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

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

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

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

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>.</li></ul><keyword id="421566" type="ORGANIZATION" weightage="20" keywordseo="Star-Sports">Star Sports</keyword>, the official broadcaster of the VIVO IPL 2021 has roped in 18 sponsors and over 100 advertisers across multiple brand categories, days ahead of the commencement of the league. The 18 sponsors on-board for the 2021 edition are Dream11, Byju’s, Phone Pe, Just Dial, Upstox, Bingo, Kamla Pasand, Association of Mutual Funds in India (AMFI), Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, Groww, Cred, Garnier Men, and Havells. The categories of advertisers include Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG, Financial Services amongst others. Speaking about the high interest from advertisers for VIVO IPL 2021, Anil Jayaraj, Executive Vice President, Star Sports said, “We are delighted with the response received from brands across categories. VIVO IPL on Star Sports has established itself as a marquee marketing platform, and the interest among advertisers has only grown with each passing year. We have been associating and providing sponsors with customized and innovative solutions that drive high impact and engagement.” Vivo IPL 2021 will broadcast LIVE on the Star Sports Network and stream on Disney+ Hotstar starting April 9th, 2021 from 7.30 pm onwards across multiple languages. Select Dugout will be back on Star Sports Select with legends providing cricket enthusiasts with an in-depth analysis of each match. <div type="Article" hostid="261" msid="81628669" title="Star Sports signs 14 sponsors for VIVO IPL 2021" mstype="2" mssubtype="0"></div>

