Even as companies continue to debate whether to advertise their products during the Cricket World Cup or the Indian Premier League (IPL), Star Sports has signed on brands such as traditional World Cup advertiser Maruti alongside some new ones including NestleBSE -0.84 %, Raymond, Marico, Pidilite and e-commerce players YepMe.com and Paytm for the upcoming tournament.
Star Sports, the official broadcaster of the World Cup in India, is hoping that its strategy of broadcasting the tournament in Tamil, Malayalam, Kannada and Bengali alongside Hindi and English will bring in a large number of new advertisers. It has signed up TI Cycles and Manappuram, for example, only for the south India market while Dixcy has decided to advertise nationally although it evinced interest only for the southern market to begin with.
“Our strategy to broadcast in four regional languages will make the World Cup more accessible. Cricket, and especially the World Cup, is usually considered expensive and only very large advertisers were able to access it so far,” said Sanjay Gupta, chief operating officer at Star India. “We are also seeing interest from brands that have not been into cricket before and contribution from these new advertisers will be very high.”
While spot ads for national advertisers during the World Cup are fetching up to Rs 5 lakh per 10 seconds, for south India an advertiser can get a 10-second spot for about Rs 1.25 lakh. In comparison, the Indian Super League football tournament sold for about Rs 1.5 lakh per 10 seconds. In the 2011 World Cup, the only option available was to advertise nationally at about Rs 4 lakh per 10 seconds.