IPL : Effectiveness as a Brand Advertising Platform

VEDIKA KAKRANIA (12-2016)SRUTHI SUSHANTI (13-2020)

SANDEEP KOGILWAIMATH (13-2055)

WHAT WAS OUR RESEARCH ABOUT?

• Ads will create a subconscious urge to buy theproduct or the services offered, we wanted toknow how effective adverts during IPL reallyare

• The amount spent on the advertisements;which over a six week stretch is equivalent toan entire fiscal year marketing budget whichhad to be justified

Are the advertisements having the desired psychological impact on the

people?

• Our research will analyze the viewer’s take on theadvertisement in the form their

- responses to the advertisements shown duringthe match

- their recalling of the advertisement and

- their reaction to call to action’s of theadvertisement.

• We considered an individual’s point of view.

WHAT ARE THE BRAND ADVERTISEMENTS WE SURVEYED?

PepsiTata Sky

VodafoneCEAT

KarbonnKingfisher

Hotstar

PEPSIPepsiCo, started a “Crash the Pepsi IPL”campaign challenging consumers to make a30-second Pepsi ad, with winning entriesreplacing the brand’s official ad on-airduring Pepsi IPL 8. for the first time duringPepsi IPL, Indian consumers had controlover a brand’s advertising on a massiveplatform and with a tremendous globalaudience.

Do you remember Pepsi's "Crash the IPL" campaign? If yes, describe in 2 lines.

• 17 people of 39 people who responded do not know the campaign

• 50% of the people who do not know the campaign know that Pepsi advertised during IPL

• 2% of people could recall the purpose, tagline, motive and process

Have you seen any of the advertisements that were made by the people? If yes, did you like the

ads?

• 12 out of 28 people who responded don’t recall other advertisements of Pepsi

• 12 out of the 28 people remember the IPLcampaign

Did you want to make an advertisement for the campaign? If yes, briefly tell us

why.

• 2 out 27 people who responded wanted to make advertisements for the campaign

• 8 out of 25 people who didn’t want to make advertisements thought it was useless.

TATA SKY

The 13 daily ads, run in the form of episodes, together tell the love story of two young people in a snow-covered town in Kashmir.

Each ad ends with the message: Jis din TV dekho sirf us din ke paise do! By the 13th episode, the two have hit it off and the super reinforces it with the voice-over saying: Daily milenge toh pyaar toh hoga hi..

WHAT THE PEOPLE THINK?

Do you remember Tata Sky's 'Daily Recharge' campaign? If yes, briefly describe the campaign.

• 29 of 39 people who responded do not recall the advertisement, 4 of them don’t remember

• 6 people significantly remember the advertisement and the story

VODAFONE

Vodafone is one of India’s leading telecomservices provider, is the only prominent brandthat has remained associated with IPL since itsinception in 2008. On an average, 20% of itsannual advertising budget is assigned for theIPL campaign, now tilted more towards digitalmedia.

WHAT THE PEOPLE THINK?

Why do you think the campaign worked?

• 30 respondents who answered the campaign, responded that it was the creativity, cute zoo-zoo faces, humor and uniqueness made them remember the ad.

• 0% respondents recall the benefit of the ad, the purpose or the service.

CEATConceptualised by Ogilvy & Mather, the TVCs went on air on April 18, 2015 during the ongoing Indian Premier League -Season 8 and shows the human nature of lying to hide their mistakes. At the same time, the campaign also highlights how tube-type tyres are prone to accidents and how these hassles can be avoided by switching to tubeless tyres.

WHAT DO PEOPLE THINK?

85% of the respondents answered that they understood the concept of tubeless tyres and the

uses.

KARBONN MOBILES

The catches during IPL were named KarbonnKamaal Katch. The handset maker will also be the title sponsor of 'IPL Nights', a show that will be aired on MTV.

How do you know this brand?

• 17 out of 39 respondents know it through advertisements

• 4 out of 17 people know it through IPL

The reasons behind knowing the brand in order of their individual impact were stated as;

Low priced phonesKarbonn Kamaal KatchGautam Gambhir’s ad

KINGFISHERThe famous jingle "Oola la le lo" and the funfilled TVC rightly placed the brand as a funloving one. Unlike brands like Pepsi whichwere focused on cricket, Kingfisher promotesall sports and the brand sponsors footballstars and even Formula 1. The brand directlytalks to people who are easy going, chilled outperson who's always willing to take a breakand party with the friends. But they are veryprofessional and successful.

The reasons they remember the campaign during IPL in order of their priority are;

JingleAll team players together

HOTSTAR

Star’s mobile application ‘Hotstar’ is drivingthe digital viewership and is streaming all the60 games of the IPL live. The platform hasrecorded more than 40 million video views forthe first 5 days of the tournament. This is sixtimes the viewership on starsports.com lastyear. It is a dramatic and unprecedented shift.

THE OUTCOMES OF OUR SURVEY

• The advertisements as we now know are mere branding and revenue generation means for the IPL.

• Brands who advertised constantly in all the seasons were recognised over the ones that were recent.

• The relation between finances spent and sales return could not be evaluated.

• The weightage of viewership during advertisements and during the match could not be evaluated.

• People are shifting platforms from Television to Online platforms and of late, apps to avoid advertisements.

• IPL is conducive for new products and services who want to place themselves in the market as brands.

• Serious advertisements that are meant to sell a product or service seldom succeed on this platform. Such an attempt must be thoroughly vetted.

Therefore, we can conclude that for established brands the money spent is disproportionate to the return that they may be getting, especially in terms of any increase in brand appeal. Although since, every other brand is also investing in the platform, it is almost a race to stay in the same place. Therefore, it is a risk they cannot take to lose out on the exposure.For emerging brands, it is a good platform for instant recognition, as it captures a wide and popular audience base, but may not be suitable for niche products.

FUTURE WORK

• It could be envisaged that a wider sample for the survey could be undertaken with a more varied demographic.

• Data can be obtained for TRPs, revenue returns and sales for the period of and immediately succeeding the IPL and analyzed.

• An anonymous questionnaire to be filled by people in advertising agencies regarding the perceived and actual impact of advertising in IPLfor a more nuanced view would be beneficial for a more opinionated view.