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<ul><li>12 years since its inception, IPL is still a hot favourite for advertisers. </li><li>According to a report, IPL reaches 77% more women than any prime time Hindi General Entertainment Channel (GEC). </li><li>Advertisers overall are expected to spend more than ₹2,000 crore during IPL. </li></ul>It's just a few more days left until the country starts chanting for the Indian Premier League. Advertisements featuring the cricketers with new slogans for each time have already hit television screens across the country. The enormous popularity of the Indian Premier League – the 20-over cricket match with players from across country teams – is evident in the sold out stands seen at stadiums, high television ratings and recurring prime time slots, with nearly half of the audience being women. Yet, the majority of Indian commercials aired during IPL continue to target just men, a reflection of the typical gender stereotyping still common among advertisers. Even a cursory look at the latest numbers on viewership should make Indian brands sit up and evaluate why they need to switch their strategy – and do so urgently. According to a new report by BARC, IPL reaches to 77% more women than any primetime Hindi General Entertainment Channel (GEC). The report added that IPL reaches out to 262 million women in just 51 days as opposed to a top GEC channel which manages to garner 200 million in a year. Overall, women today hold a 47% television audience share during IPLs. It’s been 12 years since IPL launched and it still manages to be a big favourite of advertisers, attracting big spends. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for <keyword id="6128971" type="UNKNOWN" weightage="20" keywordseo="ipl-2019">IPL 2019</keyword>, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. From shaving companies to fairness creams for men or ads presented as locker room scenes and even indirect advertising for liquor featuring male actors continue to take centre stage during the primetime spots or even as tickers during matches. While not all top brands that cater to both men and women have stereotyped advertisements during cricket matches to be only for men, the general notion has been to sell a product to men during matches. Brands that hit a six with advertisements in 2018 According to a report on <a href="http://www.adageindia.in/marketing/news/ipl-2018-are-brands-scoring-enough-in-terms-of-creativity-this-season/articleshow/63807101.cms">AdAge India</a>, the brands which made a mark during IPL ads in 2018 were Vivo, Reliance Jio, Colgate, Amul, Coca-Cola, MakeMyTrip, Dream11, Kent, Berger Paints, Asian Paints, Crompton, Blue Star, Voltas, Haier, Luminous, Dollar, Vimal Pan Masala, Ceat Tyres, Pidilite, Vanessa, Sleep Well, Parle Agro, Parle Products, Polycab, Vu TV, AMFI, Dollar, Domino’s, Ford, Elica, Onida, Linkedin, Tata Nexon, among others. Popular phone manufacturer Vivo Electronics Corp <a href="https://www.livemint.com/Opinion/ZBNS9iU91o4k7CN2b8826I/Why-IPL-continues-to-charm-audiences-advertisers.html">paid </a>₹2,199 crore for a five-year sponsorship of IPL, a big big jump from Pepsi’s ₹400 crore 5-year deal. Additionally, IPL has always been a great time to launch new advertising campaigns, and has already seen many success stories in India. One of the most successful ad campaigns that took off during IPL is Vodafone Zoozoo. The Zoozoos took off from the second season of the IPL and also went on to win <a href="https://www.indiatoday.in/latest-headlines/story/vodafones-zoozoo-campaign-wins-award-71192-2010-04-07">awards</a> for successful marketing strategy. Even startups like Swiggy witnessed a <a href="https://www.exchange4media.com/ipl-news/swiggys-ipl-ad-campaign-yields-25growth-in-orders-during-ipl-90467.html">growth</a> of 25% thanks to their advertising during the IPL matches. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for IPL 2019, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. Meanwhile, <a href="https://economictimes.indiatimes.com/industry/services/advertising/coca-cola-takes-lead-in-advertising-by-signing-deals-for-ipl-world-cup/articleshow/67968570.cms">Coca Cola </a>has already taken a lead in the advertisement race during IPL with a committed ₹135 crore deal with Star India. So for brands who are making more efforts to be gender neutral, or take on sexist messaging in their approach, IPL venues could be a great starting point. See Also: <a href="https://www.businessinsider.in/india-is-building-the-worlds-largest-cricket-stadium-bigger-than-the-one-in-melbourne/articleshow/67421201.cms">India is building the world’s largest cricket stadium–bigger than the one in Melbourne</a> <a href="https://www.businessinsider.in/4-things-we-learned-from-the-recent-auctions-for-the-epl-and-indian-cricket-broadcasting-rights/articleshow/63911554.cms">Here's what we learned from two recent auctions about the future of sports broadcasting</a>

Brands can no longer ignore Indian women during the country's most popular sporting event

<ul><li>TAM Sports has released a new report on <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>.</li><li>As per the report, Film Actors led in brands’ endorsement with 48% share of ad volumes, followed by Sports Persons with 38% share during IPL 14.</li><li><keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> was on top with 15% share of ad volumes during 29 matches of IPL 14.</li></ul>During the 29 matches of Vivo Indian Premier League 2021, versatile actor Ranveer Singh was the most seen celebrity in IPL ads, revealed TAM Sports. He had a share of 15% in ad volumes. MS Dhoni followed Singh with 9% share. Virat Kohli’s ad share went down from 5% to 4% this year. New entrant this year was Salman Khan with 7% share of ad volumes, 3% more than Kohli. The report stated that 3 out of top 5 overall celebrities were common in 29 matches of both IPL 14 and IPL 13. Dhoni, Kohli and Rohit Sharma were common sports celebrities in IPL 14 and IPL 13. Number of sports personalities grew by 15% during 29 matches of IPL 14 compared to IPL 13. <div type="image" title="sports celebs" msid="82517993" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Advertisers during IPL 2021" text="Advertisers during IPL 2021">Advertisers during IPL 2021</cmsannotation> There was also an increase in average ad volumes this year. According to TAM, Avg. Ad Volumes during 29 matches of IPL 14 grew by 2% compared to IPL 13. Tally of categories grew by 7%, whereas count of advertisers &amp; brands decreased by 4% and 10% respectively in IPL 14 and IPL 13. The Top 5 categories contributed more than 33% of overall ad volumes compared to 40% in the previous edition and 30+ new categories appeared in 29 matches of IPL 14 compared to IPL 13. Among the new categories, Securities/Sharebroking Organization topped the list followed by Fans. <div type="image" title="top brands ipl" msid="82518006" hostid="261"></div> Dream11 had the biggest share of 5% in ad volumes this year, followed by UPstox at 4%. Dream11.com and Phonepe were common between IPL 14 and IPL 13. The top 5 brands Sporta Technologies, Epx Uptech, Just Dial, Parle Agro, and FX Mart contributed a 21% share of ad volumes during 29 matches of IPL 14 as compared to 24% in the previous season. Ecom-Gaming, which was on top in both IPL seasons, contributed 10% share of ad volumes this year followed by Ecom-Education (6%), Aerated Soft Drink (6%), Ecom-Wallets (6%), and Pan Masala (5%).

