CCI NG 3.7 Product: ETMumbaiBS PubDate: 11-04-2018 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeep.dutta Time: 04-07-2018 00:31 Color: CMYK SPECIAL IPL THE ECONOMIC TIMES THE APRIL 11-17, 2018 The cola wars may be over but the Hit Or Miss battle for hearts, Leave The Gun, Take Tata Motors is betting minds and wallets big on the grand continues. Coke's cricketing event - IPL for its newest brand latest salvo? IPL. Nexon. Will this hit a By Delshad Irani The Can Only sixer or be a bouncer? n 1992, then managing back then, Coke did buy the ten- BY AMIT BAPNA director of Pepsi Foods der document for title sponsor- MUMBAI played. The associa- India, Ramesh Vangal ship, but decided not to bid as the tion would be across medi- told The Washington price was too high. Over the next The Indian Premier League ums and encompass the IPost, "This is a vicious few years, Pepsi splurged on the aka IPL has created a funny ecosystem, of dealerships as market, (Cola wars ev- IPL, while Coke was more tight- divide among brands: those well as customers outside. erywhere are nasty) but here, fisted. The former spent several who’ve sworn off finding it The clincher: both BCCI it's genuine Mario Puzo." paign is an often cited speci- hundred crores to get exclusive grossly over-priced - and the and Star TV, the broad- At the time Indians were men of ambush marketing, a deals for team sponsorships firm believers on the other cast partner are aligned drinking an average of just tactic occasionally deployed and beverage partnerships. hand. Count Tata Motors on taking the game three sodas a year. Nothing now, albeit in a far more genteel Pepsi colonised everything among the converts. deeper in the country compared to America’s 380 degree, by brands in our social – from title to pouring rights While its previous asso- – making it re- bottles a year or, for that mat- feeds. In this PC-era however, for all teams except Mumbai ciations with IPL have been gionally more ter, Pakistan’s 14 per person a the wanton ruthlessness of the Indians – to keep Coke benched. sporadic, this time the auto attractive and no year. Massive potential for con- 1990s is best left for manage- But the latter didn’t resign itself maker is all in, with its com- longer a metro- sumption, lax copyright laws, ment text books and trips down to feasting on scraps. pact SUV - Nexon, as official only game. "We and Indian business’s fondness memory lane. In 2 013, at Mumbai’s Wankhede sponsor for the en- thought that is the for jugaad, naturally made it a Having said that, cricket, and Stadium, home ground to tire tournament right way to go and high stakes game and ripe ter- now the Indian Premier League Mumbai Indians, Coke bottles and for all nine it would also help give ritory for the Cola Wars. (IPL) in particular, has always and cans with their labels centres where us the entry and reach Pepsi’s 1996 cricket World Cup been rich ground for the occa- stripped off were passed around the matches those markets," says Vivek campaign ‘Nothing Official sional flare up between Coke and by players. Not out of undying will be Srivatsa, head – marketing, About It’ against the tourna- Pepsi. In 2012, Pepsi coughed up devotion to the brand, but be- passenger vehicle business ` ment’s official sponsor, Coca- almost 400 crore to secure title cause Coke had pouring rights Vivek unit, Tata Motors, while de- Cola, was a defining moment sponsorship rights for the IPL. for the team that year. Srivatsa clining to comment on the to- in these wars. Today the cam- As The Economic Times reported >Continued on Page 4 Tata Motors tal outlay of this association. >Continued on Page 4 BE in conversation with Delhi "If you earn more, you share more" Daredevils' CEO Hemant Dua year, including a major windfall in How is the overall mood at the Delhi Why did GMR decide to sell 50% stake in but also bringing in the right partner BY GAURAV LAGHATE | MUMBAI terms of central revenue pool and a sig- Daredevils (DD) camp this year? the company? so that we can build the legacy of DD. nificant jump in sponsorship money. We've had a pretty successful auc- It’s purely about unlocking the value. Delhi Daredevils, the GMR Group- Additionally, the promoters have un- tion. More than us, I think our fans That is what the group believes in. Delhi is quite a heterogeneous market, owned franchise of the Indian locked the value by selling 50% stake are more excited. It's their energy GMR has unlocked value in different how do you plan to capture the audiences’ Premier League (IPL) may have had in the team at a valuation of `1,100 that's rubbing off on the team. The businesses. We have found a great attention? a below-par run in the league over crore. Will it be a season to remember? coach is happy. The captain is happy. partner in JSW because it’s not just Our campaign is around the theme the last decade. 