And with the Essel network-backed Indian Cricket League (ICL) and the official cricketing body in India, BCCI’s Indian Professional League (IPL), planning domestic leagues, opportunities for brands have grown.
“Many brands were sceptical, particularly after the (50-over) World Cup. But Twenty20 has generated enough interest and is here to stay. It’s an opportunity for those who were not there earlier,” says Manish Porwal, MD – India, West and South, Starcom.
“Many brands were sceptical, particularly after the (50-over) World Cup. But Twenty20 has generated enough interest and is here to stay. It’s an opportunity for those who were not there earlier,” says Manish Porwal, MD – India, West and South, Starcom.
Nokia, for example, was one of the sponsors at the recent Twenty20 World Cup. Devinder Kishore, director, marketing, Nokia India, says that association with cricket comes with the aim of connecting with the youth segment in India. He admits that the one-day World Cup tournament didn’t live up to expectations. “But Twenty20 as a concept is promising and well-liked by the youth market, which is our target audience. The fact is it is a new format and we are also learning how best to leverage it,” says Kishore.
Navneet Sharma, MD, Indian subcontinent and Middle East, Total Sports Asia, believes it is a new option for brands to undertake tactical promotions or sign on emerging cricket stars. “Brands can think of a shorter association with the game rather than committing themselves for a long time, which has cost considerations as well,” says Sharma.
Initial reactions to the format have been positive, with brands like Nokia, Pepsi MyCan, Reliance Mobile and Hero Honda earning high recall in cities such as Delhi and Mumbai. “Given that most matches take place during prime time, which coincides with general entertainment programmes, we are satisfied with viewership,” adds Kishore.
Advertising rates for Twenty20 broadcasts vary from Rs 100,000 to Rs 150,000 (US$2,500 to $3,700) per 10 seconds.
“The rates have been better than expected, considering that markets like the Indian subcontinent are getting exposed to the format for the first time,” says a senior professional from a media planning agency.
The soon-to-debut ICL and IPL have also been watched with interest by brands and agencies. Punitha Arumugam, group CEO a tMadison, says while there is interest, most of the brands are taking a cautious approach. Nokia’s Kishore agrees. “A lot depends on how it is structured. Big names are definitely an attraction, but the format should be exciting and attract talent,” he says.
These domestic leagues could provide the window of opportunity for brands which don’t have huge resources to be associated with cricket at the present. Ashish Kaul, EVP, Essel, says that ICL has generated immense advertiser interest. “We can leverage on our broadcasting arm and deliver a value-based offering,” he says.
