Having said that, companies are also significantly subdued in their marketing push with IPL this time, especially when the so-called ‘Slowdown Blues’ are riding the sentiments in the economy. “The response towards IPL this season is much lower than last year. This is a natural transition, as there was a lot of hype around the first season of any event, which tones down by the second season; the economic slowdown has made the situation even worse,” feels Anita Nayyar, CEO, Havas Media. It’s not that the brands are no more interested in IPL season 2; viewership figures (TRPs as high as 10) for last year’s IPL are tempting enough for marketers to take a closer look at, even this season of IPL. But clearly, brand investments are becoming difficult. Although the difference may not be huge, marketers are certainly more cautious this time. Shubhoshekhar Bhattacharjee, CEO, Planman Motion Pictures, comments, “One has to realise that the economic downturn does not mean that this cricket crazy nation will stop watching cricket, especially IPL, which in turn provides an opportunity for good brand visibility.” Utkarsh Singh, Head - BD, Rajasthan Royals opines, “There are surely lesser number of brands investing in IPL this time as compared to the last season. But the level of engagement of those investing is much deeper.”
However, unlike the last season, marketers have become very choosy in their approach and very cautious about the teams they are associating with because they want to make the most out of their dear money. While many teams have already bagged a handful of licensing and co-branded deals and other innovative brand associations, many teams are struggling to get to open their innings on this front. For instance Mumbai Indians are yet to finalise one as Tushar Pania, Media Manager, Mumbai Manager confessed to 4Ps B&M “We haven’t finalised any deals, so far. We are in middle of talks with marketers and advertisers. ”
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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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