SYMBIOSIS CENTRE FOR MEDIA AND COMMUNICATION VIGYAPIssue 2, October 2020 ipl: the super bowl of india cover story from the satrang: editor’s desk it’s that time of creating a stir By Snehal Galande, the year again on social 3 HoD Advertising 4 By Vigyap Editorial Team 2020-21 8 By Vigyap Editorial Team 2020-21 what is the sabki jeet the building we vigyap league? pakki: ipl ad longed for By Mallika Mansuri campaign 2009 By Anantjeet Singh Dutt 3 6 By Sayanta Sengupta 9 the emergence of vigyap round 1 fantasy sports in a nutshell brands in 2020 By Priyal Jain IN THIS 6 By Ahan Sen 10 how ipl’s round 2: the sponsorship has ipl nostalgia ISSUE helped dream 11 By Mallika Mansuri 7 By Atharva Agashe 11 VIGYAP from our heads, to yours From the editor’s Desk By Snehal Galande, HoD Advertising Vigyap, the initiative of the ad club is enter- as well as audiences. IPL has always attracted We thank the students of Batches 2021, 2022 and 2023 for being a source ing into the next volume. We missed the Sep- brands whether the platform for promotion is tember issue but the bounce back theme is traditional or digital. We can see both the plat- of support in the second step of the Vigyap Journey, and everyone who really remarkable. COVID-19 pandemic could forms flooded with the ad-campaigns with es- participated in The Vigyap League and made it a success across the batches. not stop IPL 2020 as well as the advertisers. Ex- tablished brands such as Swiggy, Facebook, etc. perts are estimating that Disney+ Hotstar will Furthermore, it’s an excellent opportunity gain a profit of Rs. 300 crores through IPL ad- for upcoming brands such as Wakefit, Rapi- vertising. This will give us the brief idea about do, Khatabook to build their brand image in MANAGING EDITOR Dr Sreeram Issue 02 the volume of advertising business for the sea- the stipulated time period of the on-going IPL Gopalkrishnan October 2020 son. It’s good to know that our students are also season. identifying the pulse of target audiences and Students have tried to cover various aspects CONSULTING EDITORS Kavitha Iyer selected IPL as a theme for the second issue. while touching the nostalgia in terms of cap- Snehal Galande IPL is called as ‘advertiser’s paradise’ for a turing Indian emotion and IPL Ad campaign of reason as it comes with immense opportunities 2009. Dream 11 has captured the attention of ASSISTANT EDITORS B Shashank for brands to advertise to huge number of peo- our student authors as an emergence of fanta- Mallika Mansuri ple who can be potential consumers. Disney+ sy and a mode of sponsorship for the current Hotstar is expecting to increase the viewership season. Hope we will continue to unfold many LAYOUT & DESIGN Jaskirat Dhillon numbers compared to last season because of more insightful thoughts, sentiments, views pandemic situation. and reviews through this forum. To the Vigyap EDITORIAL TEAM Mahi Raja It’s undeniable that ‘IPL: Superbowl of In- team: all the very best for the upcoming excit- Nikitha Awal dia’ has always captured the attention of brands ing and enriching endeavors!! Shreya Pradeep Somalika Chhabra CONTRIBUTORS Ahan Sen Anantjeet Singh Dutt Atharva Agashe what is the vigyap league? Priyal Jain Sayanta Sengupta By Mallika Mansuri ver the past few months, ums when it comes to adver- the way, with strategy decks, A publication of Symbiosis Centre for Media & Communication (for internal circulation only) since the inception of tising, recognizing the oppor- creatives, scripts and topical OVigyap as a platform to tunities that changing times content marketing rounds. showcase the undying creativ- bring with them for the world The second issue of the Vig- Symbiosis Centre for Media & Communication ity of the students of SCMC, of marketing and advertising. yap Magazine is here to cover Symbiosis Viman Nagar Campus we have wondered how to in- While our first round began the great works of the students Survey No. 231, off New Airport Rd centivize their talent and con- with a light-hearted theme we over the past months. Viman Nagar tribution. termed as ‘Filmatisement’, it Apart from this, the is- Pune — 411 014 This led us to the idea of was just to test the waters and sue talks about India’s biggest Maharashtra, India starting a Vigyap League, a make the students familiar game, and how advertising five round challenge with a with what they can expect in has helped stir it to the posi- different brief or task for ev- the coming rounds. tion that it holds today, and Write to us at [email protected] ery round to help the students From here on now, however, what we can continue to ex- push their boundaries when it we want to delve further into pect from the Indian Premier comes to quality content cre- the intricacies of advertising League with the evolving rep- ation, enabling them to get understanding, learning and resentation and commerciali- their hands on versatile medi- building our portfolios along sation of Indian Cricket. 