Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li>As IPL’s bio bubble breaches and two players Varun Chakravarthy, Sandeep Warrier test positive for COVID-19, BCCI has suspended IPL for this season. </li><li>Experts tell us about the impact cancellation of India’s biggest sporting tournament and advertising extravaganza can have on our brands and the media industry.</li></ul>Indian Premier League (IPL), one of the most keenly awaited events in India, has also felt the heat of Coronavirus. Over the last two days, several players from three IPL teams have tested COVID positive. This includes Kolkata Knight Riders’ (KKR) Varun Chakravarthy and Sandeep Warrier, Delhi Capitals’ (DC) Amit Mishra and now, SRH’s Wriddhiman Saha. After much criticism, BCCI vice-president Rajeev Shukla has finally announced today that IPL has been suspended for this season. While the recent spike in COVID cases has brought our country to a grinding halt and forced every sporting activity to be either postponed indefinitely or cancelled, IPL continued, becoming an escape from the grim reality for many. It was acting as a bandaid on our wounds -- temporary yet effective. IPL is also one of the biggest advertising carnivals and this year, reports indicate that more brands have invested in the tournament. According to TAM Sports, average ad volumes during the first 22 matches of IPL 14 grew by 2% compared to IPL 13. Tally of categories grew by 10%, whereas count of advertisers and brands decreased by 3% and 9% respectively in IPL 14 than IPL 13. When brands started buying ad spots on IPL and bidding on the sponsorship deals, the COVID cases in India were going down and the economy was improving. Advertising agencies usually work on their IPL pitches for at least two months and spend many sleepless nights executing their ideas. Media planning and buying agencies also wait for IPL to buy the best deal for their clients. However, the situation is getting severe with each passing day. Given the gravity of the pandemic in India, there has been an ongoing debate on whether IPL should be pulled down. Now, after a few players have tested positive and the bio bubble has been breached, BCCI has decided to suspend IPL. We reached out to experts to understand how cancellation of IPL can impact brands. Vani Gupta Dandia, Founder, CherryPeachPlum Growth said cancellation might add to consumers' anxiety. "I understand there are a lot of us in dire circumstances but canceling IPL doesn't help people get well. It's a welcome distraction from the otherwise grim news we're inundated with. Cancellation will also cause further anxiety and fear - we need some markers of normality. Lives, livelihoods, and mental wellness are all important in equal measure," said she. Lloyd Mathias, Business Strategist and former Marketing Head of PepsiCo, Motorola and HP APAC said, “The continuation of the IPL amidst the pandemic is questionable now, given that the secure bio bubbles have been breached. But even aside from this breach, the continuation points to a certain disregard for the suffering and misery millions of Indians are facing.” A Duff &amp; Phelps’ report had recently said that the value of the IPL Ecosystem was estimated to be impacted by nearly $1 billion only due to cancellation and without capturing the impact of the economic slowdown that might follow. Last year too, the pandemic had made a dent on the league. The IPL Ecosystem’s value plunged by 3.6% to Rs 45,800 crore during season 13 from Rs 47,500 crore IPL 2019. The report further said that this was largely due to Vivo pulling out of the title sponsorship deal, additional costs involved to create a secure bio-bubble environment, lack of gate receipts, etc. The individual franchisees also saw a reduction in their brand values in 2020 compared to 2019, largely due to reduced franchisee-related sponsorship revenue, loss of gate receipts, reduced food and beverage (F&amp;B) revenue, and certain teams’ on-field performances and off-the-field issues. The new sponsor, Dream11, had entered at a steep discount, and the IPL had to take a hit of Rs 218 crores in sponsorship revenues in 2020. However, Mathias reminded us that BCCI insures IPL. “If the IPL does get called off at this stage it will certainly hurt financially, but remember the BCCI is a very rich body, and this financial loss is an insignificant price to pay in comparison to the larger catastrophe all around. Also, insurance may help cover part of the damages, suffered by the teams, the sponsors, and the broadcaster,” said he. Star Sports has roped in 18 sponsors and over 100 advertisers across multiple brand categories and many small businesses have invested a large amount of their marketing budget on IPL this year. BCCI has also gone all out in its bid to host IPL this year. According to media reports, BCCI is slated to earn Rs 3,500 crore in advertising revenue from the 2021 season. Star charged around Rs 8 to 10 lakh for a 10 seconder last year. Star has previously charged brands Rs 25 lakh for 10-second slots during the India vs Pakistan ICC World Cup match and between Rs 16 to 18 lakh for other World Cup matches. In comparison, the IPL ad charges are still reasonable but the rates are among the costliest for a programme in the country. So, how badly will this hurt Indian brands? Karthik Srinivasan, Social Media Expert and Independent Brand Consultant, answered, “I don't think the brands, per se, would be impacted, not at least in terms of branding. They are already hugely affected in terms of demand, and sales, because the 2nd wave has washed over everything else.” Three days before IPL began, the number of positive cases in India had crossed 1,25,89,067, and the death toll stood at 165K -- and it was growing with each passing day. Harish Bijoor, Brand Guru and Founder, Harish Bijoor Consults Inc said that brands would have analysed every situation before the tournament began. Bijoor said, “The pandemic is all about uncertainty. IPL and its fixtures are part of this uncertainty. Yes, brands will have their plans tampered with, especially with IPL money outlays kept in mind. However, the important point is that health comes before everything else. The bubble has burst to an extent. The bubble format of IPL has been breached with yesterday's incident. Brands have to grin and bear it. In reality, nothing is a surprise anymore. Brands have visualised this possibility, and it has been factored into plans for sure.” Vani Gupta Dandia, on the other hand, shared how months of hardwork will go down the drain if IPL is canceled. "After 2020 a lot of pent up demand was expected to manifest in 2021. After a disappointing 2020, advertisers were betting big on IPL. Spots were booked early this year, when there was hope of the COVID pandemic ending in 2021. IPL in particular brings the house together- everyone loves cricket. Annual plans and quarterly targets are constructed around the spurt in demand expected from the advertising spends on IPL. So cancellation at this stage will mean desperate scrambling to rework the media plan, besides losing time." <cmsannotation type="cmsannotation" annotationid="Alternative strategy" text="Alternative strategy">Alternative strategy</cmsannotation> Experts we spoke to said whether IPL continues or not, brands should reconsider advertising during what is possibly one of the worst calamities we have faced in recent times. Srinivasan highlighted how ad spend will be a smaller wound but rebuilding reputation might take eons. “The brands continuing to advertise happy, nice things to buy would, at one point, seem utterly insensitive and out of touch. So, in a way, IPL being cancelled is perhaps for the best for these brands, despite the money being invested. After all, reputation is more important than money in the long run, and the brands being presumed to be insensitive and out of touch with the horrendous reality unfolding in our country, is far worse for them,” said Srinivasan. Mathias also said that functional advertising can wait. “It would be wonderful if the IPL uses its reach and financial muscle to amplify and help people. Teams, sponsors, cricket stars can come together and pledge part of their incomes to support this humanitarian disaster. This will also help reduce the valid feeling of the IPL’s tone-deafness, to the misery all around. And yes, for brands the best thing to do in the present circumstance is to help with relief in any way possible – from financial, procuring much needed medical supplies, to using their media assets to amplify SOS and help messages,” said Mathias. *Article updated at 1:15* <div type="Article" hostid="261" msid="82294452" title="Experts share the ideal ways in which brands can advertise during the second Covid-19 wave in India" mstype="2" mssubtype="0"></div>

