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<ul><li>In the past few years, manufacturers cables, wire and <keyword id="12806966" type="General" weightage="20" keywordseo="fast-moving-electrical-goods" source="Orion">fast moving electrical goods</keyword> <keyword id="7002279" type="General" weightage="20" keywordseo="polycab-india" source="Orion">Polycab India</keyword> has been investing on marketing strategies that have been making it more visible.</li><li>It recently launched a campaign featuring actor <keyword id="6354535" type="General" weightage="20" keywordseo="ayushmann-khurrana" source="Orion">Ayushmann Khurrana</keyword> and has been investing on IPL too.</li><li>We speak to <keyword id="12571525" type="General" weightage="20" keywordseo="nilesh-malani" source="Orion">Nilesh Malani</keyword>, Chief Marketing Officer, <keyword id="2887509" type="General" weightage="100" keywordseo="polycab" source="Orion">Polycab</keyword> India, who helps us understand the brand’s marketing strategy, how it has benefitted from its IPL association and what its roadmap ahead is.</li></ul>Over the last few years, there has been a sea change in the way consumers shop, be it small purchases like groceries or the bigger purchases like cars etc. Consumers have become much more involved, thanks to the easy availability of information. A lot of research goes into making a purchase, making it important for brands even in relatively low-involvement categories to build strong communications to stay top-of-mind for consumers. In the past few years, we have seen manufacturer and seller of wires, cables and fast moving electrical goods (FMEG) Polycab invest increasingly on marketing. It has been associating with the Indian Premier League to grab eyeballs, and coming up with regular campaigns. Recently, it aired a campaign featuring actor Ayushmann Khurrana. <div type="Youtube" id="LpNWN07ww-E" title="Polycab | Ayushmann Khurrana Brand Film" thumbUrl="https://i.ytimg.com/vi/LpNWN07ww-E/mqdefault.jpg"></div> In a recent conversation with Nilesh Malani, Chief Marketing Officer, Polycab India, we tried to understand the brand’s marketing strategy, how it has benefitted from its IPL association and what its roadmap ahead is. Excerpts: Q) We are almost at the end of a particularly challenging year. How did Polycab fare in 2021? At Polycab we have redefined our marketing approach to make prominent emphasis on enriching the experience of end-user. Thus while the market goes about treating products such as LED or fans as typical commoditized items, we have placed our proposition on the lifestyle elements of aesthetics, design, and style to carve out a distinction. Take for example our Purocoat range of fans which are designed over NANOVA technology loaded with features such as being anti-rust, anti-dust, anti-fade, and anti-bacteria. Likewise, Polycab’s Superia range of fans offers higher air coverage basis max air technology. For our LED product range too our Smart LED and Emergency bulbs are designed with best-in-class features such as color and temperature-changing capabilities, are remote-controlled, have higher energy-saving capabilities, and are equipped with Bluetooth connectivity. From an end-user engagement point-of-view, our focus is on stepping up the phygital experiences by way of setting up Polycab Galleria Knowledge Centers as well as shop-in-shop format-based Polycab Arena stores in prominent cities. Overall, our endeavour and resolve remain to deliver our brand promise of establishing a connect with the end consumer that lasts for generations. Q) You recently came up with a campaign featuring Ayushmann Khurrana for your complete range of products. Tell us a bit about the campaign and why Khurrana was a good fit? With the enriching experience of our end-users at the fundamental core of our redefined marketing strategy, our belief was to capture the essence of feeling liberated and joyous as encountered by consumers upon using Polycab range of products such as smart-home automation solutions, green wires, cables, fans and LED lights. Also, we intend to reach out to the younger generation and millennials through this campaign as we believe that these segments have largely been kept out of consideration set till now by the industry and it is high time to revolve specific marketing campaign targeted towards them taking into factor their relevance as one of the largest target groups. Thus the idea of Dance with Joy came into being with the musical notes and dance grooves aimed towards establishing a closer connect with the target audience. And who else better than India’s youth icon Ayushmann Khurrana to lead this with his huge fan following with youngsters, his joyful outlook, energetic personality, and evergreen young traits as distinct aspects of his identity. Q) For ads of brands in the low involvement category, a lot of campaigns are usually informational and functional. How were you then able to build a connect with your audiences to make sure you are top-of-mind for them? Contrary to the general perception of FMEG products belonging to the low involvement category, new-age well-informed consumers are rather known to elaborate in detail before initiating any purchase. Thus the consideration set is not confined merely to usage aspects of the product and now encompasses wider lifestyle elements. At Polycab we have identified this latent need of the consumers and are focusing on engaging with the end-users through a meaningful and relevant content that they can identify themselves with. Q) How did your IPL association help you grab eyeballs? Indian Premier League (IPL) indeed serves as an ideal platform for consumer-facing brands to engage with their target groups in an effective as well as a wider scale. Our association with IPL has been encouraging and fruitful. We have leveraged the medium to not only launch short-term advertising campaigns linked to business objectives but have also used the medium to generate brand awareness through creative engagement. Q) What is your current market share and where do you want to take this number in the next 1-2 years? How are you going about ensuring you meet that target? As a brand and in alignment with our market leadership with an 18% market share in the <keyword id="6702506" type="General" weightage="20" keywordseo="wires-and-cables" source="Orion">wires and cables</keyword> categories, it is our endeavour to perform similarly in all the lines of business that we operate and have a presence. We intend and strive to be in the leader’s quadrant and be counted among the top performing FMEG players in the country. With this as our objective, our approach is to leverage both organic and inorganic avenues to achieve this. The expanded line of business is testimony to the organic focus while the recent acquisition of smart home automation specialising firm, Silvan Labs is in line with the inorganic pursuit. Q) What is your media mix? What kind of investments did you put behind marketing this year? Do you plan to further increase it next year? Our media mix is balanced and comprises both the conventional media as well as the new-age digital platforms. Thus we have advertisement arrangements across genres aired on multiple channels including social media and influencer-based outreach. Pertaining to social media, we leverage from user-generated content which is observed to be very engaging with high end-user interest. For retail network, we run specific campaigns that are further propagated through marketing collaterals and in-shop branding. Effectively the focus remains to convey the elements of joyfulness and happiness of Indian consumers upon using Polycab products. Q) How will the acquisition of <keyword id="3215951" type="General" weightage="20" keywordseo="silvan-innovation-labs" source="Orion">Silvan Innovation Labs</keyword> lead to more innovation from Polycab’s stable? Having placed our marketing bet on the premise of enriching experience for end-users, it is required that we package our proposition as more of a lifestyle-enhancing one. And towards this, a natural extension is the integration of intelligent or smart home automation solutions that add up well to the lifestyle play. It also fits well in our existing portfolio consisting of smart fans, smart lighting, IR blaster, smart plugs, smart heater to cite a few. Silvan Labs thereby offered us the opportunity to upgrade our capabilities and reach within the automation market. With consumer centricity as the focus, the combined strengths of Silvan with Polycab’s robust go-to-market capabilities, provide us with huge business potential.

