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<ul><li>As the industry copes with the after-effects of the lockdown, which had paralyzed the logistics and production involved in making ad films, communication around IPL has not been very impressive this year. </li><li>A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. </li><li>We speak to experts to find out the reason behind the dip in quality advertising this year and how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL. </li></ul>Indian Premier League (IPL) has almost become a festival of its own that gives brands an opportunity to reach out to a huge number of people who are glued to their television sets for close to two months every year. Dream11 IPL 2020’s opening match itself was watched by 200 million people, which indicates why IPL is the biggest marketing opportunity for brands this year to bounce back. IPL also brings along an array of wonderful ads every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely-engaging event. However, the on-going pandemic has brought in a lot of challenges for agencies. They are producing ads with minimum money, trying to operate within the government guidelines of production and selling it for really expensive slots. They are also expected to create an ad that stands out in a sea full of celebrity-endorsing cliches. And after seeing a lean first-half this year, all kinds of brands are trying to cash in on IPL’s fervor. With this increased pressure and responsibility, agencies are working extra hours to meet clients’ expectations. To top that, an air of despondency is still looming around because of the fear of the unknown, blues of working in isolation, pressure to overperform in a dismal atmosphere, salary cuts, work overload and time-crunch. Ergo, COVID-19 has had a clear impact on the country's creative minds as well, possibly leading to unimpressive production this year. A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. A few experts did appreciate Dream11 and Khatabook for their IPL ads but largely, they were disappointed with the plunge in quality ads. <div type="twitter" handle="anubhavsinha" handlename="Anubhav Sinha" image="http://pbs.twimg.com/profile_images/1297501233310138368/6ehw_DUO_normal.jpg" favoritecount="2869" retweetcount="141" status="Who has Directed the Dream11 commercials? Very nice and all the cricketers are acting so well. @agracadabra" createdat="1600876574000" id="1308797330389229568"></div> Roshan Abbas, MD and Founder, Geometry Encompass took to Twitter and said, “The drought in quality advertising during IPL is mind boggling. Show me one good ad, please one good ad.” <div type="twitter" handle="roshanabbas" handlename="Roshan Abbas" image="http://pbs.twimg.com/profile_images/1296454010052808704/zIDYh7wP_normal.jpg" favoritecount="118" retweetcount="9" status="The drought in quality advertising during IPL is mind boggling. Show me one ad, pls one good ad! @AnantRangaswami" createdat="1600839200000" id="1308640574233223168"></div> On lack of quality, Satbir Singh, Founder and CCO of Thinkstr, commented, “Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities. And, looking at the ads, a couple of crores in creative fees.” <div type="twitter" handle="thesatbir" handlename="Satbir Singh" image="http://pbs.twimg.com/profile_images/1263439382133927941/1jXTTKoe_normal.jpg" favoritecount="506" retweetcount="68" status="Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities.… https://t.co/nKQbSM3jz9" createdat="1600616932000" id="1307708312478121984"></div> <div type="twitter" handle="dabas_jeetu" handlename="Jitender Dabas" image="http://pbs.twimg.com/profile_images/1137186055126278145/nFmzhBxz_normal.jpg" favoritecount="19" retweetcount="2" status="Buy the most expensive raw ingredients in large quantities, spend more money on fancy ingredients &amp; spices ... the… https://t.co/1qPtZMGY8Y" createdat="1600664254000" id="1307906794367246336"></div> <div type="twitter" handle="abidmg" handlename="Abid. M" image="http://pbs.twimg.com/profile_images/1275706817524510721/zTzvK04N_normal.jpg" favoritecount="2" retweetcount="2" status="No wonder ads are looking lousy these days. Increase creative budgets. Make better ads. https://t.co/PUDONAwtWE" createdat="1600659487000" id="1307886799818170369"></div> <div type="twitter" handle="SlyandSulk" handlename="What's in a name?" image="http://pbs.twimg.com/profile_images/1261406875750330368/LSIs7HNY_normal.jpg" favoritecount="3" retweetcount="2" status="Advertising industry leadership is equally at fault. &quot;20 lakh me campaign kar denge saar&quot;&quot;20 lakh me campaign ka… https://t.co/j4iPPLkWM7" createdat="1600664558000" id="1307908069876137984"></div> Lloyd Mathias, Business Strategist and former HP, Asia Marketing Head found this year’s IPL to be quite disappointing. He said, “I guess in their keenness to use cricket and cricket stars the brand proposition has got lost. There are a few exceptions though. My personal favourite is the Swiggy spots – esp. the middle aged men getting together to watch IPL. Harsha Bhogle’s commentary at a key moment lends a great touch. IPL sponsor Dream 11’s ads using the superstars in classic gully street cricket situations with the line ‘yeh apna game hain’ is funny, endearing and tells consumers everyone is an equal when it comes to Dream 11.” On whether lockdown has impacted industry’s creativity, Mathias said, “Not really. I think many advertisers think that a spot in the IPL must be anchored in cricket – and sometimes the best spots have little to do with the sport. Vodafone’s zoozoos are a great case in point.” On the other hand, Ambi Parameswaran, Founder, Brand-Building helped us look at the brighter side and appreciated brands who have trusted in advertising despite seeing gloomy days. Parameswaran said, “There is a lot of debate on the fall of creative quality of ads in this year’s IPL. But this is a false argument. The country faced a severe lockdown and even now the movie halls are yet to