As BCCI suspends IPL 2021, experts share how it could impact the ad, marketing and the entertainment world

<ul><li>IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. </li><li>Even though the pandemic has seen a direct impact on the <keyword id="10091989" type="UNKNOWN" weightage="20" keywordseo="sports-sponsorship-market">sports sponsorship market</keyword>, IPL continues to carve a niche for itself in India while also keeping its fans engaged. </li><li><keyword id="7463791" type="PERSON" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. </li></ul> ESP Properties, the entertainment and sports division of <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword>, cited that the IPL 2020 sponsorship crossed the ₹500 crore mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged. The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Business Head, <keyword id="9208643" type="COMPANY" weightage="20" keywordseo="groupm-esp-properties">GroupM ESP Properties</keyword> said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.” Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and add to the year on year growth of the sports business industry.

IPL team sponsorship crosses ₹500 crore mark this year: GroupM’s ESP Properties

<ul><li><keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">Vi</keyword> recently announced it has become the co-presenting sponsor of <keyword id="9553440" type="UNKNOWN" weightage="20" keywordseo="dream11-ipl">Dream11 IPL</keyword> 2020. </li><li>We talk to <keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief Digital Transformation &amp; Brand Officer, <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> <keyword id="41511" type="CITY" weightage="20" keywordseo="idea">Idea</keyword> Limited who tells us all that the brand has planned for the tournament slated to start tomorrow.</li></ul> <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) is one of the biggest sporting events in the country as we have witnessed over the past few years. This year, despite several roadblocks, the tournament is starting tomorrow and its expected to witness its highest-ever viewership. IPL therefore becomes the perfect platform for any brand that is trying to reach out to an engaged audience and trying to catch eyeballs and raise awareness about itself. And that is exactly what Vodafone Idea’s newly launched entity Vi has in mind. The rebranding of these two iconic brands was announced last week. To make people aware of this change, Vi has also launched a new campaign. The brand now has plans to use IPL to let people know about this transformation. Both Vodafone and Idea in the past have been closely associated with IPL and we wanted to understand how different things will be this year. And here is what Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited had to tell us: Excerpts: Q) While both Vodafone and Idea have been associated with IPL in the past, this year will be different, both in terms of the game’s format and the fact that you have just launched Vi. What do your marketing plans look like? Vi, the young, dynamic and vibrant brand will leverage its association with the most popular sporting event IPL, in its 2020 edition, to enhance awareness, build relevance and engage with the audience. Q) The format is different this year. So how do you think things will be different for you as a sponsor? As a company we have had a very long association with IPL. Vodafone has been associated with IPL since the beginning of the sporting event in 2008. The partnership helped it build high brand recall and affinity with television viewers and cricket lovers in India with its unique campaigns involving the lovable <keyword id="124597" type="COMPANY" weightage="20" keywordseo="Zoozoos">ZooZoos</keyword>. Brand Idea has also actively participated in the previous editions of the tournament as sponsor of many teams and created memorable brand activation campaigns. Though <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> is going to be in a different avatar, it still resonates with the cricket fans. Every sporting fan wants to watch his/her favourite players live, have personal experiences. As a long term partner we see IPL 2020 as an opportunity to redefine sports engagement for the Indian audiences. Continuing the legacy, Vi will aim to create renewed memories and associations for the sport enthusiasts as they follow the excitement on the screens. Q) As a sponsor, what are your expectations from IPL 2020? Cricket is a religion in India, and Dream11 IPL as a property offers broader engagement with audience than just as a sport, over a two months’ window. I am delighted that now, with the launch of Vi, we are carrying this legacy forward. Our association with Dream11 IPL 2020 will provide Vi, instant connect with millions of viewers, and I am confident that this will not only help build awareness of Vi but also help in building relevance and customer confidence. I am sure Indians will be delighted to see us back on Dream11 IPL, albeit in a new avatar. Q) How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Vi is designed to help consumers move ahead in life for a better today, and a brighter tomorrow. Digital is now pervasive, through all aspects of the customer journey - from acquisition to on- boarding and customer care. Considering the evolving consumer journey Vi is committed to provide unique digital experiences during the upcoming IPL season. Our communications is targeted towards the primary screens that consumers engage with – TV and Digital. Q) You have recently unveiled a new identity. How will you use IPL as a platform to reinforce your rebranding and to make your presence felt? Vi is a future-ready brand, build to dynamically serve a digital society to progress in life. The upcoming IPL season has given a reason for Indians to cheer and come together. Leveraging GIGAnet from Vi, a super-charged network, we intend to pamper our customers with some digital experiences to cherish with their family and friends. Q) Zoozoos have been a very important part of IPL advertising in the past. How challenging will it be to match up to that level of love and the engagement that it saw in the past? Zoozoos have been integral to our IPL campaigns and much loved icons in India. They have helped us communicate the brand’s message in an engaging and charming manner. We believe IPL 2020 gives us an opportunity to leverage Vi’s dynamic edge and digital first approach to closely engage with our customers. IPL 2020 is a great platform to renew conventional methods in a contemporary, flexible manner.

