Introduction
The summers in India have been synonymous with holidays, travel, sweltering heat, big movie releases and cricket season. In 2008 the Indian Premiere League’s (IPL) first edition was launched and there has been no looking back.
The IPL is a melting pot of a multitude of diverse things coming together, from legendary cricketers across the continents playing for one team to the glitz and glamour it offers. Over the 17 years since its inception, brands have leveraged this event’s existence to the optimum. This made us fortunate to witness some creative and groundbreaking campaign ideas that became the talk of the town during and even post-season.
In this blog, we will look at 5 brand ideas which were launched during the IPL season and decipher some insights from them to understand their success.
5 Brand Ideas Launched During IPL and Insights to Understand Their Success
1) Zoo Zoo – Vodafone
This campaign allowed us to witness one of those rare occasions when advertisement breaks during a cricket match was looked at with much curiosity and anticipation. The animated advertisements introduced new plans or services Vodafone is offering and the storyline would streamline around cricket. Almost every day a new Zoo Zoo advertisement dropped thus retaining the audience’s interest throughout the season. Even today the Zoo Zoo campaign has sustained its popularity and continues to maintain a high recall value.
Insights Deciphered:
- Vodafone did a re-branding through creativity and piquing audiences’ curiosity.
- Delivered humane stories in a fun-filled and animated approach.
- Played out advertisements like an ongoing series to keep the anticipation and eagerness alive.
- Built a connection with audiences through humor and cuteness.
(Credits to the creator of the content)
2) 2020 Facebook – More Together
The year 2020 witnessed the repercussions of a Pandemic. When the IPL season kick-started in September of that year, Facebook introduced a video as a part of their campaign – More Together. It encapsulated the sentiments of people and business owners still reeling from the effects of the sudden shutdown. The campaign motivates people to come together virtually wearing the cricket jersey manufactured by people running businesses on a small scale as a mark to celebrate the spirit of small businesses and applaud their dedication towards craft.
Insights Deciphered:
- Facebook positioned itself as a brand that values human connection above anything else.
- It changed the perception – celebration in sports is not always about the victory, sometimes it’s about uplifting countless people who contribute to the final win.
(Credits to the creator of the content)
3) Swiggy – No order too small
This short advertisement perfectly captures the enthusiasm Cricket holds in the lives of billions of Indians. Right before the crucial moments of a match unfold, a sitting on the edge situation persists, and the sentiments felt during these moments resonate with cricket lovers across the globe. Capturing this universal sentiment Swiggy banked upon the idea of delivering the smallest of the orders to not disappoint a true cricket fan.
Insights Deciphered:
- The advertisement features a character who is also a cricket fan thus establishing connectivity.
- The advertisement script is inspired from anecdotes and stories unfolding around in reality and Swiggy positions itself as a part of the story and not as its central character.
(Credits to the creator of the content)
4) PEPSI – Oh Yes Abhi!
The campaign ropes in celebrities and sets a stage for an electric environment capturing the attention of youth. The campaign released series of advertisements and aimed at translating the exhilarating feeling one has while consuming an ice-cold beverage which quite resonates to how one will feel when chasing their true calling, not letting the inhibitions hold them back and enjoying every moment of life to the fullest!
Insights Deciphered:
- The campaign’s concept encompasses the sentiments of youth and delivers an idea which will make them feel heard and valued.
- Placing the product accurately. Beverages are bound to get more attention during the time of peak summers.
- Celebrity endorsement increases the chances of the idea/campaign going viral.
(Credits to the creator of the content)
5) Big Basket – Made and Delivered to You in Just 10 Minutes
During the 2024 season, Big Basket roped in RCB (Royal Challenger Bengaluru) players Virat Kohli, Lockie Ferguson and Alzarri Joseph for a small yet noteworthy advertisement. Just the way Virat Kohli expresses his delight on a seeing he has only few words to deliver as part of the advertisement script, the customers too can find delight in Big Basket’s quick order delivery.
Insights Deciphered:
- Precise and to-the-point messaging for an online service works better as the audiences are more receptive to the discounts offered and whether delivery will be carried out in time.
- Short ads are quick to grab attention during a cricket match, as long-duration ads run through only during certain segments like innings break or the strategic time-out.
(Credits to the creator of the content)
Conclusion
IPL for several years has given a platform for multiple brands to not just promote their product or service but to also establish a connectivity with the audience.
We at Impulse Digital – digital marketing agency in Thane are catering to several brands in the past and have outperformed the clients’ expectations. With Digital expertise, Creative Excellence and Nuanced Storytelling Impulse Digital is always on the lookout for opportunities which foster creative and digital growth for our clients. If you are on a look out for someone who gives your idea the right direction to flourish reach out to us!
