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<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.<br /><br />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. <br /><br />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."<br /><br /><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><br />The Bangalore-based platform’s IPL ad has already started a meme fest. <br /><br /><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><br /><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><br /><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><br /><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><br /><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><br />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."<br /><br />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."<br /><br />Dravid's angry avatar also reminded us of Ross Geller from Friends when he loses his cool over his favourite Turkey sandwich.<br /><br />            <div type="image" title="ross geller my sandwich" msid="81988567" hostid="261"></div><br />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.” <br /><br />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.<br /><br />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.<br /><br />CRED has also signed a three-year deal with IPL, which began in 2020.<br />

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

<ul><li><keyword id="1763236" type="General" weightage="80" keywordseo="cred" source="Orion">CRED</keyword> is back at it again, this time featuring Olympic gold medallist <keyword id="1115774" type="General" weightage="100" keywordseo="neeraj-chopra" source="Orion">Neeraj Chopra</keyword>.</li><li>The film will also see <keyword id="1569361" type="General" weightage="20" keywordseo="jim-sarbh" source="Orion">Jim Sarbh</keyword> engaging with the audience and highlighting the benefits of being a CRED member.</li></ul>After creating a buzz earlier this year with its Rahul Dravid campaign during <keyword id="6354312" type="General" weightage="80" keywordseo="ipl" source="Orion">IPL</keyword>, CRED is back with its latest campaign for IPL, this time featuring Olympic golden boy Neeraj Chopra.<br /><br />The first ad film will see Jim Sarbh engaging with the audience and highlighting the benefits of being a CRED member and Neeraj Chopra, the ‘Javelin Star’, in a completely different avatar.<br /><br /><div type="Youtube" id="ZMpEeE0v2y8" title="Great for the Good | ft. Neeraj Chopra | CRED" thumbUrl="https://i.ytimg.com/vi/ZMpEeE0v2y8/mqdefault.jpg"></div><br />The creative minds at Super Team also produced and directed these ad films. The campaign was conceptualised by <keyword id="1176647" type="General" weightage="20" keywordseo="tanmay-bhat" source="Orion">Tanmay Bhat</keyword>, <keyword id="4365981" type="General" weightage="20" keywordseo="devaiah-bopanna" source="Orion">Devaiah Bopanna</keyword>, Puneet Chadha, Deep Joshi and <keyword id="5958925" type="General" weightage="20" keywordseo="vishal-dayama" source="Orion">Vishal Dayama</keyword> and written by EarlyMan Film. To set the tone of the campaign right, <keyword id="362061" type="General" weightage="20" keywordseo="karan-malhotra" source="Orion">Karan Malhotra</keyword> lent his expertise to compose the music for the films. <br /><br />On the latest ad campaign, Kunal Shah, Founder and CEO, CRED, said “We are happy to continue our partnership with IPL as it returns this year. At CRED, our vision is to build a trustworthy community. In this campaign, we aim to solidify our message of financial literacy and educate the viewers on the benefits of practising responsible financial behaviour.”<br /><br />On his association with CRED on the latest ad campaign, Neeraj Chopra, the Javelin Gold Medalist at Tokyo Olympics, said “I am very happy to be associated with CRED, which aims at building a community of disciplined, trustworthy and creditworthy people. Playing the part in this ad-film was a totally different and entertaining experience and I hope the audiences enjoy this side of me!”<br /><br />Ayappa, Director &amp; Co Founder, EarlyMan Film, said “With IPL coming back, we are excited to collaborate with India’s favorite heroes and make them do quirky things for CRED. I hope the audience enjoys CRED’s latest ad-films as they have in the past.”<br /><br />

CRED's latest IPL campaign features Olympic gold medalist Neeraj Chopra in different avatars

<ul><li><keyword id="1763236" type="PERSON" weightage="20" keywordseo="CRED">CRED</keyword> to feature 90s legendary Bollywood icons in its IPL campaigns, kicks off the first film with <keyword id="6354700" type="DEFINITION" weightage="20" keywordseo="Anil-Kapoor">Anil Kapoor</keyword>. </li><li>CRED rejects Anil Kapoor in its hilarious ad because ‘Not Everyone Gets It.’</li></ul>CRED has come on board as the official partner of the most awaited event of the year, the Indian Premier League 2020. <br /><br />While the country awaits the start of the cricketing spectacle, CRED has kickstarted the journey of making this year’s IPL more rewarding for all players and viewers with a host of activities that would upgrade the experience for CRED Members. <br /><br />In line with the same, CRED also launched their latest campaign - ‘CRED: Not Everyone Gets It’ - featuring three ad films slated to launch over the course of the tournament, and starring leading Bollywood actor Anil Kapoor along with other iconic celebrities from the 90s, that promises to entertain and spread CRED’s message.<br /><br />  <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div><br />Through these creative and fun ad films, CRED aims to amplify its messaging of how easy it is to manage timely credit card payments through the app and also getting regularly rewarded for good financial behaviour. The campaign launched on 19th September with the launch of the first film starring Anil Kapoor. The veteran actor will bring home the message of paying credit card bills on time in his unique, inimitable style which has made him a favorite since the 90s, across generations of audiences from millennials to their parents. To keep up the momentum, two more films featuring other much loved Bollywood celebrities will be released over the next month to join in the celebration. The campaign is truly a memorable and comedic take on CRED’s messaging that has been conceptualized entirely by the in-house team and brought to life by Ayappa KM, Co-founder, Early Man Films, the production agency.<br /><br />Speaking about this exciting campaign to kickstart the IPL Season, Trupthi Shetty, Lead - Growth and Engagement at CRED, said “We are extremely excited to be associated with IPL 2020. At CRED, we believe in rewarding good financial behaviour and with this campaign, we are positive that our message of encouraging financial literacy and educating viewers on the rewarding benefits of responsible financial behaviour would come through in an entertaining manner. With Anil Kapoor and others lending their inimitable styles and unique personalities to each video, we are sure audiences would definitely relate to this campaign and our association would be off to a rewarding start.”<br /><br />Sharing these views, Anand Menon, Executive Producer &amp; Co Founder, Early Man Film said “It was a massive challenge for us to turn around this production keeping in mind the current scenario. But the fact that we had an opportunity to use these celebrities in a unique and entertaining way to tell the CRED story, made the effort worthwhile. We hope everyone enjoys these films and they bring a much needed smile to people’s lives.“<br /><br />The campaign launched on 19th September with Anil Kapoor on CRED’s <a href="https://twitter.com/CRED_club">Twitter</a> page, with major promotions across digital and television. This would be followed by the second and third videos, with other celebrities highlighting CRED’s take on timely bill payments, over the next 30 days. <br />

Watch Anil Kapoor 'audition' for CRED's first campaign to be aired during IPL

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

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

<ul><li>Baba Sehgal has sent an organic ‘audition’ tape to CRED. </li><li>The rap star has 210.7k followers on Twitter and 270k on Instagram.</li></ul>After Bappi Lahiri’s ‘Download CRED, Baby’ earworm, 90’s desi rap star Harjeet Singh aka Baba Sehgal, has made an audition tape for CRED. <br /><div type="twitter" handle="OnlyBabaSehgal" handlename="Baba Sehgal" image="http://pbs.twimg.com/profile_images/1294720746682343424/IWZXQQ6R_normal.jpg" favoritecount="1699" retweetcount="144" status="My audition tape for @CRED_club. Hope you guys are still looking🙏 https://t.co/zpKWDOdRZJ" createdat="1601996065000" id="1313492814798483457"></div><br /><keyword id="192201" type="PERSON" weightage="20" keywordseo="Kunal-Shah">Kunal Shah</keyword>, Founder of CRED, is ‘Ded’ and so are we.<br /><div type="twitter" handle="kunalb11" handlename="Kunal Shah" image="http://pbs.twimg.com/profile_images/1190747917998546944/D3U5FNa7_normal.jpg" favoritecount="1987" retweetcount="63" status="Ded. https://t.co/mVjHK4llal" createdat="1602003559000" id="1313524247734747136"></div><br />Freakishly enough, a Twitter user had predicted it already. <br /><div type="twitter" handle="nikhiljoisr" handlename="Nikhil Jois" image="http://pbs.twimg.com/profile_images/1156800740972589056/AvHd6Ygu_normal.jpg" favoritecount="960" retweetcount="29" status="Some day soon, CRED will release an ad featuring Baba Sehgal. The Internet will break." createdat="1601368640000" id="1310861205641158658"></div><br />And no, CRED did not make it happen. We checked. <br /><br />The reason we believe them is because the format of the advertisement is completely different than CRED’s ‘Not everyone gets it’ IPL series. While Shah has retweeted it, the official CRED handle hasn't shared it yet. <br /><br />Even as per their press statement released on September 19, the campaign was supposed to include only three ad films. So far, they have ‘auditioned’ and rejected iconic celebrities from the 90’s like Anil Kapoor, Madhuri Dixit Nene and Bappi Lahiri. <br /><br />What has helped the CRED series become so popular is because we haven't seen celebrities taking a dig at themselves. Self-deprecating comedy is like a fresh breath of air in India. It also easily breaks the clutter by not featuring a cricket celebrity. <br /><br />Not only the stars, the brand is making fun of its first-major ad campaign, too. Its YouTube caption read, “One thing is clear though: we are not in the ad making business, we are in the credit card business. Unfortunately, this means that the making of our first major ad continues. Till then a voiceover will have to do.”<br /><br />CRED has struck a three-year deal with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> and is a first-time sponsor. Its campaign has been touted to be the best IPL campaign of the season so far. <br /><br />A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year but CRED is still the talk of the town. <br /><br /><div type="twitter" handle="anubhavsinha" handlename="Anubhav Sinha" image="http://pbs.twimg.com/profile_images/1297501233310138368/6ehw_DUO_normal.jpg" favoritecount="2877" retweetcount="142" status="Who has Directed the Dream11 commercials? Very nice and all the cricketers are acting so well. @agracadabra" createdat="1600876574000" id="1308797330389229568"></div><div type="twitter" handle="agracadabra" handlename="Sonal Dabral 🎬🖋🎙" image="http://pbs.twimg.com/profile_images/922880899221475330/mZQAYPFy_normal.jpg" favoritecount="37" retweetcount="0" status="@anubhavsinha Prasoon Pandey directed these. True. Love the way they’ve been done." createdat="1600878053000" id="1308803531688701952"></div><div type="twitter" handle="SandipTarkas" handlename="Sandip Tarkas" image="http://pbs.twimg.com/profile_images/822202871/ST_normal.jpg" favoritecount="1" retweetcount="0" status="@agracadabra @anubhavsinha Easily the best of this IPL so far. Liked the phone pe one as well but then that disclai… https://t.co/1tGbCW4eiE" createdat="1600878534000" id="1308805551355097088"></div><br />With free publicity from a star like Baba Sehgal, will CRED trend again on Twitter? Only time will tell. <br /><br />  <div type="Article" hostid="261" msid="78106608" title="IPL 2020: How first-time sponsor CRED plans to make the most of its IPL association" mstype="2" mssubtype="0"></div><br />  <div type="Article" hostid="261" msid="78230307" title="Watch Anil Kapoor 'audition' for CRED's first campaign to be aired during IPL" mstype="2" mssubtype="0"></div><br />