Star Sports has onboarded 18 sponsors and over 100 advertisers for VIVO IPL 2021

<ul><li>2021 is going to be one of the biggest growth years for <keyword id="133159" type="COMPANY" weightage="20" keywordseo="Parle-Agro">Parle Agro</keyword> as it is set to release two high impact campaigns for its power brands Frooti, Appy Fizz and B-Fizz simultaneously.</li><li>With combined spends of Rs 240 crore for Frooti and Fizz portfolio, Parle Agro is aiming to dominate the beverage category this summer.</li><li>Nadia Chauhan, Joint Managing Director and CMO, Parle Agro tells us how the brand aims to beat the cola category with its strong marketing strategy and how it would go about spending the earmarked marketing budget of Rs 240 crore.</li></ul>Last week, Mumbai recorded its hottest day of this season and the India Meteorological Department issued a yellow alert with a warning of heat wave. Mercury in Odisha has crossed 44.6 degrees, the highest so far. IMD predicts this year to be the hottest summer in India and it’s only April! To beat this heat, consumers turn to refreshing cold beverages and ice-creams and naturally, summer is the peak season for those categories. For Parle Agro that houses drinks like Frooti, Appy Fizz and B-Fizz, 40% of its overall annual sales come from the summers. Last year, the beverage industry’s business plateaued due to the lockdown. Parle Agro decided to curtail its 360-degree media spends until October and started working on its comeback marketing strategy. So, 2021 is going to be an important year for the conglomerate to revive its business. Sharing her expectations for summer 2021, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “The summer months alone from March to May account for approximately 40% of our overall annual sales. We have witnessed a higher consumption in mango drinks over the Fizz category in summers because Mango is a seasonal fruit hence, a higher intake over the Fizz category which is evenly balanced out year-round.” While the beverage category was struggling in the first quarter of 2020, once the market opened up, Parle Agro launched an innovative product ‘B-Fizz’ and expanded its market share strategically. It is now aiming to grow by 50% over 2019. “Looking at the past year, the lockdown had an immense impact on the beverage and FMCG segment as a whole. Due to mobility restrictions, we focused on reinventing our sales and distribution strategy to cater to the market effectively despite the lockdown. This helped us gain an 8% market share within the category. We avoided a 360-degree brand campaign during the summer months of 2020 as it would not serve the desired purpose due to mobility restrictions. Subsequently, we invested in a strategic marketing strategy in September 2020 when we launched B-Fizz. This year, for 2021, with increased mobility and rise in temperatures during summer months, we are expecting a boom in consumption and are targeting a 50% growth in 2021 over 2019 across all brands,” said Chauhan. However, the lockdown did have a silver lining for Parle Agro after all. The consumer pattern changed and they started preferring fruit-based beverages. Chauhan said, “We have witnessed a consistent increase in consumers moving away from synthetic beverages and more towards fruit-based beverages. Along with that, we also see a demand in products under the good-for-you category. The lockdown has also given consumers an opportunity to spend more time with family and friends. This has resulted in a boost for larger packs for in-home consumption.” <cmsannotation type="cmsannotation" annotationid="Marketing campaigns for 2021" text="Marketing campaigns for 2021">Marketing campaigns for 2021</cmsannotation> Parle Agro has launched its summer campaign starring brand ambassadors Priyanka Chopra Jonas and <a href="https://youtu.be/Tmy9ViY2qR8">Jr. NTR</a> for B-Fizz. With marketing investments of Rs 120 crores for the Fizz portfolio this summer, Parle Agro plans on generating tremendous buzz with a multimedia campaign. The TVC will be aired across national and regional channels. <div type="Youtube" id="8X1DT09Je7A" title="All new 2021 Be.Feel.Fizz advertisement with Priyanka Chopra Jonas.