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<keyword id="19970108" type="General" weightage="20" keywordseo="vacancies" source="keywords">Vacancies</keyword> in <keyword id="20591266" type="General" weightage="20" keywordseo="teaching-positions" source="keywords">teaching positions</keyword> in <keyword id="20132275" type="General" weightage="20" keywordseo="state-universities" source="keywords">state universities</keyword> have emerged as a major hurdle in the implementation of the National Education Policy (<keyword id="19904633" type="General" weightage="20" keywordseo="nep" source="keywords">NEP</keyword>) 2020, University Grants Commission (<keyword id="19932586" type="General" weightage="20" keywordseo="ugc" source="keywords">UGC</keyword>) chairman Mamidala Jagadesh Kumar said here on Friday. The <keyword id="20963740" type="General" weightage="20" keywordseo="UGC-chairman" source="keywords">UGC chairman</keyword> was here to attend a day-long conference of vice-chancellors of Northeastern and Eastern regions on 'Implementation of NEP 2020', hosted by Guwahati-based Pragjyotishpur University. Addressing a press conference, Kumar said, "Across the country, a major problem in state universities is vacancies in teaching positions. In some state universities, 50 to 80 per cent of teaching positions are vacant," urging universities to expedite the filling of these positions. He said implementation of NEP is a "journey", which cannot happen overnight, and state governments have been enthusiastically participating in implementing it. Kumar stressed that it is also essential for the universities to formulate an institutional development plan and their own roadmap for the future. With approximately 130 vice-chancellors and other academics participating, discussions at the conference focused on transforming <keyword id="19896809" type="General" weightage="20" keywordseo="higher-education" source="keywords">higher education</keyword> institutions to empower students in contributing to national development. Key topics include providing holistic education, integrating skill development with degree programs, and utilising digital technology to reach students from rural and economically weaker backgrounds. "We will be discussing how the NEP is being implemented and challenges colleges and universities are facing, so that we can collectively find solutions," he said. Kumar requested the universities to open more off-campus centres to make education accessible and equitable, while stating that UGC was also laying thrust on training teachers in the higher education sector. Highlighting the need to expose students to different parts of the country, he said the Northeastern region is home to many indigenous knowledge systems, whether it be a festival celebrated based on astronomical calculation, bamboo engineering or shifting cultivation. "These are parts of Indian knowledge system and there is a need to expose students to this from different parts of the country," he said. Kumar added that UGC is also working on promoting education in own language, especially with the country having numerous native languages. On implementation of NEP in this region, Kumar said the UGC is in regular touch with state higher education councils and VCs. "We are very happy to inform that state governments are very enthusiastically participating in implementing NEP. Implementation is a journey," he added. He reiterated that achieving the target of a Gross Enrollment Ratio (GER) of 50 per cent by 2035 requires sustained effort and cannot be achieved overnight. Among initiatives under NEP is the provision of biannual admissions to help students who fail to enroll during July-August to take admission in January-February. Universities with required infrastructure have been requested to implement it to maximise resource utilisation, Kumar said, adding that 90 varsities have also started biannual admissions for online programmes. The UGC chairman also said stress is being laid on strengthening research ecosystem in the universities and bring more young people into it. Though directly UGC funded-research has stopped now, funds for research projects are available through other agencies, like National Research Foundation and other schemes, he added. With focus on online education, internet connectivity and electrification has also received a boost across the country, with common service centres also set up for students in remote areas to access Net, Kumar added.

Vacancies in teaching positions major problem in NEP implementation: UGC chairman