Baba Sehgal is the latest 90’s star to 'audition' for CRED, but was it a paid activity? Here is the answer

<ul><li>To join in on the fanfare, we thought it would be a good idea to showcase a few campaigns that standout every week.</li><li>Here are our top picks for the last week. </li></ul>In India, every sport is played with a pinch of colour and celebration. As the enthralling <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) 2020 season began, brands poured in their enthusiastic advertisements either celebrating the country's love for the sport which is treasured like a religion or paid tribute to our corona warriors for their unwavering spirit. From television ads, team endorsements to in-app integrations, brands are leaving no stone unturned to gain visibility and reach.<br /><br />To connect with the youth of our country, a lot of brands have chosen to do rap songs this year. Apart from using a cricket celebrity, another common theme that appeared was the use of animation. <br /><br />While many experts have been talking about the dearth of quality ads that stand out or that have created an impact this year, the game is not over till the last ball is bowled. <br /><br />Meanwhile, here are our top picks from the previous week:<br /><strong><br />CRED</strong><br /><br />        <div type="Youtube" id="qEqPM7sYFzg" title="Not everyone gets it | Bappi Lahiri | CRED" thumbUrl="https://i.ytimg.com/vi/qEqPM7sYFzg/mqdefault.jpg"></div><br /><strong>GoDaddy<br /><br /></strong>        <div type="Youtube" id="fjDt4KBX7q4" title="GoDaddy Complete Online Business Solution | Cafe" thumbUrl="https://i.ytimg.com/vi/fjDt4KBX7q4/mqdefault.jpg"></div><br />        <div type="Youtube" id="5Bg5WmgtdCw" title="GoDaddy Complete Online Business Solution | Chess" thumbUrl="https://i.ytimg.com/vi/5Bg5WmgtdCw/mqdefault.jpg"></div><br /><strong>PhonePe</strong><br />        <div type="Youtube" id="cRRbyuzwTLc" title="Meet Inspector Desai’s family. On PhonePe! | PhonePe" thumbUrl="https://i.ytimg.com/vi/cRRbyuzwTLc/mqdefault.jpg"></div><br /><strong>PharmEasy</strong><br /><br />        <div type="Youtube" id="Si4rxLnOn2U" title="PharmEasy - WFH" thumbUrl="https://i.ytimg.com/vi/Si4rxLnOn2U/mqdefault.jpg"></div><br /><strong>BalleBaazi</strong><br /><br />        <div type="Youtube" id="gqETovCKbwA" title="The BalleBaazi Indian T20 Anthem | ₹50 Crore in Winnings Guaranteed" thumbUrl="https://i.ytimg.com/vi/gqETovCKbwA/mqdefault.jpg"></div><br /><br />      <div type="Article" hostid="261" msid="78316285" title="Our pick of the best IPL 2020 ads: Week 1" mstype="2" mssubtype="0"></div><br />

Our pick of the best IPL 2020 ads: Week 2

<ul><li>To get cricket fans to spend more time on their platform this season, Disney+ Hostar has lined up new movies, series and original content and has rolled out a 360-degree campaign.</li><li>As the tournament begins today, we speak to Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar about the platform's marketing strategy, how IPL has helped Disney+ Hotstar grow over the years, expanding reach and much more.</li></ul>The much-awaited advertising carnival of the year, <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) starts today and OTT platform Disney+ Hotstar has its biggest-ever marketing and content plan lined up for this year. <br /><br />Disney+ Hotstar is trying to position itself as a platform that offers all things entertainment (entertainment ka all rounder), including cricket. It is trying to remind the audience that it has <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> and Live sports, along with movies and original shows. So to get its users to stick around for a longer time, it has planned two new movies releases and two original series simultaneously with IPL. <br /><br />                  <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div><br />Sharing the platform’s marketing strategy for this season, Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Movies and series entertain you and so does cricket but you haven't ever had them at one place? Yes, you've had that in Disney+ Hotstar but now it is bigger than ever before -- we've got for you the best pure entertainment and also the best of cricket. So we brought together the best of both worlds and that was our idea of cricket-tainment this year. And out of cricket-tainment came this idea that we did with Ajay Devgn and Tamannaah Bhatia. Be it cricket or entertainment, we are so good at both of them that we are now an all-rounder. We have Bhuj, The Falcon and Winter Soldier, Loki, Arya 2, Out of love, Special Ops -- second season of all our big shows and OkComputer and November Story. So, it is gonna be a bigger roaster than ever before and this helps with both -- acquisition as well as retention.”<br /><br />As a part of its huge media splash, the platform is following a 360-degree approach, with more focus on TV and digital. <br /><br />Disney+ Hotstar also launched a digital campaign ‘I<a href="https://youtu.be/kx6dcS5RuTI">ndia Ki Vibe Alag Hai.’</a> It captured inter-city rivalry and friendly banter to symbolise the many emotions of cricket fans - pride, heartbreak, happiness and celebration! It is developed by musicians Nucleya and sung by eight rappers - Dee MC, RAK, J19 Squad, Satyum, Vithika Sheru, Maharya, Gubbi, and Rawal, each representing their beloved city.<br /><br /><cmsannotation type="cmsannotation" annotationid="What IPL means to Disney+ Hotstar" text="What IPL means to Disney+ Hotstar"><span data-til="noop">What IPL means to Disney+ Hotstar</span></cmsannotation><br /><br />IPL, Shakdher said, has helped the streaming platform build an emotional connect with its users. <br /><br />“It's the biggest time of the year for us and it's been our biggest property. It has meant more than just cricket for us because it's allowed our consumers to establish a deeper, higher-order relationship with Hotstar,” said he. <br /><br />When the platform acquired the media rights to air IPL, Disney+ Hotstar started focusing on its portability factor and today, it is trying to establish itself as an entertainment house. <br /><br />Walking us through Hotstar’s marketing evolution for IPL, Shakdher shared, “When we first started, it was about telling people that they don't need to miss their cricket because it's with them wherever they go. From there, it moved to the ‘convenience’ aspect -- that you can connect with your friends, watch the matches at your own convenience or go back and forward, replay points. So we moved from there to the ‘experience aspect’, then we brought in the fact that along with IPL there's so much more to watch."<br /><br />As far as its recent campaign goes, Shakdher said that they have seen a stupendous response from the audience and he is optimistic that the campaign will help Disney+ Hotstar stand out in the clutter. The campaign has been conceptualised by DDB Mudra Group. <br /><br />Sharing the reason, he said, “I think people have really appreciated our ads. One of the things with celebrity ads is people force-fit them. And they use the ad for the celebrity. And so the celebrity often overshadows the brand. It is just an endorsement. Our ads are not celebrating endorsements, there's actually a reason for Ajay Devgn to be there. He is intrinsically a part of the storyline, because he's coming in disguise. And he's trying to push his own movie which is coming out on Disney+ Hotstar and similarly for Tamannaah. They're not plugging 'Disney+ Hotstar'. They're tapping into a consumer insight -- you love one thing and you get stuck to it, but also look at what else is there. So people have really appreciated the fact that these actors are underplaying themselves.”<br /><br />Another part of the plan to attract more users onto the platform this year is regionalisation. IPL is available in 8 languages now and Marathi is exclusively available on Disney+ Hotstar. Adding more languages has helped the platform increase its engagement rate. <br /><br />“Five years ago, more than 80-90% of the IPL consumption was in English and rest was Hindi. Today, consumption in Hindi is bigger than English. Hindi is now more than 50% and English is slightly smaller. So that's how much localization has meant, it coincided with the rise in viewership. We started with Tamil about three years ago with 1% and at a large scale, Tamil audience itself is probably not more than 15% of the audience. But today, we are already seeing a large part of that audience using Tamil. So there's definitely more delight, joy and more engagement, increased retention and frequency of coming back. This increase in engagement is because of many factors, not just commentary, but it's as effective,” said Shakdher. <br /><br /><cmsannotation type="cmsannotation" annotationid="Opportunity for advertisers on IPL this year" text="Opportunity for advertisers on IPL this year"><span data-til="noop">Opportunity for advertisers on IPL this year</span></cmsannotation><br /><br />As per BARC and Nielsen’s 2020 report, IPL broke its viewership record in the opening week of season 13 itself. <br /><br />This year, the streaming platform has already closed the deal with 15 sponsors including Dream11 and Upstox as the co-presenting sponsor, Vimal Elaichi and MX Takatak ‘co-powered by’ sponsors. Some of the other sponsors are PhonePe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, Parle Agro, Amazon Prime, Coinswitch, CRED and Xiaomi who have signed-on as associate sponsors.<br /><br />In 2020, over 300 brands had associated with Disney+ Hotstar. To get more advertisers excited about IPL this year, Disney+ Hotstar has launched more interactive options. It has introduced a social feature called Watch Parties, which gives viewers the experience of a stadium in the safety of their homes. Video duets and Hotshots are another set of social features, enabling viewers to interact with brand videos and stickers. <br /><br />“Traditionally, IPL is considered to be an expensive property with limited access to large advertisers. However, with Disney+ Hotstar’s innovative technology advancements and targeting options, advertisers across categories and sizes can leverage this property. They are now equipped to choose not only the audiences but also ad formats that suit their marketing objectives and budgets ensuring an impactful outreach strategy on the platform. Advertisers should aim at leveraging the strengths of the platform to generate two-way engagement on the platform helping both advertisers and viewers in their own ways,” said Disney+ Hostar spokesperson.<br /><br />“With the immense digital growth in 2020, one can see great traction and response across categories of advertisers. Some of the key features on Disney+ Hotstar like Super 4s, Super 6s, Fall Of Wickets (FOW), Milestones, and Super Savers sold out sooner than anticipated. The platform has received significant interest from brands across various categories to leverage the scale reach and high visibility proposition that IPL offers,” added the spokesperson.<br /><br />The platform is hopeful about crossing 300 advertisers this year.<br />

