Umaire Effendi
Apr 08, 2015

Power Play @ IPL 2015: 'Our masterstroke is going to be the power of our creatives...'

Ronita Mitra, SVP - brand communications and insights, Vodafone India, explains the brand's plan ahead of the eighth edition of the Indian Premier League.

Power Play @ IPL 2015: 'Our masterstroke is going to be the power of our creatives...'
Since which year has Vodafone been associated with the IPL?
We’ve been associated with the IPL right from the first season, which was in 2008. 
Have investments gone up or down over the years? What explains this?
While the IPL is a significant chunk of our overall investment, it does not necessarily mean that we increase our year on year spend. The approach is more about managing our spends smartly and wisely, to ensure that me get the maximum bang for our buck. Investments for IPL are in line with what we have been doing for past few years. The ratio of split between print, TV and digital has changed but the overall spends are consistent.
Has the nature of leveraging the association changed over the years?
We have used IPL to our advantage as the viewership with respect to our TG has remain consistent and we have been looking at interesting engagements and activations to excite our customers with our service proposition.
Why have you associated with the IPL?
We have found that IPL as a format with its large reach; and in our target audience with its high frequency of viewing provides a captive audience that allows us to put forward our messaging and to engage with our audience. It’s a great platform and opportunity. 
Did you advertise on air during the World Cup as well?
We did have a campaign that required us to have a presence during the World Cup too. 
What will be your masterstroke during the IPL?
Our masterstroke is going to be the power of our creatives, our campaign idea of ‘Speed is good’. Our masterstroke is going to be the relevance of data network to the consumer and the campaign idea which has a connect with the consumers. It’s about telling consumers that the speed of our network will bring a smile to people’s faces.
Campaign India

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