Our endeavor is to deliver our brand promise of establishing a connect with the end consumer that lasts for generations: Nilesh Malani, Polycab India

New Delhi, Jan 21 () Wires and cables maker Polycab India Ltd (PIL) on Tuesday said its profit after tax (PAT) rose 14 per cent to Rs 221.4 crore during the quarter ended December 31, 2019, helped by higher income.
The company had clocked Rs 193.6 crore PAT in the corresponding quarter of the preceding fiscal, PIL said in a BSE filing.
Total income in the latest quarter stood at Rs 2,507.6 crore as against Rs 2,048.6 crore in the same period of 2018-19.
Total expenses were at Rs 2,217.4 crore as compared to Rs 1,760.1 crore in October-December 2018-19.
"We have delivered yet another quarter of resilient growth. Our topline growth remains strong across segments helped by our robust pan India distribution network coupled with exports while profitability improved sequentially on the back of enhanced and evolving product mix and various strategic initiatives which we have implemented over the past few years," company's Chairman and Managing Director Inder T Jaisinghani said in a statement.
PIL is engaged in the business of manufacturing and selling wires and cables. It is the largest manufacturer of wires and cables in India and a growing player in FMEG (Fast-Moving Electrical Goods) space.
 PIL manufactures and sells various types of cables, wires, electric fans, LED lighting and luminaires, switches and switchgears, solar products and conduits and accessories. 
 Shares of the company ended 4.13 per cent down at Rs 1082.45 apiece on the BSE. ABI ABI ANU
ANU