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

<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. <br /><br />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. <br /><br />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.<br /><br />“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”. <br /><br />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:<br /><br /><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.<br /><br />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. <br /><br />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. <br /><br />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. <br /><br />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. <br /><br />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.<br /><br />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. <br /><br />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. <br /><br />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. <br /><br />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. <br /><br />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%).<br /><br />As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.<br /><br /><br />

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

<ul><li><keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) has become India’s richest sporting tournament.</li><li>Considering the festivities around the league and the popularity it enjoys, there is an advertising blitzkrieg and every year we get a few <keyword id="11099865" type="UNKNOWN" weightage="20" keywordseo="memorable-ads">memorable ads</keyword>.</li><li>This year, Disney+ Hotstar has already closed 15 sponsors and experts are optimistic that IPL will break its viewership records.</li><li>We try to put together a list of a few of the most memorable ads that have come out over the years.</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. <br /><br />The league has also become a crucial event that sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. In 2020, IPL had helped broadcaster Star India to earn around Rs 2,600 crore in advertising revenue. Despite the pandemic, the broadcaster managed to cross the previous year’s figures that were close to Rs 2000 to Rs 2100 crore.<br /><br />As brands try to make the best of this cricketing extravaganza, along comes a wave of wonderful ads every year. However, only a few ads manage to strike a chord with the viewers every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely engaging event. <br /><br />This year, with the rising COVID cases, everyone is back at home and is looking for an escape from reality and IPL is more than just a tournament. Last year, the tournament broke its viewership record in the opening week itself, as revealed by BARC and Nielsen. Dream11 IPL’s viewing minutes had increased by 15% than 2019, that is 60.6 billion viewing minutes across 7 matches and 25 channels in 2020. The opening match with Mumbai Indians and Chennai Super King garnered an average of 52 million impressions, which is 29% more than 2019 and 158 million viewers watched the match. bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league.<br /><br />So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt.<br /><br /><strong>Vodafone ZooZoos<br /></strong><br /><div type="Youtube" id="Cr9hV81sC5M" title="Vodafone Zoozoos IPL 2013 - Vodafone &quot;Zumi Zumi&quot; (Zoozoo Celebration) - Karaoke Version" thumbUrl="https://i.ytimg.com/vi/Cr9hV81sC5M/mqdefault.jpg"></div><br /><strong>Swiggy uncle</strong><br /><div type="Youtube" id="-__hUQWh8WY" title="Our favorite uncle is back. And yet again, Swiggy comes to his rescue! Swiggy. What a delivery!" thumbUrl="https://i.ytimg.com/vi/-__hUQWh8WY/mqdefault.jpg"></div><br /><strong>CRED</strong><br /><div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div><br /><strong>Facebook</strong><br /><div type="Youtube" id="7czHNAczHgs" title="Facebook: Jersey" thumbUrl="https://i.ytimg.com/vi/7czHNAczHgs/mqdefault.jpg"></div><br /><strong>Star Sports’ Kanna Keep Calm</strong><br /><div type="Youtube" id="TrI2UXW9icA" title="Pepsi IPL 2014 - starsports.com - Kanna, KEEP CALM Music Video" thumbUrl="https://i.ytimg.com/vi/TrI2UXW9icA/mqdefault.jpg"></div><br /><strong>Kingfisher IPL Beatbox</strong><br /><div type="Youtube" id="OsM-G3A6XR0" title="Kingfisher IPL Beatbox : Oo La La La Le O - Directed by Senthil Kumar" thumbUrl="https://i.ytimg.com/vi/OsM-G3A6XR0/mqdefault.jpg"></div><br /><strong>Pepsi - Crash the Pepsi IPL</strong><br /><div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div><br /><strong>Reliance Jio</strong> <br /><div type="Youtube" id="77xaEK2Elz4" title="Jio Dhan Dhana Dhan - bringing people together through cricket" thumbUrl="https://i.ytimg.com/vi/77xaEK2Elz4/mqdefault.jpg"></div><br /><strong>Amazon</strong><br /><div type="Youtube" id="akH-5adtYoA" title="Introducing Chonkpur Cheetahs!" thumbUrl="https://i.ytimg.com/vi/akH-5adtYoA/mqdefault.jpg"></div><br /><br /><br /><div type="Article" hostid="261" msid="81916905" title="As India faces a second wave of COVID-19 infections, will VIVO IPL 2021 repeat last season's success?" mstype="2" mssubtype="0"></div><br />

