Comments on: Will IPL become the Super Bowl of Indian advertising?

By: IPL sponsorship: which brands benefited the most? | MRF Blimp, Maxx, Karbonn — Bhatnaturally

Sun, 18 Apr 2010 16:52:47 +0000

[...] most of the ads on air are of short duration. IPL is clearly the premier sporting event on TV, quite like the Super Bowl. The ads have largely been shorter edits of theme commercials with some like Axe and Idea’s [...]

By: harshal

harshal — Fri, 02 Apr 2010 13:35:52 +0000

Bit uncertain if the sports marketing boffins attempt is to make it the "World Series" Super Bowl or the Premiership. If you consider the sports appeal, but may be a different story from the media (rates) perspective.

Which brings me to another point, in all the brou ha ha and indeed, "crowdsourced" commentary on the quality of IPL advertising, how come no media boffin has commented on the advertising? Or what could have been done to integrate ideas better (say, for instance, like the Axe 10 seconders). Pretty glaring example of the divide in Indian advertising.

Perhaps another way of looking at the creative work, is to think that the only real way to judge IPL commercials, is that they should not cause any damage to the brands (being advertised). Or, erode the past equity of the brand.

By this logic, a new brand would be ill advised to depend only on the IPL to give them a boost, and hopefully, someday resort to a more holistic strategy.

As an aside, am frankly more concerned that team franchisees are already comparing themselves to the brand successes of say, Manchester United. May be a minor point worth noting, but clubs/brands of that stature have been around for more than a 100 years. With a limited track record of success, I may add.

The problem may stem from a overt western (north american) worldview on advertising. Try to be as brash as possible, without trying to understand nuance and above all, sell by all means. Which is all very well on the face of it.

But proves that the problem isn't necessarily advertising, but greed (and a fundamental lack of clarity from both marketers & their agencies)

Oh dear, quite a rant. Imagine if I had to actually get things off my chest.

By: Sudhanshu

Sudhanshu — Mon, 22 Mar 2010 14:55:35 +0000

It will very soon. But the broadcasters will have to clean up their act. Patching every space-time discontinuum with an ad is much too irritating and disappointing. Hike up the rates for a spot, make a 15 second spot a prize catch, go the superbowl way. They will still make as much money. Pardon me if I digressed but i am a bit too irked at the ads coming from all the corners of my screen when I watch a match,

By: bhatnaturally

bhatnaturally — Sun, 21 Mar 2010 23:21:50 +0000

Good point, Amit. Maybe IPL will brand the final clash from the next season!

By: Ankit Sisodia

Ankit Sisodia — Sun, 21 Mar 2010 23:14:56 +0000

One of the big differences is that Superbowl is that the Finale' of the NFL season. I think you imply that the IPL finale' would be something like the Superbowl. For starters the IPL Final should be branded on the lines of Superbowl (NFL Finals – American Football) or the World Series (MLB Finals – Baseball).

So I guess we should wait for the IPL Finals and see if they broadcast any special ala 1984esque ads. Mind you, that was only aired once. Don't think Indian brands have that guts, but they sure can surprise you (pleasantly) once in a while.

By: binaryday

binaryday — Sun, 21 Mar 2010 20:23:03 +0000

The depth of analysis is impressive. May be the lack of penetration of internet in India and especially lack of attention to the medium explains the difference in type of advertisements.

By: Sriram Iyer

Sriram Iyer — Sun, 21 Mar 2010 01:07:58 +0000

I think because the IPL guarantees such high TRP's, marketers would want to play safe and not do something crazy or weird. And forget the out-of-the-box ideas, the ads in the first week of this IPL season have been below general standards.

By: Thump.in - Ad reviews by consumers

Thump.in - Ad reviews by consumers — Sat, 20 Mar 2010 19:19:14 +0000

Reasons to be annoyed with ads during IPL…

The IPL provides for advertisers in India an opportunity thats similar in nature to the super-bowl. LBhat has opened a discussion to argue IPL’s prospect to turn into a super-bowl. In my opinion it can; as a medium it provides everything needed. I ho…

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By: arvind

arvind — Sat, 20 Mar 2010 12:04:34 +0000

Your comparison of IPL-SB is apt. But IPL have one advantage over SB, it is more transnational. If properly marketed, the IPL virus can spread to more territories. Indian subcontinent alone have about 1.25 billion population and that too with high cricket craze density. If not in terms of revenue then I am sure IPL will overtake SB in no. of eyeballs it attracts. Within 3 yrs the brand value of IPL is about $4 billion as against $12 billion of EPL.