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

New Delhi, The brand value of the <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (<keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword>) went down for the first time in six years - by 3.6 per cent over one year. From Rs 47,500 crore in 2019, it fell to Rs 45,800 crore in 2020, the first decline since 2014, a report said on Wednesday. And in terms of US dollars, <keyword id="10904414" type="UNKNOWN" weightage="20" keywordseo="ipl-ecosystem-valuation">IPL ecosystem valuation</keyword> in 2019 was $6,780 million while in 2020 it was $6,190 million -- a change of 8.7 per cent, from Duff &amp; Phelps, a Kroll Business, which specialises in brand valuation, said in its report. "Year 2020 was a challenging one with economic distress and uncertainty due to the COVID-19 pandemic. The sports economy was not immune to this crisis, and the pandemic disrupted the sporting calendar for the year, with a string of tournaments being postponed or cancelled." IPL was relocated to the United Arab Emirates (UAE) as the Indian government had paused sporting activities due to Covid-19. But the Indian cricket board was keen to organise the IPL, and that's why the tournament was shifted, like it did in 2009, when it was played in South Africa. "The IPL also felt the heat of the pandemic, and the findings of the seventh edition of this annual IPL study suggest that the IPL ecosystem value has decreased by 3.6 per cent in constant currency terms to Rs 45,800 crore from Rs 47,500 crore last year," said the report. Duff &amp; Phelps undertook a study during the initial lockdown period (April 2020) to analyse the initial impact of COVID-19 on the value of the IPL ecosystem, which was estimated in the IPL Brand Valuation Report 2019. Based on the scenarios it considered, the IPL ecosystem value was estimated to be impacted by nearly $1 billion only due to cancellation and without capturing the impact of the economic slowdown that might follow. "In our impact study, we had mentioned that depending on the extent of the post COVID-19 slowdown, most <keyword id="6371232" type="UNKNOWN" weightage="20" keywordseo="sponsors">sponsors</keyword>hip contracts may get renegotiated next year, as the spending power of the advertisers and sponsors is likely to be impacted by the economic slowdown," Duff &amp; Phelps said. This does appear to have played out when <keyword id="215177" type="DOMAIN" weightage="20" keywordseo="Vivo">Vivo</keyword> decided to pull out of the title sponsorship at the last moment, and IPL had to scramble to get a new sponsor at the eleventh hour. The new sponsor entered at a steep discount, and the IPL had to take a hit of Rs 218 crore in sponsorship revenues. In 2020, the IPL had lower sponsorship revenues as compared to previous years. Much of this is attributed to Vivo pulling out of the title sponsorship deal and being replaced by Dream11. Dream11 paid Rs 222 crore for the season, as against Vivo's cancelled contract of Rs 440 crore/season for the IPL title sponsorship. The individual franchisees have also witnessed a reduction in their brand values over the last year, mainly due to reduced franchisee-related sponsorship revenue, loss of gate receipts, reduced food and beverage (F&amp;B) revenue and certain teams' on-field performances. The report further stated that champions Mumbai Indians remained the most valuable franchise with a brand value of Rs 761 crore. However, this is down by 5.9 per cent from Rs 809 crore in 2019. The highest drop in brand value was suffered by three-time champions Chennai Super Kings, who were evaluated at Rs 611 crore which is down 16.5 per cent from Rs 732 crore after IPL 2019. Kolkata Knight Riders have seen the second highest brand reduction at 13.7 per cent from Rs 629 crore after IPL 2019 to Rs 543 crore last year. "Similar to the impact on other businesses and the overall economy, the pandemic led to a decline in the IPL ecosystem value. However, with people forced to spend time at home, there was an increase in IPL television viewership. The 2020 edition was a huge success for broadcasters as it broke viewership and advertising revenue records. Television ratings skyrocketed and advertisers tapped into this opportunity to scale up their brand image. Despite the challenging year, this momentum is indicative of how strong the IPL brand has become," said Santosh N., External Advisor, Duff &amp; Phelps India Pvt Ltd. However, IPL's impact on its sponsors and partners continues to be remarkable, said the report. Following the announcement of central sponsorships by the <keyword id="82275" type="COMPANY" weightage="20" keywordseo="Board-of-Control-for-Cricket">Board of Control for Cricket</keyword> in India (BCCI), the title sponsor Dream11 secured USD 225 million in funding, one of the official sponsors Unacademy joined in with a funding of USD 150 million, and another official sponsor, Cred, secured USD 80 million. "With the economy opening and Covid-19 cases decreasing in India, we expect sponsorship deals to be back to their pre-COVID-19 levels. We have now entered a more stable phase in terms of the IPL ecosystem's value; the value appreciation is not expected at the rate of previous years. However, an increase in the number of teams in 2022 and the renewal of media rights in 2023 could enhance the IPL ecosystem value in the future," Santosh said. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/checkout-review-of-oppo-fitness-band-related-to-design-performance-price-and-battery-life/articleshow/81423414.cms">Oppo Band Style review – getting the basics right with a twist of flair</a> <a href="https://www.businessinsider.in/international/news/narendra-modi-joe-biden-yoshihide-suga-and-scott-morrison-are-set-to-meet-for-the-first-ever-quad-leaders-summit-on-march-12/articleshow/81424117.cms">The first-ever leaders summit of the QUAD may be another signal that it's ready for something more formal</a> <a href="https://www.businessinsider.in/stock-market/news/how-to-check-share-allotment-status-of-mtar-technologies-ipo/articleshow/81424102.cms">MTAR Technologies IPO: Here is how to check share allotment status</a> <a href="https://www.businessinsider.in/tech/enterprise/news/tcs-cfo-explains-how-the-role-of-a-finance-head-has-been-changed-by-the-pandemic/articleshow/81423884.cms">EXCLUSIVE: TCS CFO explains how the role of a finance head has been changed by the pandemic</a>

