It’s been almost a week since the beginning of the ICC World Cup 2015, and if industry buzz is to be believed, the series is expected to surpass its predecessor, the 2011 edition, in terms of advertising revenue. According to market reports, the World Cup and the IPL are expected to fetch approximately Rs 2,200 crore in terms of advertising revenue. The World Cup itself is expected to churn out close to Rs 1,200 crore, in comparison to the Rs 700 crore that was earned by the industry in the previous edition of the mega-event.
The broadcaster Star Sports is looking to this tournament to bring in a lot of revenue through brand sponsorship. It has put in efforts to raise the bar of the tournament this time by broadcasting it 6 languages and also raised the ad rates too according to media planners. Ad rates have increased by 50 per cent since the last World Cup to an estimated Rs 5 lakh per 10 second spot.
Even as ad spends are skyrocketing, this year’s ads, so far, haven’t managed to create much of an impact. exchange4media takes you through the only two ads that managed to make an impact during the first week of the ICC World Cup 2015.Star Sports
The channel came up with a TVC that has India’s next challengers in World Cup. It shows the South African fans taunting Indians to find ‘The Elusive Maukaa (Opportunity)’ in order to register sole victory in world cup tournament. The less-than-a-minute video will sure make every Indian fan resolute to win the match against South Africa on February 22 at Melbourne Cricket Ground, Melbourne in Australia.
The ad begins with a group of friends sporting Indian jerseys chit-chatting over a World Cup match being telecast on their vintage television. A moment later, the youngest boy in group answers the door bell, only to be surprised by seeing two South African fans standing with a box of fire-crackers. Adding to the surprise, the duo mockingly begin singing ‘Mauka Mauka’ as they handover crackers to that young fan.Watch the video here
As an extension to the mauka campaign, Star has now launched another TVC. This time it emphasizes on how India has never won a match against South Africa in the World Cup.
Pidilite rolled out its latest TVC campaign titled ‘Todo Nahin, Jodo’ on 15 February. The film, Parade TVC, and the campaign has been conceptualised by Ogilvy & Mather.
In this commercial, two soldiers, one from India, and the other one from Pakistan, are seen performing the ceremony. The Indian officer notices that his Pakistani counterpart has a problem with his shoe sole. What he does next is use Fevikwik to fix his show sole. Further, the soldier’s help is well acknowledged by the Pakistani security officer. This ad attempts to underline the fact that instead of dividing the neighbouring nations, there is a need of “fixing” the differences.Watch the video here
This ad, too, came into limelight because of the content, and also because of the fact that it was facing flak by conservative communities over being “offensive”.