Ranveer Singh was the favourite brand endorser this IPL, with 15% share of ad volumes during 29 matches: TAM Sports

<ul><li>As per TAM's Sports report titled, ‘Commercial Advertising in <keyword id="8767789" type="UNKNOWN" weightage="20" keywordseo="IPL-season-13">IPL Season 13</keyword>’, Oppo India is the largest advertiser on IPL with 5% ad volume. </li><li>Dream11 has emerged as the top brand, which moved up by 5 positions to achieve 1st place in advertising than last year. </li></ul>After Chinese mobile brand Vivo suspended its partnership with the Board of Control for Cricket in India (BCCI) as the title sponsor for the Indian Premier League this year, Oppo India has emerged as the largest advertiser during 25 matches of IPL season 13. The brand has 5% ad volumes this year, revealed TAM Sports’ latest report. Oppo India was followed by Sporta Technologies and Vodafone India. <div type="image" title="tam - top 10 advertisers during ipl" msid="78678132" hostid="261"></div> According to ESP Properties, the entertainment and sports division of GroupM, IPL 2020 sponsorship has already crossed the ₹500 crore mark this season. First-time sponsor Dream11 has emerged as the top brand, which moved up by 5 positions to achieve 1st place in advertising than last year. Two brands that were common between the top 10 brand list of IPL 12 and IPL 13 are ‘Dream11.com’ and ‘Phonepe.’ <div type="image" title="tam - ipl 10 brands" msid="78678162" hostid="261"></div> Interestingly, five out of 10 categories that have invested in IPL this year are from E-commerce sector with 35% share of IPL 13 Advertising. <div type="image" title="tam - ipl categories" msid="78678182" hostid="261"></div> The current IPL season is turning out to be the best so far for Disney+Hotstar and Star TV channels. Not only has the viewership broken all its previous records, IPL has seen a spike in brand interest. It saw 30 plus new categories and 150+ new brands advertise during IPL season 13 than IPL season 12. The <a href="https://www.businessinsider.in/advertising/media/news/it-is-a-six-dream11-ipl-2020-week-1-surpasses-all-its-previous-viewership-records/articleshow/78428024.cms">matches </a>from Day 1 to Day 7 garnered more than 34 million impressions, viewed by over 100 million viewers match-on-match. 1 out of 3 viewers watched it live. IPL also brought up the overall AdEx for sports genre. During 22 Days of IPL 13, Ad Volumes in Sports genre also spiked by nearly three times compared to 28th Aug – 18th Sep, 2020 (22 Days prior to IPL 13). Tally of Advertisers and Brands grew by 16% and 7% respectively in IPL 13 and IPL 12. <div type="image" title="tam - ipl brand count" msid="78678188" hostid="261"></div> Top 10 Advertisers contributed more than 35% share of Ad Volumes during 25 matches of IPL13 and 40% share in IPL 12.

Oppo India becomes the top advertiser during IPL season 13: Report

<ul><li>.Number of Sports personalities grew by 2 folds in IPL 13 compared to IPL 12.</li><li>Advertisers and Brands using celebrity endorsement increased by 15% and 21% respectively.</li></ul>India’s sporting icon <keyword id="10138" type="PERSON" weightage="20" keywordseo="Mahendra-Singh-Dhoni">Mahendra Singh Dhoni</keyword> continues to be the brand’s favourite this <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> season. The captain cool has emerged the top Celebrity during the first 25 matches of IPL, reveals TAM’s latest report. He endorsed for 10 advertisers. Dhoni is followed by Bollywood stars Aamir Khan and Alia Bhatt. <div type="image" title="tam - dhoni brands" msid="78750774" hostid="261"></div> During IPL 13, 51% of the ads on TV were endorsed by a celebrity and 46% of the ads had a film celebrity, followed by sports stars at 40%. Number of Sports personalities grew by 2 folds in IPL 13 compared to IPL 12. <div type="image" title="tam - celeb endorsements" msid="78750800" hostid="261"></div> <keyword id="6354832" type="PERSON" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword>, Aamir Khan and <keyword id="6357753" type="PERSON" weightage="20" keywordseo="Shahrukh-Khan">Shahrukh Khan</keyword> were common celebrities among the Top 5 in both IPL season 13 and IPL season 12. According to a <keyword id="10134076" type="COMPANY" weightage="20" keywordseo="duff-phelps-celebrity-brand-valuation">Duff &amp; Phelps Celebrity Brand Valuation</keyword> study conducted in 2019, the former captain of team India stood at ninth spot for brand rankings and was valued at $41.2 million. <div type="Article" hostid="261" msid="77587372" title="A look at Captain Cool Mahendra Singh Dhoni's brand associations" mstype="2" mssubtype="0"></div>

