Set Max and Sony SIX have officially launched their IPL campaignwith
the tagline “Come on bulava ayya hain”.As per a release issued by the
channel, the campaign is inspired from the fact that Pepsi IPL is the
biggest cricketing extravaganza in the world. The word ‘Bulaava’
connotes the ‘calling’ with the main premise that the year’s most
awaited and anticipated cricketing event has finally arrived and there
is no way you would want to miss it.
The campaign kicks off with a series of four films set in diverse
situations of different people’s life reaching a crescendo with three
surprise films and culminating into a final Bulaava film. All films have
the essence of the key nuance of IPL ‘Bulaava’ prompting people to
literally drop everything to watch Pepsi IPL.
The average
inventory cost for IPL, which shall begin on April 16, is between Rs
4.70 lakh andRs 5 lakh for 10 seconds. This price is likely to go up in
the final matches. Last year, the prices went as high as Rs 15 lakh for
the semi-final and final matches. On the inventory cost marketers have
responded that the prices are high. However the sentiment towards IPL
as a tournament remains positive. With T20 World cup already in the
play, the marketers have fragmented their spends between IPL and the
world cup. In the World cup the India matches who usually have a high
degree of traction have seen a significant response from the marketers.
The average inventory cost for the T20 World Cup match is between Rs 3.5
lakh and Rs 3.75 lakh per 10 seconds. However, the average inventory
cost is likely to go up for the final matches in case India reaches
quarter final/semi-final.
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