IPL brand value falls for first time in 6 yrs, says report

<ul><li>In its biggest-ever marketing push, <keyword id="6357886" type="COMPANY" weightage="20" keywordseo="phonepe">PhonePe</keyword> is the co-presenting sponsor of the TV broadcast on Star and Associate Sponsor of Disney+Hotstar for the Digital broadcast of <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>.</li><li>The platform is also sponsoring 4 IPL franchises - <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, Royal Challengers Bangalore &amp; Delhi Capitals.</li><li>The aim of this massive marketing push is to expand its user base from its current 280 million to 500 million by December 2022.</li></ul> Digital payments platform PhonePe has announced that it has taken up 6 different sponsorships for IPL 2021. PhonePe is the official co-presenting sponsor for the television broadcast of IPL 2021 on <keyword id="6047352" type="COMPANY" weightage="20" keywordseo="Star-Sports-network">Star Sports Network</keyword>. It is also the Associate Sponsor for the digital broadcast of IPL on Disney+Hotstar. Additionally, this time PhonePe is also sponsoring 4 IPL franchises - Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore &amp; Delhi Capitals. This is the third year in a row that PhonePe is co-sponsoring IPL as the league continues to be the biggest sporting event in India offering its advertising partners considerable national reach. This year, however, PhonePe’s IPL campaign will run equally aggressively across multiple platforms including TV, digital and social media platforms. In the biggest-ever marketing push for PhonePe, the marketing interventions will run through the year with a focus on the upcoming IPL 2021. The focus of the marketing activities will largely be on expanding the user base from 280 million currently to 500 million by December 2022 and drive preference for PhonePe among millions of new-to-digital users. Commenting on the announcement, <keyword id="6518849" type="ORGANIZATION" weightage="20" keywordseo="sameer-nigam">Sameer Nigam</keyword>, Founder &amp; CEO, PhonePe said, “We are kicking off our most aggressive national marketing campaign ever, starting with IPL 2021 next month. We have invested even more heavily on IPL this year, taking up 6 different sponsorships. As the category leader, it is our vision as well as our ambition to bring digital payments to every Indian household. Our aggressive marketing efforts are in line with this strategic priority.”

With 6 sponsorships for IPL 2021, PhonePe aims to expand its user base from its current 280 million to 500 million by December 2022

<ul><li><keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword> is just three days away and our country has surpassed 1 lakh mark in daily COVID-19 cases.</li><li>With high interest from advertisers this year and consumers back at home in Maharashtra, will <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> beat its previous records? We speak to digital, media and brand experts to find out.</li></ul>At the time of writing this report, the number of positive cases in India have crossed 1,25,89,067, and the death toll stands at 165K+. And the number is growing with each passing day. At the same time, nearly 80 million doses have been given so far and the vaccination drive has been steadily expanding in our country. So, there’s a mixed feeling of terror and hope in the air and consumers are trying to make sense of this new normal. When brands started buying ad spots on IPL and bidding on the sponsorship deals, the COVID cases in India were going down and the economy was improving. However, it seems like we are back to square one. So, with IPL around the corner, which has seen a lot of interest from the brandverse this year, will consumers reciprocate? “On the back of a year-long hiatus for sporting events, and the continued challenges associated with Covid, this year will naturally suffer its consequences. Low or no spectator events and a lower advertiser interest will also have a lower revenue for IPL. TV which gives the maximum for such sporting events will continue to have high interest among avid fans of the game and format, but the casual watcher will probably opt-out,” said N. Chandramouli, CEO, TRA Research. Last year, IPL broke its viewership record in the opening week itself, as revealed by BARC and Nielsen. Dream11 IPL’s viewing minutes had increased by 15% than 2019, that is 60.6 billion viewing minutes across 7 matches and 25 channels in 2020. The opening match with Mumbai Indians and Chennai Super King garnered an average of 52 million impressions, which is 29% more than 2019 and 158 million viewers watched the match. And now that we have moved into a semi-lockdown mode with entertainment outside the home taking a backseat, Rupak Ved, Chief Operating Officer, Logicserve Digital thinks that brands will shift their monies to digital mediums. Consumers will rely on television and OTTs for their entertainment dose and IPL will benefit. Ved said, “To a large extent, consumers and brands have got used to living life along with the threat of covid. Both have gone through different phases of ‘Shock-Adapt-Growth.’ And cricket is more than a sport in our country. With that, the biggest cricketing event - IPL, is a sentiment, it is an expression. It connects friends, family and the country! We looked forward to IPL even when there was entertainment outside the premise of the 4 walls of our residence! This year it will be even more special. IPL definitely improves sentiment in the country, we saw it just 6 months back and I feel that history might repeat itself here. Also, with vaccination catching pace, it will definitely add to the positive sentiment. Brands will surely subscribe to this. They have realised that digital is the only way to now reach a consumer who would be found more virtually than physically. The monies of physical advertising - OOH, cinema, BTL etc would be ploughed back to digital. To keep the consumer sentiment positive I feel IPL will be a great prescription.” Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop believes that this year will bring in extraordinary success for the broadcaster and Disney+ Hotstar by breaking previous records. He said, “The past 12 months have been painful and stressful for many in different ways and IPL provides that window of entertainment that acts like a pain relief spray — temporary yet effective. So not just repeat last year's success, I say it will exceed it. IPL drives 1.2X better results as per studies. This has been proven year on year. Also, it has proved to deliver an 8-9% uplift in the awareness &amp; consideration metrics across all categories.” Adding how IPL will also improve consumer sentiment, Naqvi said, "The sentiment around COVID at the moment is that of acceptance. Last year, it was fear and uncertainty as it was completely alien. Businesses are better equipped to make sense of their marketing spends. IPL would be something that people would, in fact, look forward to in case they are stuck at home and categories like mobile gaming, ed tech will see a big rise. Digital businesses will have an upper hand as well over everyone else." Considering that the current situation of the country seems to mirror that of 2020, Mitchelle Jansen, AVP Operations (West), WATConsult is confident that the same consumer trend will be similar to last year. She said, "The cliche that holds true for India is that "Cricket is a religion here" and when you're forced to stay in and your life is full of restrictions and limitations, you're sure to turn to cricket for comfort and some sense of normalcy. That's exactly what happened in 2020 which led to some amazing viewership numbers for Star India. Given the current scenario, history might just repeat itself, but only time will tell. Let's grab our popcorn and watch the game unfold." Looking at the advertiser interest for IPL 2021, Priti Murthy, CEO, OMD India is confident that this year will beat IPL 2020’s viewership and ad revenue records. “The rate at which TV ad inventory is being sold, it looks like IPL 2021 is slated to be a bigger success than last year. The opening markets, an economy in bounce-back mode, and the general sporting excitement that started picking up with the India-England series – these are some aspects that show promise for this season of IPL. Speaking strictly numbers, according to reports, the projected ad revenue for 2021 is set to be around Rs 400 Cr higher than 2020. That is quite a positive indicator,” said Murthy. <cmsannotation type="cmsannotation" annotationid="Advertiser interest" text="Advertiser interest">Advertiser interest</cmsannotation> Star Sports has already roped in 18 sponsors and over 100 advertisers across multiple brand categories and according to Anil Jayaraj, Executive Vice President, Star Sports, the interest among advertisers has only grown with each passing year. Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for VIVO IPL 2021. As per media reports, Star charged around Rs 8 to 10 lakh for a 10 seconder last year. Star has previously charged brands Rs 25 lakh for 10-second slots during the India vs Pakistan ICC World Cup match and between Rs 16 to 18 lakh for other World Cup matches. In comparison, the IPL ad charges are still reasonable but the rates are among the costliest for a programme in the country. With summer brands increasing their ad budgets, experts are hoping that consumer sentiment will improve once IPL begins and sales will follow. It is also supposed to bring the advertising industry back on track. Telling us what kind of interest the clients have shown this year, Murthy said, “With respect to our clients specifically, they have looked at IPL in terms of two classifications - IPL on TV and IPL on Disney+ Hotstar, and based on these budgets and KPIs, brands have selected what’s most meaningful to them and what makes most sense for them specifically. Certain brands have chosen to stay out too, preferring to explore other cricket opportunities that will come post IPL. As a big-ticket property, and boosted by high viewership both via broadcast and streaming, with the added factor that summer brands are on the bandwagon now, this April’s IPL will definitely help boost adex, and as the total inventory gets sold, the numbers will become clearer.” The categories of advertisers this year include Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG, Financial Services amongst others. According to media reports, 80% of inventory has already been sold. Star usually keeps some inventory for later, but this year, they plan to sell the entire thing in the beginning only. A digital media expert said the reason behind this is high demand as brands are using every opportunity they can to connect with consumers and bounce back. The spokesperson said, “A lot of brands have witnessed massive growth in revenues after taking up sponsorships with IPL last year when the entire market had slowed down. It’s only natural to learn from that and take action proactively this year. Also, the difference between IPL in 2020 &amp; 2021 was just a matter of 4 months, and hence this kind of demand and all spots filling in early.” At the same time, Duff &amp; Phelps’ report suggests that the IPL ecosystem value has decreased by 3.6% in constant currency terms to INR 45,800 crore from INR 47,500 crore last year. Chandramouli said that IPL 2021 will not be able to beat 2019. He said, “It is unlikely that either viewership or ad volume records will be broken this year. While the advertising budgets of brands are beginning to get better, they are nowhere close to what they used to be in mid-2019. Even IPL is likely to see smaller and newer advertisers with a few of the bigger brands that will remain a part of IPL due to FOMO.”

