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Adex is expected to grow by 20% in 2022 and reach Rs 90,000 crore: Madison report

<ul><li>Pitch <keyword id="131263" type="General" weightage="80" keywordseo="madison" source="Orion">Madison</keyword> Advertising Report 2022 has released flash figures of ADEX estimates only for 2021</li><li> ADEX has comfortably surpassed 2019 figures by 10%.</li></ul>In a departure from convention, the Pitch Madison Advertising Report 2022 released flash figures of ADEX estimates only for 2021. An exhaustive report giving medium wise figures, forecast for 2022 and commentary will be released 3 weeks later. The flash report estimates that total ADEX in 2021 has now grown to Rs. 74,231 crore, having grown at an unprecedented 37%, despite the treacherous Covid Wave II which for the second year crippled the economy and ADEX for almost 3 months of May, June and July. Contrary to its own forecast of 26% growth in February 2021, which meant ADEX in 2021 would not even reach 2019 levels, ADEX has comfortably surpassed 2019 figures by 10%. ADEX has not registered a 37% increase in the last 2 decades for which figures are available. The closest it has registered was a growth rate of 22.9% in 2007. For context in 2020, Adex had degrown 20% over 2019. <keyword id="32716" type="General" weightage="20" keywordseo="sam-balsara" source="Orion">Sam Balsara</keyword>, Chairman – Madison World, said, “The two Covid years of 2020 and 2021 have altered the structure of ADEX, but Indian ADEX has shown that it is resilient and contrary to expectation surpassed 2019 ADEX levels. Whilst Covid Wave I had a disastrous impact on ADEX, India Inc has taken the more deadly Covid Wave II in its stride and despite a setback of 4 months has not only recovered during the year itself but also comfortably surpassed 2019 levels.” Detailed medium analysis of ADEX in 2021 with a commentary along with forecast for 2022 will be released on Wednesday, February 16, 2022 in Mumbai at the hands of the newly appointed Mr. Sudhir Sitapati, CEO, Godrej Consumer Products Limited, who will also deliver a talk on the “The New Marketing Playbook.”