MS Dhoni is the most popular celebrity endorser this IPL 2020 , shows report

<ul><li>The <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) brand valuation increased by 13.5% this year to ₹475 billion, according to global advisory firm Duff &amp; Phelp. </li><li>There was a 20% increase in the ad spending on IPL this year. </li><li>Among the IPL franchises, <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, Chennai Super Kings(CSK) and Kolkata Knight Riders(KKR) topped the charts in terms of valuation at ₹8.09 billion, ₹7.32 billion and ₹6.3 billion, respectively. </li></ul>The value of cricket is rising, and that is evident with the rising brand value of Indian Premier League (IPL). This year, IPL’s brand value increased by 13.5% to ₹475 billion (₹47,500 crore), says <a href="https://www.thehindubusinessline.com/news/sports/ipl-brand-value-rises-7-to-68-billion-in-2019/article29458678.ece">Duff &amp; Phelps IPL Brand Valuation report 2019</a>. Last year however it rose even more at 18.87% growth to ₹418 billion (₹41,800 crore). A dip in sponsorships had led to the slower growth this year, the report says. In spite of this, this year IPL got over 100 team sponsorships from government and the industry. This is a good run even as the World Cup was held in the same year, which should have ideally eaten into the cricket pie. But, there was a 20% increase in the ad spending on IPL. "The advertisers could have taken a conservative stance and saved their budgets for the World Cup, but the high viewership interest in IPL continued to attract them," Varun Gupta, Managing Director, Asia Pacific Leader for Valuation Services <a href="https://www.moneycontrol.com/news/trends/sports-trends/ipl-brand-valuation-growth-slows-down-to-13-5-in-2019-4453891.html">told</a> Moneycontrol. Among the IPL franchises, Mumbai Indians, <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword> (CSK) and Kolkata Knight Riders (KKR) topped the charts in terms of valuation at ₹8.09 billion (₹809 crore), ₹7.32 billion (₹732 crore) and ₹6.3 billion (₹629 crore), respectively. While Mumbai Indians and Chennai Super Kings recorded a growth of 8.5% and 13.1%, respectively, Kolkata Knight Riders (KKR) saw an 8% dip in the brand value. <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword> also lost some of its brand value which is now at ₹5.95 billion (₹595 crore). On the other hand, the brand value of <keyword id="3251768" type="PERSON" weightage="20" keywordseo="Delhi-Capitals">Delhi Capitals</keyword>, which is sixth on the list, grew by 8.9% — registering second highest growth this year. “For growth trajectories to maintain their momentum, all teams need to focus on their on-field performance while continuing to broaden their footprint, forge relationships and generate revenue opportunities in growth markets,” Gupta added. See also: <a href="https://www.businessinsider.in/icc-cricket-world-cup-2019-star-network-and-hotstar-viewership/articleshow/69719956.cms">ICC Cricket World Cup 2019 viewership so far on Hotstar is far from the IPL peak</a> <a href="https://www.businessinsider.in/hotstar-gains-from-ipl-final-and-game-of-thrones-second-last-episode/articleshow/69303484.cms">IPL final and Game of Thrones semi-final saw Hotstar break all records</a>

Mumbai Indians, Chennai Super Kings and Delhi Capitals pick up brand value as KKR and Royal Challengers fall

<ul><li>The <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) every year brings with it an advertising extravaganza where brands try to come up with communications that stand out in the clutter.</li><li>To shine the spotlight on some of the best work brands are coming up with throughout the season, we will come up with a weekly list of ads.</li></ul>It’s been more than a week since Indian Premier League (IPL) kicked-off its much talked about season. Launched in a different format this year with no in-stadium audience, IPL has been a somewhat different experience so far. What hasn’t been much different however, is the advertising extravaganza that has just started. Owing to the fact that year after year, IPL has given brands a platform to advertise and connect with millions of viewers, this year too, brands are going all-out to create ads that will help them engage with a wide set of audience. While there have been many who have been talking about the quality of ads that have come out of the league so far, the league has just started. Most experts expect we will soon start seeing more brands coming up with ads that create an impact. Meanwhile, to join in on the fanfare, we thought it would be a good idea to showcase a few campaigns that standout every week. Here are our top picks for the last week: 1. <keyword id="6214644" type="UNKNOWN" weightage="20" keywordseo="Dream11">Dream11</keyword> <div type="Youtube" id="4rEekXHvwK0" title="Dream11: Yahan sab same hai, #YeApnaGameHai" thumbUrl="https://i.ytimg.com/vi/4rEekXHvwK0/mqdefault.jpg"></div> 2. <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> <div type="Youtube" id="LBmElWEum44" title="Trusted by uncle ji and 1 crore plus Indians. Swiggy- what a score!" thumbUrl="https://i.ytimg.com/vi/LBmElWEum44/mqdefault.jpg"></div> <div type="Youtube" id="dPrN8kNUcPo" title="And that's clearly swung the match! Get big discounts with Swiggy Matchday Mania. Order Now!" thumbUrl="https://i.ytimg.com/vi/dPrN8kNUcPo/mqdefault.jpg"></div> 3. CRED <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div> 4. Khatabook <div type="Youtube" id="AoHYVfxfPvA" title="Bina Maange Udhaar Waapas!" thumbUrl="https://i.ytimg.com/vi/AoHYVfxfPvA/mqdefault.jpg"></div> <div type="Youtube" id="ZzhhL2tNP5k" title="Hisaab Daily Ab Automatically!" thumbUrl="https://i.ytimg.com/vi/ZzhhL2tNP5k/mqdefault.jpg"></div> <div type="Youtube" id="5MWZtx3EPMw" title="Har QR Ka Hisaab Yahaan!" thumbUrl="https://i.ytimg.com/vi/5MWZtx3EPMw/mqdefault.jpg"></div> 5. Wakefit <div type="Youtube" id="ZkoCG-W95rc" title="Watch Cricket Like a King with Wakefit Furniture | Artist Babloo ft. Vijay Raaz | Wakefit" thumbUrl="https://i.ytimg.com/vi/ZkoCG-W95rc/mqdefault.jpg"></div> <div type="Youtube" id="rEhCVGNdR78" title="Get Made In India Furniture Assembled At Home | Cricket 2020 | Artist Babloo Ft. Vijay Raaz |Wakefit" thumbUrl="https://i.ytimg.com/vi/rEhCVGNdR78/mqdefault.jpg"></div> 6. <keyword id="6354576" type="COMPANY" weightage="20" keywordseo="facebook">Facebook</keyword> <div type="Youtube" id="7czHNAczHgs" title="Facebook: Jersey" thumbUrl="https://i.ytimg.com/vi/7czHNAczHgs/mqdefault.jpg"></div> 7. <keyword id="3269053" type="PERSON" weightage="20" keywordseo="Rapido">Rapido</keyword> <div type="Youtube" id="MkKwT9EE_jg" title="Rapido I Captains Of Tomorrow" thumbUrl="https://i.ytimg.com/vi/MkKwT9EE_jg/mqdefault.jpg"></div>

