In Chennai, the match will follow a heavy-duty Tamil film industry pageant, promises India Cements' Singh. Rajasthan Royals' Castellino refuses to share his strategies but admits that Emerging Media will invest upwards of $12 million this year.
"A 360 degree campaign has broken across Rajasthan involving TV commercials, radio spots and outdoors," he says. The team's school, college and mall activation campaign will happen in Jaipur, Delhi, the NCR and in Gujarat.
Media industry estimates the franchisees will spend, on average, Rs 20-30 crore each on marketing.
J C Giri, Mumbai-based president of Ogilvy, the agency that devised the communication strategy for IPL, says its brief was to launch the League as the greatest domestic sporting event ever seen, rally passions and allegiance for the teams, and get fans to fill up the stadiums or watch matches live on TV.
The IPL teams seem to be following the same mandate. After all, put together, upwards of Rs 3,000 crore (Rs 30 billion) has been spent on acquiring team rights.
Image: A worker from a garment shop adjusts a display of mannequins bearing images of Indian Premier League Hyderabad team cricketers | Photograph: Noah Seelam/AFP/Getty Images
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