open. Film shootings are happening in stages. So it is futile to say that why are the ads not their sparkling best. Instead we should applaud the brands that have boldly decided to advertise. These brands are demonstrating their faith in advertising and its effectiveness. Yes, there is a surfeit of tech-enabled brands and that is to be expected. But there are also so many auto brands, consumer product brands, consumer service brands, etc., that have decided to bet on IPL. Each and every one of those brands needs to be praised and not criticised for their relative tame creative quality. Research has shown, over a broad range of products, the creative quality may account for just about 7 - 11 % of ad effectiveness. The balance rests with media weight and the core messaging. So let us put our hands together for those brave brands who have decided to stimulate the market, nudge the consumer out of their inertia, to start spending.” Earlier while conceptualising TV ads, production challenges were given scant thought while approving scripts. However today, the starting point of conceptualising creatives would be around the associated production constraints, which Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said is one of the reasons why IPL ads are impacted this year. Mitra said, “All these constraints and challenges are visible in the ads being played during IPL 2020. However, these challenging times are also the litmus test of the true creative potential of the creative teams. Due to cuts in marketing budgets, ads have probably been made on much lower budgets. Further given the safety protocols to be followed these days you can see that most brand ads are either old ones or shot with solo models, or using animation. Viewers would also be seeing ads with those filters in mind and therefore be tempering their expectations of the entertainment value of the ads. Still, IPL 2020 could have been the ideal opportunity for brands and agencies to showcase some real creative talent, and to show that creativity and the power of idea can rise above the constraints of low budgets or execution constraints. To that extent, the display of creative thinking has been rather disappointing. For me, the Dream 11 ads are the only ones that stand out for making a serious attempt at creating a series of engaging ads.” Albeit, Kuber Chopra, Founder, Creative &amp; Strategy Director, Rasta, said that lack of creativity is not due to lockdown constraints. Chopra said, “I don't think one should attribute this lack of creativity to the lockdown because all good creatives enjoy good constraints. I am personally just really surprised that no one has done anything contextual which is focussed on the consumers who’ve been dealing with the pandemic. For instance the ad by Paytm featuring Sachin Tendulkar is quite campy where the service is also lost. I really like Dream11’s focus on the active fan. It is also good to see how the cricket demigods have been humanised and are happy to be part of the sobering script. In my opinion, ads need to have some cultural connect with viewers and much of this is missing as is evident even in the ad for Apple 11.” “It’s surprising how brands haven't taken a chance with either new stories or fresh treatment. Decision-makers and creative heads have chosen to be safe,” added Chopra. IPL is considered India’s Super Bowl, not only because it’s the biggest sporting event but also because over the years, it has come to become the benchmark for creativity in advertisements. Shashwat Das, Founder, Almond Branding, said, “Whether it was the iconic Zoozoos or Jio dhan dhanadan, Amazon’s Chonkpur Cheetahs or IPL’s own Jumping Japang campaign, we always looked up to what’s new and path-breaking each season. The expectations have only grown over the years. However, this season, apart from the funny series of Dream11 ads nothing else have yet got people talking. With more digital viewers of IPL this year than ever before, the engagement and online conversations that a brand can pull is the biggest success parameter. Sadly I still remember the DLF Maxima from the initial days of IPL more than any brand campaign this season. I am hoping as the game progresses, brands will rise to the occasion and surprise us.” On how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL, Sameer Makani, Co-Founder and Managing Director Makani Creatives said, “The industry is still coping up with the after-effects of the lockdown which had led to paralyzing the logistics and production involved in making ad films. Although progress in digital advertising is visible, the attention span of the audience is significantly reduced. Today, it’s about opting for a more concentrated approach and creating content that resonates with the audience instead of conventional carpet bombing. For instance – video content has become an excellent medium to touch, feel and engage with the audience in this new normal. It has helped several brands in channelizing the content in a manner that helps in leverage relationship with customers. The quality of ads depends on how well the advertiser is capable of sending the message and how well the audience perceives the message. This is an opportunity for brands to understand and conceptualize ads as per needs.” The story is not over yet Mathias anticipates that things will change as we get deeper into the league. He said, “I would expect a few brands may release fresh creatives as the tournament progresses. Given that viewership of the IPL has been phenomenal in the first phase and the tournament will build up to the festive season – there should be better advertising on the anvil.” Chopra is hoping to see smaller brands shine on Disney+ Hotstar. “I’m rooting for the iconic equivalent of 'Flipkart Kids' from the ed-tech folks who’ve heavily invested in the IPL. It’s really their moment to own. As a footnote, I’d keep an eye on Disney+ Hotstar -- where smaller advertisers can express themselves efficiently with lower media spends,” said he.

