‘IPL Brands Insights Book 2019’ discourses the dynamics of branding at IPL

‘IPL Brands Insights Book 2019’ discourses the dynamics of branding at IPL

Velocity MR launched ‘IPL Brands Insights Book 2019’ today during the first edition of Velocity Insights Summit at Bengaluru. The book was launched by Harish Bijoor, Brand Guru & Founder, Harish Bijoor Consults Inc.

The IPL Brands Insights Book uncovers insights and trends on the role of branding and value creation in this multi-billion-dollar Indian sporting league. The book is particularly beneficial for Brands and Companies eyeing IPL as their major marketing vehicle. IPL today is the most popular and followed cricket league and was ranked the 6th most attended as compared to all other sports leagues in the world. The brand value of IPL in 2018 was estimated to be a staggering US$6.3 billion, according to Duff & Phelps. The Brand Book is positioned as an insightful guide for crafting Marketing decisions by brands, this IPL Brands Insights Book 2019 highlights various elements that are brain-stormed by marketing decision-makers while taking the IPL plunge.

Adds Jasal Shah, Managing Director & CEO of Velocity MR, “IPL is no doubt the biggest sports and marketing extravaganza by far for Indians at home and around the world. With the high stakes for this tournament, we felt the need to study the impact of advertising campaigns and branding during this event. Some of the notable surprises include the fact that RCB continues to be one of the most popular teams despite its poor performances. We also found that heavy spenders have been weighing their options between supporting the IPL as a whole or supporting an individual team, with the former being the clear winner. This annual study is a proven guide for marketers to help them with such tricky decisions. Moreover, we’ve covered around 100+ brands in our study and can develop exclusive & precise reports for each one of them”.

Harish Bijoor, Brand Guru & Founder, Harish Bijoor Consults Inc, further adds, “No secret that the stakes are high and every brand is looking to be associated with this exciting extravaganza. In its 11th edition, the valuation of leading individual teams has grown to cross USD 100 million and counting. In addition, Media Planners had estimated spend of over 2000 crore Rupees for IPL 2019 lone. Being the most sought-after marketing and advertising blitz in the country, media planners have to work overtime during this period to keep pace with the demand.”

The Panel Discussion at the launch saw leaders sharing their opinion on “Future Landscape of Marketing & Branding (in IPL)”. The Panel included Anindya Mallick - Associate Business Director of Wavemaker Global, Ashok Vidyasagar - Management Consultant (Marketing, Digital and Brand), Ramesh Jude Thomas - President & Chief Knowledge Officer of EQUiTOR Value Advisory Pvt. Ltd, Dr. Ray Titus - Dean & Professor of Marketing of Alliance School of Business, Alliance University and senior journalist R. Kaushik - Author of VVS Laxman’s biography. The discussion points included the role of OTT and programmatic ads, understanding data integration, parameters to gauge marketing/brand/ad effectiveness, the evolution of sports marketing and endorsement and more.