The document summarizes research conducted on the effectiveness of brand advertisements during the Indian Premier League (IPL). The research analyzed viewer responses to advertisements by Pepsi, Tata Sky, Vodafone, CEAT, Karbonn, Kingfisher, and Hotstar. Key findings included that established brands spending on IPL ads may not see proportional returns, ads were more for brand exposure than product promotion, and viewers were shifting to online platforms to avoid ads. The conclusions were that IPL can help new brands but may not be suitable for niche products, and future work could analyze revenue data and conduct wider surveys.

1. IPL : Effectiveness as a Brand
Advertising Platform
VEDIKA KAKRANIA (12-2016)
SRUTHI SUSHANTI (13-2020)
SANDEEP KOGILWAIMATH (13-2055)

2. WHAT WAS OUR RESEARCH ABOUT?
• Ads will create a subconscious urge to buy the
product or the services offered, we wanted to
know how effective adverts during IPL really
are
• The amount spent on the advertisements;
which over a six week stretch is equivalent to
an entire fiscal year marketing budget which
had to be justified

3. Are the advertisements having the
desired psychological impact on the
people?
• Our research will analyze the viewer’s take on the
advertisement in the form their
- responses to the advertisements shown during
the match
- their recalling of the advertisement and
- their reaction to call to action’s of the
advertisement.
• We considered an individual’s point of view.

4. WHAT ARE THE BRAND
ADVERTISEMENTS WE SURVEYED?
Pepsi
Tata Sky
Vodafone
CEAT
Karbonn
Kingfisher
Hotstar

5. PEPSI
PepsiCo, started a “Crash the Pepsi IPL”
campaign challenging consumers to make a
30-second Pepsi ad, with winning entries
replacing the brand’s official ad on-air
during Pepsi IPL 8. for the first time during
Pepsi IPL, Indian consumers had control
over a brand’s advertising on a massive
platform and with a tremendous global
audience.

6. Do you remember Pepsi's "Crash the IPL"
campaign? If yes, describe in 2 lines.
• 17 people of 39 people who responded
do not know the campaign
• 50% of the people who do not know the
campaign know that Pepsi advertised
during IPL
• 2% of people could recall the purpose,
tagline, motive and process

7. Have you seen any of the
advertisements that were made by
the people? If yes, did you like the
ads?
• 12 out of 28 people who responded don’t
recall other advertisements of Pepsi
• 12 out of the 28 people remember the IPL
campaign

8. Did you want to make an advertisement
for the campaign? If yes, briefly tell us
why.
• 2 out 27 people who responded wanted
to make advertisements for the
campaign
• 8 out of 25 people who didn’t want to
make advertisements thought it was
useless.

9. TATA SKY
The 13 daily ads, run in the form of episodes,
together tell the love story of two young
people in a snow-covered town in Kashmir.
Each ad ends with the message: Jis din TV
dekho sirf us din ke paise do! By the 13th
episode, the two have hit it off and the super
reinforces it with the voice-over saying: Daily
milenge toh pyaar toh hoga hi..

11. WHAT THE PEOPLE THINK?
Do you remember Tata Sky's 'Daily Recharge'
campaign? If yes, briefly describe the
campaign.
• 29 of 39 people who responded do not recall
the advertisement, 4 of them don’t remember
• 6 people significantly remember the
advertisement and the story

12. VODAFONE
Vodafone is one of India’s leading telecom
services provider, is the only prominent brand
that has remained associated with IPL since its
inception in 2008. On an average, 20% of its
annual advertising budget is assigned for the
IPL campaign, now tilted more towards digital
media.

13. WHAT THE PEOPLE THINK?
Why do you think the campaign worked?
• 30 respondents who answered the
campaign, responded that it was the
creativity, cute zoo-zoo faces, humor and
uniqueness made them remember the
ad.
• 0% respondents recall the benefit of the
ad, the purpose or the service.

15. CEAT
Conceptualised by Ogilvy & Mather, the
TVCs went on air on April 18, 2015 during
the ongoing Indian Premier League -
Season 8 and shows the human nature of
lying to hide their mistakes. At the same
time, the campaign also highlights how
tube-type tyres are prone to accidents
and how these hassles can be avoided by
switching to tubeless tyres.

16. WHAT DO PEOPLE THINK?
85% of the respondents answered that they
understood the concept of tubeless tyres and the
uses.

17. KARBONN MOBILES
The catches during IPL were named Karbonn
Kamaal Katch. The handset maker will also be
the title sponsor of 'IPL Nights', a show that
will be aired on MTV.
How do you know this brand?
• 17 out of 39 respondents know it through
advertisements
• 4 out of 17 people know it through IPL

18. The reasons behind knowing the brand in order of
their individual impact were stated as;
Low priced phones
Karbonn Kamaal Katch
Gautam Gambhir’s ad

19. KINGFISHER
The famous jingle "Oola la le lo" and the fun
filled TVC rightly placed the brand as a fun
loving one. Unlike brands like Pepsi which
were focused on cricket, Kingfisher promotes
all sports and the brand sponsors football
stars and even Formula 1. The brand directly
talks to people who are easy going, chilled out
person who's always willing to take a break
and party with the friends. But they are very
professional and successful.

20. The reasons they remember the campaign
during IPL in order of their priority are;
Jingle
All team players together

21. HOTSTAR
Star’s mobile application ‘Hotstar’ is driving
the digital viewership and is streaming all the
60 games of the IPL live. The platform has
recorded more than 40 million video views for
the first 5 days of the tournament. This is six
times the viewership on starsports.com last
year. It is a dramatic and unprecedented shift.

23. THE OUTCOMES OF OUR SURVEY
• The advertisements as we now know are
mere branding and revenue generation means
for the IPL.
• Brands who advertised constantly in all the
seasons were recognised over the ones that
were recent.
• The relation between finances spent and sales
return could not be evaluated.

24. • The weightage of viewership during
advertisements and during the match could not
be evaluated.
• People are shifting platforms from Television to
Online platforms and of late, apps to avoid
advertisements.
• IPL is conducive for new products and services
who want to place themselves in the market as
brands.
• Serious advertisements that are meant to sell a
product or service seldom succeed on this
platform. Such an attempt must be thoroughly
vetted.

25. Therefore, we can conclude that for
established brands the money spent is
disproportionate to the return that they may
be getting, especially in terms of any increase
in brand appeal. Although since, every other
brand is also investing in the platform, it is
almost a race to stay in the same place.
Therefore, it is a risk they cannot take to lose
out on the exposure.For emerging brands, it is
a good platform for instant recognition, as it
captures a wide and popular audience base,
but may not be suitable for niche products.

26. FUTURE WORK
• It could be envisaged that a wider sample for the
survey could be undertaken with a more varied
demographic.
• Data can be obtained for TRPs, revenue returns
and sales for the period of and immediately
succeeding the IPL and analyzed.
• An anonymous questionnaire to be filled by
people in advertising agencies regarding the
perceived and actual impact of advertising in IPL
for a more nuanced view would be beneficial for
a more opinionated view.