Advertisement

HindustanTimes Wed,26 Nov 2014

Lukewarm to IPL, firms go local, think small

Himani Chandna Gurtoo, Hindustan Times  New Delhi, April 10, 2012
First Published: 22:53 IST(10/4/2012) | Last Updated: 01:36 IST(11/4/2012)

Go local, go small.

Advertisement

Taking a leaf out of the value for money (VFM) brand-building strategy, advertisers are seeking to cash in on the local popularity of individual Indian Premier League (IPL) teams this season, rather than invest in the central event itself.

The reason: teams have strong local brand recall value, city-specific loyalty and it is cheaper.

Unlike the previous season, the five-year old popular league has attracted significantly higher local ad content focussed clearly on local brands.

Consider this: Bikaji Namkeen, Rambandhu Spices and Sanskar School are among the sponsors of Rahul Dravid-led Rajasthan Royals. Likewise, punjabnewsline, a local portal is the sponsor of Kings XI Punjab.

Experts said the snazzier version of the game can offer a strong platform for local brands.

"The price of a central sponsorship (approximately R35 crore), restricts the number of advertisers," said a media buyer. "But to advertise through separate teams, one can invest from as low as R10 lakh to R8 crore."

Team managements echoed similar opinion.

"The traction of local advertisers is way better than the last season," said Arvinder Singh, chief operating office, Kings XI Punjab, through which a mix of more than 15 global and local brands is advertising.

The central event has also received queries from regional brands keen on building brands.

"The queries have been varied and across a wide section of advertisers," Sundar Raman, CEO, IPL. "But individual teams will take care of local advertisers."

"It is a pocket-friendly way to create awareness and excitement around your brand," said Dhiraj Malu, of Rajasthan-based Rambandhu Spices. "Some advertisers are sceptical about the worth the association could bring to a regional company."

"As an advertiser, we would definitely be interested," said Aman Ahluwalia, managing director, punjabnewsline.com. "The brand can be tied in interestingly with the event and the local connect can be leveraged."

The owners’ pavilion


Advertisement
more from Business

Rupee rebounds 8 paise against dollar to end at 61.86

After breaching the 62-mark in early trade, Indian rupee on Tuesday rebounded and ended with a gain of 8 paise at 61.86 against the Greenback on account of suspected RBI intervention through state-owned banks.

markets
Advertisement
Most Popular
Advertisement
Advertisement
Copyright © 2014 HT Media Limited. All Rights Reserved