2018 however is go- Hemant Dua, CEO, GMR Sports, Everyone feels that we have got a an investment. They believe in sports. of #DilDilli, which translates to "my ing to be a turnaround year for the sheds light on the team’s plans. pretty balanced team. At the end of They have invested in a lot of other heart is Delhi". We are taking it to the company, management tells us. There Edited excerpts. the day, what matters is the boys' sports properties. There is synergy next level and it will be everywhere are many positives for the team this performance on the ground. I think from that point of view. - billboards, radio, etc. We have a beau- we are in a good space. In the past 4-5 tiful film and song that brings the city "IN THE PAST WE LACKED IN SOME OR THE OTHER DEPART- years we lacked in some or the other Are you happy with `1100 crore valua- together. There is a lot of migratory MENT. THIS TIME WE HAVE COVERED ALL BASES" department. But I think this time we tion? population so to build that passion have covered all the bases. We were The group is very happy with the valu- around the team is what we are trying. — HEMANT DUA,CEO, DELHI DAREDEVILS never so confident. ation and it was not just about money >Continued on Page 4 1Jf' WWI -YA A T R U E GENTLEMAN NEVER GOES OUT OF STYLE. t 3 ' US. POLO ASSN. TAILORED + ^"'"^^"" S I N C E 1 8 9 0 Shop online at uspoloassn.nnnow.com /AMYntra Available at all exclusive U.S Polo Assn. stores , Also Available at: SH OPPERS STOP globus Flipkart -f amazon.in JABONG AJIO CCI NG 3.7 Product: ETMumbaiBS PubDate: 11-04-2018 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeep.dutta Time: 04-07-2018 00:31 Color: CMYK “One thing I’ve missed growing up IPL SPECIAL 42 ECONOMIC TIMES with is sporting culture:” – Virat Kohli THE APRIL 11-17, 2018 BY INVITATION Football club Mumbai City’s Indranil Das Blah says franchise-based leagues owe their From The Aam Janta’s Desk existence to the IPL, but also raises a red card. Brand Equity spoke with IPL enthusiasts about commercial breaks, dream teams, and #ProTips for brands. By Priyanka Nair ‘Don’t kill the Vishal Kamerkar (32) is an Dear Brands... you have the attention of the nation, entrepreneur who spends his don’t shove your product down its throat. Create weekends playing cricket. The concepts that connect and make the break a little less vice-captain of a local team in boring. Mumbai gets annoyed when the golden goose’ Kavita Iyer (28) channel slips into an ad break is a chartered at crucial moments during IPL accountant who gets irked when matches. “Why do they do that,” he asks rhetorically. ads cut into the rhythm of the game. My Dream Team: I would name them Mumbai Cheetahs, and have Amazon sponsor us. I’d keep Rohit Sharma as My Dream Team: It would be called our captain. Bindass 11 and MS Dhoni would What I’d do differently: Nothing. be the captain. I will get Ariel as a sponsor and clean up A Spot To Remember: The series of ads by Pepsi. I also everything. recall the Jio and IPL brand promotions very well. What I’d do differently: It would be great to get teams Dear brands... IPL is not just about cricket. There is a from smaller cities to promote domestic talent, and lot of glamour associated with it. I think brands need have just one round of matches before playoffs. to make the best use of these two worlds and create A Spot To Remember: Vodafone’s Zoozoo ads. content that is more interesting. What we see currently Dear Brands...make your marketing interactive for the is very bland or OTT. Can we see some local flavour in IPL fans. your communication and more regional content? Megha Shrimali (26) Radhakrishna works with The Brown Scooter, Adyanthaya (63), who is a digital magazine. The ad-gal the president and COO (fans and in her suggests teams need to appliances) of Polycab Wires, better connect online and offline ANIRBAN BORA ANIRBAN spends most of his free time activities, to pump up their fans.