Has working remotely led to a dearth of good IPL ads this year?

<ul><li><keyword id="176019" type="ORGANIZATION" weightage="20" keywordseo="VI">Vi</keyword> recently announced it has become the co-presenting sponsor of <keyword id="9553440" type="UNKNOWN" weightage="20" keywordseo="dream11-ipl">Dream11 IPL</keyword> 2020. </li><li>We talk to <keyword id="1278211" type="PERSON" weightage="20" keywordseo="Kavita-Nair">Kavita Nair</keyword>, Chief Digital Transformation &amp; Brand Officer, <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> <keyword id="41511" type="CITY" weightage="20" keywordseo="idea">Idea</keyword> Limited who tells us all that the brand has planned for the tournament slated to start tomorrow.</li></ul> <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) is one of the biggest sporting events in the country as we have witnessed over the past few years. This year, despite several roadblocks, the tournament is starting tomorrow and its expected to witness its highest-ever viewership. IPL therefore becomes the perfect platform for any brand that is trying to reach out to an engaged audience and trying to catch eyeballs and raise awareness about itself. And that is exactly what Vodafone Idea’s newly launched entity Vi has in mind. The rebranding of these two iconic brands was announced last week. To make people aware of this change, Vi has also launched a new campaign. The brand now has plans to use IPL to let people know about this transformation. Both Vodafone and Idea in the past have been closely associated with IPL and we wanted to understand how different things will be this year. And here is what Kavita Nair, Chief Digital Transformation &amp; Brand Officer, Vodafone Idea Limited had to tell us: Excerpts: Q) While both Vodafone and Idea have been associated with IPL in the past, this year will be different, both in terms of the game’s format and the fact that you have just launched Vi. What do your marketing plans look like? Vi, the young, dynamic and vibrant brand will leverage its association with the most popular sporting event IPL, in its 2020 edition, to enhance awareness, build relevance and engage with the audience. Q) The format is different this year. So how do you think things will be different for you as a sponsor? As a company we have had a very long association with IPL. Vodafone has been associated with IPL since the beginning of the sporting event in 2008. The partnership helped it build high brand recall and affinity with television viewers and cricket lovers in India with its unique campaigns involving the lovable <keyword id="124597" type="COMPANY" weightage="20" keywordseo="Zoozoos">ZooZoos</keyword>. Brand Idea has also actively participated in the previous editions of the tournament as sponsor of many teams and created memorable brand activation campaigns. Though <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> is going to be in a different avatar, it still resonates with the cricket fans. Every sporting fan wants to watch his/her favourite players live, have personal experiences. As a long term partner we see IPL 2020 as an opportunity to redefine sports engagement for the Indian audiences. Continuing the legacy, Vi will aim to create renewed memories and associations for the sport enthusiasts as they follow the excitement on the screens. Q) As a sponsor, what are your expectations from IPL 2020? Cricket is a religion in India, and Dream11 IPL as a property offers broader engagement with audience than just as a sport, over a two months’ window. I am delighted that now, with the launch of Vi, we are carrying this legacy forward. Our association with Dream11 IPL 2020 will provide Vi, instant connect with millions of viewers, and I am confident that this will not only help build awareness of Vi but also help in building relevance and customer confidence. I am sure Indians will be delighted to see us back on Dream11 IPL, albeit in a new avatar. Q) How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Vi is designed to help consumers move ahead in life for a better today, and a brighter tomorrow. Digital is now pervasive, through all aspects of the customer journey - from acquisition to on- boarding and customer care. Considering the evolving consumer journey Vi is committed to provide unique digital experiences during the upcoming IPL season. Our communications is targeted towards the primary screens that consumers engage with – TV and Digital. Q) You have recently unveiled a new identity. How will you use IPL as a platform to reinforce your rebranding and to make your presence felt? Vi is a future-ready brand, build to dynamically serve a digital society to progress in life. The upcoming IPL season has given a reason for Indians to cheer and come together. Leveraging GIGAnet from Vi, a super-charged network, we intend to pamper our customers with some digital experiences to cherish with their family and friends. Q) Zoozoos have been a very important part of IPL advertising in the past. How challenging will it be to match up to that level of love and the engagement that it saw in the past? Zoozoos have been integral to our IPL campaigns and much loved icons in India. They have helped us communicate the brand’s message in an engaging and charming manner. We believe IPL 2020 gives us an opportunity to leverage Vi’s dynamic edge and digital first approach to closely engage with our customers. IPL 2020 is a great platform to renew conventional methods in a contemporary, flexible manner.

