MUMBAI: Gearing up to capitalize on the unprecedented marketing and branding opportunity that this year’s edition of India’s biggest cricket extravaganza offers, five more marquee brands have joined Star India’s stable of big-name brands for the Vivo IPL 2018.
Colgate, Amul, MakeMyTrip, Parle Products and Vu TV have joined the likes of Vivo, Coca-Cola, Polycab, Kent, Elica, Dream 11, taking Star India’s portfolio of advertisers for IPL 2018 to a total of 16.
This will also be the first time the IPL will be available on the same network on both TV (Star Sports) and digital (Hotstar).
Among the newcomers that have hopped aboard the IPL gravy train are wire and cable manufacturer Polycab, Elica Kitchens, makers of kitchen appliances, and fantasy sports platform Dream 11.
Last year, host broadcaster Sony Pictures Network India (SPN) had roped in nine brands on television while Hotstar had 10 brands associating with the property on the digital platform.
As per SportzPower’s understanding, while SPN earned around Rs 13 billion from ad-sales in IPL 2017, Hotstar clocked ad-sales revenues upwards of Rs 1.35 billion
Mayank Shah, Parle Products said, “We have been investing in IPL over the past few seasons and it has worked very well for us. We believe that this year it will be much bigger and better than before. With six languages and the extra focus on regionalization, Vivo IPL will help us target consumers across the country in a language that resonates with them.”
Saujanya Shrivastava – Group chief marketing officer, MakeMyTrip said: “VIVO IPL 2018 which happens in April and May is the best time for our business. It’s great to partner with Star and be a part of this biggest sporting event in India. We are confident that this association will strengthen our position and have a significant positive impact on our business.”
Anil Jayaraj, EVP, and head of Ad Sales for Star Sports said: “We are delighted to announce our second set of brands that include MakeMyTrip, Amul, Colgate, Parle Products and Vu Television taking the total tally to 16 brands signed on for the Vivo IPL 2018. Combining the power of television, digital and new-age technology, Star India promises to transform the VIVO IPL 2018 into perhaps the most immersive cricket viewing experience the fans have ever seen. The brands that have come on board will get to leverage the power of multiple screens, multiple languages and broaden their reach and engagement like never before. Advertisers interest in Vivo IPL continues to be very high and we are in advanced conversations with a number of other categories and brands which we will close over the next few days.”
Star India has reimagined the Vivo IPL 2018 and is set to make India’s greatest sporting spectacle more engaging for its fans than ever before with technology at the heart of this experience. The network will broadcast every match live in six different languages across TV and Digital.
Last month’s auction alone drew a viewership of 46.5 million fans on television, six times more than the number that tuned in last year, in addition to digital viewership which was five times more than that recorded last year.
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