IPL beats World Cup in FMCG

Even as the Godrej Group and Loreal India are investing more in the upcoming Indian Premier League-4th edition, Parle Agro, Parle Products and PepsiCo India are gambling big on World Cup 2011. On the other hand, telecom players, cola majors and consumer durables firms are investing in both sport properties to gain high visibility for their brands. Incidentally, telecom player Vodafone has opted to support both IPL and the World Cup to leverage the cricket platform. Yet another telecom player, Idea Cellular, will be beaming its television movement titled ‘Keep Cricket Clean’ during the telecast of World Cup 2011.

On the Godrej Group’s ad strategy, Tanya Dubash, executive director & president (marketing), the Godrej Group said, “I think the IPL belongings is a safe, low-risk proposal. We are one of the sponsors for IPL -4. We may look at ad spots for World Cup 2011 it fits into our media plans.” In sharp contrast, Nadia Chauhan, joint managing director & CMO of Parle Agro, said the company prefers to invest in World Cup 2011 to gain visibility for its beverages brands during the peak season summer. “Besides, IPL charges very high. We prefer the World Cup to increase our visibility in a media clutter,” she added. Clearly, the clash between brand India and the IPL brand will hot up in the next two months.

Arch rivals Coca-Cola India and PepsiCo India plan to invest in both the sport properties, World Cup 2011 and IPL 4. “Both these sports proceedings give us with opportunities that will help our brands reach out to the related aim audience. We will be investing in both,” said a spokesperson from Coca Cola India. According to Sandeep Singh Arora, executive vice-president - marketing, Cola, PepsiCo India, is one of main sponsors for World Cup 2011. “We will be investing in IPL-4 in different formats,” he said. According to Sudha Natrajan, president & COO of Lintas Media Group, ESPN has seen investments to the tune of Rs 800 crore (approximately) by advertisers on World Cup 2011.


Post a Comment