Off-field bouncers don’t bother brand IPL

MUMBAI: A strong emotional bonding with consumers and robust ad revenue flow are expected to help Brand IPL tide over the current crisis. Though the brand per se has taken a knock following the Tharoor-Modi fracas, some companies which haven't advertised with IPL so far seem to be pitching for the T20 razzmatazz, at least for now.
TOI spoke to a cross-section of advertisers and sponsors and all agreed to remain loyal to Brand IPL, which has given them quality return on investment (ROI). Most were equally clear that their association with IPL would continue well into the fourth season, as long as the Kochi row does not have a lasting impact off-field.
An official of a telco, which has been a major advertiser during IPL Season 3, and has rolled out new ads every day, said, "IPL continues to be a great advertising opportunity, though the antics off-field appear to be fuelling more controversies." Requesting anonymity, the official added: ‘‘As of now, Brand IPL is insulated. If it does get compromised... we have a year to make up our mind. This year's tournament is coming to an end and most brands have time to take a call."
Added Tanya Dubash, executive director and president (marketing), Godrej Industries: "It is too early to comment on this. The ratings, to the best of our knowledge, have not been impacted adversely. Of course, whether the controversy behind IPL creates a permanent dent to its image will have to be seen, as this would impact many advertisers' decisions."
Interestingly, corporates who have never advertised with IPL — such as Hewlett-Packard (HP) and Perfetti — are eager to come on board. President of the personal systems group at HP, Sunil Dutt, said, he "would definitely advertise with a brand that pays and provides a good ROI."
"Most marketers would just want to be associated with the game. Corporates want to reach out to customers through a medium that provides high visibility and IPL has done that quite successfully," Dutt said.
Underscoring this point, Sameer Suneja, CEO, Perfetti Van Melle India, said: ‘‘Consumers' love for cricket will not wane because of the behind-the-scene games, unless the game itself is shady or there emerges a huge betting scandal."
As for advertising on IPL, which "is considered very expensive as it offered a limited-day window", Suneja said, "I am not saying we will never do it, it all depends on the fit. At the end of the day, the sport is much bigger than anything else."