#befeelfizz#bethefizz#feelthefizz" thumbUrl="https://i.ytimg.com/vi/8X1DT09Je7A/mqdefault.jpg"></div> On the other hand, its new summer campaign for Frooti starring Alia Bhatt, <a href="https://youtu.be/mfq51l5Auwk">Allu Arjun</a> and <a href="https://youtu.be/oz0_585h1DE">Varun Dhawan</a> aims to accelerate growth and strengthen brand equity. Parle Agro has earmarked Rs 120 as marketing budget for Frooti and Rs 120 for Fizz category. <div type="Youtube" id="kopcKizsMIY" title="Watch Alia Bhatt get her favourite drink in the new 2021 Frooti advertisement. #livethefrootilife" thumbUrl="https://i.ytimg.com/vi/kopcKizsMIY/mqdefault.jpg"></div> The beverage company has increased its marketing budget every year since 2019. Chauhan shared, “Our overall marketing spends for 2019 amounted to Rs 220 crore while our summer spends for 2021 is Rs 240 crores.” Telling us more about the media spends, Chauhan added, “We have an aggressive multimedia campaign charted out for 2021 with the objective of boosting consumption patterns, gaining substantial market share and driving significant growth for Parle Agro in the beverage industry. Our plan includes using strategic mediums and touch points to ensure impactful reach and visibility for our brands via the right audience. This includes Television, Digital and OOH mediums.” To further break through the clutter, the Indian beverage giant will look at enhancing visibility via on-ground branding opportunities at retail outlets, kirana stores and continue investing in e-commerce. A significant amount of its marketing budget will also be spent on the biggest event of the summer season - IPL. Frooti is the official on-air sponsor for IPL in the mango drink category and B-Fizz is the beverage partner for IPL on Disney+ Hotstar. Telling us how important IPL has grown to be for the brand, Chauhan shared, “IPL has been a game-changer for Frooti and our FIZZ range. We started advertising with IPL for Frooti in the summer of 2014 since most of the investment for the brand happens in this season. IPL being the biggest event of the summer months has helped propel visibility for Frooti during this period, ever since we started advertising with the property. The year 2021 is a big year for Parle Agro. To further drive high SOV for our brands during the high consumption summer season, we have associated with IPL. Frooti shall be the on-air sponsor on TV on Star Sports Network. While in the digital space, B-Fizz will be the associate sponsor for IPL on Disney HotStar. If we go by numbers, just these two platforms will drive a reach of over 500 million people.” With combined spends of Rs 240 crores for Frooti and FIZZ portfolio campaigns, Parle Agro is set to dominate the beverage category this summer. It has the lion’s share of fruit plus fizz category and Frooti, too, ranks among the top two mango drinks in India. Elaborating on the beverage company’s expansion plan and current market share, Chauhan said, “For Frooti we have 28% market share in the mango drink category. In the apple-based drink category, Appy holds the largest share with 61% and in the sparkling fruit drink category, our FIZZ portfolio i.e. Appy Fizz and B-Fizz combined, holds the highest market share of over 90%. We are looking to further grow market share and target new consumers by increasing our reach and market penetration. We are already witnessing a massive boom in consumption this season after a slow 2020. Frooti is part of every household, for every social occasion, these indications instil confidence that the product will become a dominant player soon. And with our aggressive plans for Frooti and FIZZ portfolio this year, we aim to further boost consumption and drive significant growth for Parle Agro in the beverage industry.” Apart from spearheading an aggressive marketing campaign this year, Chauhan will also prepare every level of leadership across all teams in her organization who have all been impacted in different ways by the pandemic, to be really prepared and maintain a very positive mindset.

Parle Agro targets a 50% growth in 2021 over 2019 as India prepares for its hottest summer; sets aside Rs 240 crore for marketing activities

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar has announced its list of sponsors for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>.</li></ul>Disney+ Hotstar has had a strong start to VIVO IPL 2021 and has already signed 10 sponsors for this year's tournament. Dream11 is the co-presenting sponsor, Upstox and Vimal Elaichi are the ‘co-powered by’ sponsors. Phone Pe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro have signed on as associate sponsors. “IPL is a prime sporting property that provides advertisers an opportunity for real-time consumer engagement on Disney+ Hotstar. Going by the response from the market, IPL 2021 promises to be an even more significant opportunity for brands. All key features such as Super 4s, Super 6s, Fall Of Wickets, Milestones, and Super Savers have sold out within a short period, and we see early closures across categories,” Nitin Bawankule, President - Ad Sales, Star &amp; Disney India. “With a host of innovative advertising formats, targeting on connected TVs, and custom branded content solutions, brands have the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports,” he added The series will be streamed on Disney+ Hotstar in five languages – English, Hindi, Telugu, Kannada, and Tamil and will be exclusively available to subscribers of Disney+ Hotstar VIP (Rs 399 for 12 months) and Disney+ Hotstar Premium (Rs 1499 for 12 months).

