And they use not one or two but three ex-cricketers. Tendulkar, Kumble and Yuvraj. I am not even getting into if the brand personalities match but I did not even get what the product is or how it is different from other vehicle resell platforms. And seriously, does the brand want us to believe that these three are the best of friends who would be going for long drives in ordinary vehicles?

     

    Those of you who read my last column here, will remember that I had singled out the Dream 11 ad as a stand out. It’s follow up ads are also very well done. I think that amidst a clutter of fantasy sports brands, it’s Dream 11 advertising which has positioned the brand brilliantly. The others, inspite of using celebrities, are a haze of similar sounding and similar offering brands.

     

    I had asked my readers to revert with their comments on the Ranveer Singh Pepsi ad. Some who responded, mostly GenZ, gave it a thums up. I think it’s a good ad, could have been better, but Pepsi has finally found a celebrity which matches its brand persona. Frankly, I wonder what took them so long. I always slotted, Ranvir as the Pepsi type of a guy.

     

    Then there is the new Rupay Visa card ad. A very good example of story telling while communicating the product proposition. Well crafted, good stimulus and sustains interest. Watch it here.

     

    In a similar vein is the new Maaza ad with Amitabh Bachchan. I thought the second ad in the series, worked very well. It sticks to the product benefit. It uses the personality of Mr. Bachchan and very nicely superimpose it onto the brand and in an interesting way also takes care of the target groups desired response. Here it is.

     

    Last IPL, Tata the key moneybags of the tournament, had launched the Tata Neu super app. While the product got a lot of flak and the consumer experience was not as great as thought, the communication has not disappointed. Even this year, the peppy, making shopping an enjoyable experience, the ads have focused on the story of Neu coins helping you buy more. The short stories have good humour and they have focused on the product proposition interestingly.

     

    Just when one thought that things were looking up, I came across this ad for Happilo. So, you are an official sponsor. You can use some cricketers. Their availability is an issue. They maybe cannot act or emote. What does one do? Use them in a song and dance. Use them against a chroma background. Superimpose the shots with some tech wizardy. Get a rap sounding song. Highlight all benefits in the lyrics. Use some GenZ typical words or phrases. Let the brand name be mouthed in direct proportion to the number of seconds that the celebrities can speak. Voila! You have an ad.

     

    Can it be worse? Yes, watch this Ceat tyre ad with three cricketers.

    I am bailing out. Need a release from all these ads.

    So, next week I am off to watch a match. Maybe it’s better to be a prisoner in the colosseum of a stadium rather than in my TV room. Will keep you all posted.

     

  • … stop the online fantasy sports gaming scame, writes Sanjeev Kotnala

    Time to legalise betting

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaYou watch the IPL matches and will see many online fantasy sports game portals advertising inclusive playing, prize money or a game for everyone’s choice with possible economic risk and addiction rider. It is clearly legalised sports under the guise of a ‘Game of Skill’. But betting and gambling online or offline is not legalised in the country.

     

    It’s a scam. A make-believe world of betting, and there is nothing predictable.

     

    No skillsets can help you make judicious investments in such bets.

     

    It is hard to believe that when fantasy sports and betting involve an element of chance or luck, one is legally allowed and the other criminalised.

     

    I agree with the Times of India article, which questions the difference in the skillset required to pick a team and bet on its performance versus picking and betting on a player’s performance or an event outcome. And that makes fantasy sports gambling.

     

    Just because in fantasy sports, one selects a team of players and competes against other gambling/ betting participants based on past real-life performance does not make it a game of skill.

     

    Your chances of success or failure do not change drastically.

     

    Fantasy sports are as addictive and are as risky as any other form of betting.

     

    How are poker and Teen Patti played offline different from playing online?

     

    If offline is gambling, then online is also gambling.

     

    It does not matter if you drink at home or at a pub when you drink and drive.

     

    Fantasy sports will want you to believe that it requires research, strategy, knowledge of the sport, playing conditions and past data analysis and that it is not simply a matter of luck. And they know how foolish it sounds.

     

    Talk to an average fantasy sports participant and check his or her considerations in team selection. It is as good as picking the winning number in a series of Roulette tables.

     

    And we are allowing fantasy sports to operate without regulations.

     

    We are asking online gaming, including fantasy sports, to self-regulate!!

     

    As the quantum increases and the bets scale up, fantasy sports could lead to corrupt practices, including match-fixing. As the players and the companies get incentivised to manipulate the outcomes.

     

    Yes, fantasy sports are a popular and growing industry, entertaining and engaging.

     

    Fantasy Sports and online gaming have economic risk and additional possibilities like the single-digit lottery. And if one looks at the potential benefits and risks, including social and cultural context, it does not make sense.