Our pick of the best IPL 2020 ads: Week 1

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>CRED, that recently entered the unicorn club with a $2.2 billion valuation, has launched a new IPL campaign for season 14. </li><li>The ad features Rahul Dravid and actor Jim Sarbh.</li><li>Rahul Dravid, who is known to be one of the cool-est cricketers on the pitch, is seen in an avatar we thought we would never, ever see.</li></ul>CRED, the credit bill paying platform that is known for its unique ads, has launched its much-awaited IPL ad. It is reminding people to pay their bills on time in the most entertaining way possible, by making the coolest ever cricketer lose his cool. You are lying if you say you haven’t imagined at least a 100 different scenarios in your head to smash the side-mirror of a car in front of you while driving in Bangalore or Mumbai. However, we did not expect the zen Rahul Dravid to react like we do in traffic. Apart from breaking other bowlers patience, we have never seen Dravid break anything or lose his cool at all. CRED has unleashed an unseen side of Dravid in its latest ad and everyone is shook, including Virat Kohli. Commenting on the ad, RCB’s Captain wrote, “Never seen this side of Rahul bhai." <div type="twitter" handle="imVkohli" handlename="Virat Kohli" image="http://pbs.twimg.com/profile_images/1308286636468219904/a61d79ts_normal.jpg" favoritecount="74838" retweetcount="10319" status="Never seen this side of Rahul bhai 🤯🤣 https://t.co/4W93p0Gk7m" createdat="1617960315000" id="1380451732690411521"></div> The Bangalore-based platform’s IPL ad has already started a meme fest. <div type="twitter" handle="AksharPathak" handlename="Akshar" image="http://pbs.twimg.com/profile_images/1270581243294486529/xna6UsXL_normal.jpg" favoritecount="1409" retweetcount="99" status="@imVkohli *teacher steps out*entire class: https://t.co/nKJBrC1G3Q" createdat="1617961694000" id="1380457518661431296"></div> <div type="twitter" handle="FarziCricketer" handlename="Silly Point" image="http://pbs.twimg.com/profile_images/1380401554973368320/WMvJVMn2_normal.jpg" favoritecount="1749" retweetcount="188" status="@imVkohli Rahul sir calling someone back before double century. https://t.co/7POAeIhNFg" createdat="1617961777000" id="1380457865949839361"></div> <div type="twitter" handle="TrollHaiklu" handlename="ಟ್ರೋಲ್ ಹೈಕ್ಳು" image="http://pbs.twimg.com/profile_images/875542674010324992/HbuT-rQm_normal.jpg" favoritecount="279" retweetcount="14" status="@imVkohli Everyday on silk board junction https://t.co/NwFFohT550" createdat="1617961915000" id="1380458443799023616"></div> <div type="twitter" handle="EntropyPositive" handlename="Positive entropy" image="http://pbs.twimg.com/profile_images/1377609119960457222/erfwCgcD_normal.jpg" favoritecount="1148" retweetcount="38" status="@imVkohli Me after seeing this side of Rahul Dravid Sir😌 https://t.co/gorm76Zick" createdat="1617960522000" id="1380452603478208513"></div> <div type="twitter" handle="swatic12" handlename="SwatKat💃" image="http://pbs.twimg.com/profile_images/1178333152827326466/Ifm0l-qX_normal.jpg" favoritecount="177" retweetcount="20" status="No oneBig boss contestants 5 minutes after waking up : https://t.co/1U9YhKwInc https://t.co/EWcbRf8vq3" createdat="1617964323000" id="1380468544408797185"></div> The ad starts with actor Jim Sarbh sharing the benefits of using CRED. He says, “When you pay your Credit Cards bills on CRED, you earn CRED coins. Use them to claim cashback and rewards. I know this sounds ridiculous. It is like saying Rahul Dravid has anger issues." And then Dravid, who is known for his calm and peaceful demeanor, can be seen stuck in traffic, yelling at the top of voice. He breaks the side-mirror of a car next to him with a bat, (funny how he keeps a bat handy since you never know when duty might call), and climbs out of the car’s roof to yell, “Indiranagar ka gunda hun main." Dravid's angry avatar also reminded us of Ross Geller from Friends when he loses his cool over his favourite Turkey sandwich. <div type="image" title="ross geller my sandwich" msid="81988567" hostid="261"></div> CRED’s honest YouTube description is a cherry on the top. It reads, “Hi, this is Rahul Dravid writing the description for this video. Sorry, I lost my temper there. I am meditating these days.” Last year, CRED’s ad campaign was one of the most talked about series during IPL. What helped the CRED series become so popular was the fact that for once, we saw celebrities not taking themselves seriously and it came like a breath of fresh air. It also easily broke the clutter by not featuring a cricket celebrity. And this year too, CRED has taken an unconventional approach. We can't wait to see what else the brand has in story for us. CRED has also signed a three-year deal with IPL, which began in 2020.