Polycab India Q3 PAT grows 14 pc to Rs 221 cr

New Delhi, <keyword id="9769347" type="UNKNOWN" weightage="20" keywordseo="cloud-major-oracle">Cloud major Oracle</keyword> on Monday announced that <keyword id="10468571" type="UNKNOWN" weightage="20" keywordseo="several-indian-businesses">several Indian businesses</keyword> like Polycab, Religare Broking and Mphasis have moved on to its second-generation cloud services in the country, amid the rising demand for secure, enterprise-grade Cloud services. Other Indian firms subscribing to Oracle's Cloud applications and infrastructure include <keyword id="438553" type="PERSON" weightage="20" keywordseo="Omega-Healthcare">Omega Healthcare</keyword>, Nippon Life India Asset Management, GTPL Hathway, IFFCO, Lipi Data Systems, Infocepts, RXIL and ARCIL. "Over the last 4-5 years, we have doubled our overall customer base and have nearly 1,000 strategic partners in our network. All this is a reflection of Oracle emerging as the cloud provider of choice for our customers," said Shailender Kumar, Regional Managing Director, Oracle India. Oracle offers enterprise-grade security and performance out of two local Cloud regions in Hyderabad and Mumbai, as well as 29 others worldwide, seen as critical by Indian organisations wanting to accelerate their digital journey and future-proof their business. "We are fully geared up to help organisations of all sizes and from all industries, unlock new value from their data in the New Year, aiding faster innovation and growth recovery, while enhancing their end customer experience," Kumar said in a statement. Oracle said its nearly 1,000 channel partners in India now play a key role in driving growth in the country, as part of the modernised <keyword id="3679824" type="COMPANY" weightage="20" keywordseo="Oracle-PartnerNetwork">Oracle PartnerNetwork</keyword> (OPN 2020) which is enabling channel partners to prepare for a Cloud-first world. "With our cloud migration capabilities and investments in Cloud Adjacent Data Centres, Sify is making it easier for customers to embrace Oracle <keyword id="408916" type="PERSON" weightage="20" keywordseo="cloud-infrastructure">Cloud Infrastructure</keyword> led hybrid cloud adoption in India," said Sify's CEO Kamal Nath. In the recent 2020 SaaSPath survey from IDC, Oracle was rated among the most-trusted SaaS vendors, and scored highly on robust data security, high availability, and value. "We have almost minimal spend on maintenance and operations now that we are using Oracle Cloud ERP. We strongly believe that as a long term strategy, this transformation will give us the much needed spur for growth," said Pradeep Paliwal, CTO, Religare Broking. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/heres-what-analysts-say-if-you-should-subscribe-or-not-to-the-300-crore-ipo-of-antony-waste-handling-cell/articleshow/79790998.cms">Antony Waste Handling Cell ₹300-crore IPO opens today — these are the risks and opportunities</a> <a href="https://www.businessinsider.in/business/startups/news/the-founder-of-sugar-cosmetics-explains-how-the-startup-clocked-a-60-growth-in-sales-during-the-pandemic/articleshow/79832966.cms">The founder of SUGAR cosmetics explains how the startup clocked a 60% growth in sales during the pandemic</a> <a href="https://www.businessinsider.in/business/startups/news/pine-labs-valuation-crosses-2-billion-as-it-raises-fresh-funds-from-lone-pine-capital/articleshow/79833738.cms">Pine Labs' valuation crosses $2 billion as it raises fresh funds from Lone Pine Capital</a>

Polycab, Religare Broking and Mphasis move on to 2nd Gen Oracle Cloud to boost growth

