The Indian Premium League ( IPL ) has kicked off with big brands trying to score high just like the batsmen eying for maximum runs. The transformation of cricket from a gentleman’s 50 over long game to an action packed 20-20 format has done wonders to the viewers, players and the advertisers. A day long brooding game has turned into a sport full of energy, excitement, glamour along with innovative and aggressive brand sponsorships. No offence to the One Day International (ODI) matches but 20-20 format has certainly changed the rules of the game for the better especially for the fans. In the time of globalization, there are no boundaries for cross cultural adaptation. Hence, cricket has picked up its popularity quotient in South Asia and to some extend all over the world. Especially after the IPL started, cricket has earned infinite number of viewers from all over the globe. Now one can watch a game after office hours and within a short duration as well which is very practical. Its more like watching a movie or a regular programme in terms of duration. IPL as a brand represents high octane entertainment from world class crickets put together in a field showcasing their talent along with a sprinkle of glamorous cheerleaders and sponsorhip of high value brands. The way I look at it, its not just a mere gentleman’s game anymore , with oodles of attitude and loads of fun its way more than just that.
Popular personalities such as Viajy Mallya, Mukesh Ambani, Shilpa Shetty and Shahrukh Khan all own their own IPL team. Pretty cheerleaders with their dance move certainly add to the oomph factor in the sporting domain. Around 3 hours of action and entertainment package definitely make IPL an irresistible package of glamour and entertainment. Vying for all the elements that make IPL, various brands have associated their products with IPL. Talking about the main sponsors Vodaphone, Pepsi, Yes Bank and many other brands are trying to make their presence felt with unique brand placement during the games. It’s the time of in-content programming where advertisers fit in their message during the programme itself rather than the few seconds break. Research has proven that this mode of advertising is more effective since people tend to flip channels more often during ad breaks. In case of IPL any suitable message during the games has been used to the brands advantage. For example strategic brand placements include the countdown to the games where the last three numbers 3..2..1.. is replaced by Pepsi’s recent tagline “Oh Yes Abhi”. Yes bank has also used smart timing to position its brand. Whenever a player hits four or a six an ad flashes with the message “Stuck with 4 and 6, get maximum 7% interest from Yes Bank”. Similarly, fulltoss, Samsung Galaxy Grand have used every possible opportunity during the game to capitalize on their brand positioning.
To conclude, it must be said that the world has been more acceptable in adopting the good things in life thanks to globalization and dynamic technology. With the popularity of Nepali cricket as seen in the recent games held in Kathmandu, there is no denial that Nepal has huge cricket fan base which is always a good sign for this great sport. It would be good to see Nepali cricket to reach to a certain standard looking at its craze and fan following in recent days. A proper stadium with decent seating arrangement for spectators would be good enough to start off with in the initial phase. For this, the government needs to take action along with sponsors who can use the cricketing platform to enhance their brands. Just like the popularity of football giving name and fame to its players, cricket also needs to be stepped up so that the players get motivated to build a successful career in this game as well. Moreover, it’s a win win situation for all stakeholders with huge demand for cricket surging in Nepal Media will get its piece of the pie whereas the sponsors and players enjoy their own benefits if we see more cricketing action in Nepal in the days to come.
