MSM expects 20 per cent increase in revenues from IPL 2013

By Raushni Bhagia , afaqs!, Mumbai | In Media Publishing | February 20, 2013
The network has released a marketing campaign that features director choreographer Farah Khan for the upcoming season of IPL. The total marketing spends have increased by 20-25 per cent.

Many eventful changes mark the launch of the popular cricketing property, the sixth season of the Indian Premier League (IPL). First, it has a new title sponsor (and will be now known as Pepsi IPL, instead of the erstwhile DLF IPL). The tournament will also be simultaneously telecast on three Multi Screen Media (MSM) channels - SET Max, Sony Six and Sony Six HD.

MSM, which owns the telecast rights for the property, has released a marketing campaign, 'Sirf Dekhneka Nahi', for the upcoming season of the tournament. Also, the marketing spends have increased by 20-25 per cent in the current season. The campaign, which will be led by television, will be spread across all platforms including print, outdoor and BTL (extensively used), followed by radio and digital.

The campaign comprises seven TV commercials, of which six will be unveiled first, while the remaining one (which is a minute long film) will be released on March 15. The outdoor will be released on March 22.

Conceptualised by JWT, the ad films have been produced by Keroscene Films.

'Sirf Dekhneka Nahi' is an interactive campaign that establishes three unique signature dance moves featuring director-choreographer Farah Khan, showing a four, six and a wicket, since these three are the most common and important events in a cricket game.

The campaign will feature a series of three short films and three dance instruction videos. The films will showcase women, working professionals and families celebrating the IPL together with Farah Khan, who teaches them the signature dance steps. To add to the musical celebration of cricket, the network has also roped in music director duo, Vishal and Shekhar, who have composed a catchy tune for the Pepsi IPL 2013 campaign.

Pepsi is on board as the new title sponsor from this season onwards. When asked if its rival cola brand will distance itself from the property due to this association, N P Singh, COO, MSM, answers, "That is something that we will have to wait and watch. I believe everyone understands the strength of the property. The ratings too have stabilised at 3.5-4 TVRs with a gradual increase in the reach of the tournament."

Rohit Gupta, president, MSM informs that the expected increase in the revenues is about 20 per cent over the previous season. The channel looks forward to two presenting sponsors and seven or eight associates. It is learnt that close to 25 per cent of the inventory has been sold till now. The tourney will be simulcast on the three channels, Sony Six (with Hindi commentary), SET Max and Sony Six HD (with English commentary). The campaign can also be viewed on, the online home of Sony Entertainment Network.

Neeraj Vyas, EVP and business head, SET Max, says, "Through the campaign 'Sirf Dekhneka Nahi' we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves and get hooked on to the game by actively participating throughout the season." The network expects the kids, too, to hook on to the dance moves.

Gaurav Seth, SVP, marketing and communications, SET Max, says, "Cricket is a game wherein one interacts with the people with whom they watch the game. It's not a mute sport and has a lot of celebration attached to it through these smaller events (fours, sixes and outs). Taking this insight, we expect the viewership of Pepsi IPL to be extremely involved and this is what the campaign brings alive."

For the record, last year's marketing campaign for IPL was 'Aisa Mauka Aur Kahan Milega' which is based on the premise that cricket lovers, above all, want an opportunity to watch a match.

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