Dun & Bradstreet releases its 'India's Top 500 Companies 2021’ list

<ul><li>Essential fuels like petrol and diesel are already too expensive.</li><li>The <keyword id="1881337" type="PERSON" weightage="20" keywordseo="rise-in-food-prices">rise in food prices</keyword> is relatively low compared to last year but still rising fast.</li><li>From <keyword id="6357252" type="DOMAIN" weightage="20" keywordseo="Hero-MotoCorp">Hero Motocorp</keyword> to <keyword id="6912" type="LOCATION" weightage="20" keywordseo="maruti">Maruti</keyword>, from Havells to Blue Star, from <keyword id="186975" type="DOMAIN" weightage="20" keywordseo="TTK-Prestige">TTK Prestige</keyword> to Finolex, companies are looking to hike prices to meet rising costs.</li><li>Meanwhile, falling savings and rising household debt, coupled with an uncertain future due to the second wave of COVID-19 infections, is likely to put severe pressure on people’s finances and their confidence.</li></ul>The year 2020 was bad but 2021 has hardly been a relief for Indian families. The second wave of COVID-19 cases has filled WhatsApp chats (and other social media) with fearful exchanges about the possibility of yet another lockdown. The possible dent in consumer confidence, which improved in January, may take a further knock from rising cost of everyday essentials. What makes this threat to people’s livelihood even worse are the rising prices of daily essentials and the depleted savings. To top up the miserable feeling, the salaried class in the private sector is going to see a fall in take home pay due to <a href="https://www.businessinsider.in/personal-finance/news/your-take-home-salaries-could-shrink-sharply-in-april-with-indias-new-definition-of-wages/articleshow/81631662.cms#:~:text=India's%20new%20labour%20codes%2C%20which,like%20gratuity%20and%20leave%20encashment.">the new definition of wages that kicks in</a> from April 1. Food and fuel are already taking a big chunk out of people’s earnings Essential fuels like petrol and diesel are already too expensive. At 8.76%, food inflation was already high in February 2020. So compared to that a 4.25% rise in food prices in February this year may seem slower but it is still significant. <div type="image" title="B3FC84F1-0AB9-4D7E-BB9E-EB94502CE6E9_edited" msid="81667538" hostid="261" caption="&amp;lt;p&amp;gt;Attendant shows price of fuel at a petrol pump in Nagpur&amp;lt;/p&amp;gt;"></div> While the Reserve Bank of India (RBI) expects prices to be stable hereon, any supply disruption due to measures taken to curb the spike in COVID-19 cases will only make it worse. Raw materials such as palm oil, copra and edible oils have risen sharply. Since price hikes have been quite limited over the past two years, Dabur has room to raise prices this year, the management told analysts recently. The company sells everyday items like toothpaste and fruit juices to branded honey and mosquito repellents. Soap makers have already hiked prices by 5–6%, and another round of a 3% hike is likely, an Edelweiss report dated March 19 said. Crude oil prices are up 26% compared to a year earlier, which makes nylon more expensive. That, in turn, will increase prices of cotton that is a competing commodity. Wholesale prices of cotton are already up 24% between October 2020 and February this year. And that could, eventually, reflect in the prices of textiles and apparels. Hooked to WhatsApp, Facebook, Instagram or Youtube? Prepare to shell out more The glory days of India’s famous dirt-cheap mobile data plans are well behind us. The market is shrinking, effectively, into <a href="https://www.businessinsider.in/business/telecom/news/how-the-latest-spectrum-auction-may-affect-your-mobile-phone-bills-and-quality-of-network-service/articleshow/81325496.cms">a duopoly between Airtel and Reliance Jio</a>. While Vodafone Idea is getting relegated to the margin, the Aditya Birla Group company may have to increase tariff to stay in the game, allowing Mukesh Ambani and Sunil Mittal to follow suit. So mobile bills are going to get more expensive. <div type="image" title="man on mobile phone_edited" msid="81667557" hostid="261" caption="&amp;lt;p&amp;gt;The market is shrinking, effectively, into a duopoly between Airtel and Reliance Ji0, which could result in a hike in prices of data&amp;lt;br&amp;gt;&amp;lt;/p&amp;gt;"></div> Cost of metals like steel, aluminium, palladium, platinum and rhodium are up 30% in the last six months, according to JM Financial. These are key inputs for automobiles and the rise in prices reflect in the cost of buying with a lag of a few months. No wonder, India’s largest motorbike maker Hero MotoCorp just announced <a href="https://www.bseindia.com/xml-data/corpfiling/AttachLive/b4e500a3-9a79-4dc6-b18d-ec23916af252.pdf">a hike of up to ₹2,500 per unit from April 1</a>. Other major players in the two-wheeler space like