Mumbai : The India-Pakistan World Cup match on February 15 has not only got the country excited to be up on a Sunday morning but has attracted as many as a record 70 brands on the Star India network – a record for any single game of cricket in Indian sports shown on television as well as any programming whether it is movies or other events. These include Pidilite, MRF, Hero Motorcorp, Sony Consumer Durables, TI Cycles and others.
The annual Indian Premier League (IPL) 20-20 tournament usually has 20-25 advertisers a match. Movies also have 25 to 30 brand associations, and that too for the big-ticket movies featuring leading actors.
“The marquee match between arch-rivals India and Pakistan at the ICC Cricket World Cup 2015 has been sold out much in advance, considering the clash between the two cricketing giants has been 11 months in making. The contest is one of the biggest blockbusters of this edition of the World Cup, and coupled with our multiple package options, we have seen an overwhelming response from advertisers to cash in on the much-awaited clash this year. Over 70 brands, including some regional brands and first-time advertisers, have booked slots for the game, which is 50 per cent more than the count for 2011 World Cup final. This would make it the highest advertiser count in any single game in Indian sports,” says a Star spokesperson.
On an average, a day’s telecast of cricket has the potential to attract Rs 15 to 16 crore in advertising revenues. However, according to industry estimates, this particular match alone could bring in Rs 40 crore for Star India in advertising revenues.
And advertisers are not hesitating to shell out moolah for getting a spot on the match. Sources close to the network and advertisers reveal that while the average advertisement rate (for sponsors and spot advertisers) this edition of the World Cup would be Rs 5 lakh, this particular match could demand much more.
“There are different packages for the advertisers on this match. For example, those who are buying inventory on the tournament, but are not sponsors, may end up paying 50 to 75 per cent more (than the tournament average) for this match. The network has kept a special rate for those advertisers, who want to advertise only and only on this match. They may end up paying Rs 25 lakh for a 10 second spot),” says a person in the know. These rates apply to English and Hindi feeds.
Vivek Sharma, chief marketing officer, Pidilite Industries, says, “It does not get bigger than India-Pakistan match at World Cup. Pidilite, will be launching its world cup campaign for Fevikwik from this match itself.”
Of the 70 advertisers, almost 50 are sponsors, while the rest of the 20 are spot buyers. Among these, less than five are one-time only advertisers. At the time of going into print, the network had sold almost 90 per cent of the inventory and is confident of being completely sold out by February 14, a day before the match.
The network has also launched a special campaign for the match. The TVC shows a young Pakistan Cricket fan, sporting the team colours, is waiting to celebrate the victory over India in the World Cup since 1992. The wait has been so long that he now has a son, who also repeats his father’s routine to no avail as India eventually overcome them. The comic element of the film revolves around the fans’ routine of getting the crackers out for celebration in every edition of World Cup when India plays Pakistan, in anticipation of their win but only to shelf them back again in disappointment.
India has not lost to Pakistan in a World Cup match since 1992. India and Pakistan have played each other in the WC five times and India has come out victorious each time.
“The India-Pakistan game launch campaign has seen intense interest and conversations online attracting over 2.3 million views in 48 hours, reflecting an unprecedented anticipation and hype over the big game. This game will also see the debut of the legendary Amitabh Bachchan as a commentator,” says a Star India spokesperson.