JOIN USIndia’s good performance at the ICC Cricket World Cup 2015 so far has had an effect on the next big upcoming event in cricket — the Pepsi Indian Premier League (IPL).
Multi Screen Media (MSM), which has the television rights for the event, says advertisement rates for the tournament have seen a decent increase despite all the controversies.
“Contrary to all expectations, the tournament has been better for us when it comes to advertisement rates. We have witnessed a hike in advertisement rates as compared with last year and we have added more categories as well when it comes to advertisers,” MSM senior executive vice president and business head, MAX and MIX, Neeraj Vyas told Deccan Herald.
Past controversies have had no impact on the tournament this year and with India doing well in the World Cup in Australia and New Zealand so far, we are certainly trying to cash in on that success as well, Vyas said.
He added that the channel has managed to rope in six new sponsors, including Vimal Pan Masala, cardekho.com. and Amazon. Industry sources indicate that the channel has seen at least a 10-15 per cent hike in advertisement rates as compared with last year.
Sony MAX and SIX are the official broadcasters of the Pepsi IPL. SONY MAX, a Hindi movie channel is a part of Multi Screen Media (MSM), an arm of Sony Pictures Entertainment (SPE).Vyas said that the channel is also targeting a higher viewership this year.
“Last year 190 million individuals watched the tournament. This year, we expect this figure to be higher by around 10-15 per cent,” Vyas said. We will be beaming the feed in three more languages — Tamil, Telugu and Bengali — which should help the viewership figures as well, Vyas added.
Meanwhile, Sony MAX and SIX have launched the biggest campaign of the year for IPL entitled ‘Ismein Hai Dilon Ka Pyaar….Ye Hai India ka Tyohaar’. Sony MAX & SIX have roped in the musical duo of Salim-Sulaiman to compose the tournament anthem. It has been directed by Anupam Mishra of Crazy Few Films and conceptualised by DDB Mudra. Stretching across a four-week period till the launch of the tournament, the Pepsi IPL 2015 campaign will have a complete 360 degree rollout across mass media.
The communication will be seen by viewers across media like television, print, radio, digital, outdoor, on-ground, mobile, and out of home.