Bajaj Auto and TVS Motor have already hiked by 2-3% in the last few months, over and above a 20% rise in the last couple of years due to the shift to BS-VI models to reduce pollution. Those who planned to buy cars may have to shell out more too. <a href="https://www.businessinsider.in/business/auto/news/maruti-suzuki-to-increase-price-of-cars-from-april-2021/articleshow/81632209.cms">Maruti Suzuki</a> and <a href="https://www.businessinsider.in/business/auto/news/nissan-india-to-increase-prices-of-all-models-for-nissan-and-datsun-from-april-1/articleshow/81647750.cms">Nissan</a> have already announced that the rising price of raw materials will force these companies to raise prices in April. <div type="image" title="maruti_edited" msid="81667591" hostid="261" caption="&amp;lt;p&amp;gt;Cars at a Maruti dealership in New Delhi&amp;lt;/p&amp;gt;"></div> India’s <a href="https://m.economictimes.com/markets/stocks/news/ttk-prestige-raised-prices-by-4-5-price-so-far-will-take-more-hikes-during-the-week-t-jagannathan/videoshow/79795003.cms">largest consumer appliances maker, TTK Prestige</a>, known for its pressure cookers hiked prices, on average, by 9% across product categories including mixer grinders and gas stoves. The company’s smaller peer Butterfly Gandhimathi has hiked prices by 5% in December but, yet another one, Hawkins hasn’t followed suit yet. The price of copper is near an all-time high nearly twice of what it was five years ago. So, cable makers like Finolex Cables and Polycab have already passed the pressure on to their customers. KEI Industries, which makes cables, is revising prices every 15 days based on the prices of the key raw material copper, Edelweiss said. And, that means the cost of production is significantly higher for electrical appliance makers like Havells and V-Guard Industries. Especially in the case of V-Guard, which is popular for its inverters and voltage stabilisers, over 46% of the cost is copper, according to analysts at Edelweiss. Air cooler major Symphony raised prices in January, long before the summer sun started to sting. Why will air conditioners be left behind? Blue Star, which raised prices by 5-8% in January, will push prices further up by another 3-5% from April, <a href="https://economictimes.indiatimes.com/industry/cons-products/durables/blue-star-to-increase-prices-in-first-week-of-april-md/articleshow/81648037.cms">Managing Director B Thiagarajan told the Economic Times on March 23</a>. A lot of dream homes were stalled by the pandemic and the lockdown. While the construction of these homes has resumed in full gusto, the cement needed to build these is at least 7-8% on average in the last one year. Dealers told analysts at Emkay Global that companies like Ultratech, ACC and Ambuja Cement tried to increase prices again, by ₹10-20 a bag, but it has not been implemented yet. <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[]]></cdata></div> There is added pressure on families in terms of healthcare, either in terms of COVID-19 treatments or the cost of vaccination or both. Even for salaried employees in India, who form a small proportion of the total workforce, the <a href="https://www.businesstoday.in/sectors/jobs/india-inc-to-offer-77-average-salary-hike-in-2021-aon/story/432174.html#:~:text=Global%20professional%20services%20firm%20Aon's,6.1%20per%20cent%20in%202020.">average rise in remuneration is likely to be 7.7%</a>. But a big chunk of the rise may not land in their bank accounts ⁠— it will go into provident fund and gratuity contribution, instead⁠ — because the new labour codes would have kicked in from April 1. Of course, if the second wave triggers another economic crisis, many families may not even have the same amount of cushion from their past savings. In the last five years, the average annual household savings in India has grown 64%. However, in the same time, average household debt has increased 133%, according to the latest data from the RBI. None of this would be comforting for households staring at a limited income and an uncertain future. SEE ALSO: <a href="https://www.businessinsider.in/science/environment/news/inequality-is-only-increasing-in-india-the-resulting-lack-of-trust-may-make-climate-change-a-tougher-challenge-to-tackle/articleshow/81666431.cms">Inequality is only increasing in India — the resulting lack of trust may make climate change a tougher challenge to tackle</a> <a href="https://www.businessinsider.in/stock-market/news/anupam-rasayan-ipo-lists-at-520-per-share-on-the-india-stock-exchange/articleshow/81663145.cms">Anupam Rasayan fails to dazzle on its stock market debut – shares down by nearly 8% soon after listing</a> <a href="https://www.businessinsider.in/business/auto/news/elon-musk-announced-now-you-can-buy-tesla-cars-with-bitcoin/articleshow/81667459.cms">You can now buy a Tesla with Bitcoin, tweets Elon Musk</a>

