IPL shines, Advertising soars!

Apr 5, 2010

The commercial steamroller event power-packed with entertainment, energy and excitement is acquiring big momentum. So is the advertisement industry which is exhibiting engrossing epitomes. The advertisement regime is coming up with a new copy of everything, that too, on daily basis. Its no surprise that Abhishek Bachchan is laughing all the way to the bank.

Recap

In my recent post “IPL shines, Bollywood fades!“, I have said that due to lack of promotion of movies, Bollywood is facing the adverse during the IPL season. This post clears out what is keeping the advertisement/promotional-campaign industry busy that there is lack of promotion for movies during this sporting event.

New Sunshine, Daily!

IPL had always been the most attractive event for the advertisement industry in the history of Indian Cricket. Viewers witnessed the all-new-avatar of Zoozoos in the Vodafone campaign last year which gave a unique idea daily on all the IPL matches days. But the matches in IPL season 3 is the most creative season as advertisement agencies have to give out their best not to allow any room to the viewers to switch channels between the breaks as this is the time when the creatives can unleash their creatives. So, new campaigns everyday. A remarkable tendancy is that campaigns associated with communication industry that take the larger share of the cake. Thus we see junior Bachchan promoting “oongli cricket” (a new form of gambling, as I see it), King Khan coming in a different avatar seeking coaching-tips for Kolkata Knight Riders (where a saas-bahu-screen-villain Urvashi Dholakia had got a chance to feature in a IPL campaign for Nokia), and Sharman Joshi with his campaign for Airtel with the punch line – “Baat Karne se hi baat banti hai”.

Merry Go Round

The communication industry is making the most merry in the sunshine emitted by the IPL and is treeing the maximum of hay indeed. Hence its clear why Aamir Khan has reded himself into an “Aam Aadmi” (Ordinary Man) for the new Samsung add. Vodafone leads the impulse for daily new advertisements with its Zoozoo campaign, and it encouraged the competitors to compete it on daily basis, in all probability. Havells, a non-communication-industry company, is the only product, which is screening out new advertisement campaign on a daily basis and using this grand gala occasion to create cognizance for their shock-proof electrical equipments.

Afterglow

The Twenty20 format of Cricket has very quickly topped the popularity chart due to its 3-hour-result-oriented format. Contrary to several sayings & beiefs against this new format, there are reasons to believe that the three versions of the cricket can co-exist together peacefully. IPL is the Super Bowl and English Premiere League(EPL) for India, and it is the best platform for any MBA student who want to study the chained evolution of advertisement industry profoundly. After the end of IPL, it would be a monolithic period of prototype shift for advertisement industry as well, as the industry, having sharpened the appetence with the IPL, may have to create daily campaigns.

Related posts:

1. IPL shines, Bollywood fades! Just rewind the time to 2007, India had two kinds...