Just 11 days after the Cricket World
Cup came to a close, IPL 8, 2015 got going. That means more cricket for another
6 weeks. There were many speculations rife with the success of this edition of IPL
as compared to the previous editions as people have been over dosed with
cricket already in the form of recently concluded world cup in Australia and
New Zealand.
However, the TV ratings and the
Google search analytics have a different story to tell-the gist of which comes
down to this- cricket is still being watched and searched like crazy. According
to numbers released by TAM, the first five matches of the current IPL were
sampled by 105 million unique viewers, which means a 9 percent increase
compared to IPL 7 (2014). As for the TV ratings, the jump is a whopping 42
percent –up to 4.5 from 3.1. Overall 39 percent tuned to watched IPL 8.
The reason for the overwhelming
success of this year IPL is the way it is marketed and advertised. The key to success among many factors is the
right targeting and with a right message. The right target-the whole of
India-all demographics included and the right message-India Ka Tyohaar.
IPL theme song India Ka Tyohaar
matches perfectly with the mood of country as cricket is no less than a
festival here. The advertisement sees different communities; age groups,
different fraternity etc get together and celebrate cricket as a line in the
song goes “ Doriyan Chhod Ke, dekho dil jodh ke” . The video showcases how
cricket binds India and lessens the generation gap in the process, with kids
and elders enjoying the showpiece event.
So, in order to make a product
stand out or to make it a brand , it should be targeted to the right customers and should backed by appropriate messages. IPL has many such marketing
and advertisement campaigns in past that have managed to move, motivate and
influenced people that have made IPL only a few brands from India known world
over. Hope this trends continue and we
may see many more such campaigns in future.
Thank you all for reading this article. For many more such marketing related articles, please visit www.marketingexpertservices.com. Hope you have liked that. I would be coming soon with another article.
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