From Maruti to Nissan, from Hero to Havells, from cotton to cement– everyday products are set to get more expensive in India

<ul><li>Dailyhunt founders Umang Bedi and Virendra Gupta confirm that they have signed on for an associate sponsorship with Star Sports for the Indian Premier League (IPL) 2020 set to kick off this Saturday.</li><li>As India’s largest cricketing tournament kicks off, Dailyhunt’s new short video-app Josh will also get a new release on Android and iOS.</li><li>“There’s a lot of work that we’re doing brands around the IPL, so there’s a lot of ad momentum,” Bedi told Business Insider in an exclusive interview.</li></ul>India’s homegrown news app Dailyhunt has confirmed that it has signed on as an associate sponsor with Star Sports for the massive cricketing tournament, the Indian Premier League (IPL) 2020 after reports have been floating in the market for over a week. “The way we’re looking at IPL is an opportunity for engaging Bharat,” Dailyhunt co-founder Umang Bedi told Business Insider in an exclusive interview. Star Sports is the official broadcaster of the <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword>. Bedi, along with his partner-in-crime, Virendra Gupta, are also eyeing the IPL to boost Josh, Dailyhunt’s sister short video-streaming app launched around 50 days ago. According to Gupta, they have been launching three new features a day at the back-end, and a new release is happening every week. “For IPL, Josh will have a new release both on iOS and Android,” he said. While the company’s short video-streaming Josh is the new kid on the block, equal attention will be given to Dailyhunt as well. “You will see us advertising some pretty fun and wacky concepts. There’s a lot of work that we’re doing with brands around the IPL, so there’s a lot of ad momentum. You will also see a lot of creator engagement around the IPL, both from our in-house creators and influencers,” said Bedi. The partnership works because of their stronghold in the world of local languages. Star Sports started broadcasting the cricket tournament in 8 different languages last year. And Dailyhunt is one of the largest local-language platforms in the country with 14 regional languages running through its artificial intelligence (AI) and machine learning (ML) tech stack and recommendation engine. Other associate sponsors for the IPL 2020 include <a href="https://www.businessinsider.in/business/startups/news/unacademy-follows-peer-startups-like-dream11-and-paytm-to-pour-money-into-ipl/articleshow/77759653.cms">Unacademy, Paytm</a>, Coca Cola India, Polycab, Asian Paints, ITC and Kamala Pasand with <a href="https://www.businessinsider.in/india/news/dream11-wins-ipl-2020-sponsorship-indias-first-gaming-unicorn-bags-the-rights-for-250-crore/articleshow/77609909.cms">Dream 11</a> as the title sponsor. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/muthoot-finance-says-this-years-growth-is-likely-to-exceed-guidance/articleshow/78159469.cms">EXCLUSIVE: Muthoot Finance says this year's growth is likely to exceed guidance</a> <a href="https://www.businessinsider.in/science/space/news/first-intact-planet-found-circling-a-dead-star-this-jupiter-sized-anomaly-is-in-orbit-rather-than-being-pulled-apart-at-the-seams/articleshow/78166938.cms">First 'intact' planet found circling a dead star — this Jupiter-sized anomaly is in orbit rather than being pulled apart at the seams</a> <a href="https://www.businessinsider.in/stock-market/markets/news/hcl-tech-enters-the-list-of-top-10-most-valued-companies-in-india/articleshow/78165311.cms">HCL Tech enters the list of top 10 most valued companies in India</a> <a href="https://www.businessinsider.in/defense/news/latest-updates-on-india-china-border-issue/articleshow/78162853.cms">India will take necessary steps against China — 'We will not back down,' asserts Rajnath Singh</a>

EXCLUSIVE: Dailyhunt founders confirm IPL 2020 associate sponsorship — promise new release for Josh ahead of India’s biggest cricket tournament

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

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

(Image: <a href="https://www.iplsn.com/amp/blog/no-ipl-2017-or-no-champions-trophy-2017-says-bcci">Source</a>) 
With money spinning all around, the <a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">Indian Premiere League</a> is the best business model ever. Even at the bad times (read demonetization), when most businesses are struggling hard to get back to shape, the <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword> isn’t really bothered. For cricket crazy India, IPL is the best way to get high. 
 
