Impact - - UPFRONT -

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.

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