Campaign India Team
May 25, 2018

IPL takes Hindi to Sky Sports

Ads for Eros Now, Lodha, Lyca and Star Tours target the British-Asian viewer

IPL takes Hindi to Sky Sports
With the growing British-Asian viewership of the Indian Premier League, five brands have run ads on Sky Sports to reach out to that audience.
This is the first time Sky Sports has featured an Hindi language ad. 
A film for real estate brand, Lodha features Akshay Kumar. The voice over for the film (below) is provided by Kumar himself and is entirely in Hindi.

Another film for Eros Now, featuring Bollywood celebs builds on the association with Royal Challengers Bangalore. The film goes live during the tournament's second eliminator (later today). 
Other films for Lyca Mobile, Indian channel streaming services Lyca TV and Star Tours are in English but targets the British-Asian viewer.

According to a statement from Sky Media, compared to last year’s tournament, the proportion of British-Asian viewers watching IPL games increased to 41 per cent. The number was at 29 per cent last year. 
The latest census figures find that 14 per cent of the UK population identify as an ethnic minority (increasing to 28 per cent of all 16-34s – a key audience for advertisers).
Research by the IPA found that British-Asians feel 'under-represented' in media plans with 77 per cent claiming mainstream advertising has no relevance to them. Many mainstream brands are missing out on effectively reaching this affluent and important audience by not including multi-cultural channels in their TV laydown.
Debarshi Pandit, head, multicultural business at Sky said, “British-Asians are watching more mainstream channels than ever and this year even more are watching the much anticipated IPL cricket matches. The IPL ad breaks this year mark a milestone for ethnic brands. Many brands are missing out on lucrative opportunities by not considering mainstream TV advertising, which provides brand-safety and cost effective targeting to reach the right audiences at the right time.”
Campaign India

Related Articles

Just Published

3 hours ago

Brand ambassador round-up: Week of 4 March

Read about who has signed Khushi Kapoor and Nayanthara as brand ambassador

10 hours ago

Dentsu appoints new president and chief strategy ...

Narayan Devanathan who rejoined Dentsu in June 2023 after he vacated his role as the Group's chief client officer in August 2022, now takes on a new regional remit.

10 hours ago

Pepsi unveils new logo and identity; colours 120 ...

The bold logo shift after 14 years resonates with the “ripple, pop, and fizz” effect. To celebrate, Pepsi has activated over 120 CGI moments across the globe in a coordinated first

11 hours ago

Moves and wins roundup: Week of 4 March

Read all the latest news from the marcomms world including updates from Nodwin Gaming, Zlade, Angel One and more here.