Universities and <keyword id="20257650" type="General" weightage="20" keywordseo="higher-education-institutions" source="keywords">higher education institutions</keyword> in India can now admit students twice a year similar to the admission process followed by universities abroad, according to the <keyword id="19932585" type="General" weightage="20" keywordseo="University-Grants-Commission" source="keywords">University Grants Commission</keyword> (UGC) Chairman Jagadeesh Kumar. The two admission cycles will be July-August and January-February from the 2024-25 academic session. "If <keyword id="21269142" type="General" weightage="20" keywordseo="Indian-universities" source="keywords">Indian universities</keyword> can offer admission twice a year, it will benefit many students. Such as those who missed admission to a university in the July/August session due to a delay in the announcement of board results, health issues, or personal reasons. Biannual university admissions will help students maintain motivation since they do not have to wait one full year to be admitted if they miss admission in the current cycle," UGC Chairman Kumar said on Tuesday. Currently, UGC Regulations allow the Higher Education Institutions (HEIs) to admit students in one academic session in a year starting in July/August. An 'Academic session' is twelve months, beginning in July/August. Indian HEIs, therefore, follow the academic session that begins in July-August and ends in May-June. UGC had decided in its 571st commission held on 25 July 2023 to permit <keyword id="22014108" type="General" weightage="20" keywordseo="biannual-admissions" source="keywords">biannual admissions</keyword> under Open and Distance Learning (ODL) and Online modes in January and July during an academic year. As per the information furnished by the HEIs on the UGC DEB portal, in addition to a total of 19,73,056 students were enrolled in July 2022 and an additional 4,28,854 students joined in January 2023 in ODL and online programs. Considering the tremendous response and interest from the students in ODL and online programs in biannual admissions, in its meeting held on May 15 this year the UGC took a policy decision to allow Higher Education Institutions who offer programs in regular mode to admit students twice in a year, either in January/February or July/August from the coming academic year, the UGC chairman said. Those institutions that have the required infrastructure and teaching faculty can utilize the opportunity to admit students biannually. Offering biannual admissions is not mandatory for the HEIs; it is the flexibility that UGC provides to the HEIs who want to increase their student intake and offer new programmes in emerging areas. To be able to admit students twice a year, HEIs must make suitable amendments to their institutional regulations. UGC Chairman Kumar said, "With biannual admissions in place, Industries can also do their <keyword id="22014800" type="General" weightage="20" keywordseo="campus-recruitment" source="keywords">campus recruitment</keyword> twice a year, improving employment opportunities for the graduates." Biannual admissions will also enable the HEIs to plan their resource distribution, such as faculty, labs, classrooms and support services, more efficiently, resulting in a better functional flow within the university, he said. Noting that Universities worldwide already follow a biannual admission system, he said that if Indian institutions adopt the biannual admission cycle, they can enhance their international collaborations and student exchanges. "As a result, our global competitiveness will improve, and we will align with the global educational standards," the UGC Chairman said. Biannual admissions can substantially increase the Gross Enrolment Ratio and make India a 'Global Study Destination' as envisioned in National Education Policy (NEP) 2020, he said. Further, Kumar said that if HEIs adopt biannual admissions, they need to work on administrative intricacies, good planning for increased use of available resources, and providing seamless support systems for the smooth transition of students admitted at dissimilar times of the year. 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Universities in India can now admit students twice a year on lines of foreign varsities: UGC chairman