<a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">ALSO READ: HERE'S HOW MUMBAI INDIANS DANCE</a> 
 <keyword id="3186877" type="UNKNOWN" weightage="20" keywordseo="Sony-Pictures-Networks-India">Sony Pictures Networks India</keyword> (SPN), the official broadcaster of<a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms"> IPL 2017</a> has roped in <a href="http://www.businessinsider.in/how-does-ipl-make-money-lets-find-it-here/articleshow/58111135.cms">12 plus sponsors</a> for this season. According to media reports, the broadcaster is eyeing over Rs 1,300 crore of revenue from the series. Last season, SPN had bagged Rs 1,100 crore of revenue. 
 <keyword id="215177" type="COMPANY" weightage="100" keywordseo="Vivo">Vivo</keyword> has been the title sponsor of the IPL since 2015, after <keyword id="54572" type="CITY" weightage="20" keywordseo="PepsiCo">Pepsico</keyword> walked out before termination of their partnership. Ever since, the Chinese phonemaker has become synonymous to IPL in India. Also Vivo has replaced <keyword id="1731609" type="UNKNOWN" weightage="20" keywordseo="Oppo">Oppo</keyword> this year to bag the sponsor tag from this year. The long time sponsor <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> is in this season. Amongst these, <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> is also partnering as the third prime sponsor. 
 Ceat tyres, Vimal Paan Masala, Yamaha Motors, Parle Frooti, <keyword id="51958" type="ENTERTAINMENT" weightage="20" keywordseo="YES">Yes</keyword> Bank and Polycab are the associate sponsors of IPL 2017. 
 
Check out the slideshow below to find how much money these sponsors are plugging in this season.

How much money did Vivo, Vodafone
and other sponsors pump in IPL 2017?

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

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

<ul><li>Corporate entities will not be able to reduce their tax burden by claiming input tax credit on corporate social responsibility activities.</li><li>This could also lead to confusion amongst corporate entities since AARs of different states have given contrary rulings in this regard.</li><li>Earlier, Uttar Pradesh AAR had allowed <keyword id="12201693" type="General" weightage="20" keywordseo="ITC-on-CSR" source="Orion">ITC on CSR</keyword> activities, while Kerala AAR took the contrary position.</li></ul>Input tax credit allows registered entities under <keyword id="6354679" type="General" weightage="20" keywordseo="GST" source="Orion">GST</keyword> to claim credit on the goods and services tax (GST) that they have paid while purchasing goods or services, which can be offset from the GST that they have to pay after making sales. However, input tax credit (ITC) can’t be claimed on expenses made towards corporate social responsibility (<keyword id="6354502" type="General" weightage="20" keywordseo="CSR" source="Orion">CSR</keyword>) activities, according to a new order from the Authority for Advance Rulings (AAR) ruling in Gujarat. There are two other rulings from the same authority and one of those allows the input tax credit on CSR. According to the provisions of Companies Act, 2013, companies with a net worth of ₹500 crore or more, or turnover of ₹1,000 crore or more, or net profit of ₹5 crore or more, will have to mandatorily spend on CSR activities. The spend should be a minimum of 2% of the average net profit of the past three years. <cmsannotation type="cmsannotation" annotationid="The root of the problem" comment="subhead" text="The root of the problem">The root of the problem</cmsannotation> The primary issue here is whether CSR activities can be construed as “in course or furtherance of business”, that is, whether they are fundamental for a company to continue its business activities. However, the GST provisions do not define what exactly that would entail. For this purpose, the applicant in this case, Adama India Pvt. Ltd., relied on the provisions of Companies Act, 2013, to state that CSR activities are mandatory as per law, and not undertaking them would cause harm to the business. This, the applicant says, entitles it to take ITC on CSR activities. However, the Gujarat AAR referred to the Companies (CSR Policy) Rules, 2014, to state that CSR activities are not covered in activities “in the course or furtherance of business”. It also cited the provisions of Companies (CSR Policy) Amendment Rules, 2021, which provide a definition of CSR that excludes it from normal business activities. Essentially, the GAAR ruled that since CSR is specifically excluded from the scope of normal business activities, the applicant cannot take ITC on CSR activities. According to Ayush Mehrotra, one of the partners at Khaitan &amp; Co., this is likely to further increase litigation in GST. “The GST framework is wide enough to inter alia include activities without pecuniary benefits and those which are incidental or ancillary to main business. As such, the present ruling will only cause further litigation on GST which was otherwise expected to be a simpler and straightforward framework,” he told Business Insider. <cmsannotation type="cmsannotation" annotationid="Contrary AAR rulings put corporates in a bind" comment="subhead" text="Contrary AAR rulings put corporates in a bind">Contrary AAR rulings put corporates in a bind</cmsannotation> Gujarat AAR’s ruling is in contrast to that of the Uttar Pradesh AAR, which allowed the applicant to take the credit of Goods and Services Tax (GST) paid by the company while purchasing goods to be used for CSR activities. However, it is in line with the Kerala AAR, which passed a similar ruling in the matter of Polycab Wires donating flood relief items. “It is also noteworthy to highlight that since this ruling is in contradiction to prior rulings issued by competent authorities in other states, the urgent need for a national authority is once again being felt to ensure certainty of legal position,” Khaitan added further. The exclusion of ITC on CSR activities will mean that corporate entities will not be able to reduce their tax burden by claiming <keyword id="12201691" type="General" weightage="20" keywordseo="GST-input" source="Orion">GST input</keyword> credit. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/swiggy-tightens-focus-on-grocery-delivery-as-zomato-steps-out/articleshow/86582683.cms">Swiggy tightens focus on grocery delivery, as Zomato steps out</a> <a href="https://www.businessinsider.in/policy/legal/news/sc-landmark-ruling-in-the-samsung-heavy-industries-case-could-have-a-positive-effect-on-ease-of-doing-business-in-india/articleshow/77148341.cms">Supreme Court’s landmark ruling in the Samsung Heavy Industries case could have a positive effect on ease of doing business in India</a> <a href="https://www.businessinsider.in/policy/legal/news/these-are-the-common-laws-that-you-may-be-inadvertently-breaking-in-india/slidelist/76638782.cms">These are the common laws that you may be inadvertently breaking in India</a>

