IPL has been a sort of a SuperBowl equivalent of an yearly bonanza for the Indian media and entertainment section. If you get noticed during IPL then you have arrived. If you search in YouTube for IPL ads you have the zoozoo’s popping all over. A great success for the vodafone team simply because of the unaided recall that they are being able to generate.
There was an interesting innovation visible in this years IPL, the ten second main screen ads that play in between the overs, while you are glued to the game and not channel surfing. It has been the most remarkable contribution to advertising in cricket by this years IPL. A clever innovation to break clutter – create your own space. People just dont have the option of switching the channels because its just ten seconds and is in between a match. Karbon, Micromax and Munch have used the service. I should say that Micromax and Karbon have more than had a remarkable run in creating awareness albeit at a high price but no kind of BTL activities would have lent these brands an air of being accepted as they are slowly getting.
One smart thing that Micromax did was it connected itself with something known all the time while advertising. This created a sense of ease and familiarity among the viewers and hence had a lesser entry barrier into their minds. For eg: the positioning as the FaceBook mobile. People know what FaceBook is all about and hence were subconsciously accepting the brand entry into the mind because it could cling on to a part of augmented memory of the brain i.e. to the FB link. Similarly, now they have connected it through Akshay Kumar. Although I am not a big fan of celebrity marketing but till now it seems to work for Micromax.
Another boon for the advertisers of the IPL came the partnership of youtube and IPL. It gave them extra eyeballs and somewhere along the line people are still comfortable with the same kind of advertising on youtube as on tv and do not switch in between the ads. Probably because of its novelty in the Indian markets. The level of resistance has not built up.
Even if they do they would go to a facebook page or check mails and the audio of the commercial still plays behind. Something that advertisers would be more than happy to contend with. Rather than cancelling out the ad totally by surfing channels here atleast the audience is subject to some kind of exposure.
I even liked a couple of Axe commercials,one of my favorite brands, in today’s match. Not because they were great and are cannes material, far from it, but the fact that it exploited what Axe stands for in ten seconds and got the message right across and amused the viewer a little bit. They were badly directed but the idea went straight through and the fact that they connected it to cricket further lowered the barrier to resist the commercial. The Axe effect!