From the coming new academic session, more than 300 universities across the country can implement the Four-Year Undergraduate Programme (<keyword id="1650316" type="General" weightage="80" keywordseo="fyup" source="Orion">FYUP</keyword>). However, this will not be mandatory as students will have the option to pursue FYUP or three-year undergraduate programme. According to <keyword id="44171" type="General" weightage="80" keywordseo="ugc" source="Orion">UGC</keyword>, students will get a four-year undergraduate 'UG Honours' degree with research specialisation. At present, FYUP has been implemented in about 150 universities across the country from the current session 2023-24. According to UGC Chairman Professor M. Jagadish Kumar, this number will double in the next session. FYUP was implemented by 105 universities across the country at the beginning of the academic session 2023-24. The universities implementing four-year undergraduate courses included 19 central universities, 24 state level universities, 44 deemed universities and 18 private universities. These include Delhi University, Aligarh Muslim University, Jammu Central University, <keyword id="64114" type="General" weightage="50" keywordseo="visva-bharati-university" source="Orion">Visva Bharati University</keyword>, <keyword id="19309330" type="General" weightage="50" keywordseo="rashtriya-sanskrit-university" source="Orion">Rashtriya Sanskrit University</keyword> and Maulana Azad National Urdu University. Now the number of these universities has increased to 150. Under the framework of FYUP, UGC has provided students the option to pursue a three-year undergraduate degree as well as a four-year Honours degree, following the provisions of the National Education Policy (NEP). According to the UGC Chairman, students will be provided with a three-year UG degree on completion of 120 credits and FYUP Honours degree on completion of 160 credits in 4 years. Students wishing to pursue research specialisation will have to undertake a research project in the four-year undergraduate course. With this, they will get an Honours degree along with research specialisation. Experts believe that the new draft of the Four Year Undergraduate Programme (FYUP) will help students wishing to pursue higher education abroad. The craze among Indian students for studying abroad is increasing year by year. Till November last year, more than 6 lakh Indian students went abroad for higher education, whereas in 2021 this number was 4.44 lakh. As per these figures, Canada, Germany, Australia, United States and Italy are the top 5 countries where more Indian students prefer to study. According to the new draft of UGC, now students will be able to get undergraduate 'Honours' degree only after completing four years instead of three years. UGC says that the draft curriculum and credit framework of FYUP is as per international standards. One advantage of international equality in the level of education is that Indian students will get more opportunities than before for higher education in universities of America and Western countries. However, some academics do not agree with this. Renowned educationist <keyword id="19309331" type="General" weightage="50" keywordseo="cs-kandpal" source="Orion">CS Kandpal</keyword> said, "FYUP will help those students who are interested in getting admission in many famous universities of America. But there is a need to teach such skills in the programme so that employment can be increased. Such skills will also be very helpful for students studying abroad. These skills may include communication, adaptability, foreign language, and self-awareness." "The basic objective was to include more number of students in the three-year programme in the country. FYUP is an extension of the three-year degree programme. Like in schools you go to class, prepare notes and give exams. You get a grade according to your performance in the exam. With this type of education, students are not prepared to pursue graduation as well as career in good universities abroad, because their aim is only to get admission in a foreign university. Institutions which are planning to start FYUP need to think about this," he added.

300 univs to see national rollout of four-year undergraduate programme

A nationwide change will take place in the higher education system, especially in undergraduate courses as language will cease to be a barrier in BA, B.Com, and B.Sc courses. Students will be able to graduate in their mother tongue. In view of the same, preparations have begun to make the course books available in languages like Bengali, Gujarati, Kannada, Malayalam, Marathi, Odia, Tamil and Telugu among others. The <keyword id="56459" type="General" weightage="50" keywordseo="university-grants-commission" source="Orion">University Grants Commission</keyword> (<keyword id="44171" type="General" weightage="100" keywordseo="ugc" source="Orion">UGC</keyword>), under an initiative by the <keyword id="10025694" type="General" weightage="50" keywordseo="union-ministry-of-education" source="Orion">Union Ministry of Education</keyword>, is engaging with publishers to translate English textbooks to various Indian languages. Pearson India, Narosa Publishers, Viva Books, S. Chand Publishers, Vikas Publishing, New Age Publishers, Mahavir Publications, Universities Press and Taxmann Publications are some of the major publications involved in the process. Along with these, representatives of <keyword id="118548" type="General" weightage="50" keywordseo="oxford-university-press" source="Orion">Oxford University Press</keyword>, Orient Blackswan and Elsevier also participated in the high-level meeting. The UGC recently held discussions with representatives of Wiley India, Springer Nature, Taylor &amp; Francis, Cambridge University Press India, Cengage India and McGraw Hill, India on bringing out undergraduate English textbooks in Indian languages. UGC, as a part of NEP 2020, is working towards getting the most popular textbooks translated for UG programmes in higher education institutions across the country in the 12 Indian languages. UGC Chairman Professor M. Jagadesh Kumar told IANS that the <keyword id="6355822" type="General" weightage="80" keywordseo="commission" source="Orion">Commission</keyword> will act as a nodal agency to provide help and support to the publishers with regard to identification of textbooks, translation tools and editing experts so that the books can be made affordable in the digital format. He added that the Commission will proceed further in two ways, wherein popular textbooks of the programmes will be identified and translated and simultaneously, Indian authors will be encouraged to write the textbooks in Indian languages for non-technical subjects. Kumar was all praise for the publishers who participated in the mission and said that the Commission intends to get several books translated within six to twelve months, for which it has constituted an apex committee to prepare a road map and work towards the goal. Kumar said that the focus will be on the translation of existing textbooks which will later be extended to postgraduate programmes. SEE ALSO: <a href="https://www.businessinsider.in/thelife/personalities/news/i-am-glad-i-fd-up-so-much-in-life-that-it-is-content-now-says-ankur-warikoo/articleshow/96282722.cms">I am glad I F**%*D up so much in life that it is content now says Ankur Warikoo</a> <a href="https://www.businessinsider.in/careers/news/tech-layoffs-surpass-great-recession-levels-set-to-get-worse-in-early-2023/articleshow/96314678.cms">Tech layoffs surpass Great Recession levels, set to get worse in early 2023</a>