Disney+ Hotstar onboards 10 sponsors for VIVO IPL 2021; Dream11 to be the co-presenting sponsor

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

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

<ul><li>IPL is scheduled to start on April 9 and the final match will be held on May 30.</li><li>Disney+ Hotstar, on the other hand, has onboarded 10 sponsors so far for <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">VIVO IPL 2021</keyword>. </li></ul>Star Sports, India’s leading sports broadcaster, has begun the countdown to VIVO IPL on a strong note with 14 sponsors already on board for this season. The broadcaster announced Dream11, Byjus, Phone Pe, Just Dial, Bingo, Kamla Pasand, AMFI, Frooti, Asian Paints, Thums Up, Vodafone-Idea, Mondelez, Amazon Prime, and Groww as sponsors a fortnight before the tournament. Over the years, VIVO IPL on Star Sports has been established as the best marketing platform, where various brands and categories engage with the largest base of the audience that cuts across geographies and demographics. This year, Star Sports witnessed a significant interest from multiple brand categories including Ed Tech, Fantasy Sports, FMCG, Beverages, Financial Services, Pay Wallets, Home Décor among others. “VIVO IPL is back on the Indian soil, and in its original summer window! The tournament spans across two months, giving brands the advantage to have extended engagement with their consumers and provide a platform that has the most significant brand value and recall, like no other. After the launch of our network campaign, there is high anticipation around the most awaited cricket tournament and brands are eager to capitalize on its popularity. The response from the advertisers is extremely encouraging; with only a few sponsor slots left for grabs,” said Anil Jayaraj, Executive Vice President, Star Sports. Star Sports launched the IPL campaign - #IndiaKaApnaMantra earlier this month featuring MS Dhoni in two completely new avatars. The campaign reflected the resilience, determination, and enterprise of the nation. Through the aperture of VIVO IPL, the campaign is seen saluting the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges. Vivo <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword> will broadcast LIVE on the Star Sports Network and stream on Disney+ Hotstar from April 9th, 2021 from 7.30 pm onwards across multiple languages. Select Dugout will be back on Star Sports Select with legends providing cricket enthusiasts with an in-depth analysis of each match. <div type="Article" hostid="261" msid="81429587" title="Disney+ Hotstar onboards 10 sponsors for VIVO IPL 2021; Dream11 to be the co-presenting sponsor" mstype="2" mssubtype="0"></div>

Star Sports signs 14 sponsors for VIVO IPL 2021

<keyword id="1494441" type="General" weightage="20" keywordseo="sunrisers-hyderabad" source="Orion">Sunrisers Hyderabad</keyword> pacer <keyword id="12166053" type="General" weightage="20" keywordseo="Umran-Malik" source="Orion">Umran Malik</keyword> on Wednesday night clocked 153kmph on the speed gun, the fastest delivery in the IPL 2021 season, and had both his skipper <keyword id="269650" type="General" weightage="20" keywordseo="kane-williamson" source="Orion">Kane Williamson</keyword> and India captain <keyword id="6354486" type="General" weightage="20" keywordseo="virat-kohli" source="Orion">Virat Kohli</keyword> gushing over the new speed demon of Indian cricket. While Williamson called him a "special" talent, Kohli said that India needs to nurture him to "maximise the potential of our fast bowling stocks". Malik claimed (1/21) as SRH defended a small total against RCB on Wednesday, winning by four runs. While Bhuvneshwar Kumar got the accolades for denying a batsman of the calibre of AB de Villiers six runs in the final two deliveries, Malik caught the eye for the sheer pace he generated. "Umran certainly is special. We've seen him in the nets for a couple of seasons. Special opportunity for him and it's not surprising to see him come and do well. Been a really valuable addition to the side. I try and keep it really simple with him but he's got a lot of mates in the team and they share the message and he takes the game on," said Williamson after the match, the penultimate game for SRH who now play Mumbai Indians on Friday to end their campaign in IPL 2021. Kohli was also happy to see Malik clocking in around 150 kph regularly. "Good to see a guy bowling at 150 clicks. It's important to understand the progress of individuals from here, how to look after yourself. We've got to maximise the potential of our fast bowling stocks," said the India and RCB skipper. West Indies bowler Jason Holder, a senior member of the SRH team, said the pace is Malik's "biggest asset." "The first thing to mention is his pace, that is his biggest asset. He is very hard to get hold of and has been deceiving the batters through his pace. That extra pace adds a boost to any bowling attack," said during a virtual post-match press conference. Holder was said it was good that Malik had good control over his bowling at this pace. "It is good to see his control as well. A lot of guys who have bowled quick over the years, generally they can be erratic but has been pretty consistent," Holder said. On his IPL debut a couple of days back, Malik had clocked 151.03 kph, the fastest delivery bowled by an Indian in the ongoing IPL 2021. The 21-year-old Malik was roped in as a short-term Covid-19 replacement for T Natarajan, who had tested positive ahead of Hyderabad's encounter against Delhi Capitals on September 22. Malik came into SRH playing XI in place of pacer Sandeep Sharma and he impressed everyone with his raw pace in the match against Kolkata Knight Riders (KKR) in Dubai. KKR and New Zealand pacer Lockie Ferguson have bowled the fastest delivery of the IPL 2021 so far, clocking 152.75 kph. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/chennai-super-kings-vs-punjab-kings-will-dhonis-team-revive-its-winning-streak/slidelist/86829356.cms">Chennai Super Kings vs Punjab Kings: Will Dhoni’s team revive its winning streak?</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/advantage-club-to-hire-100-people-across-technology-sales-and-marketing-in-fy-21-22/articleshow/86830911.cms">HRTech startup Advantage Club to hire 100 people across Technology, Sales and Marketing in FY 21-22</a>

