Among the companies who have successfully utilized the marketing opportunity called IPL is the Godrej Group. The three seasons have seen the company execute crucial campaigns during the matches. The first season coincided with the re-branding exercise of Godrej, the second season gave viewers a feel of its technological edge with the Aerospace campaign and the last season saw the launch of India ?s first virtual life website Go Jiyo. In an interview with FE?s Pritha Mitra Dasgupta, Tanya Dubash, executive director and president (marketing) Godrej Industries talks about the IPL and why she?s still upbeat about the tournament. Edited excerpts:
How was IPL3 for Godrej? Are you happy with the way it panned out?
Yes we are happy. I think for us the primary rationale is that it provides a great opportunity to bring together and showcase the wide range of our offerings from across the Godrej Group under the Godrej banner.
IPL remains a high impact media property. That is the primary motivation for us. It is an impact rather than an efficiency buy.
In terms of ratings, IPL 3 has done far better than IPL 2 and is in keeping with our expectations.
Do you see any negative impact of the controversy on the IPL brand?
There is no negative impact as of now if you look at it from the perspective of viewership ratings. Of course the viewership of last few matches is yet to come in.
Do you fear that the negative coverage can have a spillover effect on the brands associating themselves with IPL?
I don?t believe that there will be any impact on the brands associating with IPL this year.
But of course, the allegations will have to be addressed and going forward, I imagine that if some of the more serious accusations are proved to be correct then we will have to reevaluate our position.
Will you associate with IPL in the next season?
We have a good, mutually beneficial relationship with Set Max. In all likelihood we will associate with the IPL again. But it?s too soon to say ofcourse.