     

    One could argue that if regulated and adequately taxed, legalising betting/ gambling will generate revenue. It would create jobs. Legalisation would leave to consumer protection and decrease the scale and control the degree of illicit activities.

     

    It would do everything expected from legalised fantasy sports.

     

    Ultimately, one can argue that an adult should have the right to decide to gamble online and offline if it is adequately regulated and legalised with age verification, self-exclusion, and gambling addiction prevention.

     

    However,  betting/ gambling has a potentially harmful side. Should its advertising be banned? Like that of smoking and drinking. It is another subject of discussion once we agree to close or open our eyes to the sham of the ‘Game of Skill’.

     

    Conversely, it should be a matter of personal choice and freedom. However, as in a democracy, it is for the central and state governments and courts to determine the best course of action in the interests of the public, keeping possible addiction, social problems, and moral issues in focus.

     

    We do know that every such decision is not guaranteed success. It is nothing but open-eyed conscious gambling into the future expectations and experiences under the disguise of a ‘Game of Skill’. Not always right, not always in the best interest.

     

  • Revealed insights into content across sports, festivals, and social events

    Taboola releases India Readership Insights for March 2023

    By Our Staff

     

    Taboola, advertising agency, today released the readership insights for March 2023. Taboola Newsroom uses Topic Insights to analyse real-time audience data to identify themes that engaged Indian readers throughout the month. The surge in page view traffic revealed insights into the diverse interests of Indian audiences in content across sports, festivals, and social events. Here are some of the key insights revealed from the readership trends for March 2023:

     

    Sports:

    The Indian Premier League (IPL) is a highly anticipated T20 cricket league in India that typically starts in March, featuring some of the top cricket players from around the world. However, this year the league will commence in April. Mumbai Indians, one of the IPL franchises, recently unveiled a new jersey for the upcoming IPL 2023 season, which features their traditional blue and gold colors, along with a unique design featuring a gold pinstripe and the “MI” logo on the front. The jersey showcases the team’s sponsors, Samsung, and DHL, on the front and back, respectively. Fans of Mumbai Indians are excited about the new jersey launch and eagerly await the start of the IPL 2023 season. Mumbai Indians have won the IPL title five times, and the new jersey is expected to further elevate their reputation of success. In other sports news, the Taboola Newsroom witnessed an impressive 1059% surge in readership in the past 45 days. Big sports events present an excellent chance for marketers to maximize their campaign’s reach and efficiency by targeting relevant sports audiences, whose traffic is known to increase predictably during such events. A highly effective way to take advantage of this opportunity is by using high-impact packages that combine all sports-related audiences across the Open Web in India.

     

    Festival and Social Events:

    Holi: Holika Dahan is a significant Hindu festival, also known as Chhoti Holi, that is celebrated every year one day before Holi. According to the Hindu calendar, Holika Dahan falls on the Purnima Tithi (Full Moon Day) of the Phalguna month. This year, on the 15th of March, the Purnima Tithi began at 06:20 PM and ended at 08:59 PM. The auspicious time for Holika Dahan lasted for nearly two hours, from 06:39 PM to 08:33 PM. The festival is celebrated with much enthusiasm and devotion throughout India, with people gathering around a bonfire to perform rituals and seek blessings for happiness and prosperity. According to Hindu mythology, Holika Dahan signifies the victory of good over evil, marking the burning of Holika, the sister of demon king Hiranyakashipu. This cultural celebration is held in high regard and is observed by many across the country, with the Taboola Newsroom seeing a 1156% rise in readership regarding the event. Similar to major sporting events, festivals also offer a golden opportunity for marketers to tap into an audience that is actively seeking out gift ideas for their loved ones. Smart brands can start planning their campaigns well in advance of the festive season in the latter half of the year, as it is sure to be a significant event. By leveraging contextual targeting, brands can effectively reach consumers as they research and browse gift options for their loved ones.

     

    International Women’s Day: To honour women’s contributions to society and to raise awareness about gender equality, International Women’s Day is celebrated every year on March 8th. The day is dedicated to celebrating women’s achievements and recognizing the obstacles they face. To commemorate the occasion, influential women such as politicians, activists, and celebrities have shared inspirational quotes to inspire and empower women. These quotes underscore the importance of women’s rights, gender equality, and the need for women’s voices to be heard. LiveMint has compiled a list of some of the most powerful quotes from influential women worldwide, which individuals can share to promote the message of women’s empowerment. The celebration of International Women’s Day and the inspiring quotes shared on this occasion serve as a reminder of the progress made in women’s rights and the ongoing efforts to achieve gender equality. The event has seen a 189% increase in readership on the Taboola Newsroom.

     

     

  • Move over MI vs CSK, KKR vs RCB, LSG vs SRH… it’s now Jio Cinema vs Star Sports, writes Vikas Mehta in 'With apologies to none at all'

    A different rivalry emerging in IPL

     

     

     

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaThe Indian Premier League (IPL0 has become famous for franchise rivalries over the years. MI vs CSK, KKR vs RCB and, as my daughter says, now LSG vs SRH biryani wars!