IPL 2021: SRH's pacer Umran Malik makes a new record of fastest delivery at 153kmph

<ul><li>The campaign is conceptualised by <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword>. </li><li><keyword id="6354714" type="PERSON" weightage="20" keywordseo="ajay-devgn">Ajay Devgn</keyword> and Tamannaah Bhatia; each in a recognizable disguise, try to convince people to watch their soon-to-release titles on Disney+ Hotstar VIP rather than just focusing on LIVE cricket action.</li></ul>As India prepares for the launch of its most celebrated cricket phenomenon, Vivo IPL, Disney+ Hotstar VIP today rolled out an exciting new campaign - ‘Entertainment Ka All-Rounder’. Conceptualized by DDB Mudra Group, these new films feature popular actors Ajay Devgn and <keyword id="654350" type="PERSON" weightage="20" keywordseo="Tamannaah-Bhatia">Tamannaah Bhatia</keyword>; each in a recognizable disguise, as they try to convince people to watch their soon-to-release titles on Disney+ Hotstar VIP rather than just focusing on LIVE cricket action. Ajay Devgn stars as Sudarshan and Tamannaah Bhatia as Manickam, both are put in everyday office situations as they praise their work only to be informed of the platform’s expansive content offering. The quirky campaign signifies the fierce battle that will be fought between the biggest superstars - on &amp; off the cricketing field as they try to win the viewers’ attention. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Disney+ Hotstar is the default digital platform for sports in India today, and this year, when India comes to us for Vivo <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>, we will give them a no-holds-barred entertainment experience - Cricketainment in its truest form. Based on the insight that cricketainment is tantamount to having the best of both worlds, we wanted this campaign to reinforce that we are the only OTT brand that offers Vivo IPL 2021 and LIVE sports, along with the latest movies and original shows. And to drive home this message in a fun, memorable and entertaining way, we are launching our campaign ‘Entertainment Ka All-Rounder’ which breaks through the clutter by using never-seen-before avatars of Ajay Devgan and Tamannaah Bhatia” These ad-films have been rolled out in 3 languages - Hindi, Tamil and Telugu and are available on Disney+ Hotstar VIP’s digital platforms.

Disney+ Hotstar VIP launches a new campaign before IPL with Ajay Devgn and Tamannaah Bhatia