Throwback to some of the best IPL ads made over the years

<ul><li>In wake of players, support staff and team management executives tested positive for Covid-19, BCCI announced the suspension of <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>. </li><li>Considering how big the league has become over the years, every year there is a lot of money riding on IPL.</li><li>We spoke to experts to understand the kind of impact the suspension of the league will have on different stakeholders.</li></ul><br /> The Board of Control for Cricket in India (BCCI) has suspended the current season of the Indian Premier League (IPL) in wake of players in different teams testing positive for Covid. While there had been talks of moving the tournament to a different city in the past few days, the new positive cases among the players led to BCCI announcing an indefinite suspension of the league.<br /><br /> For a while now, IPL had been the topic of a raging debate - Whether there was a need to hold the tournament this year, at this time, when the country is facing a massive surge in Covid numbers. While there were many who had felt that IPL should not have been held this year, or could have been suspended much earlier than it was, there were others who said something like an IPL was important because it acted as a distraction from the grimness that otherwise surrounds us.<br /><br /> In its official statement, IPL stated, “The BCCI does not want to compromise on the safety of the players, support staff and the other participants involved in organising the IPL. This decision was taken keeping the safety, health and wellbeing of all the stakeholders in mind. These are difficult times, especially in India and while we have tried to bring in some positivity and cheer, however, it is imperative that the tournament is now suspended and everyone goes back to their families and loved ones in these trying times. The BCCI will do everything in its powers to arrange for the secure and safe passage of all the participants in IPL 2021.”<br /><br /> In its official statement, <keyword id="17943" type="CITY" weightage="20" keywordseo="star-india">Star India</keyword> said, “Star India supports BCCI’s decision to postpone IPL 2021. The health and safety of players, staff and everyone involved in the IPL are of paramount importance. We thank the BCCI, IPL Governing Council, players, franchisees and sponsors for their support. We are also indebted to our employees, on-air talent, production, and broadcast crews for trying their best to spread positivity by delivering the broadcast of IPL 2021 to millions of homes in the face of challenging circumstances.”<br /><br /> However, the next big question everyone is pondering over is, how will IPL’s suspension impact different stakeholders considering there are massive investments involved in the league every year.<br /><br /> This year, Star India had on-boarded 18 sponsors and over 100 advertisers across multiple brand categories including Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG and Financial Services. <br /><br /> For most brands, the IPL becomes that one property that garners impressive eyeballs. The leagues has helped a lot of brands build awareness and reach out to an engaged set of audience over the years. However, this year, perhaps due to the ongoing <keyword id="9323110" type="UNKNOWN" weightage="20" keywordseo="Covid-surge">Covid surge</keyword>, IPL’s viewership witnessed a dip when compared to last year’s numbers, according to data from Broadcast Audience Research Council (BARC) India.<br /><br />          <div type="image" title="IPL 2021 viewership" msid="82390462" hostid="261"></div> <br />Last year, BCCI had earned Rs 4,000 crore in revenue from hosting IPL, in addition to a 25% rise in TV viewership, according to BCCI treasurer Arun Dhumal. The different franchisees make money through title sponsorships, media rights, merchandising, ticket sales and the prize money. When it comes to the broadcaster, Star Sports and Hotstar was expected to rake in advertising revenues of around Rs 3,600-3,800 crore, a substantial jump from last year’s estimated revenue of Rs 2,600 crore.<br /><br /> While it might still be very early to understand the implications of the suspension, industry experts believe advertisers will approach Star Sports Network to rework the advertising deals. Many advertisers had to pay close to a 20% premium for ad slots this year and it is expected they would demand for extra airtime, to make up.<br /><br /> What the exact implications are, and how different stakeholders work around the suspension, only time will tell. To understand what the industry felt about the league’s suspension, we reached out to experts from the industry, and here is what they had to say:<br /><br /> <keyword id="248051" type="PERSON" weightage="20" keywordseo="Ashish-Bhasin">Ashish Bhasin</keyword>, CEO APAC and Chairman India, dentsu supported the decision to postpone the IPL for now. “Given the prevailing pandemic situation, I think it is the right decision to postpone IPL for now. The health and safety of all the players and everyone involved I think is paramount and keeping in mind the situation in the country and the prevailing mood in the nation, in my view it is the right decision.<br /><br /> IPL is the single largest property on television in India and something that appeals to a wide target audience, across the geographies. It has unparalleled reach and has always proven to be an excellent vehicle for brands and I think that will continue to be so and that will not change.<br /><br /> Given the fact that several parts of the country are going into lockdown, there are emergency measures been taken in different cities and towns to curb the pandemic, the severe shortages and difficulties being experienced, lives being lost to the pandemic, I think it is more appropriate to focus on that then on commercial issues for now. I’m sure the commercial issues will get discussed and resolved in an appropriate manner.”<br /><br /> While she said that the suspension will amount to substantial business impact for a lot of the stakeholders, <keyword id="3123098" type="PERSON" weightage="20" keywordseo="Neena-Dasgupta">Neena Dasgupta</keyword>, CEO and Director, Zirca Digital Solutions also stated that she would not be in favor of it resuming at a later date. “There is definitely going to be a substantial business impact on all associated with the annual spectacle. It's not just Star and BCCI that would be losing revenue but other people as well whose revenue is linked to IPL. Media agencies, digital agencies who were riding big on IPL would now have to look for ways to compensate for the lost revenue opportunity. While it is being said that the tournament would resume during better times, no one should place their bets on it. As a business I would not be in favour of the decision, but looking at the current scenario, saving human lives is top most priority. I would like to say to all my fellow colleagues across the industry, “Hang on and stay safe, this too shall pass,” she said.<br /><br /> Pointing at how the first-time advertisers would perhaps be the least daunted by the development, <keyword id="1505615" type="PERSON" weightage="20" keywordseo="Ashish-Khazanchi">Ashish Khazanchi</keyword>, Managing Partner, Enormous Brands said, “Suspension of IPL will certainly have near-term adverse impact - both in terms of business objectives of advertisers and even more importantly on the market sentiment. Heavy investments may be held back because there's going to be unpredictability on how the returns on investments may turn out to be. The first-time advertisers however are probably going to be the least daunted going by my extensive work with them. For a few important reasons. One, their businesses are heavily digital-enabled. That part of the world will roughly continue unfazed and may actually gain shares at the expense of the traditional business models. Two, they have a much higher risk appetite than traditional business. The older businesses are usually in a consolidate mode, while all start ups are in an aggressive growth and acquisition mode. They may actually take advantage of lesser media saturation to build share of voice. The cancellation is somewhat likely to cast a little shadow of uncertainty even on the World Cup. But only the next few months will tell us the way for sure."<br /><br />Chetan Asher, Founder &amp; CEO - Tonic Worldwide said, "IPL is a major vehicle for visibility for startups in India and brands associated with the event can become a household name, from a marketing perspective. While the suspension derails the opportunity for them, given the current context that's unavoidable and a step in the right direction. However, they can channelise their investments and energy in trying to make a difference by partnering with NGO’s providing relief during Covid-19."<br /><br /> Earlier this year, a report from Duff &amp; Phelps had revealed that the value of the IPL ecosystem witnessed a 3.6% dip in 2020. So how will the suspension this year further impact its value? Varun Gupta, Managing Director and Head Valuation Advisory- APAC, Duff &amp; Phelps, A Kroll Business said, “If the tournament had merely been suspended and restarted within a week or two, it might not have much of a difference to the revenues of the IPL or that of the franchisees. However, it appears that that the tournament is postponed indefinitely, which would have the following impact – Firstly, IPL would suffer significant revenue losses for the current season. There will be loss of sponsorship and broadcasting revenues for BCCI. The league was already coping with loss of revenues from ticket sales and in-stadia F&amp;B, besides the loss of revenue last year due to <keyword id="215177" type="COMPANY" weightage="20" keywordseo="Vivo">VIVO</keyword> pulling out for the 2020 season. Secondly, the teams will also suffer revenue losses on account of reduced revenue from the central pool and loss of team sponsorship revenues. Having said that, one must also acknowledge that while it was ongoing over the last few weeks, the IPL provided 3-4 hours of much needed diversion and relief to the Indian masses who are reeling under a barrage of bad news on the Covid front. IPL’s ability to pull TV audiences continues unabated. Secondly, the value of any enterprise is based on its future cash earning capacity. To our mind, while there will be some revenue loss this year, the future revenue generation ability of the IPL is undiminished.”<br /><br /> Sanjay Mehta, Joint CEO of Mirum India said that while the move will have an impact on brands, it also gives them time to rethink their communication strategies. “The suspension of the IPL, then, is going to hurt all those brands. Many (such as CRED, for example) would have invested significant sums in new creatives. Others would have planned campaign schedules and connected the same to product demand forecasts and inventory placement in stores. These plans will all get impacted, as finding alternate spots to run that kind of ad inventory will not be easy. On the other hand, many businesses and their customers are themselves impacted due to the second wave of Covid and might see this as a sigh of relief in a way, as they might save money for ad inventory that is not run. Also, at a time when the mood of a large number of citizens is very low, having "in-your-face" advertising urging you to purchase something as if life was normal, was a little jarring too. Maybe this break gives them time to rethink their creative strategies, for communication in the midst of the Covid challenges,” he said.<br /><br /> Ambika Sharma, Founder &amp; MD, Pulp Strategy added, “The battle with Covid-19 which started a year ago has disrupted the operations across the globe. In India, with its huge populace it has become a daunting task to overcome despite safety and Covid-19 protocols. The IPL which is an extremely popular event that everyone looks forward to, should not have been allowed as the charm and excitement of watching and engaging on the ground cannot be matched with watching it at home without your friends and dear ones and right now you see only devastation in either your neighbourhood, family or anywhere. The high stakes of IPL should have been looked into, especially when we see players falling to Covid infections. The infection can have multiple manifestations on the health of the players which can lead to serious lifelong illness. While we stare at huge losses, be it for the Sponsors, Broadcasters and BCCI, the environment is least conducive to host these matches. A mutually agreeable formula by key stakeholders can be adopted transparently to arrive at a decision, especially when the medical experts are warning us about the Covid peak.”<br /><br />Speaking about the impact of the move on brands as well as agencies that have worked on campaigns for their clients, Shradha Agarwal, COO and Strategy Head- Grapes Digital said, "This is definitely going to affect the marketers. There are creative works, campaigns that are yet to be launched as brands were waiting for the IPL to enter its second phase. In May many brands would have come out with ads and campaigns because the IPL advertising inventory is sold through long term contracts that are signed before the tournament begins. This will also impact digital agencies that are ready to launch their campaigns with influencers based on IPL. There are few possibilities, firstly, the IPL is suspended and not dropped hence, advertisers will wait for the league to resume or some clients would cease the campaign and work on Plan B because the budget was allocated for a specific period, and if the quarter changes they will back out. Small advertisers might take the route of moving to regular inventory instead of investing for the remainder of the season in one go."<br /><br />What route the broadcaster takes in the next few days to rejig its advertising deals with brands and sponsors is something we will need to wait and watch.<br />

As IPL gets suspended indefinitely, experts discuss the broad implications of the move on all stakeholders

