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Start-ups bet big on Indian Premier League this season

From online marketplaces, dating apps, auto
classifieds sites to food delivery apps and mobile payment wallet companies are
all looking forward to the upcoming season of the Indian Premier League (IPL), hoping
to win greater visibility from their association with cricket extravaganza in
the country.  

From online marketplaces, dating apps, auto
classifieds sites to food delivery apps and mobile payment wallet companies are
all looking forward to the upcoming season of the Indian Premier League (IPL), hoping
to win greater visibility from their association with cricket extravaganza in
the country.  

According to a Live
Mint
report, start-ups that have won the rights to become associate
broadcasting sponsors to team sponsors include Cardekho.com, Paytm, TinyOwl,
Woo, Faaso’s, ICE X Electronics, Shopclues.com and Foodpanda.in.

“Cricket in India has maximum reach,” L.K. Gupta,
marketing head of Cardekho.com, an online auto classifieds company, was quoted
in the report as saying. “And we believe that this association for 45 days will
definitely help us scale up our visibility.”

Multi Screen Media Pvt. Ltd (MSM), which broadcasts
the IPL on SET Max and Sony Six channels, has already sold 90-95% of its
inventory and is expecting to clock in an advertising revenue of R950 crore.
Digital companies are expected to contribute 20-25% of this; at roughly Rs. 190-240
crore of these spends.

The Twenty20 tournament, set to begin from 8 April,
is expected to earn close to Rs.950 crore, up from the Rs.850-odd crore in
2014, reports Live Mint, citing media buyers.

Cardekho and Paytm have signed up as associate
sponsors and are estimated to shell out Rs.28-35 crore each. The Mumbai Indians team, owned by billionaire
Mukesh Ambani, has partnered with mobile wallet and online retailer Paytm and
TinyOwl, a food delivery mobile application.

Alibaba backed Paytm has also been roped in as the
official team sponsor for the Mumbai Indians and it has also partnered with MSM
for advertising spots. Other teams, such as Chennai Super Kings, Rajasthan
Royals and Kings XI Punjab have also partnered with start-ups.

Dating app Woo, which is backed by Matrix, has tied
up with Kings XI Punjab as its kit sponsor. “Our app allows like-minded single
people to interact with each other,” Sumesh Menon, founder of Woo, told Live
Mint. “The Kings XI team has the highest number of eligible bachelors and it
made sense for us to partner with them.”

Shankar Nath, Senior Vice President, Paytm, said,
“A brand ought to be present wherever its target consumers are. Cricket is a
religion in India. Our intent is to establish brand recall and salience for
Paytm even more through Cricket. IPL is a great platform to establish reach,
and that is what we aim to do through this initiative. Sports is the only genre
(other than news) which has time sensitive content and has a captive viewer who
cannot skip the ad breaks nor can have deferred viewing on TV, web or mobile.
This is why we are associating with Cricket in a big way. Our customer base has
a youth bias, and thus cricket fits in perfectly with our core TG. There is a
strong focus on driving consumer engagement through the non-stop access the
brand will enjoy for 40-45 days of IPL”. Paytm is also an associate sponsor for
Reliance Jio Info comm Ltd.

For Faaso’s, the strategy is to expand its local
presence. Online food delivery company Faaso’s is looking to increase its
presence in Chennai this year, while at the same time the company is planning
is hoping to partner with the Delhi team next year. This is the company’s third
year of association with the IPL.

 

 

 

 

 

 

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