CRED’s much-awaited IPL 2021 campaign is here and it has already sparked a memefest on Twitter

<ul><li>As the industry copes with the after-effects of the lockdown, which had paralyzed the logistics and production involved in making ad films, communication around IPL has not been very impressive this year. </li><li>A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. </li><li>We speak to experts to find out the reason behind the dip in quality advertising this year and how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL. </li></ul>Indian Premier League (IPL) has almost become a festival of its own that gives brands an opportunity to reach out to a huge number of people who are glued to their television sets for close to two months every year. Dream11 IPL 2020’s opening match itself was watched by 200 million people, which indicates why IPL is the biggest marketing opportunity for brands this year to bounce back. IPL also brings along an array of wonderful ads every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely-engaging event. However, the on-going pandemic has brought in a lot of challenges for agencies. They are producing ads with minimum money, trying to operate within the government guidelines of production and selling it for really expensive slots. They are also expected to create an ad that stands out in a sea full of celebrity-endorsing cliches. And after seeing a lean first-half this year, all kinds of brands are trying to cash in on IPL’s fervor. With this increased pressure and responsibility, agencies are working extra hours to meet clients’ expectations. To top that, an air of despondency is still looming around because of the fear of the unknown, blues of working in isolation, pressure to overperform in a dismal atmosphere, salary cuts, work overload and time-crunch. Ergo, COVID-19 has had a clear impact on the country's creative minds as well, possibly leading to unimpressive production this year. A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. A few experts did appreciate Dream11 and Khatabook for their IPL ads but largely, they were disappointed with the plunge in quality ads. <div type="twitter" handle="anubhavsinha" handlename="Anubhav Sinha" image="http://pbs.twimg.com/profile_images/1297501233310138368/6ehw_DUO_normal.jpg" favoritecount="2869" retweetcount="141" status="Who has Directed the Dream11 commercials? Very nice and all the cricketers are acting so well. @agracadabra" createdat="1600876574000" id="1308797330389229568"></div> Roshan Abbas, MD and Founder, Geometry Encompass took to Twitter and said, “The drought in quality advertising during IPL is mind boggling. Show me one good ad, please one good ad.” <div type="twitter" handle="roshanabbas" handlename="Roshan Abbas" image="http://pbs.twimg.com/profile_images/1296454010052808704/zIDYh7wP_normal.jpg" favoritecount="118" retweetcount="9" status="The drought in quality advertising during IPL is mind boggling. Show me one ad, pls one good ad! @AnantRangaswami" createdat="1600839200000" id="1308640574233223168"></div> On lack of quality, Satbir Singh, Founder and CCO of Thinkstr, commented, “Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities. And, looking at the ads, a couple of crores in creative fees.” <div type="twitter" handle="thesatbir" handlename="Satbir Singh" image="http://pbs.twimg.com/profile_images/1263439382133927941/1jXTTKoe_normal.jpg" favoritecount="506" retweetcount="68" status="Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities.… https://t.co/nKQbSM3jz9" createdat="1600616932000" id="1307708312478121984"></div> <div type="twitter" handle="dabas_jeetu" handlename="Jitender Dabas" image="http://pbs.twimg.com/profile_images/1137186055126278145/nFmzhBxz_normal.jpg" favoritecount="19" retweetcount="2" status="Buy the most expensive raw ingredients in large quantities, spend more money on fancy ingredients &amp; spices ... the… https://t.co/1qPtZMGY8Y" createdat="1600664254000" id="1307906794367246336"></div> <div type="twitter" handle="abidmg" handlename="Abid. M" image="http://pbs.twimg.com/profile_images/1275706817524510721/zTzvK04N_normal.jpg" favoritecount="2" retweetcount="2" status="No wonder ads are looking lousy these days. Increase creative budgets. Make better ads. https://t.co/PUDONAwtWE" createdat="1600659487000" id="1307886799818170369"></div> <div type="twitter" handle="SlyandSulk" handlename="What's in a name?" image="http://pbs.twimg.com/profile_images/1261406875750330368/LSIs7HNY_normal.jpg" favoritecount="3" retweetcount="2" status="Advertising industry leadership is equally at fault. &quot;20 lakh me campaign kar denge saar&quot;&quot;20 lakh me campaign ka… https://t.co/j4iPPLkWM7" createdat="1600664558000" id="1307908069876137984"></div> Lloyd Mathias, Business Strategist and former HP, Asia Marketing Head found this year’s IPL to be quite disappointing. He said, “I guess in their keenness to use cricket and cricket stars the brand proposition has got lost. There are a few exceptions though. My personal favourite is the Swiggy spots – esp. the middle aged men getting together to watch IPL. Harsha Bhogle’s commentary at a key moment lends a great touch. IPL sponsor Dream 11’s ads using the superstars in classic gully street cricket situations with the line ‘yeh apna game hain’ is funny, endearing and tells consumers everyone is an equal when it comes to Dream 11.” On whether lockdown has impacted industry’s creativity, Mathias said, “Not really. I think many advertisers think that a spot in the IPL must be anchored in cricket – and sometimes the best spots have little to do with the sport. Vodafone’s zoozoos are a great case in point.” On the other hand, Ambi Parameswaran, Founder, Brand-Building helped us look at the brighter side and appreciated brands who have trusted in advertising despite seeing gloomy days. Parameswaran said, “There is a lot of debate on the fall of creative quality of ads in this year’s IPL. But this is a false argument. The country faced a severe lockdown and even now the movie