UGC prepares ground for Bachelor's exams in 12 Indian languages

Even after five years of a parliamentary committee circular ordering the filling up of around 4,500 backlog posts in <keyword id="6360099" type="General" weightage="100" keywordseo="delhi-university" source="Orion">Delhi University</keyword> (DU), the recommendation is yet to be implemented. Now, the varsity teachers are demanding implementation of the circular. The committee had held a meeting with the <keyword id="181369" type="General" weightage="20" keywordseo="education-ministry" source="Orion">Education Ministry</keyword>, <keyword id="56459" type="General" weightage="20" keywordseo="university-grants-commission" source="Orion">University Grants Commission</keyword>, <keyword id="245696" type="General" weightage="20" keywordseo="department-of-personnel" source="Orion">Department of Personnel</keyword> and Training (DoPT) on the reservation policy for SC, ST, teaching and non-teaching staff and roster issues. The Committee had found a backlog of 4,500 posts in Delhi University and many discrepancies in colleges' rosters. Apart from this, the rosters of three colleges were not prepared as per DoPT. On December 22, 2016, the panel asked the vice-chancellor of the varsity to implement minutes of meeting. Forum of Academics for Social Justice and <keyword id="12648626" type="General" weightage="20" keywordseo="delhi-university-sc" source="Orion">Delhi University SC</keyword>, ST OBC Teachers has expressed deep concern over non-implementation of the circular. Forum chairman Hansraj Suman said the letter by the committee to Yogesh Kumar Tyagi says that 4,500 posts are lying vacant, colleges are not following the reservation policy properly, rules of roster system are not being followed and liaison officers do not have freedom to do their work. In such a situation, the UGC, being the nodal office to implement the reservation, should stop the grant, he said. Aryabhatta College, Deen Dayal Upadhyay College and College of Vocational Studies are the institutions where discrepancies in making roster were found. Suman said that that the then vice chancellor was also told that a time frame should be decided to fill up the backlog vacancies. He said that the letter also mentions that the liaison officer should be thoroughly trained. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/iphone-users-continue-to-experience-dropped-calls-even-after-ios-update/articleshow/88029934.cms">iPhone users continue to experience dropped calls even after iOS update</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/apple-announces-winners-of-third-annual-apple-music-award-the-weeknd-named-as-global-artist-of-the-year/articleshow/88029356.cms">Apple announces winners of third annual Apple Music Award; The Weeknd named as 'Global Artist of the Year'</a>

After five years, circular for filling up 4,500 posts in Delhi University not implemented

