Digital-first brands bet big on Dream11 IPL
- September 25,2020 By IndianTelevision Team
NEW DELHI: Cricket is the by far the best media vehicle for any brand if it intends to connect with masses at a pan-India level. The game cuts across all socio-economic boundaries, age-groups, geogrpahies and reaches to 196 million households with television sets. The brand can further amplify its reach by connecting with its audiences on the mobile screens. Be it IPL, T-20 leagues, one day matches or ICC World Cups, all of them have been able to deliver great results for the brands.
Currently, we are in the first week of IPL season 13 and going by reports, more than 200 million people tuned into watch the game on day one. The tournament has created history and is already delivering reach for brands. While the bandwagon of the teams, BCCL, and the broadcaster has a large number of traditional players, an equal number of digital first new age brands are also on the roster.
The count of the latter is growing year-on-year. These brands are spending big money around IPL to get more downloads, website visits, referals, impact, and what not. Spokespersons of many of these brands have mentioned that the viewership and reach of IPL is increasing year-on-year and the tournament helps them increase their brand recall and reach. IPL, which is also known as the advertising festival of the Asian subcontinent pushes the brand saliecy to the next level. It is important for these brands to strengthen their community and engage with newer audiences that sample its products or services
Brands across edtech, fintech, food delivery, fantasy sports, financial accounting, and healthcare are advertising across IPL season 13.
Here are some of the campaigns released by the digital first brands that are running during IPL.
The fantasy app brand has taken the title sponsorship for the tournament. It has released a campaign #YeApnaGameHai that urges people to download the app, sample the game and continue with it. The brand leads the fantasy sports category with over 90 per cent market share.
The fintech brand has launched its new television campaign “AapKiSideHai” that features its brand ambassador, Akshay Kumar highlighting the brand's promise of embracing a holistic customer-centric approach while helping to bridge the insurance protection gap in India. The new ad series also highlights the brands unparalleled support to customers, while providing them with the ease of comparing and buying term and health plans online with guidance at each and every step.
The online food discovery brand is urging people to order more during the IPL times and is offering discounts around it. The brand is running a strong media plan and is known for coming up with interesting ads during the IPL.
The Bangalore-based digital payments company is running TVCs featuring Bollywood stars Aamir Khan and Alia Bhatt. It has released five 20-second ads that tied together made one complete story: The guide to PhonePe. The ads tell us the story of Alia Bhatt who’s at the police station for her brother Tyson who’s behind bars because of an ambiguous road mishap. Inspector Desai (Khan) instructs her to pay a fine and she uses the PhonePe app to do so; the conversation from Desai’s instruction to Bhatt’s action is the sum of the five ads.
Khatabook, a business app that helps MSMEs streamline business transactions online has released it ad on the IPL. The ad features M.S Dhoni in different attires from Sharmile Sharmaji to Techno Tawde in the ads and showcasing distinct features of the app.
The brand has partnered with Delhi Capitals and running TVCs with the tagline - ‘Digital India ka Digital Bahi Khata’. It is a free-to-use accounting and ledger app that helps small businesses in India keep track of their digital transactions. The brand aims to engage with small, local brands and entrepreneurs for its expansion.
Byju’s is pushing its new offering - Byju’s Classes - to parents across the country through their IPL campaign spearheaded by its long term brand ambassador Shahrukh Khan. The ad highlights the key features of the product and Khan plays the role of a teacher to a group of parents and discusses the common worries they have regarding their children’s after-school tutoring needs. The campaign aims at redefining the concept of tuitions in an otherwise fragmented after-school tutoring market.
This IPL Great Learning released its first ever multi-film ad campaign featuring brand ambassador, Virat Kohli consisting a series of films titled, ‘Power Ahead - Jo Seekhta Hai Wahi Aage Badhta Hai’. The ad focuses on the importance of lifelong learning, and showcases how upskilling is a necessary step for students and professionals to move ahead in their careers.
Their IPL campaign “India Ki Apni Fantasy App” aims to promoting the message of “Indian Brand for Indian People”. It aims to bring more people to commuinty and sample the game. The ads emphasize on taking pride in playing one’s favorite fantasy cricket game on a homegrown application which promises to bring the users closer to the experience of the actual matches of the league. The films witness several cricket experts recommending and creating their own teams in the MyTeam11 app.
Mukesh Ambani owned fiber brand Jio released its latest ad in the Jio Dhan Dhana Dhan series. This time it features Deepika Padukone and Ranveer Singh with several cricketers such as Virat Kohli, AB De Villers, among others. The Jio Dhan Dhana Dhan tune first arrived on the IPL advertising scene in 2017.
White Hat Jr
The edtech app that teaches coding to children is in vogue. People have been talking about it on the internet and the brand was recently acquired by Byju's for 300 million dollars. The online learning brand is running a TVC campaign across IPL to increase awareness and create brand saliency.
The digital healthcare platform has launched its first TV campaign - ‘Aapka Health Buddy’ to communicate that MediBuddy is a friend that everyone can trust to address any healthcare need – 24*7, for the entire family. The TVC encapsulates the lives of families and seeks to impart the important message of not neglecting one’s health.
The fantasy sports app endorsed by former Indian cricketer and BCCI president Sourav Ganguly is asking people to come on the platform. The campaign is aimed at increasing the size of the community and getting more and more people to sample the product.
The online shopping portal has started its festive season campaign with IPL. Their campaign #HarPalFashionable is focused towards pushing people to start their festive shopping from the platform. Over the years, the brands has been clocking massive GMVs during this time. It will be interesting to see how people reach to this years festive season.
One of the biggest online fashion brands of India has joined the IPL bandwagon for the first time and partnered with Mumbai Indians, Royal Challengers Bangalore, and Chennai Super Kings.