02 03 VIGYAP VIGYAP not for increasing sales or for base for these teams make it in the nation’s GDP increment cover story convincing people to buy their almost like a rival match. This and industries like tourism, product. series has also seen some spec- management, hospitality, me- IPL has been the father of a tacular catches. A catch by AB dia and even small-scale busi- it’s that time of the year again lot of popular advertising cam- De Villiers which later came nesses and local vendors have paigns, like the Zoo Zoo cam- to be known as the Super- benefitted from it. paign by Vodafone, the current man catch caught everyone off However, government sub- Dream11 campaign, the popu- guard. Alzarri Joseph holds the sidizing taxes for IPL and re- lar Kingfisher OoLaLaLaLeO highest record for 6 wickets sulting disproportionate sta- campaign, the Gionee Selfie and 12 runs in 3.4 overs. tus-quo is one of its negative campaign, the Pepsi Crash the There is an endless list of impacts along with unlawful IPL campaign etc. One can moments that is still unbeliev- activities like money launder- damn sure bet that it will con- ably enthralling. ing and gambling that alleged- tinue to be a huge magnet for ly takes place under its shadow advertisers in its coming fu- and needs to be kept in check. ture as the viewership for the league is only on the rise. indian emotion what’s next for moments we will By B Shashank marketers? never forget PL has had a colossal im- By Nikhita Awal pact on the Indian soci- By Mahi Raja Iety both culturally as well espite the IPL fever be- as economically. In an arti- ing stronger than be- hat makes IPL the cle by P Nayar, he described Dfore, the pandemic has most awaited event is IPL as a ‘new cosmopolitan brought around some major WIndia, is its nail-biting idiom of sports’ and rightly changes in its advertising and matches and mind-blowing so as because of its initiation, sponsoring. An overall drop performances by the players. the post-westernized world of off of 10% to 20% in advertising Like every event that happens, Cricket saw a fusion with en- has been estimated compared IPL too has their own set of tertainment and pop-culture to the previous years. Sizable iconic moments that has been giving rise to new trends such brand categories such as au- ingrained in the minds of all as ‘Sport-ainment’. IPL man- tomobiles, apparels, banking cricket lovers. aged to capitalize on the fact and food and beverage com- When we talk about that that India has had a history panies are reluctant to spend one player who is known for of emotional attachment with large money during the pre- Even though we already had his high strike rate and whose Cricket as a sport.The IPL-sea- vailing circumstances. At the the beginning of pro cricket leagues, BCCI want- advertisers’ name always gives a thrill to son is treated as a festival that same time there is a chance to an era ed to capitalize on the success paradise the viewers, is Chris Gayle. He can be enjoyed by people of all witness the growth of online of the Twenty20 format. The is still known to be the highest genders (despite the popular forms across categories such as By Shreya Pradeep IPL was then modelled such By Somalika Chhabra individual scorer of IPL with belief of cricket being associ- e-commerce, Ed tech, video that it resembled pro-sports 175 not out in 66 balls in the ated with boys) and age groups on demand streaming services ricket fans globally com- like the NFL, where each team PL being the mass man- year 2013, against the team whether the youth or working and online gaming to drive the prise 1 billion people. It is owned and operated inde- ufacturer of memorable Pune Warriors. Along with adults who like to discuss and IPL advertisement. The dip Cisn’t surprising that In- pendently. Even though most Imoments that it is, inevi- Gayle, Dwayne Bravo is anoth- analyse the sport intently. in advertising areas won’t be dians constitute 90% of this matches would be held in In- tably today serves as a premi- er figure known for their dance Its massive reach can also a concern, but the main chal- number considering that the dia (not this year sadly), the um platform that people use moves and on ground enter- be credited to their constant lenge would be to get around IPL has grown into one of the teams would be chock full of in order to get the public eye, tainment.