A lot went into making Dream11 IPL 2020 possible. Brands have supported BCCI in an expectation of the league becoming a major catalyst for viewers and fans, who are longing to see their favourite stars back on the field.
Dream11 IPL on Disney+ Hotstar will enjoy fans’ undivided attention. The tournament, which also coincides with the festive season, has seen significant interest from brands across various categories to leverage the scale, reach and high visibility proposition that Dream11 IPL will deliver during this time. Below are some key advertisers sharing their expectations from this year’s Dream11 IPL.
Srivats TS, VP- Marketing, Swiggy – “Sports and festivities are occasions where our category fits in perfectly – this is a rare scenario where the two seasons have coincided. Disney+ Hotstar will play a crucial role in engaging with our audience. OTT platforms cover the bulls-eye TG for us – we are able to reach out to them during prime hours via programming like IPL, enhancing the overall experience by matching food and entertainment.”
Ashish Mishra, Executive VP, ACKO said “Not only is it coinciding with the festive period, but it’s also the first big cricket tournament for the people to enjoy. We are anticipating a huge surge in online viewership of IPL on the Disney+ Hotstar platform. For a young brand like ours, we are really hoping that this will drive brand discovery and provide a massive boost in brand awareness. Our latest marketing campaign with Javed Jaffrey, “Car insurance ketedhe games”, is also being launched with the start of IPL which should further drive brand awareness and preference for ACKO.
OTT platforms will play a big role in our overall marketing strategy as they provide us with strong targeting capabilities. We have also seen a rise in customers signing up on various OTT platforms and that provides us with a cost-effective way of reaching out to our prospective customers”.
Aparna Mahesh, CMO, Great Learning – As India’s leading company in the online professional and higher education space, the partnership with Hotstar for IPL is a natural fit for us. Digital is the first port of call for our TG. IPL is going to be the first live cricket event happening after several difficult months for the nation and it also coincides with the festive season for the first time. So, we are sure that the viewership will be at an all-time high. We have recently appointed ViratKohli as our brand ambassador and will be running a multi-film campaign with him during the IPL. With the credibility that Virat brings to the table, we are confident that our message of learning continuously to reach the pinnacle of success, will reach millions of students and professionals across the country”.
Deepak Gullapalli, CEO & Founder, Head Digital Works – “We are excited to work with Disney+Hotstar once again as a trusted partner in our business. We expect this IPL to be the biggest ever IPL and therefore it was a no-brainer to leverage India’s best digital platform for our gaming and sports businesses. We have seen a seismic shift of consumers to OTT and especially to Disney+Hotstar which augurs well with our strategy to accurately target users across different segments and different regions.”
Arjun Mohan, CEO – India, upGrad: “IPL enjoys vast viewership across the globe, not only for cricket fans but also for all members of the house, making it perhaps the largest co-viewing property in the world. It is also the most opportune occasion to reach out to individuals reminding them about the urgency to upskill and prepare themselves for the forthcoming competitive world. Given the revolutionary NEP, which has accorded autonomy, multi-disciplinarily, and flexibility to higher education, our strategic partnership with Disney+ Hotstar will enable us with the right platform thereby helping us reach out to a larger set of audiences residing in the remotest corners of Bharat.”
Anisha Agarwal, Country Media Lead, IKEA – “In such unprecedented times, IPL will be a fresh change and will not just attract cricket lovers but also people who are looking for some fun and entertainment, resulting in superlative reach. Partnerships with OTTs /digital platforms will help in bringing new customers and establish high recall.”
Pradeep Cholayil, Chairman & Managing Director, Cholayil Private Limited: “We have entered Handwash category with the launch of Medimix Hand Wash. Apart from TV, we are looking to reach out to a consumer at various touch. IPL is a platform which can compound our reach in a very short span of time. Since Medimix is the official Hygiene and Skinfit partner of Kolkata Knight Riders and Disney+Hotstar being one of the hottest place to watch IPL amongst the youth, it makes a great proposition to advertise on Disney+Hotstar during IPL. It seamlessly cuts across the geographies and demographics to attain the higher reach. This is the first time we are advertising on any OTT platform and we look forward to a great campaign”