<ul><li>After India lost to Pakistan in their T20 <keyword id="8984629" type="General" weightage="20" keywordseo="world-cup-2021" source="Orion">World Cup 2021</keyword> opener on October 24, 2021, the internet flooded with heartbreak tweets and disappointment memes.</li><li>On Sunday, India suffered their consecutive defeat as they were hammered by New Zealand.</li><li>It is almost Diwali and yet nobody, at least on the internet, is in the mood to celebrate. The internet is still trying not to revisit their memories of Sunday.</li><li>India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Most of us are now hoping that Afghanistan will beat New Zealand and India will win their remaining three fixtures against Scotland, Namibia and Afghanistan.</li><li>As the consumer sentiment plummeted, brands and advertisers also suffered. We speak to media experts to find out how India’s loss at the T20 World Cup will impact brands that have invested in the game this time and what it means for its airing partners.</li></ul>Cricket, undoubtedly, is still the most popular sport in India and it is the best way for brands to connect with their audiences. And when it is T20 World Cup, consumers in India are extra excited to cheer for the men in blue. They order merchandise, invite friends over or go to a sports bar to catch the tournament. It is more like a festival of sorts, where a whole family or group of friends get together and enjoy the game. Brands also go overboard, investing on the sport, to be where their fans are. <br /><br />However, what happens when the team you are cheering for fails? Consumers are heartbroken and if you are an advertising agency, all your post-victory campaigns, which you worked on for weeks, will now rot in your archives. It only takes one bad game to spoil the party and this time, our country lost twice. The India-Pakistan match dampened consumer sentiment and on Sunday, India suffered their successive defeat as they were hammered by New Zealand and consumers lost their will to work on Monday. FoodTech platform Zomato mirrored India’s sentiment in this push-notification yesterday and all I want to do is say, “Same, bro. Wait, who is chopping onions?”<br />                              <div type="image" title="Screenshot_20211101-111427_One UI Home" msid="87468689" hostid="261"></div><br />India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Now the only hope is if Afghanistan beats New Zealand and India wins the remaining three fixtures against Scotland, Namibia and Afghanistan. <br /><br />Vikram Sakhuja, Partner &amp; Group CEO, Madison Media &amp; OOH said, “With cricket being a national passion, the fallout is that fans swing in extremes. India's wins leads to high ratings, and losses to poor ratings. In the 2016 T20 WC the super 12s (with 5 India games) had rated 4.4 amongst males audiences. This time round I won't be surprised if India's poor performance in the crunch games leads to a tournament average of sub 3 ratings. For Advertisers who pay top dollar to advertise on this platform it will be a reasonable setback. However if India does manage a top 2 position, the interest and ratings will spike. So fans and advertisers need to pray for New Zealand getting upset by the lesser ranked teams, and India dominating over these same teams.”<br /><br />Sharing how this low consumer sentiment is likely to impact brand performance and viewership for the rest of the World Cup tournament this year, <keyword id="512646" type="General" weightage="20" keywordseo="ambika-sharma" source="Orion">Ambika Sharma</keyword>, Founder and MD, Pulp Strategy said, “Match viewership will decline and by some estimates, it may go down by 50% or more as a fall out of India’s exit from the World Cup. ICC having anticipated the disappointment of fans has already decided to allow full refunds, fans are relieved I’m sure. Advertisers, on the other hand, will see a drop in viewership for the next set of matches. However, towards the flag end of the World Cup, most advertisers would have received their visibility via the spots in the matches up to the point of India’s exit. The media team may have some difficulty in selling the last-minute inventory which goes at a premium.”<br /><br />On the other hand, Mohit Joshi, CEO, Havas Media Group India is confident that the interest levels won't dip. He said, “India is a cricket-loving nation with a huge fan following for the sport and the legends of the cricketing world. While there are sentiments with team India involved and the loss is a huge disappointment, there are bigger sentiments associated with the game, and as a nation, we've always appreciated good cricket and good talent. As we move towards the semis and the finals, we expect to see great cricket, therefore I don’t see the interest levels going down and the love for the game should keep the viewership ticking.”<br /><br />Sujay Kar, EVP- Commerce, CRM, and Media, VMLY&amp;R India said that some advertisers might be in for a shock. <br /><br /> "These defeats can lead to an early exit for India, which would have an adverse impact for brands that have invested their Advertising Dollars and the Advertising Mediums. Without India in the Knockout rounds, the viewership might go down significantly, which means lesser impressions served and lower business impact. Given that it’s peak festive season and there are no big showpiece events involving India in near future, some of the advertisers have invested heavily hoping for a big post-pandemic boost and they might be in for a rude shock," said Kar. <br /><br />Grashima Sahni, Senior Director- Planning and Strategy, Carat India told us about brands that might benefit from investing this year despite the early exit. She said, “With team India seeing an unpredictable early exit from the T20 world cup 2021, the invested brands are reaping lower than what they sowed and expected to reap. Investment in live cricket is more about associating with the spirit than pure media metrics. With the early exit and defeat from Pakistan, the mood in fans is dim. The deal deliveries may match the bought media metrics eventually but the qualitative factor of 'context' the brands were hoping to ride turned flat with this exit. Brands that balanced their investments with festive entertainment buys this season will benefit over the highly skewed and only cricket investing brands.”<br /><br /><keyword id="12452300" type="General" weightage="20" keywordseo="sushil-anatharaman" source="Orion">Sushil Anatharaman</keyword>, Media Director, Gozoop Group said, “Brand who have taken fixed deals like title, associate and other sponsorships will definitely suffer because the reach they would have expected in the next round will go low if India doesn't qualify. However, if we miraculously do enter the next round, then again there will absolutely be no problems for these brands. Other brands who do spot buying will really not be affected by this.”<br /><br /> Shrenik Gandhi, CEO and Co-founder, White Rivers Media reminded us that brands who spent on digital media can easily pull back their spends. <br /><br />He said, "Sports marketing comes at a risk-reward ratio, subject to team’s performance. There are times when teams perform really well. Those are the times when brands benefit disproportionately. And then there are times like these, when teams don't perform - those are the times when brands can pull back their expenses. Digital has the power wherein a lot of spends can be controlled on a real-time basis. That may not be the case when it comes to ATL and outdoor media. That's the benefit where there is plug and play possible. Hence, the brands that are investing heavily on digital may not suffer as much. Of course, it's a big opportunity loss because bad performance results in lesser attention and lesser attention results in lesser impressions and lesser impressions results in lesser opportunities to sell and hence lesser advertisement budgets spent."<br /><br />This time, the T20 World Cup has aligned with the festive season and brands are extra generous to spend on TV and OTT platforms during this time of the year. According to media reports, broadcaster Star Sports sold inventory worth more than Rs 1,000 crore this year. It has onboarded Byju’s, Dream 11, Coca Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred as key sponsors. On its streaming platform Disney+ Hotstar, Dream11, Vimal Elaichi, Coinswitch, Oppo, Swiggy, Maruti, AMFI, PhonePe, Mondelez and Upstox have invested this season.<br /><br />During the ICC <keyword id="1268840" type="General" weightage="20" keywordseo="world-cup-t20" source="Orion">World Cup T20</keyword> held in 2015, the India-Pakistan match rated 11.9 TVR (TAM data M15+ ABC) on the STAR network and 2.9 TVR on Doordarshan and had garnered 288 million views. This year too, cricket dominated the conversation on Twitter. Between 01 July 2020 - 01 July 2021, there have been over 75 million conversations about cricket on the service in India. <br /><br />However, this time, the Twitterati is too disappointed. Yesterday, #BoycottIPL was trending on Twitter because fans alleged that the Board of Control of Cricket in India (BCCI) has commercialised cricket and is prioritising the Indian Premier League over an International League. <br /><br /><div type="twitter" handle="gauravmondal14" handlename="Gaurav" image="http://pbs.twimg.com/profile_images/916250813063823360/dcjy4Ndh_normal.jpg" favoritecount="120" retweetcount="20" status="#BanIPLothers team mixed strategy during the break ...and then there comes indian team ..&quot;chal time mila hai ad… https://t.co/eoR5aNwFSq" createdat="1635748606000" id="1455061234961633280"></div><div type="twitter" handle="Depress7S" handlename="Samreen" image="http://pbs.twimg.com/profile_images/1454307245425143811/zbszQqUY_normal.jpg" favoritecount="1881" retweetcount="279" status="Indian fans on airport: Congratulations India . #BanIPL #IndiaVsNewZealand https://t.co/QQtSetHXoy" createdat="1635704110000" id="1454874604720332804"></div><br /><div type="twitter" handle="SardarSajid786" handlename="M . S A J I D 🇵🇰" image="http://pbs.twimg.com/profile_images/1439137172263682048/ihbnmQha_normal.jpg" favoritecount="0" retweetcount="0" status="Please @ICC ban IPL kun k IPL se cricket tabah ho rahi hai .#BanIPL https://t.co/Hw6tKka0nf" createdat="1635767412000" id="1455140113088983041"></div><br />Commenting on this Twitter outburst, Anatharaman said, “The Twitterati in India is very less if we compare to the advertising universe size of products and services advertised during IPL. Also, trends on Twitter can end in an hour too and hence people will forget these trending hashtags soon. It doesn't really affect the IPL in any way. In fact, it's been a tournament that has been associated with worse controversies like spot-fixing etc. but the tournament has still continued growing year by year and has also benefitted the brands associated with them.”<br />