AdEx zooms 37% despite Covid II: Madison report

<ul><li>Organized by Advertising Agencies Association of India (AAAI) &amp; The Advertising Club (TAC), the event will be held from 7th to 9th April, 2022.</li><li><keyword id="8989426" type="General" weightage="20" keywordseo="jaideep-gandhi" source="Orion">Jaideep Gandhi</keyword> has been elected as the Chairman for the <keyword id="135079" type="General" weightage="100" keywordseo="goafest" source="Orion">Goafest</keyword> 2022.</li><li><keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword> is the Chairman of the Awards Governing Council to the coveted <keyword id="138019" type="General" weightage="50" keywordseo="abby" source="Orion">ABBY</keyword>’s 2022.</li></ul>After a hiatus of 2 years due to the Covid-19 pandemic, Goafest is back for its 15th edition. The event that recognizes consummate industry talents is curated by Advertising Agencies Association of India &amp; The Advertising Club and is set to be held in Grand Hyatt, Goa from 7-9 April, 2022. The three-day grand event will be helmed by Jaideep Gandhi as the Chairman of the Goafest 2022 Organizing Committee. Rana Barua has been elected as Chairman of the Awards Governing Council for the renowned ABBY Awards 2022. Being organized from the last 50 years, ABBY Awards is a prestigious, one-of-its-kind ad award show which is attended by more than 1500 to 1800 professionals from the marketing, advertising, media, research and PR fraternity. Speaking about the 15th edition of Goafest, <keyword id="937472" type="General" weightage="20" keywordseo="anupriya-acharya" source="Orion">Anupriya Acharya</keyword>, President, AAAI, said, “Goafest is the definitive festival for the advertising, media and marketing industry in the sub-continent. This time the festival is coming after a gap of two years and so one can imagine the anticipation the industry professionals will have! We also expect a lot of first timers this time given a lot of new young talent has joined in these two years. Goafest 2022 will be a good platform to celebrate our industry’s resilience as well as the potential.” On Mr. Jaideep Gandhi’s appointment as the Chairman, she further added, “Jaideep is a seasoned industry professional with vast experience on Goafest. Certainly, it will translate into a delightful and engaging festival experience for all.” Speaking about the return of the prestigious event, Jaideep Gandhi, Chairman, Goafest Organising Committee, said, “It’s the illustrious return of Goafest 2022, with its 15th edition, where recognition, innovation, collaboration and celebration all happen under the same sky. Ensuring all safety protocols that’re necessary in a post-pandemic world, I believe it’s time for the industry to rediscover the power, joy and magic of connecting once again in the real world. I’m grateful to the previous Chairmen ‘Mr. <keyword id="1635027" type="General" weightage="20" keywordseo="nakul-chopra" source="Orion">Nakul Chopra</keyword>, Mr. Ashish Bhasin’ for the learnings I received from them and thankful to the President of AAAI - Ms. Anupriya Acharya for her continuous support and encouragement.” Ecstatic on the return of the premier event, <keyword id="274365" type="General" weightage="20" keywordseo="partha-sinha" source="Orion">Partha Sinha</keyword>, President, The Advertising Club and President, Times of India said, “The return of ABBY and Goafest not only mark the return of normalcy in the advertising, marketing and media landscape of India but it also underlines the reason for which most of like this profession – the celebration of excellence. The ABBYs is the highest honour in this country for excellence and we wanted to ensure that we bring the big one back with all its glory. We have used the hiatus to our advantage and the award will witness some big forward movements in this Goafest. Watch this space for more details.” On Mr. Rana Barua’s appointment as the Chairman, he added, “Rana has first-hand experiences of organising and winning both creative and media awards. His experience will be hugely beneficial as the Chairman of the Award Governing Council. It’s a complex job and we had to entrust the right person with that job.” Speaking about the forthcoming ABBY’s, Mr. Rana Barua, Group CEO, Havas Group India and Vice President, The Advertising Club and AGC Chairman, said, “After 2 extremely tough years for the industry, I am extremely happy to say that ABBY’s is back. ABBY’s has always been recognized as the best in creativity for our industry and winning Abby’s will continue to be an inspiration and motivation for the new generation of marketers, agencies and brand custodians. Since the period of entries will be from 16th February, 2019 to 15th February, 2021, I encourage all to come forward and celebrate their best work.” The Awards Governing Committee for ABBY’s Awards includes: Rana Barua, (AGC Chairman), Group CEO, Havas Group India Jaideep Gandhi, (Chairman – Goafest Organising Committee), Founder, Another Idea Partha Sinha, President, Times of India Shashi Sinha, CEO-India, IPG Mediabrands Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital Limited Ajay Chandwani, Managing Committee Member, The Advertising Club Malcom Raphael, Senior Vice-President, Times Response Anupriya Acharya, CEO South Asia, Publicis Groupe Prasanth Kumar, CEO-South Asia, GroupM Media (India) Pvt. Ltd. <keyword id="32716" type="General" weightage="20" keywordseo="sam-balsara" source="Orion">Sam Balsara</keyword>, Chairman and Managing Director, Madison Communications Pvt. Ltd. Rohit Ohri, Group Chairman &amp; CEO, FCB Group India Hephzibah Pathak, Vice Chairperson &amp; Chief Client Officer India, Ogilvy &amp; Mather Pvt. Ltd. Presented by the Advertising Club and AAAI, the Goafest 2022 will once again see the entire advertising and marketing fraternity to come together in Goa from 7th to 9th April, 2022.