Can you claim input tax credit on CSR expense ⁠— three authorities have two different rulings

If there is one player that wins in every match that is played in the Indian Premier League, it’s the official broadcaster <keyword id="6411012" type="COMPANY" weightage="100" keywordseo="Sony-Pictures">Sony Pictures</keyword> Networks India. 
 
This year as well, the channel is all set to win big in terms of advertising revenue, with a target of Rs 1,300 crore in advertising revenues from this year's Indian Premier League, as against Rs 1,100 crore that it earned in the last season. 
 
Also read: <a href="http://www.businessinsider.in/This-is-what-IPL-teams-would-have-been-called-if-they-were-named-honestly/articleshow/51825365.cms">This is what IPL teams would have been called if they were named honestly</a> 
 
Sony is close to achieving this target, having signed three more associate sponsors - Voltas, Havells and MakeMyTrip, making the total number of sponsors to 12, so far, with Vivo, Vodafone, Amazon as co-presenting sponsors and CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro's Frooti, Yes Bank and Polycab as associate sponsors. 
 
Also read: <a href="http://www.businessinsider.in/meet-mohammed-siraj-hyderabad-auto-drivers-son-bought-by-sunrisers-hyderabad-for-rs-2-6-crore-in-ipl-auction/articleshow/57267925.cms">Meet Mohammed Siraj, Hyderabad auto driver's son, bought by Sunrisers Hyderabad for Rs 2.6 crore in IPL auction</a> 
 
"We have locked in 12 sponsors now and talks with a couple of categories like payment gateways, auto and FMCGs are still going on," Rohit Gupta, president of network sales and international business at Sony Pictures Networks (SPN), told ET. "We have also got Reliance Jio and Oppo as large spot buyers, committing for more spots than even the associate sponsors. Between sponsors and spot buyers, we have 75% of the inventory already sold," he continued. 
 Last year, SPN had sold the entire advertising inventory even before <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword> began; however, this time at least 15-20% of the available spots will be kept aside to be used later. Another change in this year’s strategy would be an increase in the price, taking it to Rs 6,25,000 per 10 seconds from the earlier Rs 6 lakh. 
 
Also read: <a href="http://www.businessinsider.in/ipl-2017-msdhoni-is-no-more-the-captain-of-rising-punesupergiants-heres-who-replaced-him/articleshow/57234303.cms">IPL 2017: MS Dhoni is no more the captain of Rising Pune Supergiants. Here’s who replaced him</a> 
 
Sony has been officially broadcasting IPL since its inception in 2008, and this is the last year of the 10-year rights cycle. 
 
(Image source: Wikimedia)

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