How India's loss at the T20 World Cup will affect Indian brands

<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.<br /><br /> 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.<br /><br /> 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.<br /><br /> Meanwhile, to join in on the fanfare, we thought it would be a good idea to showcase a few campaigns that standout every week.<br /><br /> Here are our top picks for the last week:<br /><br /> <strong>1. <keyword id="6214644" type="UNKNOWN" weightage="20" keywordseo="Dream11">Dream11</keyword></strong><br /><br />    <div type="Youtube" id="4rEekXHvwK0" title="Dream11: Yahan sab same hai, #YeApnaGameHai" thumbUrl="https://i.ytimg.com/vi/4rEekXHvwK0/mqdefault.jpg"></div><br /><br /> <strong>2. <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword></strong><br /><br />    <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><br />    <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><br /><strong>3. CRED</strong><br />    <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div><br /> <strong>4. Khatabook</strong><br /><br />    <div type="Youtube" id="AoHYVfxfPvA" title="Bina Maange Udhaar Waapas!" thumbUrl="https://i.ytimg.com/vi/AoHYVfxfPvA/mqdefault.jpg"></div><br />    <div type="Youtube" id="ZzhhL2tNP5k" title="Hisaab Daily Ab Automatically!" thumbUrl="https://i.ytimg.com/vi/ZzhhL2tNP5k/mqdefault.jpg"></div><br />     <div type="Youtube" id="5MWZtx3EPMw" title="Har QR Ka Hisaab Yahaan!" thumbUrl="https://i.ytimg.com/vi/5MWZtx3EPMw/mqdefault.jpg"></div><br /> <strong>5. Wakefit</strong><br /><br />    <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><br />    <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><br /> <strong>6. <keyword id="6354576" type="COMPANY" weightage="20" keywordseo="facebook">Facebook</keyword></strong><br /><br />    <div type="Youtube" id="7czHNAczHgs" title="Facebook: Jersey" thumbUrl="https://i.ytimg.com/vi/7czHNAczHgs/mqdefault.jpg"></div><br /><strong>7. <keyword id="3269053" type="PERSON" weightage="20" keywordseo="Rapido">Rapido</keyword><br /></strong><br />    <div type="Youtube" id="MkKwT9EE_jg" title="Rapido I Captains Of Tomorrow" thumbUrl="https://i.ytimg.com/vi/MkKwT9EE_jg/mqdefault.jpg"></div><br /><br />

Our pick of the best IPL 2020 ads: Week 1

<ul><li>It is after a long time that we have consistently seen <keyword id="2727" type="General" weightage="20" keywordseo="rahul-dravid" source="Orion">Rahul Dravid</keyword> in the brandverse.</li><li>After his association with CRED, Dravid has signed up a few more brand deals with Piramal Realty, Practo, Orchids, to mention a few.</li><li>According to TAM sports, Dravid had about a 4% share in television advertisements during the first half of 2021. He was also the eighth most-loved sports celebrity in India this year.</li><li>So, as the Former Indian captain dons a new role in Indian cricket history and bags more brand deals, we speak to brand custodians to find out the reasons behind his comeback and decode his equity as a brand endorser.</li></ul>Rahul Dravid, team India’s newly appointed head coach, has found his space back into the brandverse after his clutter-breaking and memorable performance in <a href="https://twitter.com/imvkohli/status/1380451732690411521?s=21">CRED’s campaign</a>. The brand had unleashed Dravid’s unseen side and the audience was astonished! Apart from breaking other bowlers’ patience, we have never seen Dravid break anything or lose his calm at all. We certainly did not expect the zen Rahul Dravid to react as we do in traffic. This Indiranagar ka Gunda won millions of hearts with his acting skills and his ad went on to become the <a href="https://www.businessinsider.in/advertising/brands/article/creds-ad-featuring-rahul-dravid-was-the-most-viral-ad-in-ipl-2021-report/articleshow/87279382.cms">most viral ad during IPL 2021. </a><br /><br />Since Dravid’s association with CRED, his popularity seems to be growing steadily. He has signed up a few more brand deals with Piramal Realty, Practo, Orchids, to mention a few.<br /><br />On the field, he was fondly referred to as ‘The Wall’ or ‘Mr Dependable’ for acting as the team’s silent saviour and guiding them out of troubled waters time and again. He was also known as one of the most disciplined cricketers with a sound technique and at one point, he was a bowler’s nightmare. However, he lived under Sachin Tendulkar’s shadow during his entire career and in the last decade, after he resigned from international cricket, he was replaced by MS Dhoni and Virat Kohli in the marketing world too. After experiencing a dry spell in the ad industry for years, he has finally made a comeback. According to TAM sports, Dravid had about a 4% share in television advertisements during the first half of 2021. <a href="https://www.businessinsider.in/advertising/media/article/top-10-sports-celebrities-of-the-brandverse-in-2021-as-per-tam/slidelist/85649566.cms">He was the eighth most-loved sports celebrity in India. </a><br /><br />Telling us the reasons behind Dravid’s rising popularity, Lloyd Mathias, Business Strategist and former marketer at HP, Motorola and PepsiCo, said, “Rahul has always been a thinking cricketer known for his poise, balance and maturity and his batting best described by the moniker ‘the wall’ have always been the mainstay of India’s cricket through the late nineties and 2000s. So even after his retirement from international cricket, his association with the game as the captain of IPL team Rajasthan Royals and as the head of the National Cricket Academy NCA continued. Another reason for the renewed brand interest is the fact that Dravid is now the Head Coach of the Indian cricket team, one of the key positions in Indian sport. This brings him Centerstage as he helps navigate India’s cricket team over the next few years.”<br /><br />Athletes and sports personalities disappear from the limelight once their sporting career comes to an end. However, Dravid has managed to stay relevant. <br /><br />N. Chandramouli, CEO, TRA is confident that Dravid’s brand value will only rise in the coming years. <br /><br />He said, “Rahul Dravid has kept his brand relevant, but not over-exposed, and therefore even at 48 years, he is likely to see his brand value grow over the years.”<br /><br />So, what’s the secret behind this? Chandramouli says, “Sportspersons usually have a short shelf-life for endorsements, and it declines sharply after their sporting careers are over. However, the two-decade career of Rahul Dravid has had glittering successes and his dependability on the field is legendary. His calm, non-controversial demeanor is at its batting best off the field too. He is a brand’s dream as an endorser, especially for those who want to show dependability.”<br /><br />Shashwat Das, Founder and Director, Almond Branding said that The Wall of Indian cricket will never go out of fashion and the CRED campaign has only strengthened his position as an endorser. <br /><br />He said, "Just last week the batting legend has been officially appointed the head coach of the Indian cricket team. That clearly shows that he has miles to go as far as his contribution to Indian cricket is concerned. The same holds true for the brandverse! I would say his PR team has been doing a commendable job and is a big force behind not only his comeback to the brandverse but also pushing him beyond his typical gentlemen arena. Jammy’s act of breaking things as “Indranagar ka Gunda” was clearly breaking the internet. After CRED, we suddenly are ready to see much more from him. I am sure we will see many more of his brand endorsements in the coming year."<br /><br />With 18.9k followers on Instagram, Dravid’s social media following also adds to the potential consumer base for the associated brands, especially during the lockdown when most of the brands had little to no access to the traditional channels of advertisement.<br /><br />Over the years, Dravid has also managed to stay clean from any controversy -- making him a safe bet for brands. He has endorsed everything from grooming products to insurance brands, staying four feet apart from pan masala brands. In fact, he was a part of a<a href="https://youtu.be/6fOUNhW1YVY"> Tobacco control campaign</a> that helped him reiterate his principles and ethics to consumers. It is his charming personality and tactical acumen that he has always held a special place in India’s marketing world. He has emerged as the perfect option for brands who want to establish themselves as the ‘pillar of strength and trust.’<br /><br />“Dravid’s allure for brand is his mature and untarnished reputation who has always played fair both on and off the field. A player who despite his awesome achievements has remained controversy-free, stayed low profile and shunned the limelight. This archetype is generally rare among sportspersons and movie stars and makes for a brand endorser that many stable brands would opt for. I think his personality makes a great fit for categories that work around tradition, and value trust and dependability - BFSI, Technology, FinTech and Education/EdTech,” said Mathias. <br /><br />He also said that Dravid’s equity might see a hike after his recent appointment as India’s Head Coach.<br /><br />Mathias added, “Dravid's brand equity should see an upsurge with the Indian cricket head coach role. Brands may see the appeal of someone who’s nationally revered, had a great playing career, morphing into an astute administrator and coach combined with a positive and untarnished reputation as a great rub off.”<br /><br />While we all know that brands chase numbers, some celebrities live forever. Dravid, the wall of Indian Cricket Team, is one of those stars who will shine for years to come. His brand image, relatability and followership continue to remain strong and experts expect the same trend going forward.<br />