IPL 2020: Vi will go all out during the new season to build awareness about its new brand proposition

The pug that had become the face of <keyword id="15492" type="CITY" weightage="100" keywordseo="Vodafone">Vodafone</keyword> would be back as the mascot in the telecom company’s new brand campaign before the Indian Premier League cricket tournament this year. The company is considering SuperNet it as its first 360 degree campaign, the objective of which is to highlight the <a href="http://www.businessinsider.in/Vodafone-Launches-High-speed-3G-Wi-Fi-Dongle-At-Rs-2399/articleshow/41684104.cms">3G and 4G improvements</a> that have been put into place by the Britain-headquartered company. 
 
"We are bringing back our favourite icon Pug which symbolises Vodafone's network expanse and quality to reinforce the brand promise of staying always connected. This campaign is one of our 'gold campaigns' and will have a good 360 mix of communication across mediums," a Vodafone India spokesman said. 
 
The campaign has come at the time of company's yearly practice of launching a campaign, earmarking about a fifth of its advertising <a href="http://www.businessinsider.in/Vodafone-India-Revenues-Are-Up-By-13-5/articleshow/25650838.cms">budget </a>along with being the title sponsor for the <a href="http://www.businessinsider.in/Sponsorship-slots-and-spot-rates-take-a-leap-for-the-upcoming-season-of-IPL/articleshow/50820713.cms">cricket tournament IPL</a>. 
 Talking of the canine mascot, it had originally featured in Vodafone advertisements as the follower of its young master everywhere he went. The pug was later replaced by balloon-bodied ZooZoos. A person aware of the developments also told ET that there are chances of the Zoozoos and the pug coming together for this <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword>. 
 
<a href="http://binscorner.com/mails/w/what-the-vodafone-pug-really-says-in-kan/part-008.jpeg">Image source</a>

Vodafone pug to be back before IPL

<a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone India</a> will continue its partnership with the <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">Indian Premier League</a> (IPL) for the 9th consecutive year as the Official Partner and official sponsor (on-air) of <a href="http://www.businessinsider.in/searchresult.cms?query=Vivo+IPL+2016&amp;sortorder=effectivedate">Vivo IPL 2016</a>. 
 
Believe it or not, <a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone</a> is the only national brand to be associated with <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> since its inception way back in 2008. 
 
Sandeep Kataria, Director - Commercial, <a href="http://www.businessinsider.in/searchresult.cms?query=Vodafone+India&amp;sortorder=effectivedate">Vodafone India</a> said, “Our partnership with <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> has helped Vodafone connect with cross segments of Television viewers and cricket lovers in India. Infact, the unique format of this tournament led to the birth of one of our favourites and most loved iconic mascot – the <a href="http://www.businessinsider.in/searchresult.cms?query=Zoozoo&amp;sortorder=effectivedate">Zoozoo</a>s”. 
 