Goafest to be held in physical form between April 7-9

<ul><li>Madison Media has fully acquired Kolkata based full service digital agency, Crow’s Nest.</li><li>Crow’s Nest was founded 14 years ago by <keyword id="244811" type="PERSON" weightage="20" keywordseo="Samrat-Mukherjee">Samrat Mukherjee</keyword>, a well-known person in the Kolkata marketing and digital space. </li><li>The agency has a staff strength of 40 people and counts among its clients Bandhan Bank, Zee Bangla, Vivo West Bengal, M P Birla Group and several other reputed clients.</li></ul> Madison Media has announced that it has fully acquired Kolkata based full service digital agency, Crow’s Nest. Crow’s Nest was founded 14 years ago by Samrat Mukherjee, a well-known person in the Kolkata marketing and digital space. The Agency has a staff strength of 40 people and counts among its clients Bandhan Bank, Zee Bangla, Vivo West Bengal, M P Birla Group and several other reputed clients. Crow’s Nest offers 360 degree digital solutions. Under the arrangement, Crow’s Nest will fully integrate with Madison Digital and operate as Madison Digital Kolkata with Samrat Mukherjee reporting to <keyword id="3173931" type="PERSON" weightage="20" keywordseo="Vishal-Chinchankar">Vishal Chinchankar</keyword>, CEO, Madison Digital. Says Samrat Mukherjee, “We are thrilled to be joining with <keyword id="160492" type="COMPANY" weightage="20" keywordseo="Madison-World">Madison World</keyword>. With our creative strategy, media and digital content creation strength, paired with Madison's core of media, data and analytics, we truly believe to deliver the most value to our clients. May new ambitions be laid. May new dreams be hatched. May this new association go miles as the Crow flies.” Says <keyword id="32716" type="PERSON" weightage="20" keywordseo="Sam-Balsara">Sam Balsara</keyword>, Chairman, Madison World, “I am delighted to welcome Samrat Mukherjee and his team into the Madison fold. Many companies find Madison to be a good collaborative partner to grow their business independently with our support. A few more collaborations are on the cards in the area of Digital, PR and Creative”. Says <keyword id="89313" type="PERSON" weightage="20" keywordseo="Vikram-Sakhuja">Vikram Sakhuja</keyword>, Partner &amp; Group CEO, Madison Media, “In keeping with our Digital growth acceleration we are thrilled to welcome Samrat and his vibrant Crow’s Nest team into the Madison fold. Not only will Crow’s Nest help grow our overall Digital practice in Kolkata Office, but it will also add considerable heft to Madison’s Social, Content and Creative agenda.” Madison World is a diversified Communication group with specialist units in Advertising, Media, Business Analytics, Out-of-Home, Activations, Events, PR, Mobile, Retail, Sports and Entertainment; employing about 1000 communication professionals across India, Bangladesh and Thailand. Visit us at www.madisonindia.com Says Vishal Chinchankar, CEO Madison Digital, “I am very excited to have Samrat become a part of Madison and my team. This deal will make us one of the largest digital players in the Kolkata market and am looking forward to a long a mutually rewarding partnership”. Madison Digital, has grown 10x in terms of billing in the last 3 years, to become a 150 employee strong unit with capabilities in Branding, Performance &amp; Creative solutions. Madison Digital has built its proprietary cloud marketing and automation tools and is one of the few agencies with its own DMP &amp; Tech solutions. The Agency today handles digital assignments for Godrej Properties, Asian Paints, Abbott, Marico, McDonald’s, <keyword id="7636498" type="UNKNOWN" weightage="20" keywordseo="tata-consumer-products">Tata Consumer Products</keyword>, Blue Star, and several others. Recently, Madison Digital was declared the Best Digital &amp; Social Media Agency of the Year 2020 at IDMA 2020. Madison Digital was also voted Agency of the Year at Digies Digital Awards 2019, and Mobile Media Agency of the Year at IDMA Digital Awards 2019, in addition to winning over 100 awards since January 2019. Madison World’s 2 nd Agency in the Digital space based in Bangalore, Hiveminds is a Bengaluru based full service digital marketing Company and Consultancy with specialization in Search, Display and Programmatic buying. The agency also provides social media management, creative content, digital PR, analytics and strategic consulting. The company owns unique technology, tools and data analytics methodologies that enables it to deliver outstanding results to its clients. The Company works with clients such as Domino’s, Nivea, Big Basket, Escorts Limited, Cure.fit, MobiKwik and many others. Madison Media is a part of Madison World, India’s largest homegrown communication Agency established in 1988. Madison World through its 11 companies served last year, as many as 500 advertisers.

