E-commerce firms like Amazon India, Paytm, Snapdeal to Cardekho, are booking tickets to Indian Premier League ad extravaganza
The Indian Premier League (IPL) is never short of advertisers but now, joining telcos, auto manufactures and beverage makers, in the last year season will be a group of top e-commerce firms.
MultiScreen Media (MSM), which broadcasts the IPL on Sony Six and SET Max channels, has already booked 90-95% of its available inventory and is expecting to get advertising revenue of nearly Rs 950 crore. Digital companies or the online firms are expected to contribute about 20-25% of the overall revenue, at roughly Rs 190-240 crore.
While Amazon India made its debut in last season, Rohit Gupta, president at MSM confirms that the e-commerce group is stronger this year: From Amazon and Snapdeal to mobile wallet and mobile commerce firm such as Magicbricks, Paytm, Cardekho and etc.
While companies such as Cardekho, Amazon, and Paytm have bought primary sponsorship rights for the IPL tournament, Snapdeal has bought air-time which is equivalent to being an associate sponsor for this season. Gupta believes that the ability to target younger customers directly is what is drawing attention of online firms to IPL.
He said that “Any other cricket tourney attracts largely male viewers of 25 years and above. This is the only property where a large number of viewers are young people.”
Shankar Nath, Sr VP at Paytm, is on board because he feels a brand needs to be present wherever its target customers are. “The IPL provides extremely good access to consumers for a period of 40-45 days and as an advertiser I can utilise this time to drive engagement with consumers,” he observes, adding that apart from launching a new campaign on TV, his firm will also leverage the social media platforms as much as possible.
Paytm isn’t the only one getting ready to ride the IPL event wave. For LK Gupta, CMO at Girnar Soft, the parent company of Cardekho, IPL is the perfect platform to reach out to the masses. “Apart from the tournaments organised by the International Cricket Council (ICC), IPL is the only property which is an apt combination of sports and entertainment,” says Gupta who’s looking to use this IPL platform to try and transform Cardekho brand into a brand of masses. Both Cardekho and Paytm are associate sponsors of IPL season and each of them have invested close to Rs 35-40 crore.
Kartik Iyer, MD at Carat Media, a media planning and buying outfit, points out that while long-term advertisers use IPL platform to drive engagement, there are also those who use the platform only for the reach it provides initially for launching. “Depending on how well the IPL event goes some advertisers may opt to come back next year and a few may not come back,” Iyer said