The <keyword id="6354831" type="General" weightage="20" keywordseo="indian-premier-league" source="Orion">Indian Premier League</keyword> is probably one of the few businesses in India that will remain unaffected by soaring inflation, a global pandemic and rising interest rates. After the recently-concluded media rights auction, it is gonna be raining money for its <keyword id="97291" type="General" weightage="20" keywordseo="Franchises" source="Orion">franchises</keyword>. <div type="image" title="It&amp;#39;s gonna be raining money for IPL franchises" msid="92263245" hostid="261" caption="&amp;lt;p&amp;gt;It&amp;#39;s gonna be raining money for IPL franchises&amp;lt;/p&amp;gt;"></div> The Board of Control for Cricket in India (BCCI) will walk home with ₹48,390 crore after the record-breaking bidding concluded on June 14. With this, India’s biggest sporting event has witnessed an <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">increase of 3x</a> when compared to the previous cycle, with the National Football League ahead by a small margin at <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">$17 million.</a> <div type="image" title="IPL has witnessed an increase of 3x when compared to the previous cycle" msid="92263276" hostid="261" caption="&amp;lt;p&amp;gt;IPL has witnessed an increase of 3x when compared to the previous cycle&amp;lt;/p&amp;gt;"></div> <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Disney-Star</a> retained the rights for television for ₹23,575 crore, while India’s richest man <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Mukesh Ambani’s</a> Viacom18 bagged two and half bundles for ₹23,750 crore including digital, non-exclusive digital rights and a few international countries. New winner Times Internet shared the international mandate with Viacom18. <div type="image" title="IPL value has nearly tripled to `48,000 cr" msid="92263293" hostid="261" caption="&amp;lt;p&amp;gt;IPL value has nearly tripled to `48,000 cr&amp;lt;/p&amp;gt;"></div> Apart from the media winners, the two biggest beneficiaries of the recently-concluded auction would be the <keyword id="6354312" type="General" weightage="100" keywordseo="ipl" source="Orion">IPL</keyword> teams and their franchise owners. The economics of IPL BCCI collects massive revenues from broadcasters and Over-the-top (OTT) platforms by selling media rights. It deducts its share and a big chunk of its revenues are then shared with the IPL teams. Franchises get a guaranteed <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">40-50% revenue share</a> (share of ₹48,000 crore for the next cycle) from IPL’s central contract revenue pool. The final winning team of the season walks home with the biggest share of BCCI profits. Now, after the latest auction, IPL value has <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">jumped </a>by <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">3x to ₹48,000 crore</a>, which means franchises will get a bigger cut in profits from BCCI. According to financial advisory firm Elara Capital, the average revenue of all IPL teams is likely to grow 2x in the next five years. <div type="image" title="Average revenue of IPL teams" msid="92263336" hostid="261" caption="&amp;lt;p&amp;gt;Average revenue of IPL teams&amp;lt;/p&amp;gt;"></div> For the next cycle of IPL 2023-2027, 10 teams will get on the battleground which include two new teams Gujarat Titans and Lucknow SuperGiants. The fee and revenue share for high-demand teams like Mumbai Indians, Chennai Super Kings, Delhi Capitals is more than others as they hold better revenue potential – both in terms of sponsorship and gate receipts. Elara Capital predicts that after the recent auction, Mumbai Indians’ revenue will jump by 109.1% from ₹3,836 million to ₹8,020 million and Chennai Super Kings will see their revenue jump by 124.9%. On the other hand, Royal Challengers Bangalore and <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">SunRisers Hyderabad</a> will see the biggest hike by 133.8% and 138.4% respectively than their previous revenue collection. Among the listed companies behind key franchises, Sun TV Network, Reliance Industries, and United Spirits will witness a growth in their market capitalisation as the value of their IPL teams improve. As per a recent poll conducted by <a href="https://bit.ly/3nD94g5">Stocktwits</a>, 51% are bullish on media stocks after the IPL auction. <div type="image" title="Are you bullish on media stocks?" msid="92263366" hostid="261" caption="&amp;lt;p&amp;gt;Are you bullish on media stocks?&amp;lt;/p&amp;gt;"></div> <keyword id="99282" type="General" weightage="20" keywordseo="IPL-franchises" source="Orion">IPL franchises</keyword> also earn from brand sponsorships, prize money, ticket sales revenue, and merchandise sales. Brand sponsorship Apart from media revenue discussed above, IPL franchises generate a sizeable part of their revenue through brand sponsorships. Franchises tie-up with brands to offer visibility to the brand by endorsing their logos on their jerseys, headgear and team kits. Bigger the logo, the more the money brand has to shell out. Teams also earn from other tournament-related marketing activities organised by their sponsors. Sponsorship revenue reportedly forms around <a href="https://www.businesstoday.in/latest/trends/story/how-ipl-owners-teams-franchises-make-money-all-you-need-to-know-294481-2021-04-27">20-30%</a> of revenue for an IPL team. Ticket sales The global pandemic affected India’s biggest sporting gala in 2020 and 2021. However, it was back with a bang this year. Now that the stadiums are full of spectators again, a small portion of ticket sales will be offered to sponsors and the BCCI, the rest goes into the team’s wallet. The ticket prices are determined based on the seating capacity of the stadium, the excitement around the event, the standard of living in the city, and so on. Ticket revenue reportedly forms around <a href="https://www.businessinsider.in/heres-how-ipl-franchises-makemoney/articleshow/51727135.cms">10%</a> of revenue for IPL teams. Prize money BCCI offers a colossal amount of prize money to the winning team. In 2018, IPL champion Chennai Super Kings took home ₹20 crore in prize <a href="https://www.cnbctv18.com/sports/ipl-champion-csk-takes-home-rs-20-crore-prize-money-kkr-bags-rs-125-crore-11122742.htm">money</a>. Merchandise sales As per a ResearchAndMarkets report, India's sports equipment and apparel market is estimated to be $28 billion in 2022 and reach $40.6 billion by 2027. Each franchise sells merchandise that includes T-shirts, Caps, Wrist watches and so on and gets a share of money collected from consumers.

SIMPLY PUT: How IPL franchises make money

<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> 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. 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. 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.” 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.” 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. 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. 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. <div type="image" title="IPL 2021 viewership" msid="82390462" hostid="261"></div> 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. 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. 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: <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. 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. 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.” 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. 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." 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." 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.” 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. 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.” 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." 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.