Madison Media acquires Kolkata-based Digital Agency, Crow’s Nest

<ul><li>The Advertising Agencies Association of India will be conferring the annual <keyword id="188611" type="General" weightage="100" keywordseo="aaai" source="Orion">AAAI</keyword> Lifetime Achievement Award for 2021 on advertising veteran <keyword id="129772" type="General" weightage="20" keywordseo="arvind-sharma" source="Orion">Arvind Sharma</keyword>.</li><li> This is the highest honour to be given to an individual in India for his/her outstanding contribution to the Advertising Industry.</li></ul>The Advertising Agencies Association of India (AAAI) today announced that AAAI Lifetime Achievement Award for 2021 will be conferred on advertising veteran Arvind Sharma. This is the highest honour to be given to an individual in India for his/her outstanding contribution to the Advertising Industry. Arvind Sharma, an IIM Ahmedabad alumnus, has had a long and successful career in the Indian Advertising industry. What made him a true industry leader was the way he managed to make people achieve more than what they thought they were capable of. As a young leader, he was tasked with making a local agency, Chaitra, transition into the Indian arm of <keyword id="131262" type="General" weightage="20" keywordseo="leo-burnett" source="Orion">Leo Burnett</keyword> Worldwide. Over two eventful decades he created an organization that was both formidable and flexible. In doing this, he turned a safe and conservative agency into a creative power center. Soon, the agency’s work on Thums Up, Bajaj, Heinz, P&amp;G and many others saw it taking on the big guns in creative pitches as well as award shows, becoming one of India’s early winners at Cannes. Arvind has also been responsible for several incredible talents that have blossomed under his watch. Making the announcement, <keyword id="937472" type="General" weightage="20" keywordseo="anupriya-acharya" source="Orion">Anupriya Acharya</keyword>, President, AAAI, said, “Arvind Sharma has been a true pioneer. Apart from singlehandedly making Leo Burnett a top agency and a force to reckon with he has also groomed some of the finest talents in our industry. But more than that he has made a tremendous contribution to our industry across both the art and science of advertising. He is truly deserving of this honour.” Chairman of the AAAI Lifetime Achievement Award Selection Committee, Ashish Bhasin said, “Arvind is a deserving winner of this prestigious honor. Not only has he been a successful advertising professional, he has also contributed significantly to the industry in various capacities, including as President of AAAI and a key driver in launching Goafest. I am pleased to say that the entire committee was unanimous in conferring this award upon Arvind.” The AAAI Lifetime Achievement Award is presented annually to an individual who has been a practitioner of advertising for twenty-five years and had been in the top management position; has been or continues to be an active participant in industry bodies and or made significant contributions in shaping the industry priorities which enabled the advertising industry to grow, prosper and become more professionalized; individual known for his integrity, ethical practice and leadership qualities; contributed to his Company/Companies growth by innovative thinking and taking them in newer directions; involved in projects of social consequence which is seen as a role model for the industry at large and had been an industry veteran. Some of the past winners of this award include <keyword id="2890590" type="General" weightage="20" keywordseo="subhas-ghosal" source="Orion">Subhas Ghosal</keyword>, <keyword id="2095" type="General" weightage="20" keywordseo="alyque-padamsee" source="Orion">Alyque Padamsee</keyword>, Mike Khanna, <keyword id="5579220" type="General" weightage="20" keywordseo="r-k-swamy" source="Orion">R K Swamy</keyword>, Piyush Pandey, <keyword id="32716" type="General" weightage="20" keywordseo="sam-balsara" source="Orion">Sam Balsara</keyword>, Prem Mehta, <keyword id="3112513" type="General" weightage="20" keywordseo="roda-mehta" source="Orion">Roda Mehta</keyword>, Ram Sehgal, Madhukar Kamath and others. The full list is given in Annexure-I for reference. The Advertising Agencies Association of India (AAAI) is the national organisation of advertising agencies, formed in 1945, to promote their industry interests so that they continue to make an essential and ever-increasing contribution to the nation. The AAAI today is truly representative, with a very large number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country.