halls are yet to open. Film shootings are happening in stages. So it is futile to say that why are the ads not their sparkling best. Instead we should applaud the brands that have boldly decided to advertise. These brands are demonstrating their faith in advertising and its effectiveness. Yes, there is a surfeit of tech-enabled brands and that is to be expected. But there are also so many auto brands, consumer product brands, consumer service brands, etc., that have decided to bet on IPL. Each and every one of those brands needs to be praised and not criticised for their relative tame creative quality. Research has shown, over a broad range of products, the creative quality may account for just about 7 - 11 % of ad effectiveness. The balance rests with media weight and the core messaging. So let us put our hands together for those brave brands who have decided to stimulate the market, nudge the consumer out of their inertia, to start spending.” Earlier while conceptualising TV ads, production challenges were given scant thought while approving scripts. However today, the starting point of conceptualising creatives would be around the associated production constraints, which Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said is one of the reasons why IPL ads are impacted this year. Mitra said, “All these constraints and challenges are visible in the ads being played during IPL 2020. However, these challenging times are also the litmus test of the true creative potential of the creative teams. Due to cuts in marketing budgets, ads have probably been made on much lower budgets. Further given the safety protocols to be followed these days you can see that most brand ads are either old ones or shot with solo models, or using animation. Viewers would also be seeing ads with those filters in mind and therefore be tempering their expectations of the entertainment value of the ads. Still, IPL 2020 could have been the ideal opportunity for brands and agencies to showcase some real creative talent, and to show that creativity and the power of idea can rise above the constraints of low budgets or execution constraints. To that extent, the display of creative thinking has been rather disappointing. For me, the Dream 11 ads are the only ones that stand out for making a serious attempt at creating a series of engaging ads.” Albeit, Kuber Chopra, Founder, Creative &amp; Strategy Director, Rasta, said that lack of creativity is not due to lockdown constraints. Chopra said, “I don't think one should attribute this lack of creativity to the lockdown because all good creatives enjoy good constraints. I am personally just really surprised that no one has done anything contextual which is focussed on the consumers who’ve been dealing with the pandemic. For instance the ad by Paytm featuring Sachin Tendulkar is quite campy where the service is also lost. I really like Dream11’s focus on the active fan. It is also good to see how the cricket demigods have been humanised and are happy to be part of the sobering script. In my opinion, ads need to have some cultural connect with viewers and much of this is missing as is evident even in the ad for Apple 11.” “It’s surprising how brands haven't taken a chance with either new stories or fresh treatment. Decision-makers and creative heads have chosen to be safe,” added Chopra. IPL is considered India’s Super Bowl, not only because it’s the biggest sporting event but also because over the years, it has come to become the benchmark for creativity in advertisements. Shashwat Das, Founder, Almond Branding, said, “Whether it was the iconic Zoozoos or Jio dhan dhanadan, Amazon’s Chonkpur Cheetahs or IPL’s own Jumping Japang campaign, we always looked up to what’s new and path-breaking each season. The expectations have only grown over the years. However, this season, apart from the funny series of Dream11 ads nothing else have yet got people talking. With more digital viewers of IPL this year than ever before, the engagement and online conversations that a brand can pull is the biggest success parameter. Sadly I still remember the DLF Maxima from the initial days of IPL more than any brand campaign this season. I am hoping as the game progresses, brands will rise to the occasion and surprise us.” On how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL, Sameer Makani, Co-Founder and Managing Director Makani Creatives said, “The industry is still coping up with the after-effects of the lockdown which had led to paralyzing the logistics and production involved in making ad films. Although progress in digital advertising is visible, the attention span of the audience is significantly reduced. Today, it’s about opting for a more concentrated approach and creating content that resonates with the audience instead of conventional carpet bombing. For instance – video content has become an excellent medium to touch, feel and engage with the audience in this new normal. It has helped several brands in channelizing the content in a manner that helps in leverage relationship with customers. The quality of ads depends on how well the advertiser is capable of sending the message and how well the audience perceives the message. This is an opportunity for brands to understand and conceptualize ads as per needs.” The story is not over yet Mathias anticipates that things will change as we get deeper into the league. He said, “I would expect a few brands may release fresh creatives as the tournament progresses. Given that viewership of the IPL has been phenomenal in the first phase and the tournament will build up to the festive season – there should be better advertising on the anvil.” Chopra is hoping to see smaller brands shine on Disney+ Hotstar. “I’m rooting for the iconic equivalent of 'Flipkart Kids' from the ed-tech folks who’ve heavily invested in the IPL. It’s really their moment to own. As a footnote, I’d keep an eye on Disney+ Hotstar -- where smaller advertisers can express themselves efficiently with lower media spends,” said he.