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

<ul><li><keyword id="7087972" type="COMPANY" weightage="20" keywordseo="mobile-premier-league">Mobile Premier League</keyword> had plans of spending 40% of its marketing budget on <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> this year.</li><li>With the suspension of the league, we speak to <keyword id="6176095" type="UNKNOWN" weightage="20" keywordseo="Abhishek-Madhavan">Abhishek Madhavan</keyword>, Senior Vice President, Growth and Marketing, MPL who tells us how the brand plans to communicate with its consumers now, and what its plans to grow the business further is.</li></ul>The <keyword id="6357332" type="UNKNOWN" weightage="20" keywordseo="Gaming">gaming</keyword> and esports sector in India has been witnessing good growth in India, thanks to improved accessibility in technology and cheaper internet. That investors and venture capitalists are putting in monies in the sector is further proof that there is a huge opportunity. A recent report by <keyword id="274082" type="COMPANY" weightage="20" keywordseo="Maple-Capital-Advisors">Maple Capital Advisors</keyword> stated that the Indian gaming sector saw investments of around $544 million between the August 2020 and January 2021 period, a number that is expected to double over the next 12-18 months on the back of higher user awareness and accelerated engagement. Over the past few years, we have seen a number of e-gaming players enter the market. Many of these have been spending substantial amounts on advertising too. One such player, Mobile Premier League (MPL), announced in February this year that it had raised $95 million in a Series D round of funding, bringing its value to $945 million after raising. With this fresh round of funding, MPL planned to expand its eSports portfolio and bolster its efforts to organize more eSports tournaments nationally and internationally at scale. It is also looking at accelerating its international expansion this year. Last month, MPL also acquired esports gaming platform <keyword id="6231572" type="COMPANY" weightage="20" keywordseo="GamingMonk">GamingMonk</keyword> that hosts esports tournaments across multiple platforms. MPL had invested on the Indian Premier League last year and reaped impressive results, it saw the number of gamers on its platform go up 7X post IPL so this year too, the platform had launched an aggressive campaign to grab maximum eyeballs during the league. However, with the suspension of the league, how does it impact its marketing plans for the rest of the year? We spoke to Abhishek Madhavan, Senior Vice President, Growth and Marketing, MPL who told us how the year has been so far for the platform and what more we can expect from it through the rest of the year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) We had thought 2020 was a difficult year but 2021 has been an even difficult one so far. How has the year been so far for MPL from a business standpoint?" text="Q) We had thought 2020 was a difficult year but 2021 has been an even difficult one so far. How has the year been so far for MPL from a business standpoint?">Q) We had thought 2020 was a difficult year but 2021 has been an even difficult one so far. How has the year been so far for MPL from a business standpoint?</cmsannotation> It’s been quite a year in general. What the country is witnessing is unprecedented and right now, our focus is on trying to do our bit in helping out and ensuring that our employees and their families are safe. <cmsannotation type="cmsannotation" annotationid="Q) In terms of growth, the pandemic had led to a lot of people staying at home, exploring newer ways of keeping themselves entertained and fantasy gaming benefited from that. What kind of growth have you witnessed in the last one year?" text="Q) In terms of growth, the pandemic had led to a lot of people staying at home, exploring newer ways of keeping themselves entertained and fantasy gaming benefited from that. What kind of growth have you witnessed in the last one year?">Q) In terms of growth, the pandemic had led to a lot of people staying at home, exploring newer ways of keeping themselves entertained and fantasy gaming benefited from that. What kind of growth have you witnessed in the last one year?</cmsannotation> Last year’s lockdown due to the pandemic was a black swan event that nobody could have foreseen. Yet, it did help the gaming industry as people explored their skills by taking to gaming platforms from their homes. However, pure fantasy apps were affected due to the lack of live sporting action last year. That being said, we added over 3 crore users on MPL last year. <cmsannotation type="cmsannotation" annotationid="Q) You were supposed to spend 40% of our ad budget on IPL. As the league stands postponed indefinitely, how are you modifying your marketing plans for the rest of the year?" text="Q) You were supposed to spend 40% of our ad budget on IPL. As the league stands postponed indefinitely, how are you modifying your marketing plans for the rest of the year?">Q) You were supposed to spend 40% of our ad budget on IPL. As the league stands postponed indefinitely, how are you modifying your marketing plans for the rest of the year?</cmsannotation> We will be back on IPL media properties whenever the league returns. However, since our business is not IPL dependent, we are looking at other conventional media channels to run our brand campaigns on, at the moment. <cmsannotation type="cmsannotation" annotationid="Q) You had an aim of increasing your user base to 10 crore by the end of the league. How do you aim to achieve this target now?" text="Q) You had an aim of increasing your user base to 10 crore by the end of the league. How do you aim to achieve this target now?">Q) You had an aim of increasing your user base to 10 crore by the end of the league. How do you aim to achieve this target now?</cmsannotation> We are a gaming platform. And while the IPL definitely helps us, what we offer our users goes beyond just fantasy sports. There are over 50 games on MPL across categories like esports, casual, fantasy, etc, and once things get better for the country, you will hear from us on our campaigns. Right now, our focus is on helping the situation get better in whatever way we can. <cmsannotation type="cmsannotation" annotationid="Q) What kind of growth had you seen from associating with IPL last year?" text="Q) What kind of growth had you seen from associating with IPL last year?">Q) What kind of growth had you seen from associating with IPL last year?</cmsannotation> Last year’s IPL broke viewership records and we too benefited from our partnerships and associations with teams such as KKR and RCB. We engaged our gamers with activities such as player meet-and-greets, special contests, and giveaways. During IPL 2020, the number of fantasy gamers on MPL increased by 7 times compared to pre-IPL, and the number of daily installs of the MPL app increased by 100% compared to pre-IPL 2020. <cmsannotation type="cmsannotation" annotationid="Q) In the last few years, there has been a boom of fantasy gaming platforms in India. How are you differentiating yourself?" text="Q) In the last few years, there has been a boom of fantasy gaming platforms in India. How are you differentiating yourself?">Q) In the last few years, there has been a boom of fantasy gaming platforms in India. How are you differentiating yourself?</cmsannotation> We are a full-fledged gaming platform with a 365-day value proposition and we aren’t a fantasy app that is dependent on sport seasons or leagues. With our wide variety of games and features, we attract a wide range of users above the age of 18, going all the way to ages 60 and above. Gamers can find all kinds of games on our platform, along with social features to connect with the gaming community. We are also organising fortnightly esports tournaments in games such as Chess, World Cricket Championship, etc, and entry to these tournaments is absolutely free, with lakhs in prize money up for grabs. We are also live-streaming these tournaments to millions of viewers through our social media handles. <cmsannotation type="cmsannotation" annotationid="Q) Where do you think MPL's next phase of growth will come from?" text="Q) Where do you think MPL's next phase of growth will come from?">Q) Where do you think MPL's next phase of growth will come from?</cmsannotation> Esports is currently on the upswing in India and across the world. We think India has an abundance of talent in esports and mobile esports is the best way forward in recognising and honing this vast talent pool. Esports being recognised by traditional sports competitions like the Asian Games is a big boost for this sector. We aim to take esports to the masses via our mobile application and are geared for the growth coming in from this sector. <cmsannotation type="cmsannotation" annotationid="Q) Will you continue with your Hain Akal Khelo MPL campaign despite IPL's suspension considering it had been gaining traction?" text="Q) Will you continue with your Hain Akal Khelo MPL campaign despite IPL's suspension considering it had been gaining traction?">Q) Will you continue with your Hain Akal Khelo MPL campaign despite IPL's suspension considering it had been gaining traction?</cmsannotation> The core message behind the ‘Hain Akal Khelo MPL’ campaign is that fantasy sports require skill and knowledge of the game. While we launched it along with the IPL, the campaign continues to run as the core message applies to all fantasy sports. <cmsannotation type="cmsannotation" annotationid="Q) What is your vision for MPL? Where do you want to see it in the next few years?" text="Q) What is your vision for MPL? Where do you want to see it in the next few years?">Q) What is your vision for MPL? Where do you want to see it in the next few years?</cmsannotation> We want to be the world’s biggest esports and skill gaming platform. That is the vision we have right from the start and we feel India is poised to become a global leader in esports. We have a great number of skilled game developers who can make games for the world and we have so many gamers who are waiting for an opportunity to excel in esports. By bringing them together on our platform, we can exhibit India’s prowess to the world. Our Indonesia business is doing really well and this has encouraged us to plan to expand to other geographies as we march towards realizing our vision.

