IPL- Season6, 2013 Indian super bowls
IPL- Season6, 2013 Indian super bowls
April-March 2013
In advertising history, so far every top
Brands shown keen interest in grabbing various events sponsorship by signing
agreement by paying kings price. Intension of the brand is to penetrate into
the market via sponsorships like title sponsor, co sponsor, wardrobe sponsor &
event sponsor etc.
This time Pepsi penetrates Atom into the market. It is
perfect time to launch the product. Though Atom has a new look there were very
less no of spots aired when compared to the Pepsi commercial. The motive of their
advertising campaign is to reach the mass audience in a short period through
the sport event or a celebration. Thus the market competitors are very much concerned
and conscious to snatch agreements with the world’s premiere franchise events. So
far they have seen the reach and now they seem to be testing the market with
variety of attractions. Also targets each and every individual through ad commercial
campaigns using series of ads with same USP. In this short term they are very sure
to earn maximum credibility and brand equity. IPL 2013 is a honey for these advertising
tycoons, when they are about to sign an agreement with the world's best T20 Cricket,
IPL season6. 
This time Pepsi bagged the title
sponsorship of IPL 2013 Season6 for Rs 396.8 crore, and the sixth season of the Indian Premier League
will be called Pepsi IPL. Throughout the IPL season the marketers are
incredibly keen and selective in marketing their brand in each and every match
& also they are extremely concerned about the timelines in which their
advertisement commercials is been aired. As far as now, Chennai super kings
matches are targeted by the top brands because of the team’s familiarity and
popularity throughout the nation. IPL commercials team queues the tailor-made
advertising spots in account to reach masses. Like: Dhoni’s commercial is been
aired when dhoni is at the strikers end.
Various brands
are hitting the screen during the over breaks, some of them are IPL super
bowls. Usha, Gems, Aircel, OLX, Vodafone and many other brands attracts the
cricket fans and willing to create an impact during the IPL season. The summer
advertising tycoons are very much bored of the normal ads with the concepts
involving thirst, energy loss etc, they have crafted cricket-centric
advertisements to make a false impression that they are dedicated to cricket.
Basically their motto is to sell.. Sell..& sell, that’s all.
Gems animation portraying a cricket stadium
is an apparent witness to the cricket-centric ads. But this advertisement has
failed to create impact when compared to the recent “artful collision of gems” commercial.
Aircel's 164 recharge campaign creates impact
among the IPL fans & also creates curiosity among the audience when Chennai
Super Kings scores each run more than 164. Fortunately, there is only minimal
opportunity for a team to score more than 164 runs in IPL’s. Aircel’s campaign
offering extra talk time for INR . 164 recharge. Its increases the extra talk
value by one rupee after each run Chennai super kings scores beyond the
landmark runs 164. Selective marketing is researching, analysing, testing and
executing the advertising promotional to the proper media at perfect timings.
OLX ads – “where buyers meets sellers” is
an extra ordinary strategically tagline for creating a need to sell a product.
The tagline draws and pleases the consumers to sell something. Creating space for the new born is the impressive one among campaign.One of the Quikr commercial is portrayed in such a way, making fun of IPL auction. With a theme, if your player is not performing well, sell him. Due to very less media plan budget, its not often seen. It runs between spots by lacking audience attention.
Vodafone’s cricket scores, photo sharing,
celebrity gossips and matrimony zoo zoo’s ads haven’t lost its charm. The
Ogilvian’s are only updating the set, changing colours and the properties but
it creates a vast impact and looks like rebranding, but it has the same essence
and formula which is recycled from the old Zoo Zoo. Still it creates interests,
connects the audience and increases the reach.
Lays is a sub brand of the Pepsico –
Fritolay. Made an IPL teaser involving Dhoni, Gautam and it created an agitation
as if both captains are shifting to the other team for the sake of Lays chips. It’s
been a massive hit and after a month the brand did a cricket-centric ad again
by roping Billy Bowden, a popular personality- an International ODI umpire, for Lays television commercial with the USP
“Come on taste the six flavours, enjoy the lays”. It’s a great spot in his own
style.
Usha fan is striving to deliver a sensible
ad but still haven’t. Yes, it represents the research and development team in a
recent ad whom were testing the fans with a basket ball. Their contribution to
IPL premiere must be cricket, instead of cricket they are trying to deliver a
new piece of spot and it does not seems to be working and it probably won’t
work. They lost their control and couldn’t think within the boundary line. The
other two campaigns from the same series also have the same impact. People
wonder, what marketers are willing to convey and they doesn’t even know what
might connect basket ball & a ceiling fan.
Cadbury dairy milk IPL campaign is more
sensitive and hits the audience emotionally. Dad’s early return from office,
husband and wife cheering for same team, husband’s lie for watching IPL at late
nights are the theme for IPL campaign. It directly connects to our daily
activates and many of the incidents portrayed in this advertising campaign
remains to be true and fact oriented. Thus, Cadbury commercial campaigns
touching the emotions of the middle class audience and in turn increases the
equity. 
Godrej’s series of commercials featuring
Amir Khan is innovative and women centric with positioning “ideas that make life
brighter”. Electricity power conscious advertisements position the brand as
“Bright living”. The dragging few set of commercials remains unconnected to the
audience. Also because of the ad maker’s innovative thinking and more
sophisticated approach. Indian history of television Ad campaigns had
never saw a brand personality in a disguise; this is going to be a no.1
drawback for the advertisement campaign. Rest of them are over imaginative and
not understandable. This approach neither looks funny and nor looks appealing.
Crafting Seasonal and selective advertising
plans can produce more equity, builds consumerism and increases brand awareness.
Brands also use emotional play to grab global audiences by creating a need.
posted by Lingaraja Sivanaiah @ May 08, 2013
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