Written task 2
Anshuman Jain
XI B
Rationale
This article talks about “The Indian Premier League”, India’s cricket carnival for the action isn’t
just limited to the cricket field. The promotional events, social media interactions, fan parks,
cheerleaders and much more are as much a part of the IPL as the players and the matches. It talks
about how players and other help doing advertisements to attract people towards IPL How they
use local languages associated with team to make them follow teams and come to stadium to
watch matches in big numbers.
I chose part 2 of Persuasive language and advertisements with emphasis on correct language and
picturization of advertisement. The assessment objective of selection and use of appropriate
presentation and language skills was used with focus on expressing ideas clearly and fluently.
Ever since the onset of the Indian Premier League, it has become India’s most celebrated and
viewed annual sporting event and advertisements play a huge part in it. Accompanying the high-
intensity cricketing action and power packed entertainment are some of the most impressive IPL
advertisements, that manage to make a mark in the minds of viewers across the country. Just like
any other film or TV show, IPL season starts off with a proper trailer.
Companies come up with innovative ideas to create advertisements during the event and since
viewership is very high, it has long lasting and bigger impact on people. In most of these
advertisements players from IPL are involved to convey the message or story based on the team.
IPL has viewership of 600M every year and advertisement revenue of 2200Cr.
This article is written for The Telegraph newspaper and in this I will talk about how
advertisements during IPL has mass appeal and increases the overall revenue for team clubs.
The audience would be any supporters of IPL and cricket, to illustrate to them the effectiveness
of IPL advertisements and level these advertisements have reached.
315 words
IPL (Indian Premier League) Cricket Advertisements Effectiveness
By Anshuman Jain
IPL (Indian Premier League) has been
entertaining us for the past many years now and
with such a huge cricket following what could
be better than a platform like IPL to promote
your club teams and cricket. According to teams
and their sponsors, association with this sporting
event is the fastest way to stay in public glare.
Teams and advertising experts associated with
teams come up with innovative ideas to tell a
story during the pre-season of IPL to popularize
teams and brands associated with them.
Advertising experts believe that properties like
IPL matches give teams a window to experiment with storytelling formats. They invest in IPL as
they are aware that there is no viewer fatigue when it comes to watching these matches. IPL
advertising has gone to a different level to popularize teams and brands are spending lots of
money in team sponsorships.
IPL is famous for its jingles. 2014 saw one of the famous jingle named ‘Come on bulaava aaya
hai’. While In 2014, Hotstar trended the ‘Kanna keep calm’ ads, Sony started the ‘Come on
bulaava aaya hai’ad campaign. People from all walks of life were shown dropping everything
they were doing immediately and making their way back home to watch the Indian Premier
League. This catchy advertisement was created by DDB Mudra, Mumbai. The tune got so
popular that many cricket fans kept this music as their ringtone. IPL is a platform of humongous
associations, where there is ample opportunity to be associated with the IPL teams. An advertiser
can stay away from advertising on TV yet be present, by partnering with teams, explore options
like logos on the team jersey, on ground associations and partnership, cheerleader sponsorships,
thus creating the best of content for the best of the leagues in the country. In each season, the
makers ensure a theme for the ads and they’ve proven to be catchy all the time. This time, Star
Sports have gone with the idea of ‘Game Banayega Name’.
Star Network’s multi-lingual strategy in the year 2018 paid it off very well as the broadcasting
network saw a boost of around 22 per cent in the regional viewership. The bi-lingual sports feed
in India is seeing contemptuous days as broadcasters are going full throttle to exploit the regional
markets by telecasting multi-lingual broadcast of matches. Its helping teams to be not just
associated in a region but getting popular at other parts of country too. IPL last year was
broadcasted in six languages including Hindi, English, Marathi, Tamil, Telugu, Kannada and
Bangla, across 10 network channels.
In 2018, Amazon and Ogilvy created a property ‘Chonkpur Cheetahs’ during IPL. The brain
behind this was Azazul Haque, CCO, Ogilvy, Ogilvy South. It was one the evening last year
when Azazul Haque packed his bag and was about to leave for home. He turned back and told
his team, what if they had a team called Chonkpur Cheetahs who wanted to play the IPL. Thus,
was born the idea of Chonkpur Cheetahs in Haque’s head and since then the Cheetahs have been
showing how Amazon.in helped them build a pseudo cricket team in the last IPL. This has
created lot of flutter; more and more team clubs want to play IPL and wants to be part of it.
Every year at the start of IPL, different advertisements get created by teams and team anthem are
created with catchy lines. Many celebrities and cricket players are romped in to these
advertisements and later to invest in team clubs. To gain traction among people regional actors
and celebrities are romped in to do team advertisements to promote teams.
The success of advertisement of IPL can be gauged as due to this new league for other sports like
football, Kabaddi etc. has started too. IPL teams have used themes of unity and integrity to
popularize teams. This theme has made people loyal to teams and make them follow their teams.
It has made sports popular is India and IPL team has donated money for other good causes of
society. The creativity of advertisements for IPL is at its peak. It not only helps teams to become
more popular and create more fan followers, it has made other countries to follow the suit and
start similar cricket leagues.
It is not only this family love that makes IPL a great festival, it is also the amount of investment
put in by brands to reach out to them that makes it grandeur. According to Duff & Phelps
Valuation Study, in 2018, IPL stood at $6.3 billion. And with social media, the sports advertising
landscape has also seen major changes; IPL has received 4.9 million followers on Twitter
already. IPL broadcast rights holder Star India, which earned an estimated Rs 3,000 crore from
IPL this year.
The advertising during IPL has played a big role in popularizing cricket and creating a festival
season during summer for kids and elders. The Indian Premier League is Indian festival, as the
action isn't limited to the cricket field. It qualifies to be a complete entertainment package with
quick games, record-breaking performances and overachieving advertisements. The language
and target audience in all these advertisements are so well crafted that people have started loving
advertisements during the breaks. They enjoy it and teams are putting these advertises in
different languages depending upon where the match is getting played to attract the crowd. They
are in end able to attract supporters and push teams to do better in every match. The success of
IPL advertisements can be judged by amount of money getting poured in buying and retaining
players of each team. IPL has taken advertisement to a different level and enough time and
diligence is done to make them more effective. IPL advertisements have created IPL itself as a
big brand which will be there for long even due to all controversies arising in cricket and around
it.
986 words
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