As we know, Indian Premier League, which is currently in its eighth season, starts from tomorrow- 8th April, 2015. But it’s not just cricket fans who are rejoicing. IPL is also the most awaited event for companies to become sponsors and advertisers. And this year, many Online Retailers are vying for the IPL pie.
Over the past 8 years, India Premier League has transformed from being an experimental game format to becoming one of the most anticipated cricket event. IPL brings cricket fanatics from all age groups together, thanks to the quick, nail-biting and entertaining format. This presents an amazing opportunity for companies to design special promotional activities and increase their brand visibility.
eCommerce companies like Amazon, Snapdeal, Paytm, Quikr, Go Daddy, Magicbricks, and Cardekho have already signed sponsorship and/or air-time deals with IPL this year. While explaining what draws etailers to IPL, Rohit Gupta, President of Multi Screen India said, “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.” And not to mention young people form the biggest online shopping consumer base.
Senior Vice President of Paytm, Mr. Shankar Nath expressed, “The IPL provides non-stop access to consumers for 40-45 days and as an advertiser I can utilise the time to drive engagement with consumers.” And as for Cardekho’s L. K. Gupta, “Apart from the tournaments organised by the International Cricket Council (ICC), IPL is the only property which is an apt combination of entertainment and sports.”
Last year during the 7th season, etailers like Amazon, Flipkart, Myntra and Snapdeal made their first splash in IPL. Amazon had in fact launched their first television commercial during the cricketing event. Broadcasters had earned a staggering Rs 100 crore approximately from the abovementioned e-commerce companies. Rohit Gupta had then shared, “E-commerce is now one of the key segments on television because of its big reach.”
Yes it is. IPL’s viewership has only increased over the years. The event’s name being attached to famous actors, ex-cricketers, and businessmen contributes towards getting more eyeballs each year. Last year, Amazon had experienced increase in sales thanks to their first commercial telecasted during the matches. In an interview, Vikram Chopra, chief executive and co-founder of Fab Furnish had confessed “our traffic increased two and half times” after running television campaign during IPL.
From 175 million in IPL-6, the viewership reached to 184 million during IPL-7, even though the earlier matches were played in UAE. The viewership is expected to increase this year too. That means brand owners get better visibility and can reach target consumers who will be glued to television for the next 2 months.
Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business.
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