Rajiv Shukla, Chairman, <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a>, said, “We are delighted with the long and enriching affiliation with Vodafone as co-presenting sponsor since inception in 2008. We look forward to another successful year of association.” 
 
The telecom company will soon announce its annual 360 degree marketing campaign for Vivo <a href="http://www.businessinsider.in/searchresult.cms?query=Indian+Premier+League&amp;sortorder=effectivedate">IPL</a> 2016, beginning with the inaugural match to be played on 9th April, 2016. 
 
<a href="http://i39.tinypic.com/59x5kl.jpg">Image Source</a>

Vodafone to sponsor IPL for the 9th
consecutive year

<ul><li>Every year, brands earmark spends to make the most of the <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> which has become one of the most important sporting leagues in the country.</li><li>This year, despite problems like the postponement of the season and the change in the title sponsorship, broadcaster Star Sports has already sold 75% of its inventory.</li><li>Considering the festivities around the league and the popularity it enjoys, there is an <keyword id="9901547" type="UNKNOWN" weightage="20" keywordseo="advertising-blitzkrieg">advertising blitzkrieg</keyword> and every year we get a few memorable ads.</li><li>We try to put together a list of a few of the most memorable ads that have come out over the years.</li></ul> Ever since its launch in 2008, the Indian Premier League (<keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword>) has almost become a celebration, of our country’s love for cricket. Such has become the fervor around the sporting league that it is looked at as one of the biggest marketing opportunities for brands. Over the years, the league has become a crucial event which sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. Last year, IPL had helped broadcaster <keyword id="17943" type="COMPANY" weightage="20" keywordseo="star-india">Star India</keyword> to earn around Rs 2000 crore in advertising revenue. Therefore, when the league got postponed due to the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> pandemic this year, not only the audience, but the brands mourned too. Meanwhile, political tensions in the country also led to the dropping out of Vivo. However, with the league finally happening, things are slowly warming up. Many brands have already come on board as sponsors and the league has definitely not lost its sheen even in a year that has been very difficult. This year is expected to bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league. So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt. Here are our top picks: <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> Zoozoos <div type="Youtube" id="Cr9hV81sC5M" title="Vodafone Zoozoos IPL 2013 - Vodafone &quot;Zumi Zumi&quot; (Zoozoo Celebration) - Karaoke Version" thumbUrl="https://i.ytimg.com/vi/Cr9hV81sC5M/mqdefault.jpg"></div> Star Sports’ Kanna Keep Calm <div type="Youtube" id="TrI2UXW9icA" title="Pepsi IPL 2014 - starsports.com - Kanna, KEEP CALM Music Video" thumbUrl="https://i.ytimg.com/vi/TrI2UXW9icA/mqdefault.jpg"></div> Kingfisher IPL Beatbox <div type="Youtube" id="OsM-G3A6XR0" title="Kingfisher IPL Beatbox : Oo La La La Le O - Directed by Senthil Kumar" thumbUrl="https://i.ytimg.com/vi/OsM-G3A6XR0/mqdefault.jpg"></div> <keyword id="44672" type="CITY" weightage="20" keywordseo="Pepsi">Pepsi</keyword> – Crash the Pepsi IPL <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> <keyword id="6354504" type="DEFINITION" weightage="20" keywordseo="reliance-jio">Reliance Jio</keyword> <div type="Youtube" id="77xaEK2Elz4" title="Jio Dhan Dhana Dhan - bringing people together through cricket" thumbUrl="https://i.ytimg.com/vi/77xaEK2Elz4/mqdefault.jpg"></div> Swiggy <div type="Youtube" id="-__hUQWh8WY" title="Our favorite uncle is back. And yet again, Swiggy comes to his rescue! Swiggy. What a delivery!" thumbUrl="https://i.ytimg.com/vi/-__hUQWh8WY/mqdefault.jpg"></div> <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> <div type="Youtube" id="akH-5adtYoA" title="Introducing Chonkpur Cheetahs!" thumbUrl="https://i.ytimg.com/vi/akH-5adtYoA/mqdefault.jpg"></div>

Throwback to some memorable IPL ads created over the years

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

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

<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>

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Has working remotely led to a dearth of good IPL ads this year?

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Throwback to some memorable IPL ads created over the years

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

BI India Partner

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

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