As India faces a second wave of COVID-19 infections, will VIVO IPL 2021 repeat last season's success?

<ul><li>In India, every sport is played with a pinch of colour and celebration.</li><li>However, the past two years have been unusual. We have used <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> to escape from reality.</li><li>We compile a list of IPL ads from this season to help you take a break from the grim reality, if only for a minute.</li></ul>The past 14 months have been painful and stressful for many of us in different ways. <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> was a welcome distraction for some people this year, acting as a bandaid on our wounds -- temporary yet effective. While there were many who had felt that IPL should not have been held this year, or could have been suspended much earlier than it was, there were others who said something like an IPL was important because it acted as a distraction from the grimness that otherwise surrounds us. As the Indian Premier League (IPL) 2021 season began, brands poured in their enthusiastic advertisements either celebrating the country's love for the sport, which is treasured like a religion, or paid tribute to our corona warriors for their unwavering spirit. The opening match of <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> clocked 323 million total impressions on Star India Network this year, revealed BARC. The opening match between defending champions Mumbai Indians and Royal Challengers Bangalore received a tremendous response, bigger than opening matches of all other IPL editions held previously other than Dream11 IPL 2020 and 42% higher than the edition in 2019. While IPL is postponed, it left by giving us temporary relief. So, to distract you for a bit from the reality so that you can go back to helping our fellow citizens with a smile, here are a few ads from IPL this year that won our hearts in no particular order: CRED <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div> <div type="Youtube" id="gADj-r1t08U" title="Great for the good | ft. The OGs | CRED" thumbUrl="https://i.ytimg.com/vi/gADj-r1t08U/mqdefault.jpg"></div> Dream11 <div type="Youtube" id="v3ns5NhjagQ" title="OFFICIAL DREAM11 TEAM SONG | JEMIMAH RODRIGUES | RAGHAV-ARJUN | NAKASH AZIZ | TEAM HAI TOH MAZAA HAI" thumbUrl="https://i.ytimg.com/vi/v3ns5NhjagQ/mqdefault.jpg"></div> Unacademy <div type="Youtube" id="XjBs0omto0c" title="Unacademy | When The Going Gets Tough" thumbUrl="https://i.ytimg.com/vi/XjBs0omto0c/mqdefault.jpg"></div> PhonePe <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Swiggy <div type="Youtube" id="186C0-F5vZw" title="FLAT discounts on LARGE orders! No Upper Limit!" thumbUrl="https://i.ytimg.com/vi/186C0-F5vZw/mqdefault.jpg"></div> Dairy Milk <div type="Youtube" id="YBwiXh5Hdoc" title="Cadbury Dairy Milk | Mumbai Indians | Hindi - #SayThankYou to those who stand behind us." thumbUrl="https://i.ytimg.com/vi/YBwiXh5Hdoc/mqdefault.jpg"></div> Upstox <div type="Youtube" id="HoAvJyo4c3U" title="#UpstoxStartKarkeDekho – Simple &amp; Easy Investment in Stocks, Gold, Mutual funds &amp; IPO with Upstox" thumbUrl="https://i.ytimg.com/vi/HoAvJyo4c3U/mqdefault.jpg"></div>

Despite suspension, IPL gave us a few memorable ads this year, here are our favourites

