WHICH IPL AD DID YOU LIKE MOST?
The Indian Premier League (IPL) in its eleventh edition does seem to be living up to all the hype surrounding it. The 1.5 month-long cricket extravaganza is not only the subject of dinner-table conversations across most Indian households, it has also managed to entice more and more brands to come up with campaigns to be shown during IPL matches, owing to the huge fan following the tournament enjoys across all age groups. With the advertising blitzkrieg on this year, our cover story brings you the people behind some of the mostloved campaigns launched during IPL so far and also some of the stories behind them. *** Talk of the IPL tournament and can talk of Star India be far behind? Sanjay Gupta, Managing Director of Star India, tells us that revenues from IPL 11 are expected to increase by a whopping 60% over IPL 10. According to him, that will also allow Star, which acquired the global media rights for the IPL at a whopping price of Rs 16,347.5 crore in September 2017, to break even. *** When it comes to brand recall, fabric and fashion brand Raymond has always managed to stay on top of the consumer’s mind with its ‘The Complete Man’ campaigns. Its recent Bold Black Creative campaign as well as a campaign showcasing its khadi products have only helped reiterate the brand’s universal appeal, giving the 90-year-old brand a contemporary image. In our CMO interview this week, Shantiswarup Panda, Chief Marketing Officer, Raymond Lifestyle Business, shares insights on the recent campaigns, ‘The Complete Man’ brand proposition and millennial trends. ***
In our Unwind section this week, we talk to Kunal Jeswani, CEO of Ogilvy India, a scuba-diving enthusiast. Eight years ago, Jeswani chose to learn scuba-diving and that decision turned out to be a life-changing, soul-nurturing one for him. It not only opened up the magnificent world of the ocean and marine life to him, but also offered him unforgettable, immersive experiences in stunning locations such as Sipadan in Malaysia, Havelock in the Andaman Islands and the Maldives. Diving allows Jeswani to switch off from everything else and that’s what draws him to the ocean year after year.