Star India, on the other hand, have tied up with IPL to primarily
promote their flagship channel, Star Plus. "We saw a great opportunity
to use this platform to communicate our brand promise of Rishta Wahi, Soch Nayi [same relationship, new idea]," Uday Shankar, CEO of Star India, said in a statement following the deal.The Star India deal is believed to be worth at least Rs 50 crore
(approximately $10 million) per year. Even though both Star India and
IPL have kept the form of the association under wraps, it is understood
that the former plan to have characters from their 33-odd daily soaps
attending most of the matches. After the first match against Kolkata
Knight Riders and Delhi Daredevils on Wednesday night, one of the female
actors from Star's soaps handed out a Star Plus Nayi Soch Award
at Eden Gardens. In fact, the unique partnership has also left
franchises wondering "whether the players will be asked to make a guest
appearance in Star's reality shows, just like film stars".MSM's tetchiness - as revealed by Singh's unusually aggressive statement
- is understandable, say industry experts. "It may turn out to be a
profitable move, but Star India's partnership with IPL is certainly not
in a good taste," a media buyer said on condition of anonymity. "It may
start a vicious war between television media majors, similar to the
ambush marketing campaigns run by the cola giants over sponsorship of
cricket events in the late 90s and early 2000s."
Khalap, however, says this isn't ambush marketing. "I can't call it an
ambush. It's effective deployment of resources by a media conglomerate
to use a property that's as big and reach out to the target audience in
one more way."
Ad filmmaker Prahlad Kakkar speaks from a financial perspective.
"Cricket is the biggest money-spinning factor in India. The IPL is the
second-most followed cricket event after the World Cup," Kakkar says.
"So it doesn't matter whether it's ambush or not. Any association with a
property like IPL is going to surely help a brand in a much bigger
way."
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