<ul><li>The Bill seeks to merge three Ayurveda institutes into one institution -- <keyword id="9947245" type="UNKNOWN" weightage="20" keywordseo="Institute-of-Teaching-and-Research-in-Ayurveda">Institute of Teaching and Research in Ayurveda</keyword>. The Bill declares the institute to be an institution of national importance.</li><li>The <keyword id="48510" type="ORGANIZATION" weightage="20" keywordseo="Rajya-Sabha">Rajya Sabha</keyword> passed the Institute of Teaching and Research in <keyword id="8756726" type="PERSON" weightage="20" keywordseo="ayurveda-bill">Ayurveda Bill</keyword>, 2020. </li></ul>The Rajya Sabha passed the Institute of Teaching and Research in Ayurveda Bill, 2020. The Bill seeks to merge three Ayurveda institutes into one institution -- Institute of Teaching and Research in Ayurveda. The Bill declares the institute to be an institution of national importance. The Bill was moved by Union Health Minister Harsh Vardhan in the absence of Ayush Minister Sripad Naik, who is recovering from Covid-19. Harsh Vardhan said, "The ministry is giving deemed university status to the institutes in various parts of the country and the matter is referred to the UGC and Education Ministry." The Minister said that there are 103 institutes of national importance, but there was none in Ayurveda. He said the Jamnagar institute has been chosen because this is one of the oldest institutes of the country founded by the Government of India in 1956. Many MPs from the TRS, Bodoland People's Front, AIADMK, CPM, BSP and others demanded similar institutes in other states also. The Chairman, M. Venkiah Naidu, said, "The minister should take into consideration the demand of such institutes in every state." Congress leader L. Hanumanthiah raised objections during the discussion. He said, "Why Gujarat is given so much importance and Kerala should also be given prominence, which is a pioneer of the Ayurveda." While Thambidurai AIADMK member supported the Bill, he demanded a National Institute of Siddha in Tamil Nadu. Samajwadi Party leader Ram Gopal raised the issue of mental health and said House the mental counselling is needed in Covid times. RJD MP Manoj Jha demanded a regulator for the Ayurvedic medicines so that no misuse takes place. He cited the claims made by Ramdev that he has made medicine for Covid-19. The Bill seeks three institutes to be merged -- the Institute of Post Graduate Teaching and Research in Ayurveda, Shree Gulabkunverba Ayurved Mahavidyalaya, Jamnagar, and, the Indian Institute of Ayurvedic Pharmaceutical Sciences, all in Jamnagar. The proposed Institute will be situated in the campus of Gujarat Ayurveda University, Jamnagar. The Institute will be developed on the patterns of teaching in medical education in Ayurveda and pharmacy, bring together educational facilities for training of personnel in all branches of Ayurveda, and attain self-sufficiency in postgraduate education to meet the need for specialists and medical teachers in Ayurveda, also make an in-depth study and research in the field of Ayurveda. The Bill provides that the Institute will consist of 15 members and the Director of the Institute of Post Graduate Teaching and Research in Ayurveda, Jamnagar will be appointed as the first Director of the Institute. The Bill states that there will be a Governing Body of the Institute, which will exercise powers and such functions of the Institute, as specified. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/we-wont-have-enough-covid-19-vaccine-for-everybody-until-2024-warns-worlds-largest-vaccine-producer/articleshow/78111779.cms">We won't have enough COVID-19 vaccine for everybody until 2024, warns world's largest vaccine producer</a> <a href="https://www.businessinsider.in/business/startups/news/amid-india-china-standoff-tencent-is-back-with-an-investment-in-flipkart/articleshow/78140794.cms">Amid India-China standoff, Tencent is back with an investment in Flipkart</a>

Rajya Sabha passes Institute of Teaching and Research in Ayurveda Bill

Indian Prime Minister <keyword id="6354477" type="PERSON" weightage="60" keywordseo="Narendra-Modi">Narendra Modi</keyword> is set to make his most important involvement in the country’s higher education scene. He wants foreign universities to set up campuses in India. 
 
Modi has called for a special meeting with top bureaucrats on June 11 at his official residence in Delhi. His mediation adds to the chances of the long pending idea passing off this time. It been in the pipeline since the UPA rule. 
 
According to media reports the meeting will be graced by the Cabinet Secretary, the foreign secretary, the head of the Niti Aayog, secretaries of the HRD ministry and Department of Expenditure and the Chairman of the University Grants Commission (UGC). 
 
Over the years an increasing number of Indian students have chosen to travel overseas for higher education, and settle abroad. This denies the country of its best brains. 
 
The commerce ministry feels India has the potential to emerge as a centre for higher education in India. This will also help save foreign exchange. 
 