We will be back on IPL media properties whenever the league returns: Abhishek Madhavan, Mobile Premier League

<ul><li>Following a public outcry over IPL’s association with Vivo India, the Chinese smartphone and technology brand, was suspended from the title last year. </li><li>Now that the brand is back as title sponsor for IPL 2021, we speak to brand experts to find out if there’s a chance of this association with the tournament backfiring for BCCI. </li></ul>Before the beginning of Indian Premier League season 13 last year, there was a storm of anger on social media as a reaction to the Indo-China border dispute. People were calling a ban on all Chinese products and uninstalling Chinese or China-funded apps. This anger was also projected on IPL over the tournament’s association with Vivo India. The Chinese smartphone and technology brand also bore the brunt as it was suspended from the title in 2020, despite signing a five-year deal with BCCI in 2018 for Rs 2,199 crore. It was replaced by Dream11, which bagged the rights for Rs 222 crore (approximately $29.7 million at that time). Now that the public resentment towards Chinese products has faded and after maintaining a low profile last year to cushion the blow, Vivo is back as the title sponsor for IPL 2021. In the last few months, as people have had more time to kill in India, many brands, actors and celebrities have been boycotted online. As a result, it has become increasingly tough for a brand to navigate through these volatile climes and launch even a slightly ‘controversial’ campaign or enter into a collaboration that could invite the infamous online trolls. So, after dealing with a public outcry last year, can the renewed association between IPL and Vivo India backfire at the parties involved? And can the partnership help Vivo build back its image? Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults inc, said, “Things come a full circle, as even this has! Vivo is back as title sponsor! This just means that it is business as usual as far as Chinese brands of every avatar is concerned. The common man never really bothered to check nationality of the brand in use. As the brouhaha settles, this means Vivo is back in the driver's seat as far as IPL eyeballs are concerned.” Last year, Dream11 IPL had set a viewership record with an overall consumption increase of 23% versus 2019 on Star Sports. Its television viewership reached an outstanding 31.57 million. Disney+Hotstar, on the other hand, had signed around 300 advertisers and had earned ad revenues in excess of Rs 300 crore despite the tournament being put behind the paywall. IPL 2020 had clearly showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. So, with consumer sentiment picking up and advertisers opening their purse strings, IPL 2021 could be the biggest tournament we have seen so far, which can act as an image booster for title sponsor Vivo. Lloyd Mathias, Angel Investor and Business Strategist, said, “Vivo moved out as the <keyword id="1458693" type="UNKNOWN" weightage="20" keywordseo="IPL-Title-Sponsor">IPL title sponsor</keyword> in 2020 given the pressure on Chinese brands due to the Indo-China border conflict. Now with the situation getting better and the pandemic flattening out, it makes sense for them to make a comeback and up their marketing to full throttle. The 2021 IPL back in India, will mean big awareness and impact – just what they need to get back their salience.” With the geopolitical issues around the conflict in Ladakh moving in a positive direction, Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said that the sentiments towards the Chinese brands should also improve. Mitra said, "At a functional level, the Chinese brands including Vivo are valued for money brands making smartphones affordable for a large segment of the population. While patriotic sentiments had overtaken commercial and brand preferences and rightly so, consumers may be more open towards brands that are within their reach despite their Chinese origin. The visibility offered by IPL would certainly give Vivo a big boost in pulling up brand metrics as well as sales. Given that the country-level issues between India and China are settled to a significant extent, consumers will focus once again on the game and possibly not hold onto the negative sentiments against the Chinese brands including Vivo. Vivo coming back as the title sponsor may just be a win-win for both the brand and IPL. For IPL, the commercial gains will be huge as few brands can match the outlays that Vivo is bringing in." However, the social media world today can be rather unpredictable. Karthik Srinivasan, Social Media Expert and Communications Consultant advised the brand and tournament to act smartly and stay prepared. He said, “As long as the brand produces useful products (in this case, impressive phones, at good prices), I really doubt any other factor could affect its potential in the long run. The brand's primary function is to be useful to its target buyers. What's happening around the animosity between the two countries is beyond one brand's control. Unless the Indian Government completely bans Chinese-owned products (or services, like the way it did in the case of TikTok), I doubt there would be any material impact on the image of brands like Vivo. But, as we have seen that 'toolkits' are more widespread across the spectrum, there could be online campaigns mounted against the brand before or during the next IPL. But they would not matter to the larger world beyond social media.” <cmsannotation type="cmsannotation" annotationid="Can the partnership backfire?" text="Can the partnership backfire?">Can the partnership backfire? </cmsannotation> Now that the border dispute between China-India has cooled off and the common people of India have moved on with their lives, experts think that the partnership can only backfire if the tension escalates. On whether BCCI can get into trouble again, Srinivasan answered, “I do not think so. Unless the Government finds that a well-known body like BCCI working with a Chinese-owned brand is negatively impacting their response to the border crisis and intervenes by asking BCCI not to go ahead with the sponsorship, I don't think it should matter much to Vivo. There could be some online backlash (which could be engineered, of course) against players who endorse the brand as part of the overall deal, but these should not affect the brand's actual standing.” Bijoor, on the other hand, predicts that ‘there’s a chance of this backfiring.’ He said, “It is all dependent on the strident voices on China and chinese brands. If tensions deepen, if at all, there is bound to be a reaction once again. And the sponsor shall pay, as shall IPL itself I guess.” Mathias said, “Geopolitics can have a serious impact on business. However, it is difficult to predict as for now the border tensions have cooled off. Should there be any escalation of tensions, this may become an issue but that’s the chance the BCCI is taking, knowing fully well that they will be able to pull in a last minute sponsor – as they did in 2020.” Despite the slowdown, IPL continued to attract strong consideration from advertisers in 2020. After observing silence for around a year, coming back as IPL’s title sponsor can add to Vivo’s growth and bring back consumer trust.

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