Has working remotely led to a dearth of good IPL ads this year?

Justice Lodha’s verdict on banning of Chennai Super Kings (CSK) and Rajasthan Royals (RR) would come down heavily on the revenue of the much celebrated cricket tournament. As per a news report by The Economic Times, IPL revenue is likely to drop by about 35 % if there are only six teams next year. About 25 % of this will be because of fewer matches while the rest will stem from a decline in interest from advertisers and sponsors. 
 
Every IPL game gets about 75 advertising spots of 30 seconds each. That comes to around 2,250 seconds of available advertising per match. At 60 games, this adds up to 135,000 seconds. This year, the IPL broadcaster sold spots at Rs 4.5-5 lakh per 10 seconds. If there are only 34 games, the number dips to 76,500. That also means IPL broadcaster Multi Screen Media pays a lower broadcasting fee to the BCCI. Each team gets a share of this. "When the collection is less, the whole kitty too gets redu too gets reduced," a media analyst told the ET. "Thereby, when it's time to distribute, it will be much less, affecting the (finances) of teams and their profitability." 
 
Chennai Super Kings is the top team in IPL, having won the league twice since its beginning in 2008. Among the top 10 matches in the last season of IPL, CSK featured in eight while Rajasthan was in two, according to television ratings data from Tam Media Research. 
Star players such as Mahendra Singh Dhoni, Suresh Raina, Ravindra Jadeja, Shane Watson, Steve Smith, Ajinkya Rahane among others are members of the two franchises. Their absence would hit IPL ratings, in turn lowering ad rates for the broadcaster. "With a lower number of matches, it will be difficult to make up for the difference in revenue (as the) the fixed cost remains the same," Basabdatta Chowdhuri, chief executive at Platinum Media, a part of Madison Media Group told the financial daily. "It is not good good for the game. The credibility suffers." 
 
She recalled that when the first match-fixing scandal broke in the late 1990s, the ratings of India matches, including those against Pakistan, had nosedived. 
 
Chowdhuri also said an exit by the Chennai team would lead to lower viewership. "CSK is a big team. It's like Manchester United going out of the EPL (English Premier League) or Barcelona going out of the Spanish league," she said. 
 
"Next year, an increase in rates will be impossible (if there are fewer teams). They would not be able to get even last year's rates," said a media planner, not wanting to be named. But Nandini Dias, chief executive officer at media agency Lodestar UM, offered a contrarian view. "A shorter, tighter tournament might actually be better for ratings. The dip we see in ratings in the middle of the tournament today might be less then," she told the ET. 
 
(Image: India Times)

Lodha’s verdict may prove painful for IPL coffers

Amid suspension of two IPL teams - Chennai Super Kings (CSK) and <keyword id="13802" type="CITY" weightage="80" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword> (RR) – for two years, the corporate India and <keyword id="54572" type="CITY" weightage="80" keywordseo="PepsiCo">PepsiCo</keyword> might not be interested in any Indian Premier League (IPL) related events or projects. PepsiCo might not bid again for title sponsorship of the IPL after its five-year contract ends in 2017, three industry insiders told the Economic Times, a day after a <keyword id="6354977" type="ORGANIZATION" weightage="60" keywordseo="Supreme-Court">Supreme Court</keyword> panel called for the suspension. 

	Moreover, top companies will remain cautious if the scandal-ridden ILP decides to auction two new teams to replace suspended teams - CSK and RR. 
 This could mean the <keyword id="81008" type="ORGANIZATION" weightage="40" keywordseo="Board-of-Control-for-Cricket-in-India">Board of Control for Cricket in India</keyword> (<keyword id="6354756" type="CITY" weightage="80" keywordseo="BCCI">BCCI</keyword>) may not get high valuations as it did when the Pune and Kochi teams were sold, a fresh auction may offer some a chance to buy teams and players at lower prices. 

	A Pepsi executive told ET: “There has been too much controversy in the IPL and the internal thought process is that the company doesn't want to re-bid for the title sponsorship." 
 

	He added: "Title sponsorship is a direct association with the brand image, which directly risks getting impacted by controversy." 
 

	PepsiCo won the right to attach its name to the tournament with a 396 crore bid for a five-year period that started 2013, the very year in which the spot fixing scandal broke with the arrest of three cricketers. 
 Pepsi's bid was almost twice what the previous sponsor, real estate firm <keyword id="6362997" type="CITY" weightage="80" keywordseo="DLF">DLF</keyword>, had paid the BCCI for the 2008-12 term. 

	Meanwhile, the Indian cricket board is learnt to be considering running the two franchises by itself. It is also considering the option of asking Kochi team to make a comeback, which will help it save Rs 550 crore. 
 

	Earlier, a court-appointed arbitrator has asked the BCCI to pay team Kochi a compensation of Rs 550 crore for terminating the franchise agreement in September 2011.
 "The risk around IPL will be discounted in the bids and eventual prices could be lower than 2008 levels," said <keyword id="7025" type="PERSON" weightage="60" keywordseo="Venugopal-Dhoot">Venugopal Dhoot</keyword>, chairman of Videocon. Dhoot sees this as a great opportunity to buy a team, given the possibility of much lower prices and the fact that top players from the suspended teams such as MS Dhoni, <keyword id="14587" type="PERSON" weightage="80" keywordseo="Suresh-Raina">Suresh Raina</keyword>, R Ashwin, <keyword id="58128" type="PERSON" weightage="80" keywordseo="Dwayne-Bravo">Dwayne Bravo</keyword>, <keyword id="55681" type="PERSON" weightage="80" keywordseo="Brendon-McCullum">Brendon McCullum</keyword>, Ajinkya Rahane and <keyword id="84726" type="PERSON" weightage="100" keywordseo="Steve-Smith">Steve Smith</keyword> could be up for grabs. Dhoot said he will be more cautious now while assessing and bidding. The latest IPL franchise, Hyderabad, was bought by the Sun Group for Rs 85 crore a year in 2012, which was half the Rs 170 crore a year that the <keyword id="31906" type="COMPANY" weightage="80" keywordseo="Sahara-group">Sahara Group</keyword> bid to get the Pune franchise in 2010. The cheapest IPL team, Rajasthan Royals, was originally auctioned in 2008 for about Rs 26.8 crore a year and the most expensive at that time was <keyword id="13880" type="COMPANY" weightage="80" keywordseo="Mumbai-Indians">Mumbai Indians</keyword> for Rs 44.1 crore a year. 

	ET spoke to the CEO of a bank, the owner of a large retail chain, and spokespersons for an auto major, a mining firm and a telecom major to assess the prospects of a possible fresh team auction. All said they would not be bidding even though most of them had shown interest in IPL over the past few years.
 

	While some said that it is not their business, others pointed out that even with a possible discount, it is still a very expensive proposition.
 

	"There are too many other sports that have come up in recent times where investments are much lower," said the CEO of a bank.
 An executive at the auto major said the company has disassociated itself from sponsorship during IPL and is only an on-air advertiser during the tournament. A spokesperson for <keyword id="6357252" type="COMPANY" weightage="80" keywordseo="Hero-MotoCorp">Hero MotoCorp</keyword> said the company does not have any plans to buy an IPL team. 
	 
