Advertisers line up to milk IPL cash cow | business | Hindustan Times
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Advertisers line up to milk IPL cash cow

business Updated: Apr 03, 2011 21:46 IST
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Advertisers are making a beeline to cash in on the cricket fever during the Indian Premier League.

Many companies and brands hitherto not associated with cricket advertising and sponsorship have jumped on to the bandwagon, booking ad spots on Set Max, the subcontinental broadcaster for the IPL matches this summer.

“Many companies such as Piramal, Tata Motors, Nikon, Paragon, Kansai Nerolac Paints, Hitachi and Johnson & Johnson have come on board for the first time,” said Multi Screen Media (MSM) president (Network Sales) Rohit Gupta.

“We have seen the craze for the IPL only grow,” said Nikon India GM Sachin Kumar. Nikon is for the first time earmarking 30% of its total marketing budget for TV to IPL.