IPL ready for a 160 crore Marketing Blitz

After the buzz surrounding the auctions Indian Premier League is setting it up for a huge marketing campaign from March. Mint reports on how...

After the buzz surrounding the auctions Indian Premier League is setting it up for a huge marketing campaign from March. Mint reports on how together, BCCI, Sony and the teams are likely to spend around Rs160 crore on promoting IPL across various media platforms, including television channels, newspapers, mobiles and the Internet.
BCCI’s advertising tag line is expected to be themed around “the fight for excellence". “The campaign will be entertaining and aspirational and will try and invoke team loyalty by creating passion around the city it represents.
Initially, the campaign will run in India, but later, BCCI and WSG plan to take it global. “ the next two years they plan to take the campaign to various cricketing markets outside India, specially those from where players have been inducted.
The campaigns are likely to pitch the tournament as more of an entertainment option than just a game of cricket. “The theme is entertainment. The communication will be on the lines of ‘come watch a three-hour movie".
Closer to April 18 they plan to go for a roadblock strategy similar to the one used by Vodafone for Hutch is now Vodafone campaign where there will be only IPL ads during ad breaks on various TV shows across many TV channels. This one will be interesting to watch and I believe that if they are ready to spend on internet they can reach out to a larger base of customers internationally at a very low cost and so new media strategy should be higher on their priority list
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