According to the UNESCO Institute of Statistics, India ranks second to only China in the number of students going abroad. The country sent 2,000,000 students in 2012 alone. 
 
(Image credit: Indiatimes)

Modi wants foreign universities to come
to India

<ul><li>After seeing a few lean months and IPL around the corner, experts are hoping to see their businesses bounce back to normalcy and get on-track to their revenue goals.</li><li>However, due to the restriction on production and limited budgets, the storytelling will not be the same this year. </li><li>So we speak to a few <keyword id="1015861" type="PERSON" weightage="20" keywordseo="advertising-agencies">advertising agencies</keyword> to figure out how they are gearing up for IPL’s season 13 this time and how brands should win consumer’s trust this time after a long-dry-spell.</li></ul>A stadium full of people, the audience cheering for the team or its captain and the theme song goes off in the background -- a standard format that was followed for <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> ads since its inception. Over the years, we have also seen some ads that were shot remotely, to capture how IPL unites families. All these ads have tried to capture the consumer frenzy around IPL. In fact, its campaign in 2011 called ‘Bharat Bandh’ represented how the entire country shuts down just to watch the tournament. IPL has been a treat for the eyes, not just for the sport, but for the array of wonderful ads that it brings with it too. However, this year is not the same as the past 12 seasons of IPL and the storytelling will have to be tailored according to the current situation. Advertising agencies will have to shoot the ads with minimum crew or come up with creative solutions to make an IPL-benchmark ad remotely within a limited budget that entertains people as it always has. Consumers are now looking for an escape more than ever before, something that breaks the monotony of their routine. However, the campaigns will also have to be sensitive because the lockdown might be lifted, but the pandemic is not over yet. What is otherwise celebrated as a gala with a stadium full of spectators, this time, will be viewed mostly on digital platforms. At the same time, after seeing a few lean months, experts are also hoping to see their businesses bounce back to normalcy and get on-track to their revenue goals after IPL. So, there is a lot of hope resting on IPL from all sides -- brands, agency networks and consumers. We spoke to experts to see how they are going to navigate these challenges in the new normal and maintain the level of creativity of the old-normal. Production challenges <keyword id="4176392" type="PERSON" weightage="20" keywordseo="IPL-ads">IPL ads</keyword> are known for their creativity and large-scale production. With limited budget and production scope, how different will this year be? Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia said that creativity always finds its way. Rai said, “Production is back and we have found ways of ensuring that we deliver the same quality as before the crisis. I do not, therefore, believe that there will be any compromise in the quality of the advertising. We are a creative industry and have found creative ways to execute even large-scale productions. They may have been supervised remotely but we ensured that quality didn't suffer.” During the lockdown, agencies turned to their employees or family to shoot footage for their advertisements. We are past that stage now. However, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said that budget restrictions affected industry’s output, not just the production limitations. He explained, “We seemed to have moved ahead from the phone camera films, as film production has started to find its feet again. But it comes with rules, regulations and anxieties that we will need to learn to work with, and not just for IPL. As for quality, we may not be at our best as an industry, this time around. And not all of it would have to do with the shooting and production limitations. Clients would be mindful of how much they spend and budgets will have a bigger say in who you work with or how elaborate your executions will be. Also, there wasn’t much prep time for this IPL. So all of this may start to show in the work.” Referring to Nike’s latest ad, Nisha Singhania- Director &amp; Co-Founder, Infectious Advertising, on the other hand, believes that ‘nothing can stop’ the industry from doing what they do best. Creativity will remain unaffected. She said, “Advertising is getting back on its feet and shoots are happening as we speak. So no reason for any compromises whatsoever, in fact, if anything one has learnt during the lockdown is that more the restrictions, more people think out of the box and innovate. Case in point the Nike ‘You Can’t Stop Us’ ad which was an editing marvel. While the quantity may go down, as brands may want to optimise, no reason for the quality to reduce.” Mitesh Kothari, Co-Founder, White Rivers Media says a few ads were shot even before COVID-19’s sword started dangling on our heads. Kothari said, “A lot of ads were shot pre-covid period and were ready. In fact, I believe it will be a welcome change, where