The companies are focusing more on innovative ways of association with IPL

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Why are the companies focusing more on innovative ways of association with IPL as compared to plain sponsorship deals on-air and on ground? Well, there’s a two-fold reason behind this – the first being that the marketers had enough time to plan beforehand, unlike in the first season.

Secondly there is a lot of pressure on marketers to ensure that they put in their money in the right property, and more importantly in the right manner to reap the maximum possible benefits. Rakesh Singh, CMO, Chennai Superkings explains, “Due to slowdown pressures, the marketers are looking for sales-driven branding associations, as this will help them in tough economic situations.” Undoubtedly, the brands have realised the potential in sales-driven marketing, and hence they are looking at deals which can partly result in actual sales, apart from the obvious benefit of giving high visibility to the brands.

Even TV channels are looking at cashing in on the IPL popularity creatively. Star Vijay has tied up with CSK and launched two TV shows: CSK Junior and CSK cheerleaders. NDTV Imagine will be launching a reality show ‘Knights and Angels’ to select cheerleaders for SRK’s Knight Riders in the hope of getting some eyeballs hooked on to the channel. The teams are finding such associations quite beneficial. As CSK’s Singh points out, “We are getting tremendous visibility because of such shows and will also get paid for it; it makes perfect sense for us.” In fact CSK has decided not to launch any TVCs to promote the team this season and is looking to market the team through more such innovative associations. And it’s not just CSK; most of the teams are in talks for such deals. But these haven’t been finalised yet. Vidur Naik, Marketing Manager, Delhi Daredevils told this magazine, “Coke will create a lot of awareness on our behalf in their communication strategy around the second season.” And as Coke has recently picked Gautam Gambhir, an opener for DD, it clearly indicates that he will also be used for creating awareness about the Daredevils.

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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