Everyones climbing aboard the IPL bandwagon

Written by Lalitha Srinivasan | Mumbai, Feb 22 | Updated: Feb 23 2008, 05:58am hrs
Now, ad agencies make hay

After the Indian Premier League (IPL)s grand auction, it's now time for high-voltage brand building exercises. Ad major Rediffusion DY&R has bagged the creative and advertising jobs of the Bangalore (UB Group) team while Ogilvy & Mather (O&M) has won the ad account of the Jaipur (Emerging Media) team. Yet another ad major McCann Erickson India has got the creative business of the Mohali team (combined team of Preity Zinta and Ness Wadia).

Industry sources say IPLs Chennai (India Cements) team has appointed a local ad agency, Salt, to handle its advertising campaigns. The Chennai team has already started releasing ads in leading dailies in Chennai, added sources. Incidentally, the Chennai teams ad line reads: 8 teams, 44 days and 59 matches--one victory-name Chennai SuperKings. Clearly, its action time at the Indian Premium League.

On Ogilvy & Mathers new account win, Abhijit Awasthi, national creative director, said, We have just got the creative duties of IPLs Jaipur team. We have also won the advertising account of IPL a few days ago.

WPPs Group M is handling the media duties of IPL while Madison Media is designing media strategy for Subhash Chandras Indian Cricket League.

In the midst of such hectic activities, other teams are scouting for ad agencies to handle their creative jobs. GMRs team, Delhi Daredevils, is in advanced talks with a leading ad agency in Delhi, according to sources.

In a bid to stand out in the overcrowded category, DLF Indian Premium League franchisees are planning to launch high-decibel ad campaigns featuring their prize catches. The Indian ad industry will certainly benefit with BCCIs Twenty20 tournament. We expect an advertising revenue of Rs 400 crore from IPL matches this year, said an analyst in Mumbai.