Decoding Rahul Dravid’s rising popularity among brands

<ul><li><keyword id="3275685" type="General" weightage="20" keywordseo="dunzo" source="Orion">Dunzo</keyword> has recently launched a 360 degree campaign to promote its new offering <keyword id="11947433" type="General" weightage="20" keywordseo="dunzo-daily" source="Orion">Dunzo Daily</keyword> that it has launched in <keyword id="6355033" type="General" weightage="20" keywordseo="bangalore" source="Orion">Bangalore</keyword>.</li><li>We speak to <keyword id="653988" type="General" weightage="20" keywordseo="sai-ganesh" source="Orion">Sai Ganesh</keyword>, Head - Brand at Dunzo who tells us about the new offering and the campaign and tells us about their marketing journey so far.</li></ul>The quick commerce segment is heating up with more and more platforms battling it out to make life more convenient for its consumers. In the past few months, we have seen platforms like Grofers, Swiggy and Dunzo try to race each other into delivering groceries to you first. Meanwhile, what might make one platform win over the other is how they choose to communicate with their consumers.<br /><br /> Dunzo, that launched Dunzo Daily in nine areas of Bengaluru in July launched with the promise of delivering products to your doorsteps within 15 minutes. It now has a fool-proof plan to make itself heard. Last week, we saw Dunzo launch a film, the first in a series, featuring actor <keyword id="9271" type="General" weightage="20" keywordseo="sunny-deol" source="Orion">Sunny Deol</keyword>. And to make sure that its message reaches its target audiences, the platform has come up with a 360 degree campaign to make the right kind of noise. <br /><br /> <b>The campaign</b><br /><br /> “This is a repositioning exercise for Dunzo which has primarily been known for its quick pick-up and drop service for all categories. But now we're trying to focus on positioning Dunzo as the best delivery service to get your groceries fresh and fast. And since it's primarily a Bangalore campaign to begin with, we're looking to scale operations in Bangalore. It’s a city that has multiple user personas, there’s the native audience who have lived here for the longest period of time and then there are people who have moved into the city from other parts of the country for work. Our campaign is aimed at addressing all the different user personas,” said Sai Ganesh, Head - Brand at Dunzo.<br /><br />      <div type="Youtube" id="Vx0m1zgZqbM" title="Dunzo Daily Campaign | Tareekh Pe Tareekh" thumbUrl="https://i.ytimg.com/vi/Vx0m1zgZqbM/mqdefault.jpg"></div><br /> The campaign, which will feature a host of stars from both Hindi and Kannada movies, is aimed at highlighting the hassle of ordering groceries and how Dunzo will solve the problem for its users. <br /><br /> In the past few months, we have also observed new-age players making use of nostalgia to reach out to consumers. So is Dunzo worried the new campaign will be compared to CRED’s IPL ads? “Not at all. We started working on this campaign last year, even before CRED’s second phase of campaign. I think the campaigns look similar because both the teams at CRED and Dunzo are largely digital-natives. We understand what works on Instagram, Twitter and the social media. We don't think TV commercials or Outdoor creatives first. Doing unexpected things on social media has a huge payoff and that's the reason why there's a similar train of thought between the two and that's just because we know what works on social media,” he explained.<br /><br /> <b>The growth of Dunzo Daily</b><br /><br /> Since July, Dunzo Daily has been witnessing around 25% growth week on week. To fulfill its promise of delivery in 19 minutes, Dunzo is leveraging mini-warehouses strategically located across each neighborhood in the city. <br /><br /> But then, a few other players in the segment are also speeding up their delivery game, so how will Dunzo make sure consumers choose them over their competitors, and what role will communication play there? “Our content speaks for itself. The kind of content we've created and the mediums we’re using help us stand out. We also have an audio signature tune now. And this sonic identity will be a part of the product. On the app, when the delivery partner leaves the store or is at your doorstep, you will get a notification. We're trying to differentiate the brand at every touch-point possible and marketing is not going to be left behind as well,” added Ganesh.<br /><br /> For Dunzo, the plan for now is to grow Dunzo Daily to 4X in Bangalore, to provide a superior experience, set up more stores so that the delivery time gets further reduced. Once the model gets proven in Bangalore, the platform will take it to other cities. <br /><br /> <b>Dunzo’s marketing game</b><br /><br /> Dunzo had been launched back in 2015 as a <keyword id="790242" type="General" weightage="20" keywordseo="whatsapp" source="Orion">WhatsApp</keyword> group where CEO Kabeer Biswas would himself get things delivered to people on the group. Within four months, the initiative blew up on Whatsapp and Biswas had close to 10,000 users, without spending any money on advertising. For a long time, the growth Dunzo witnessed was solely owing to word-of-mouth. However, as the team started scaling up, Dunzo focused on building an in-house brands team. Today Dunzo does all its creative work in-house.<br /><br /> On what has worked in their favor from a marketing perspective, Ganesh said, “We haven't hired an agency, everything is done in-house. Building this team of digital-natives who are so good at everything they do, has been a very important part of our journey. An interesting thing about our social media journey is, people organically used to say good things about Dunzo and our delivery partners and we decided to use this tactic where we would incentivize people to say good things about Dunzo, which is pretty much what our Twitter game is. If you say something good about us, we make a wordplay on your name and that is something our consumers look forward to.”<br /><br /> Dunzo is also one of the players on social media that has aced moment marketing and its take on topical events usually keeps it in the news too, which has helped them build their brand narrative too. “Over the last few years, we have been able to leverage moment marketing well, to the extent that someone was telling me that advertising agencies don’t like Dunzo because they get our creatives sent to them by their clients who ask them to come up with similar creatives. It’s a big compliment for us. We have become the leaders of moment marketingand that is creating a real pull for the brand,” said Ganesh.<br /><br /> Watch the full interview here:<br /><br />            <div type="Video" msid="85626102" hostid="261" title="Dunzo has launched a new campaign featuring Sunny Deol to promote its offering Dunzo Daily" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=85626102"></div><br />

A lot of advertising agencies don’t like Dunzo because their clients send them our creatives asking them to do something similar: Sai Ganesh, Dunzo