<ul><li><keyword id="1734364" type="PERSON" weightage="20" keywordseo="Duff-Phelps">Duff &amp; Phelps</keyword> has undertaken a study to analyze the impact of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> on the value of <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> Ecosystem, which was estimated in their IPL Brand Valuation Report 2019.</li><li>They have considered various scenarios which were addressed by BCCI President, <keyword id="6507" type="PERSON" weightage="20" keywordseo="Saurav-Ganguly">Saurav Ganguly</keyword>, during his press conference over the weekend and estimated the impact on IPL Ecosystem value under each of those scenarios in this note by <keyword id="5571816" type="PERSON" weightage="20" keywordseo="Santosh-N">Santosh N</keyword>, Managing Partner D and P Advisory LLP and external advisor, Duff &amp; Phelps. </li></ul> We might just be in the first quarter of 2020, but the year has already seen the unprecedented shutdown of global sports leagues due to COVID19. The last such shut down happened during World War II when all major sporting events across the globe including the Olympics in 1940 &amp; 1944 were cancelled. Major sports leagues across the world including EPL, La Liga, Seria A, NBA, Champions League, bilateral cricket tournaments are suspended at least until the first week of April as governments scramble to contain the spread of the virus which has been declared a global pandemic by the World Health Organization. UEFA EURO 2020 and COPA America 2020, the two major football events scheduled to take place this year in June have also been pushed to 2021. Even the Olympics 2020 being held in Japan face the threat of cancellation or postponement if the pandemic does not subside in the next couple of months. More recently, the Indian Super League finals between ATK &amp; Chennaiyin FC had to be played behind closed doors. <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL), one of the most keenly awaited events in India has also felt the heat of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword>, with Board of Cricket Control of India (BCCI) deciding to postpone the start of IPL season until April 15th with no clear visibility of its start date and a major threat of cancellation looming around. The Government of India and various state governments have mandatorily banned public gatherings in view of public health and safety concerns. The government has also suspended visas from most countries which might impact the availability of foreign players who are a vital cog in the IPL. Given this background, the options before BCCI are somewhat limited. Duff &amp; Phelps has undertaken a study to analyze the impact of COVID19 on the value of IPL Ecosystem, which was estimated in our IPL Brand Valuation Report 2019. We have considered various scenarios which were addressed by BCCI President, Saurav Ganguly, during his press conference over the weekend and have estimated the impact on IPL Ecosystem value under each of those scenarios. The scenarios considered are: 1) Scenario 1: Truncated IPL with the number of matches reduced to half, a high possibility as per BCCI. 2) Scenario 2: The entire IPL 13 season getting cancelled Our impact analysis has been carried out on the IPL ecosystem value calculated by Duff &amp; Phelps last year which was US$6.8 billion in 2019. The analysis doesn’t reflect the current value of the IPL ecosystem which would have been estimated after considering the factors available post completion of IPL 2020. Scenario 1: According to BCCI officials, in case the IPL season commences on April 15th, it will be truncated as more than 15 days would have been lost by that time. In our analysis we have assumed that in a truncated season, each team will play against the other only once, instead of the home &amp; away format, thus reducing the number of league matches by half. We have also factored in two situations - one where the spectators are allowed inside the stadium and another where the matches are played behind closed doors, effectively impacting the in-stadia revenues including gate receipts and food and beverages. The impact of revenue loss on account of lack of gate receipts is negligible on the IPL value. It might in fact benefit the broadcasters if the shutdown persists and more people are forced to spend time at home thus increasing the television audience for IPL, though none of the stakeholders including the broadcasters prefer this option. Further, we have factored in the loss of revenue from broadcasting and sponsorship, as broadcast partners and sponsors will renegotiate the contracts based on the number of matches being played. We have also considered the impact of a truncated tournament on the sale of official merchandising and associated revenues. Overall, under Scenario I, the IPL ecosystem value estimated by us last year is expected to reduce by USD 200 Million to USD 350 Million range (3.0% to 5.0%). Scenario 2: Under this scenario we have assumed the possibility of the entire IPL 13 getting cancelled, a high possibility if the current situation persists. This scenario will have a massive impact on the IPL Ecosystem value as it will also consider larger economic and financial consequences. In this scenario, we have considered two sub scenarios. First there is no impact on the next year’s edition and the second, a complete one year set back from revenue perspective for all the stakeholders. In sub scenario 1, we have considered nil cash inflow from the broadcaster or title &amp; associate sponsors for the 2020 season as the same is assumed cancelled. Likewise, franchisees will not receive their share of revenue from central pool nor will they be required to share profits with BCCI as part of their franchise fees. However, we have considered the expenses incurred by BCCI, IPL franchisees and other stakeholders with respect to advertising, promotional events and other general administrative costs including salaries to their non-cricket playing staff, etc. In sub scenario 2, apart from the cashflow impact considered for the 2020 season, we have also considered economic impact due to the one year set back, where we have anticipated that the sponsorship revenues might not grow at desired levels next year due to the current disruption. Under Scenario 2, we estimate the IPL Ecosystem value to reduce by USD 700 Million to USD 1,000 Million range (approx. 10.0% to 15.0%). Our analysis under this scenario does not capture a financial recession like event which would further impact the IPL Ecosystem value. - This note has been written by Santosh N, Managing Partner D and P Advisory LLP and External Advisor, Duff &amp; Phelps

COVID-19's impact on IPL 2020: Duff & Phelps

<ul><li>Dream11 , Phone Pe, Amazon , Byju’s are the co-presenting sponsors, Polycab, USL, Coca Cola, ITC, Mondelez, Kamla Pasand, Rummy Circle, AMFI and P&amp;G its associate sponsors.</li><li>Both the number of advertisers and the amount of ad spends is higher than usual this year. </li><li>The network has witnessed heavy demand from brands, given the fact that <keyword id="9553440" type="UNKNOWN" weightage="20" keywordseo="dream11-ipl">Dream11 IPL</keyword> cuts across gender and ages.</li></ul> <keyword id="421566" type="ORGANIZATION" weightage="20" keywordseo="Star-Sports">Star Sports</keyword> announced that it has got 13 sponsors on board for Dream11 IPL. It also announced it has sold out 75% of its inventory. While <keyword id="4394544" type="PERSON" weightage="20" keywordseo="Dream-11">Dream 11</keyword> , Phone Pe, Amazon , Byju’s are the co-presenting sponsors, Polycab, USL, Coca Cola, ITC, Mondelez, Kamla Pasand, Rummy Circle, AMFI and P&amp;G its associate sponsors. Apart from the sponsors, the channel has over 60 advertisers for spot buys, PPL shows and features. Besides the traditional advertisers, key categories which are looking to leverage the Dream11 IPL in a big way are online shopping, Edutech , BFSI , Fantasy sports and Auto players. All the relevant FMCG advertisers including Coca Cola, ITC, Mondelez, P&amp;G, Nestle, Colgate, Britannia, GSK, Reckitt among others are participating in this edition of Dream11 IPL. Star Sports has increased its programming content for pre-shows, thus making more inventory available for this popular asset for brands which want to participate in Dream11 IPL during the <keyword id="36208" type="PERSON" weightage="20" keywordseo="festive-season">festive season</keyword>. There has been an increased interest from BFSI advertisers, who are considering viewing this Dream11 IPL season as a unique combination of festive and a high impact opportunity to engage and influence consumers whose buying behaviours have been disrupted. Both the number of advertisers and the amount of ad spends is higher than usual this year. The network has witnessed heavy demand from brands, given the fact that Dream11 IPL cuts across gender and ages. Brands had allotted spends for IPL + Asia Cup + T20 World Cup, and now with Dream11 IPL being the only cricket property for 2020 plus festive season, it has become the obvious choice for brands to make. The IPL on the Star Sports network over the years has continued to set <keyword id="9882283" type="UNKNOWN" weightage="20" keywordseo="viewership-records">viewership records</keyword> across demographics. TV consumption at present is still higher over pre Covid-19 times (Source BARC) as people are restricted to their homes. Live sports has been sorely missed by fans. Early start at 7:30pm will increase audience availability by more than 20 % (Source BARC). Considering people are still working from home, the channel is anticipating record viewership this season. IPL 2019 had also seen some record-breaking numbers through women viewership. Close to 175 million women viewers aged 15 years and above watched Vivo IPL across India between March 23 and May 12, 2019.