     

    But a most unexpected rivalry has surfaced around the IPL this year. And it started before the tournament commenced. When the media rights for IPL were announced for the next five years, television and digital rights went to two different entities. While Star Sports continued with the TV rights, Disney Hotstar lost the digital rights to Reliance group backed Viacom18. And thus started a new rivalry. TV vs Digital. Jio Cinema vs Star Sports.

     

    If we look at the numbers, it seems an unequal fight. TV penetration in India is almost 70%. Whereas smartphone penetration is just about 50% with roughly 600mn smartphones in use. While smartphone is an individual device, TV is watched by four-five people. But what makes these numbers interesting is the fact that many youngsters in TV households may be either abandoning TV for smartphones or TVs are being connected to streaming devices. Jio Cinema has been talking about its customised device integration partnership with OEMs like Jio set-top box, Apple TV, Amazon Firestick, One Plus TV, Sony, Samsung, LG and Xiaomi.

     

    And Jio Cinema fired the first salvo by announcing free subscription to IPL. Clearly, they were trying to catch more viewers which in turn would get more advertising moolah. So, for the first time, an advertising revenue war between streaming and TV was on. Brands and companies were being enticed on two fronts. And they had to take decisions which till now they need not as Star and Disney Hotstar were playing a complementing game with Disney also charging for subscription. Viewership now was an important dimension.

     

    And soon enough an advertising war broke out. Not surprisingly, Jio Cinema was the instigator. It released a long ad on Youtube which took a dig at watching IPL on old-fashioned, non-interactive, dumb TV sets. While it was entertaining and informative at the same time, it served a reminder as to how much more personalised the viewing can be on digital. Watch it here

     

    Star Sports then released an ad which claimed that normal TV watching through DTH channels like Tata Play and Airtel (my enemy’s enemy is my friend) could allow digital features like highlights, key moments, deep statistics dive etc. Star Sports Pro was launched which could turn your TV into TV on demand with these features. Watch the ad here.

     

    While Star spoke about commentary in nine languages, Jio Cinema went ahead and announced commentary in 11 languages including Bhojpuri. I think no ex-cricketer worth his salt is free in India today during IPL and anyone who is, needs to just learn a new language!

     

    Hardly had the first weekend passed that viewership figures were being bandied about. Star took out a full-page ad in leading dailies claiming a record-breaking TV Rating for the first match which went up by 29% and 47% increase in consumption of TV time as against last year. It also claimed 130 million viewers on its channels for the first match which was almost 90% of the Pay TV universe. Jio Cinema on its part issued press releases claiming 1.47 billion video views and 50 million new app downloads for Jio Cinema over the first weekend.

     

    While Jio’s figures were based on its own actual numbers, Star figures were based on BARC viewership data that uses a base of around 50,000 plus households and the number is then extrapolated to a national level, a fact shared gleefully by even Viacom18’s CEO in his press release. Clearly, the advantage of measurability went in favour of Jio Cinema.

     

    So, is there a clear winner? Of course not. Jio had glitches during streaming. While many claimed no audio, there was rebooting happening and many took to social media to vent their frustration. And while TV seems to have the upper hand just by sheer numbers, the habit of Gen Z to watch on small screen on an individual basis will eat into TV share. But then from my limited experience, I think it is just a high income phenomena. Most Indian families do not have the luxury of a personalised smartphone for each family member. Plus, IPL is a more involved family entertainment. That would mean a point in favour of TV.

     

    One thing though is for sure, this rivalry is going to become more intense and it would mean more benefits for the consumers.

     

    Oh! What about the ads on IPL you ask? Mostly a big bore. Mostly repetitive old ads. Most using the same few celebrities. Most covering the same few categories.

     

    But the one exception that came as a breath of fresh air was Dream 11. Like in the previous years they have not disappointed and have raised the bar by not just using famous cricketers but also roping in some celebrity actors. And with an all-out war between the two sets of celebrities, things are getting spiced up. It’s a shame if you haven’t watched the launch ad which is a longer version in the form of a press conference. Watch it here.

     

    And then the other ones which involve needling each other with some real life, incisive and stinging comments. The one where Rohit Sharma needles Aamir about not attending award shows, or the one where the cricketers are needled about retakes, or the one where Aamir is reminding himself that ‘all izz well’, are all well-crafted and wonderful to watch. A relief to see creativity, relevance and celebrity all being combined so well. Watch. One more. And one more.

     

    As I write this, I see a new Pepsi ad with Ranveer and a new Pepsi anthem too. These look and sound interesting. Watch the ad. And the theme song.

     

    Now tell me what do you think about them?