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Ambush marketing in IPL


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400crores is the amount paid by pepsico to IPL and coca-cola still managed to market in the IPL with few crores of rupees.. How did coca-cola ambush..
Read on to know more..

Published in: Marketing

Ambush marketing in IPL

  1. 1. Seema Gupta IIM Bangalore © Seema Gupta
  2. 2. CONTENTS  IPL 2013 Official Sponsors  Why brands leverage IPL?  Quikr IBL Campaign  Coca Cola vs. Pepsi – The arch rivals  Cadbury T20 “Shubh Aarambh”  Star Plus vs. Sony Max © Seema Gupta
  3. 3. IPL 2013 Official Sponsors © Seema Gupta
  5. 5. Why brands leverage IPL? IPL fetches brands a lot of money because  IPL is highest profile showcase in the world for T20 cricket  Sky reaching commercial success  Cricket fever in India out of limits  Entry of celebrities in IPL © Seema Gupta
  6. 6. Examples Quikr IBL campaign © Seema Gupta
  7. 7. If he would have been a mobile/ laptop/bike ………. ……. he would have been quickly sold on Quikr © Seema Gupta
  8. 8.  This ad was related to unsold cricketers who were not playing for any IBL (Indian Becho League) team  What’s the problem then??? The word IBL was deliberately coined to sound like IPL  IPL brand managers got Quikr to beep out the word IBL in its ads later on  Would this beep have been helpful??? The beep generated free word of mouth promotion of the brand. © Seema Gupta
  9. 9. Campaign analysis Subtlety Creativity  Low subtlety because of close resemblance of IBL with IPL © Seema Gupta
  10. 10. Examples Coca Cola vs. Pepsi – The arch rivals © Seema Gupta
  11. 11. PepsiCo bought title sponsorship for IPL 6 in © Seema Gupta
  12. 12.  To avoid any chances of ambush, Pepsi also bought pouring rights for all the teams but one. Pepsi’s bad luck: Coca Cola bought pouring rights for Mumbai Indians – the winning team and got to serve in home matches of Mumbai Indians Where’s the ambush??? Coca Cola put up several kiosks right outside Delhi's Firoz Shah Kotla and Chennai's Chepauk stadiums where young boys and girls in red T-shirts sold the newly launched 400-ml Coke bottles for just !!! © Seema Gupta
  13. 13. Pepsi’s counter attack Pepsi introduced a congratulatory ad for Mumbai Indians, on newspapers featuring a picture of the team lifting the cup. The headline of the ad read, “ ”, directly rhyming with the Pepsi theme, “ ”, thus hitting back at Coke. © Seema Gupta
  14. 14. Campaign analysis Subtlety Creativity © Seema Gupta
  15. 15. Examples Cadbury “T20 ka Shubh Aarambh” © Seema Gupta
  16. 16. © Seema Gupta
  17. 17. Cadbury’s cleverness  Used the fact that T20 is used in synonymous sense with IPL in India.  On the inaugural day of IPL, Cadbury ran full page ads in newspapers with the message “ ”.  The campaign was smartly advertised using social media platforms also, like Twitter and Facebook where (an Indian cricket commentator and journalist) judged the best consumer tweets and winners were presented gifts daily © Seema Gupta
  18. 18. Campaign analysis Subtlety Creativity © Seema Gupta
  19. 19. Examples Star Plus vs. Sony Max © Seema Gupta
  20. 20.  On IPL’s inception in 2008, Sony Entertainment Television (Set Max) and Singapore-based World Sport Group secured the 10 years television rights for .  Star India has signed a deal to be associate sponsor for IPL from 2013.  Celebrities from TV shows being aired in Star India will be presenting “Soch Nayi” awards to best performers. © Seema Gupta
  21. 21. Campaign analysis Subtlety Creativity © Seema Gupta
  22. 22. Thank You Seema Gupta IIM Bangalore