Star Sports has sold out 75% of its inventory for Dream11 IPL 2020

<ul><li>Upstox has entered into a multi-year partnership with IPL.</li><li>IPL will begin on April 09, 2021.</li></ul>The Indian Premier League Governing Council today announced Upstox, a digital brokerage firm, as an official partner for IPL. This will be a multi-year partnership. Brijesh Patel, Chairman, IPL, said, "We are pleased to have Upstox on board as an official partner of the Indian Premier League 2021. As one of the most-watched cricket leagues in India, IPL along with Upstox, one of India’s fastest-growing digital-trading platforms, can create a huge impact on the audience, especially the millions of Indian youth who are financially independent and looking for more options to manage their portfolios." Commenting on the partnership, Ravi Kumar, Co-founder &amp; CEO, Upstox said, "We are thrilled to partner with BCCI for <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>. In India, Cricket is more than just a sport. It is an important part of our culture and social life, with a huge fan-following, especially by the millennials. IPL has paved a bold new direction to Indian cricket in the last decade just like Upstox, which is revolutionizing finance in India. This is what sparks a natural connection between both the brands. With this integration of sports and finance, we intend to spread financial awareness across the country." <div type="Article" hostid="261" msid="81112831" title="What does Vivo coming back as IPL's title sponsor mean for BCCI and the brand?" mstype="2" mssubtype="0"></div>

BCCI onboards brokerage firm Upstox as an official partner for IPL

Chennai, In a surprise move, <keyword id="19896465" type="General" weightage="20" keywordseo="ruturaj-gaikwad" source="keywords">Ruturaj Gaikwad</keyword> on Thursday replaced the legendary M S <keyword id="19896463" type="General" weightage="20" keywordseo="dhoni" source="keywords">Dhoni</keyword> as the <keyword id="19906065" type="General" weightage="20" keywordseo="chennai-super-kings" source="keywords">Chennai Super Kings</keyword> captain as defending champions dropped a bombshell a day before the <keyword id="19906063" type="General" weightage="20" keywordseo="ipl" source="keywords">IPL</keyword> opener. In a post on X, the Indian Premier League revealed the development, a day before CSK take on <keyword id="19920570" type="General" weightage="20" keywordseo="royal-challengers-bangalore" source="keywords">Royal Challengers Bangalore</keyword>. "Presenting @ChennaiIPL's Captain - @Ruutu1331," the IPL posted on X shortly after releasing a picture of all captains posing with the IPL trophy. Gaikwad, who has played six ODIs and 19 T20s for India, made his CSK debut in 2020 and has gone on to represent the five time IPL champions in 52 games. The stylish opener had a memorable run last year, aggregating 590 runs in 16 games at an impressive strike rate of 147.50. "<keyword id="19899524" type="General" weightage="20" keywordseo="ms-dhoni" source="keywords">MS Dhoni</keyword> has handed over Chennai Super Kings' captaincy to Ruturaj Gaikwad ahead of the start of TATA IPL 2024. Ruturaj has been an integral part of Chennai Super Kings since 2019 and has played 52 matches in IPL during this period," CSK said in a statement on their website. "The team looks forward to the upcoming season," the statement added. Dhoni is expected to retire at the end of the season and therefore the franchise felt the need for a smooth transition in Dhoni's presence as a player.

Gaikwad replaces Dhoni as CSK captain day before IPL opener

New Delhi, The Indian Premier League (<keyword id="6354312" type="General" weightage="20" keywordseo="ipl" source="Orion">IPL</keyword>) has become a decacorn as the overall combined brand value has crossed the 10 billion dollars mark. As of now, IPL's brand value stands at 10.7 billion dollars, as compared to 8.4 billion dollars in 2022, thus registering an increase by 28%. A report by brand valuation consultancy Brand Finance said the total brand value of the IPL has surged by 433 per cent since its launch in 2008. It added that the IPL's significant growth is attributed to factors including a media rights deal amounting to 6.2 billion dollars (INR 48,390 crore), an increase in the central pool of IPL revenues, the addition of two franchise teams, and the return to full stadium attendance in 2023 after the Covid-19 pandemic. It further said five-time champions Mumbai Indians have emerged as the most valuable IPL brand at 87 million dollars, followed by fellow five-time winners Chennai Super Kings (CSK), which is now the second most valuable brand with a value of 81 million dollars. Other franchises in the top five list include two-time winners <keyword id="262945" type="General" weightage="50" keywordseo="kolkata-knight" source="Orion">Kolkata Knight</keyword> Riders (KKR) and <keyword id="6354506" type="General" weightage="50" keywordseo="royal-challengers-bangalore" source="Orion">Royal Challengers Bangalore</keyword> (RCB) at 78.6 million dollars and 69.8 million dollars, respectively. IPL 2022 winners Gujarat Titans (GT) showed a huge increase in its brand value ranking with a 38 percent growth and securing the fifth position, which is a jump from the eighth-place last year. <keyword id="13023526" type="General" weightage="50" keywordseo="lucknow-super-giants" source="Orion">Lucknow Super Giants</keyword> (LSG) are at the eighth position with a brand value of 47 million dollars and is now the fastest-growing IPL brand, up by 48 percent. The report added that despite starting with a relatively lower base, LSG has made substantial strides in the valuation landscape. IPL franchises are also continuing to expand their global presence, as the franchise leagues ecosystem is estimated to have a brand value of 1 billion dollars, extending their visibility in the year. Teams like Mumbai, Delhi, Chennai, Lucknow, Sunrisers Hyderabad and Rajasthan Royals are into various franchise T20 leagues. "IPL 2023 is paving the way for a global T20 business ecosystem as more and more franchise owners will be taking their brand of cricket to newer potential markets in the Middle East, USA, Asia-Pacific. Franchise owners are now seeing a year-long commitment from players for various leagues played globally," said Ajimon Francis, Managing Director, Brand Finance India.