	(Image: Reuters)

Pepsi not interested in becoming prime IPL sponsor anymore

<ul><li>Mumbai Indians retained the top spot in the franchise brand rankings for the fifth consecutive year, with a brand value of INR 761.0 crore, down 5.9% from last year.</li><li>Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR) have seen their brand value erode by approximately 16.5% and 13.7%, respectively, compared to last year.</li></ul>Duff &amp; Phelps, A Kroll Business, today released key findings from its IPL Brand Valuation Report 2020, a study of brand values in the Indian Premier League (IPL). 2020 was a challenging year 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. 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% in constant currency terms to INR 45,800 crore from INR 47,500 crore last year. 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. “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. “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 added. Commenting on the future of the sports ecosystem in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Advisory Services at Duff &amp; Phelps, A Kroll Business said, “The IPL reflects the evolution of the modern cricket business, with clubs benefitting not only from the sport's enduring popularity in India but also from the game going global and from some great marketing initiatives. We believe that for growth trajectories to maintain their momentum, all teams need to continue broadening their footprint, forming relationships and generating revenue opportunities in growth markets.” In 2020, IPL season 13 has seen lower sponsorship revenues as compared to previous years (Dream11 paid INR 222 crores for the season, as against Vivo’s cancelled contract of INR 440 crores per season for the IPL title sponsorship). However, IPL’s impact on its sponsors/partners continues to be remarkable. Following the announcement of central sponsorships by the Board of Control for Cricket in India, the title sponsor Dream11 secured USD 225 million in funding, one of the official sponsors Unacademy joined the unicorn club with funding of USD 150 million, and another official sponsor CRED secured USD 80 million, bringing it closer to unicorn status.

The IPL ecosystem value has decreased by 3.6% to Rs 45,800 crore in 2020 from Rs 47,500 crore in 2019: Duff & Phelp

<ul><li>An IPL between September and early November has been made possible by the ICC's decision on Monday to postpone the <keyword id="44040" type="COMPANY" weightage="20" keywordseo="T20-World-Cup">T20 World Cup</keyword> in Australia, scheduled for October-November, due to the COVID-19 pandemic.</li><li>The IPL GC will meet within a week or 10 days and all decisions (including final schedule) will be taken there, Patel told PTI. </li><li>The franchisees had already been working on their plans for the IPL even before the ICC announcement.</li></ul> With the T20 World Cup's postponement clearing the decks for a full-fledged IPL, the glitzy event's Governing Council will meet in a week or 10 days' time to plan its next course of action, eyeing UAE as the host this year. An IPL between September and early November has been made possible by the ICC's decision on Monday to postpone the T20 World Cup in Australia, scheduled for October-November, due to the COVID-19 pandemic. "The IPL GC will meet within a week or 10 days and all decisions (including final schedule) will be taken there. As of now, the plan is to have a full fledged IPL comprising 60 games and most likely in the UAE," Patel told PTI. Asked about the main challenges in conducting the event in current scenario, Patel added: "Just the operational side of it. Whether you do it here or outside, it doesn't matter (with no crowds)." The franchisees had already been working on their plans for the IPL even before the ICC announcement. With majority of the Indian players not having access to grounds amid the pandemic, teams will need at least three to four weeks to get them match ready. Foreign players will fly in directly to the UAE from their respective countries. "Our players will need at least three to four weeks of training, if not more. We will finalise all our plans once the BCCI announces the dates. It looks like the IPL will be in the UAE and we are ready for that," a team owner told PTI. Since India tour Australia for a four-Test series right after the IPL, training of the Test players is also an important issue. Test specialists like Cheteshwar Pujara and Hanuma Vihari, who are not part of the IPL, are likely to train for the eagerly-awaited series in a bio-secure environment at the newly-renovated Motera Stadium in Ahmedabad during the time of the IPL. A few fringe players are expected to join them at Motera along with the Indian team's support staff, which is free during the IPL. Work from home has become the norm amid the pandemic, therefore, there is a possibility that IPL commentary will happen from the comfort of the living room, a safer and cost effective-option considering the likes of Sunil Gavaskar, who is 71, are involved. The viewership is expected to be a record one with people craving for live cricket, something KXIP co-owner Ness Wadia has said. However, it remains to be seen how much the broadcasters and teams are able to attract from the sponsors in the current financial climate. More moot points and questions ahead of the IPL GC meeting: 1) More double headers expected (original schedule had only five double headers). 2) BCCI will need to provide a Standard Operating Procedure to IPL teams even though they will have their own SOPs in place. 4) Will the BCCI compensate teams for not being able to generate gate money this year? 7) Will there be virtual commentary from Star Sports? It was seen in the recent 3TC event in South Africa with the likes of Aakash Chopra, Deep Dasgupta and Irfan Pathan commentating from home. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/coovid-vaccine-from-oxford-serum-institute-and-astrazeneca-shows-promising-immune-response/articleshow/77069321.cms">The COVID-19 vaccine from Oxford and Astrazeneca shows 'promising' results in early human trials</a> <a href="https://www.businessinsider.in/careers/news/from-intel-and-wipro-to-tcs-and-google-here-are-the-top-job-openings-in-the-multinational-companies/articleshow/77058769.cms">From Intel and Wipro to TCS and Google— Here are the top job openings in the multinational companies</a> <a href="https://www.businessinsider.in/tech/mobile/news/checkout-upcoming-affordable-smartphone-oneplus-nord-launch-price-specifications-features/articleshow/77061620.cms">OnePlus Nord launch price, specs and more – Everything we know about the upcoming affordable OnePlus smartphone</a>

UAE might host Indian Premier League this year in September

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

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