Arvind Sharma to be conferred with AAAI Lifetime Achievement Award 2021

<ul><li> <keyword id="165503" type="COMPANY" weightage="20" keywordseo="Madison-Media">Madison Media</keyword>’s ‘Marketing just went Viral’ talks about the potential impact of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword> on <keyword id="2263" type="PERSON" weightage="20" keywordseo="Advertising-and-marketing">advertising and marketing</keyword>.</li><li>The report states that if the GDP growth falls till 2%, the overall AdEx could shrink by 0-5%.</li><li>The report also gives some advice to marketers about how to navigate the Covid-19 outbreak.</li></ul>In a report titled ‘Marketing just went Viral’, Madison Media has said that while it is still premature to revise AdEx estimates, if the GDP growth falls till 2%, the overall AdEx could shrink by 0-5%. Compiled by <keyword id="89313" type="PERSON" weightage="20" keywordseo="Vikram-Sakhuja">Vikram Sakhuja</keyword>, Partner and Group CEO Madison Media &amp; OOH, the report talks about the possible impact of the COVID-19 outbreak on the world of advertising. It also has some advices for marketers around how to navigate the uncertain times. The economic impact of the virus S&amp;P had lowered India's 2020 growth forecast from 5.7% to 5.2%. This was before the Covid-19. Ruchir Sharma, a renowned economist pegged the economic impact of Covid-19 as worse than the 2008 financial meltdown and similar to 'The Great Depression of 1930'. He expects World Economy to shrink by 1% and China after a contracted Q1 to grow at 2%. He feels India would be lucky to grow at 2%. Sakhuja in the report said that they have observed broadly that consumption de-growth rate is much higher than GDP de-growth rate. If so, a 3% drop in GDP (from 5% to 2%) could imply a very dramatic drop in consumption! This is affected by a combination of supply chain issues, less cash in hand and overall negative sentiment. This could lead to some significant reductions in sales, which will be sectoral. Categories which will bear the direct brunt are the ones involving social contact. Thus Airlines, Railways, Tourism, Restaurants, Retail, Auto and Live Sport &amp; Entertainment will become casualties. FMCG grew 1% during January 2020, down from 2.4% in the previous year. Urban growth at 0.2%, dragged down the entire segment even as hinterland consumption remained the same at 1.8% (Source: Kantar Worldpanel). “We don't expect Covid-19 to have an incremental adverse effect on FMCG. Here, supply chain issues rather than consumer headwinds are the factor to watch out for,” stated the report. Financial markets are worried that retail loans will have higher defaults. Most financial Institutions could go slow on disbursement of retail loans. This is expected to have negative impact on sales of durables and mobile phones - categories that were fuelled by easy availability of 'Zero Interest EMI’s!’ Real estate and jewellery too would be impacted by sentiment with consumers postponing high value purchases. This assumes that the Covid-19 situation can be brought under control within 4-6 weeks. Consumer behaviour during virus in terms of Media, Purchase and Sentiment TV ratings will go up as people are staying home. The BARC report for the period March 8-14 captured two and a half days of the virus taking hold. The first of the WFH started from Monday, March 16 2020. Even before people were forced to be at home, HSM TV viewership had gone up 4% v/s the earlier week in HSM, and 8% for TN, AP. Within HSM, across TGs, clear increases in viewership in Hindi News, Hindi Movies, Kids, Hindi GEC 2 &amp; English Niche. There was some drop in viewership in Hindi mainline GEC &amp; Sports (expectedly). No significant change in FTA