<ul><li>The constraints of 2020 encouraged brands to be more creative. </li><li> In 2020, Twitter saw more people using the service than ever before and monetizable daily active users growing 29% year-over-year to 187 million driven by global conversation around current events and product improvements. </li><li>Here is a look back at 2020 and a few <keyword id="862159" type="PERSON" weightage="20" keywordseo="Best-tweets">best tweets</keyword>. </li></ul>Twitter is a reflection of what’s happening in the world and what people are talking about. Over time brands across categories have leveraged Twitter’s ad offerings and influence to strengthen their presence among audiences. This year, as businesses pivoted to digital-first campaigns, Twitter emerged as a partner to launch something new and to connect consumers with what’s happening. The constraints of 2020 encouraged brands to be more creative, thoughtful and personal, resulting in campaigns that warmed the heart and left consumers wanting more. <br /><br />As we <keyword id="10505807" type="UNKNOWN" weightage="20" keywordseo="wrap-up-2020">wrap up 2020</keyword>, let’s look back at some brands and campaigns that stood out and made a difference: <br /><br /><strong>Best brand for speaking out and standing up: <keyword id="6355975" type="DOMAIN" weightage="20" keywordseo="axis-bank">Axis Bank</keyword></strong><br /><br />While nearly every industry was drastically impacted in 2020, the worst-hit were local vendors and small businesses, with many being forced to the brink. Axis Bank took up this important concern and asked people to <a href="https://twitter.com/hashtag/ReverseTheKhata?src=hashtag_click">#ReverseTheKhata</a>, referencing the bond between customers and their corner shop through the maintenance of a ‘<em>khata</em>’. The <em>khata</em> is based on the trust and loyalty shared between the two parties. The campaign showed us different moments on the relationship between customers and small businesses, projecting the various emotions that bubble up from the simple statement <em>‘Khate mein likh do’</em>, urging people to reverse roles and support vendors who have continued to serve us while keeping our accounts. The campaign used a clever and relatable insight, connecting with its audience in an authentic way making it the best brand for speaking out and standing up. <br /><div type="twitter" handle="AxisBank" handlename="Axis Bank" image="http://pbs.twimg.com/profile_images/1105444963142098945/el9N1DVr_normal.png" favoritecount="973" retweetcount="174" status="Small businesses have always supported us with credit transactions and kept their khatas open for us. Now it’s our… https://t.co/uM6dOejDHo" createdat="1592034075000" id="1271709200398249985"></div><br /><strong>Best #OnlyOnTwitter campaign: Netflix India</strong><br /><br />We love to watch our favourite series and films on Netflix and look for the best recommendations, including on Twitter. Netflix India built on this insight and launched<a href="https://twitter.com/hashtag/NetflixMatchmaker?src=hashtag_click"> #NetflixMatchmaker</a>. This innovation allowed a customised bank of emojis to serve fans a personalised experience on Twitter, helping them decide what to watch. So, how does it work? When someone tweets an emoji with the hashtag <a href="https://twitter.com/hashtag/NetflixMatchmaker?src=hashtag_click">#NetflixMatchmaker</a>, they are rewarded with a content recommendation tied to that specific emoji. For example, tweeting a gift emoji might send a recommendation for a holiday movie. Netflix knew there would be an ongoing demand for recommendations, so<a href="https://twitter.com/hashtag/NetflixMatchmaker?src=hashtag_click"> #NetflixMatchmaker</a> pops up every weekend to help people match their mood to what they could enjoy watching on Netflix. This is why they had the best #OnlyOnTwitter campaign this year. <br /><br /><div type="twitter" handle="NetflixIndia" handlename="Netflix India" image="http://pbs.twimg.com/profile_images/1072124554808422401/s8K84jEW_normal.jpg" favoritecount="11351" retweetcount="869" status="Looking for some suggestions that s̶l̶e̶i̶g̶h̶ slay? 🎅Tweet with the options below and #NetflixMatchMaker will send a film your way!" createdat="1608308115000" id="1339967470887608320"></div><br /><strong>Best brand that brought the stadium to the phone: Star Sports </strong><br /><br />To make up for the lack of on-ground sports experiences, Star Sports turned to Twitter to bring fans closer to all the sporting action, especially on two key occasions - the Indian Super League and the Indian Premier League.<br /><br />During the Indian Super League’s <a href="https://twitter.com/hashtag/TrueLove?src=hashtag_click">#TrueLove</a> campaign on Twitter, Star Sports invited football fans to send in Tweets with messages for their favourite footballers. At the trophy-lifting ceremony of what was a thrilling finale between ATK FC and Chennaiyin FC, these love-filled Tweets presented in a physical form as Twitter-confetti and were showered upon the winning team covering them with <a href="https://twitter.com/hashtag/TrueLove?src=hashtag_click">#TrueLove</a> for this one-of-a-kind activation. <br /><div type="twitter" handle="StarFootball" handlename="Star Sports Football" image="http://pbs.twimg.com/profile_images/875393235354439680/qWkpDQnh_normal.jpg" favoritecount="44" retweetcount="3" status="Do you have a message for your favourite #HeroISL team in the Final?Tweet your wishes to the players using… https://t.co/bdTcDVUpQ1" createdat="1584106195000" id="1238457261397176320"></div><br />For the Indian Premier League, Star Sports cued people in for the opening match through reminders on Twitter, activated by the Heart-To-Remind functionality. The brand also changed their Twitter username to ‘Star Sports at 7:30 PM’ to mark the time slot as the viewing time for the IPL. <br /><div type="twitter" handle="StarSportsIndia" handlename="Star Sports" image="http://pbs.twimg.com/profile_images/875393698195886080/vp03Mgqk_normal.jpg" favoritecount="75740" retweetcount="5788" status="#Dream11IPL 2020 begins with MI v CSK at 7:30 PM! 🏏 ❤️ this tweet and we'll give you a reminder when the match st… https://t.co/qLIA0nN6mQ" createdat="1600259818000" id="1306210468189540355"></div><br />Their consistent usage of Twitter to connect fans to the games they love made Star Sports <em>the</em> brand that brought the stadium to the phone. <br /><br /><strong>Best campaign celebrating fandom: Samsung India for #GalaxyS20PlusBTS Edition</strong><br /><br />While launching the #GalaxyS20PlusBTS edition, Samsung routed its campaign towards the massive BTS fandom on Twitter. The brand launched a custom BTS quiz to engage with the K-pop band’s ARMY on the service who could put their love to the test and even stand to win a pair of the Galaxy Buds+ BTS edition. This carefully targeted campaign not only reached its audience but also had them glued to their Twitter timelines through a series of Promoted Tweets with creatives featuring various members of the band. The BTS edition campaign was part of a sustained promotion plan for the S20+, with the global launch event achieving millions of views worldwide. Samsung India’s clever use of Twitter to connect with their consumers made it the campaign that best celebrated fans. <br /><div type="twitter" handle="SamsungIndia" handlename="Samsung India" image="http://pbs.twimg.com/profile_images/1342807518246912002/rIUpN6Dg_normal.png" favoritecount="46564" retweetcount="4658" status="Galaxy &amp; BTS unite! Introducing the exclusive #GalaxyS20PlusBTS Edition in stunning Haze Purple colour. Take a fun… https://t.co/AC0N2yFzTo" createdat="1595403000000" id="1285839495841996805"></div><br /><strong>Best brand connection to the couch: Amazon Prime Video for <a href="https://twitter.com/hashtag/Mirzapur2?src=hashtag_click">#Mirzapur2</a><br /></strong><br /><a href="https://twitter.com/hashtag/Mirzapur2?src=hashtag_click">#Mirzapur2</a> hype on Twitter was real, evidenced by the many Tweets begging Prime Video for the second season. As the OTT service finally prepared to premier the series, it decided to count down to the launch along with eager fans, and host a watch party to finally answer everyone’s wishes and get people watching (and reacting) together. Through a carousel events page, the brand curated a timeline of all conversations around <a href="https://twitter.com/hashtag/Mirzapur2?src=hashtag_click">#Mirzapur2</a> and also rolled out exclusive content leading up to the big day. A ‘Mirzapur throne’ emoji was also launched to fuel excitement. <br /><div type="twitter" handle="PrimeVideoIN" handlename="amazon prime video IN" image="http://pbs.twimg.com/profile_images/1198899881940672513/-NEvhd4u_normal.jpg" favoritecount="5314" retweetcount="491" status="Bhaukaal is nearing and we want you to be a part of it! Date: October 22Time: 11:30pm onwardsIske liye humare… https://t.co/rEPhDx35DF" createdat="1603288800000" id="1318914940145520640"></div><br />But that was not all, following the watch party, the show’s characters were leveraged to engage the audience via a personality test pairing people with their favourite <a href="https://twitter.com/hashtag/Mirzapur?src=hashtag_click">#Mirzapur</a> characters when engaged with the Tweet. Their thoughtful end-to-end integration and celebration of such a popular show earned them the title of best brand connecting all of us to our couch. <br /><div type="twitter" handle="PrimeVideoIN" handlename="amazon prime video IN" image="http://pbs.twimg.com/profile_images/1198899881940672513/-NEvhd4u_normal.jpg" favoritecount="13211" retweetcount="355" status="If Twitter was #Mirzapur, which character would you be? Go ahead and click on 'Try Now' to find out!" createdat="1605794371000" id="1329424067217133568"></div><br /><strong>Best brand for pivoting when it counts: Uber India for <a href="https://twitter.com/hashtag/MoveWhatMatters?src=hashtag_click">#MoveWhatMatters</a><br /></strong><br />At a time when everyone was being encouraged to stay put, Uber India, a brand that is built on doing the opposite, responded in just the right way. Playing off their slogan to <a href="https://twitter.com/hashtag/MoveForward?src=hashtag_click">#MoveForward</a>, they suggested we <a href="https://twitter.com/hashtag/MoveWhatMatters?src=hashtag_click">#MoveWhatMatters</a>. The brand echoed what we were hearing from public health authorities, asking people to stay home and stay safe, while their drivers continued to serve India’s essential workers. Moreover, the brand also urged people to come out in support of their driver-partners who had also been impacted by the pandemic and set up the Uber Care Driver Fund. In a time when people needed to be assured of their safety, Uber India made it clear that it was a priority.<br /><br /><div type="twitter" handle="Uber_India" handlename="Uber India" image="http://pbs.twimg.com/profile_images/1145570081725800448/2XcVUx6q_normal.png" favoritecount="30" retweetcount="8" status="Over 75,000 families have already been reached out to, thanks to your contributions to the Uber Care Driver Fund. O… https://t.co/rSHUz4zGAK" createdat="1588342198000" id="1256224347334889473"></div><br /><strong>Best virtual launch: Hyundai India for the TUCSON launch with </strong><a href="https://twitter.com/hashtag/TheNextDimension?src=hashtag_click"><strong>#TheNextDimensio</strong>n</a><br /><br />Hyundai India moved ahead and launched its new TUCSON via a magnificent (virtual) event called <a href="https://twitter.com/hashtag/TheNextDimension?src=hashtag_click">#TheNextDimension</a>. Hyundai adopted a three-phased strategy for the launch; it acquired an active viewership through the Heart-To-Remind functionality, which reminded people to tune-in for the launch; it took over the service’s premium real estate with a Promoted Trend and livestream to maximise visibility, and to wrap up the launch it Tweeted highlight videos from the event which were injected into people’s timelines via Promoted Tweets, making sure nobody missed the action. Despite not taking place on-ground, this campaign by Hyundai proved that launches can be as successful virtually. The live event recorded over 1 million views in the first 12 hours itself, making it a winner in the best virtual launch category. <br /><div type="twitter" handle="HyundaiIndia" handlename="Hyundai India" image="http://pbs.twimg.com/profile_images/763697106422992896/uUFoEhC7_normal.jpg" favoritecount="9266" retweetcount="794" status="Witness the Virtual World of Hyundai, #TheNextDimension Live Launch https://t.co/OeFqtxSWed" createdat="1594708551000" id="1282926768056184833"></div><br /><strong>Best new brand on the block: CRED</strong><br /><br />CRED, the fintech startup was all over Twitter timelines in the best way. Launching its first-ever campaign with a series of videos, the brand made a strong impact, reaching new customers. The campaign was spearheaded by some of the strongest voices in the public space, including the founder himself. Moreover, picking up on a trend around nostalgia, they worked with some of the most iconic talent from the 90s and early 00s including, Govinda, Bappi Lahiri, Madhuri Dixit Nene, Anil Kapoor, Udit Narayan, and others in a creative way, ensuring mentions of CRED on Twitter reached new highs. These combined strategies made CRED the best new brand on Twitter’s block. <br /><div type="twitter" handle="CRED_club" handlename="CRED" image="http://pbs.twimg.com/profile_images/1168783954985414656/jr3zLavO_normal.jpg" favoritecount="300" retweetcount="21" status="Sorry, Bappi Da. https://t.co/owaz8eTB0m" createdat="1601298547000" id="1310567212273393665"></div><br /><strong>Best brand voice: Zomato</strong><br /><br />Restaurants may have been closed to visitors earlier this year, but delivery services like Zomato made themselves indispensable. And maybe because Zomato was experiencing it themselves, they knew just what to say to keep people on Twitter engaged. Keeping up with cultural moments and trends, Zomato stayed connected with its audience through conversations that were fun, light-hearted, and more often than not, perfectly hilarious. From being excited about a cricket match to being grumpy because of hunger pangs, Zomato engaged with its audience in one-on-one banter, replying and engaging with Tweets. Adopting a sensitive voice, yet full of personality, the brand built its own community of followers making it the best brand voice on Twitter this year. <br /><br /><div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="753" retweetcount="64" status="me looking at every dish while deciding what to order https://t.co/KtFEgtwmGm" createdat="1603882550000" id="1321405306396528641"></div><br /><strong>Best brand Fleet: IndiGo</strong><br /><br />Since the test launch of Fleets in June, several brands have embraced it with content designed especially for the format. IndiGo stood out by engaging with its followers through consistent and coherent messaging via Fleets. Adhering to the needs of its patrons, the brand has been using the format to keep passengers informed about flight schedules and other real-time updates. Their diving into this new Twitter format gives them the title of best brand Fleets! <br />

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