Not a six, IPL hits a ten as it turns into a decacorn

<ul><li>Havas Sports &amp; Entertainment in partnership with <keyword id="15508" type="COMPANY" weightage="20" keywordseo="YouGov">YouGov</keyword> have launched HI-CRICKET, a proprietary study.</li><li>The survey is aimed at understanding the impact of the <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (<keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword>) 2021 in influencing brand health metrics across categories.</li><li>The study, led by the Havas Insight team, has respondents from key cities in India to get a deeper understanding of how a larger than life platform such as IPL helps influence mind measures.</li><li>HI-CRICKET will also answer the role of premium media buys in impacting brand health, one of the most critical questions raised by advertisers today.</li></ul>IPL heavily influences consumer actions, including them searching for products that have been advertised during the tournament or downloading apps or buying products seen during the IPL. The findings were a part of HI-CRICKET, a proprietary study by Havas Sports &amp; Entertainment, a sports and sponsorship specialised vertical from the <keyword id="2778410" type="COMPANY" weightage="20" keywordseo="Havas-Media-Group">Havas Media Group</keyword> umbrella. The survey is being conducted in partnership with YouGov, an international research &amp; data analytics group. The survey is aimed at understanding the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories. The study, led by the Havas Insight team, has respondents from key cities in India to get a deeper understanding of how a larger than life platform such as IPL helps influence mind measures. HI-CRICKET will also answer the role of premium media buys in impacting brand health, one of the most critical questions raised by advertisers today. Keeping in line with Havas Group’s Meaningful Brands philosophy, HI-CRICKET 2021 will help brands to further bolster their meaningful connect with consumers and will also identify the most meaningful campaigns during IPL this year. Havas’ Meaningful Brands framework constitutes of benefits brands offer across Functional (What does the product or service deliver?), Personal (How brands improve peoples’ lives?) and Collective parameters (What’s their role in society?). Past learnings have shown that these benefits collectively drive brand performance. The respondents, being interviewed over five phases from 1st April 2021 to 1st June 2021 during IPL 2021, will result in regular updates. Each phase will track the impact of the game on brand health and capture shifts along with attributes that drive meaningfulness as the league progresses. Some highlights from the pre-phase findings:  50% of the respondents watched all the matches last year and 70% said that they will definitely watch the game this year.  Viewers in the age-group of 31-44 years make for the most engaged group with the game, not only in terms of viewership but also in terms of social media chatter, participating in contests and creating their own fantasy leagues based on IPL players.  Viewers are multi-tasking while watching the game – from ordering food online, to playing their own fantasy leagues and engaging with match experts.  Mix of both online &amp; offline viewership for males, especially amongst 18-44-year olds. Older (44+ yrs) &amp; female audiences are skewed to watching the game on TV.  As for the favourite team, two-thirds of IPL viewers consider champions Mumbai Indians to be the best performing team. About a fifth consider <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword> the best performing team.  Match innings and Powerplay are the key segments watched by almost two-thirds of viewers.  IPL influences consumer actions in a big way - from searching for a product/service after seeing an ad to downloading an app or buying a product. Commenting on the study, Mohit Joshi, CEO, Havas Media Group India, said: “HI-CRICKET 2021 is a culmination of Havas’ Meaningful Brands philosophy and data from YouGov’s Cube. While there is a lot of discussion on IPL performance and viewership, this unique study helps to not only understand consumers’ level of engagement with the game but also allows advertisers to track the impact of IPL 2021 on brand health metrics like Awareness, Consideration, Familiarity and Recommendation. The research uses customised quantitative structured questionnaire and encompasses Tier 1 &amp; 2 cities. Designed to constantly monitor brand trends on key brand health indicators, along with Meaningful attributes, this study will help advertisers understand the overall impact of their association with IPL. HI-CRICKET is the first initiative by Havas Insights and Havas Sports and Entertainment; we also intend to take the partnership into other sporting domains such as the Olympics, Hockey, Football and Kabaddi.” Deepa Bhatia, General Manager, India, YouGov, said, “According to YouGov India profiles’ data, IPL is one of the biggest sports assets along with ICC Cricket T20 World Cup. Sports assets have impacted the recall of brands globally. YouGov panel constitutes data of 2 lakh active panel respondents who have participated in various surveys. During the IPL season, YouGov will consistently reach out to people who watch IPL to set up the study. Using Havas’ Meaningful attributes, the customised HI-CRICKET study will help us understand what drives meaningfulness for brands and to what extent are campaigns able to drive perceptions for brands based on functional, personal and collective benefits.”

You Searched For "IPL" and got 13 results

As BCCI suspends IPL 2021, experts share how it could impact the ad, marketing and the entertainment world

Karuna Sharma

IPL team sponsorship crosses ₹500 crore mark this year: GroupM’s ESP Properties

BI India Partner

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

Samarpita Banerjee

IPL brand value falls for first time in 6 yrs, says report

IANS

With 6 sponsorships for IPL 2021, PhonePe aims to expand its user base from its current 280 million to 500 million by December 2022

BI India Partner

As India faces a second wave of COVID-19 infections, will VIVO IPL 2021 repeat last season's success?

Karuna Sharma

Despite suspension, IPL gave us a few memorable ads this year, here are our favourites

BI India Partner

COVID-19's impact on IPL 2020: Duff & Phelps

Guest Author

Star Sports has sold out 75% of its inventory for Dream11 IPL 2020

BI India Partner

BCCI onboards brokerage firm Upstox as an official partner for IPL

BI India Partner

Gaikwad replaces Dhoni as CSK captain day before IPL opener

PTI

Not a six, IPL hits a ten as it turns into a decacorn

IANS

IPL influences consumer actions in a big way: Havas' HI-CRICKET survey

BI India Partner

Popular Keywords

Buying Guides