viewership. As the lockdown continues, there’s expected to be a significant increase in TV viewership. However there is a ban on fresh serial production, GEC channels will run out of fresh programming and have started reruns. This may depress high viewership and may cancel some gains of more viewers watching more TV. It will be 3 weeks before we see BARC impact of re-runs. Most channels will be willing to protect CPRPs in case Ratings fall in this period. Digital viewing will also go up. In the week of March 9-15 v/s March 2-8 top 40 online news sites recorded a 23% growth v/s March 2-8 and 31% growth v/s January 6-12. OTT and YouTube will also increase. With increased supply on biddable platforms CPMs will come down. OOH and cinema will fall. Apart from reduced footfalls there are also some cities like Mumbai which came out with a ruling to display only <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> sites that will contract supply. Most events have been cancelled which will have a devastating impact on this sector. Over and above, the visible impact of IPL, another Rs 3,000 crore worth of events are facing cancellation. E-commerce will go up, especially for daily essentials. People may avoid shopping for stuff touched by hand. During this period, consumers can be expected to be less distracted and more mindful of messages and more open to promotions. They will buy what they need rather than desire, and given the uncertainty, will have a tendency to hold on to their money. Talking about payments to media, the report said that Madison has proactively sensitized IBF and INS on delays in payments on 60th day in March. While Media will be understanding, delays needs to be the exception, with good reason provided. Impact on AdEx In its report that it had released in February, Madison had predicted that AdEx in 2020 could increase from 67600 to 74650 (+10.4%) - with a 5% growth in traditional and 28% growth in Digital. However, this was before the Covid-19 outbreak and the media agency said there is a need to review it now. Speaking about the impact of the current situation on AdEx, the report said, “In a state of steady GDP growth (6-8%), AdEx grows about double GDP. When GDP falls, the AdEx falls much more than GDP fall in the next year. Conversely when GDP growth picks up, AdEx growth picks up even more. When we had projected a 10.4% AdEx growth in PMAR 2020, we had assumed a GDP growth of 4-5% till September and 7% beyond that. It is reasonably certain that GDP growth will be lower. If the GDP growth does fall till 2%, we may see an overall shrinking of AdEx by 0-5%.” How sector-wise AdEx will shape up <div type="image" title="Sector wise" msid="74886498" hostid="261"></div>
 Advice for advertisers <ul><li>Invest in staying close to the consumer. Employ listening tools to capture category and brand sentiment.</li><li> The silver lining of this pandemic is that consumers are open to advertising. If you have messages that are relevant for consumers, you should air them. Do not be opportunistic, building trust is more important than short term sales.</li><li> We should aim to get audience assurances on TV deals, and with increased Online Supply of Biddable inventory, CPMs will be low. From an efficiency standpoint it's a good time to advertise.</li><li> Good time for moment marketing. Contextual placement and intelligent re-targeting can work.</li><li> If P&amp;L pressures are forcing a cut in budget, then make active trade-offs rather than merely scaling down plans pro-rata.</li><li> Invest in promoting sales on e-commerce.</li><li> Marketing messaging needs to be authentic, topical, one that builds trust and reassures. In the times of Covid, marketing needs to be controlled and not viral.</li></ul>