people have been used to seeing a lot of low production ads off lately, and with IPL being rescheduled, some precovid, big budget ads would be on, on tv and digital. Also, with a lot of things on an 'unlock' mode, the production budgets are returning to mid size and quality ain’t being compromised.” While some on the other hand, are turning to animation or UGC content. “Since the pandemic, we have seen ads being shot on mobile phones and even remotely via zoom. While advertisers are looking at newer and more creative storytelling devices, there has not been a big dent in quality. However, the experience is likely to be different from what we have been used to in the past as more and more brands will lean towards animation or sourced footage either via stock or user generated content backed by stronger scripts and compelling voice overs,” said Premkumar Iyer, Vice President, National Operations, Gozoop. IPL holds the burden of shifting the first-half of the year on its head 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 and end the dry spell. “We’ve been starved of sport and are still starving for cricket. So I expect this IPL to be gathering some serious eyeballs. And that’s reason enough for a lot of advertisers to be there,” said Mathew. Telling us why IPL is the most important event for brands this time, Gozoop’s Iyer said, “As per a report, Star will be charging Rs 8 to 10 lakh for a 10-second ad in the upcoming IPL season, It also has to be noted that 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 although the rates are among the costliest for a programme in the country. This is where the opportunity lies. For brands, the IPL is a massive event and has real potential to improve the market situation, add to it the fact that it is just before festive season means that brands are likely to take the plunge to make one last and final sales push in order to end the year on a better note.” Due to reasonable rates and desire to latch onto the first opportunity to reach consumers on a large scale, experts are hoping to see the numbers of ads also going up this time. “We might see more ads during the IPL this year. There have been few opportunities for brands to talk to their consumers for the past few months and IPL is such a huge property. Advertisers realise that they need to capture all the pent-up consumer demand and with the IPL scheduled just before the start of the festive season in India the timing is even more opportune,” said Rai. IPL is also coinciding with festive season, two big mood changers, which will bring in more money and ads from brands. “Because of certain price benefits there shall be a flurry of ads. Also, the fact that IPL is coinciding with festive, brands have all the more reasons to spend. IPL is indeed going to be a big mood-lifter and hopefully shall generate a lot of consumer sentiment upshift,” said Kothari. Guidelines to follow for ads to win consumer’s trust All experts we spoke to said that IPL will shift the consumer sentiment in brands’ favour but the macro factors haven’t changed at all. They have worsened. So, creators will have to try extra hard to win consumer’s trust and not turn a blind eye towards the status quo. Telling us what the advertisers should keep in mind while working on IPL campaigns, Kothari said, “While the fundamentals of marketing remain, one has to understand the fundamentals of marketing layered with covid effects. Brands cannot cease to be empathetic. Since IPL is the first big event lined up for Indian consumers after a silence of 6 months, brands must try every single effort to upshift the mood. The fact that a lot of consumer segments and categories of brands had gone in slumber, a lot more are going to come back with IPL. Hence, brands must take into account the festive &amp; IPL clutter in their creative campaigns and media plans.” Mathew highlighted how brands might want to talk about how the whole world is behaving in the same manner now and breaking the clutter will be a task this time. He explained, “Creativity feeds off experiences. And because people have different experiences and influences, you tend to see varied and unique expressions of creativity. But this time around a lot of us have gone through the same experiences; we’ve felt the same and behaved the same way. So it will be very tempting for brands to play off that and end in the sea of sameness. That’s going to be the biggest challenge for brands this year – to find something that’s insightful and not merely a truism from the times we live in. And, of course, be entertaining as far as possible. We could all do with as many reasons to smile.” Singhania, on the other hand, said that IPL should continue to be the mood-shifter that it is and offer a much-needed break to consumers. “IPL ads have always been extremely entertaining, and that needs to continue. Even more so in times like this, since people are bored and looking for an escape. While in many categories, people need to be sensitive about the current context, I don’t think that is needed for the IPL. The campaigns have always been light-hearted, and any change in that tonality might just dilute the fun quotient,” said Singhania.

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