If GDP growth falls till 2%, overall AdEx could shrink by 0-5%: Madison Media

The value of the title sponsorship could fall by 30% if <keyword id="54572" type="CITY" weightage="100" keywordseo="PepsiCo">PepsiCo</keyword> terminates its contract ahead of schedule as the <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword> title sponsor raised concerns over the controversies and ethical issues that clad the name of the tournament now, experts say. A joint statement issued by the Board of Control for Cricket in India (<keyword id="6354756" type="CITY" weightage="100" keywordseo="BCCI">BCCI</keyword>) and PepsiCo said the two were in discussions to work out a solution. 

	"Both parties will share it when ready," it said. IPL has been in the centre of a major spot-fixing controversy and two franchisees have been suspended from the tournament after a Supreme Court-appointed panel found their owners to be guilty of malpractices. 
 

	"We are very clear that we do not want to be associated with a controversyridden sport. However, as of now there is no decision to terminate the contract with IPL two years ahead of term. Discussions with BCCI are still on," a senior official at PepsiCo told ET. The company had paid Pepsi Rs 396.80 crore to bag the title sponsorship in 2013 for a fiveyear period which ends in 2017. 
 The official said PepsiCo was satisfied with the mileage it had derived from its association with the Twenty-20 tournament but Global Chairman <keyword id="6421975" type="PERSON" weightage="100" keywordseo="Indra-Nooyi">Indra Nooyi</keyword> has made it clear that the company will only associate with ethical and clean sporting properties. PepsiCo had earlier terminated its contract with ace golfer Tiger Woods following an infamous sex scandal. 

	The cola maker can scrap its sponsorship if circumstances sullied the sporting event's reputation or the brand image of the sponsor because of its IPL association. However, this needs to be proved by the sponsor. Otherwise, the cricket board has the option of dragging the company to court. 
 

	In its statement, BCCI said it has assured PepsiCo that steps would be taken to address the concerns and it will work towards necessary solutions in the interests of the league as well as the company. Media planners and experts say that if a solution is not found and PepsiCo does indeed exit ahead of its term, it could push down pricing of IPL title sponsorship by as much as 30%. 
 

	"Prices of the IPL title sponsorship will go down by 25-30% (that) is my estimate. That's because of two reasons. The new sponsor will have to wipe out the very strong association PepsiCo had with IPL for three years. Besides, the new title sponsor will have only two years to leverage IPL," said Sam Balsara, chairman at media buying group Madison. 
 Ecommerce companies such as Paytm and <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword> could look at picking up the title sponsorship if Pepsi ends its deal. Shankar Nath, senior vice-president at Paytm, which is already the title sponsor for all international cricket matches to be played in India till 2019, said the company would evaluate the opportunity once there was more clarity after BCCI's meeting on October 18. "IPL is a good, stable property," he said. A top Snapdeal official, who did not wish to be named, said the company may consider the sponsorship option as IPL was still an interesting asset. 

	Ashish Bhasin, chairman &amp; CEO, South Asia, at Dentsu Aegis Network, said it won't be difficult to find sponsors. "It's more about the pricing. Going forward pricing of title sponsorship and also of other sponsorship and TV spots will depend on how the controversy around IPL is managed. The impact will get magnified if the controversy doesn't end quickly," he said. But Shailendra Singh, joint managing director at entertainment and sports marketing firm Percept, said no one in BCCI had made any effort to rebuild the IPL brand and no company would want to risk its image by getting involved with the tournament. 
 Companies willing to take an exposure to IPL could be the new ecommerce players looking for a quick hit to establish themselves, and the fact that it would possibly be for a shorter duration of only two years would help. IPL was hit by the spot-fixing and betting scandal in 2013, the first year of Pepsi's association with the tournament. At that time, Delhi Police had arrested three players — <keyword id="13418" type="PERSON" weightage="100" keywordseo="S-Sreesanth">S Sreesanth</keyword>, Ashok Chandila and <keyword id="219674" type="PERSON" weightage="100" keywordseo="Ankeet-Chavan">Ankeet Chavan</keyword> — on charges of alleged spot fixing. Later, Gurunath Meiyappan, the son-in-law of then BCCI president N Srinivasan, was also arrested along with Bollywood actor Vindu Dara Singh for their alleged involvement in betting. 
	 
	(Image credits: Indiatimes)

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Adex is expected to grow by 20% in 2022 and reach Rs 90,000 crore: Madison report

BI India Partner

AdEx zooms 37% despite Covid II: Madison report

BI India Partner

Goafest to be held in physical form between April 7-9

BI India Partner

Madison Media acquires Kolkata-based Digital Agency, Crow’s Nest

BI India Partner

Arvind Sharma to be conferred with AAAI Lifetime Achievement Award 2021

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If GDP growth falls till 2%, overall AdEx could shrink by 0-5%: Madison Media

BI India Partner

Why IPL this year will be a huge failure?

BI India Bureau

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