Big brands bet on World Cup fever in India, where cricket is ‘religion’

Agencies
June 28, 2019

Bengaluru, Jun 28: Indian advertisers are on track to spend more than USD 400 million during this year’s ICC Cricket World Cup, looking to cash in on a mania that is smashing viewing records in the world’s biggest market for the sport.

About 1.5 billion people are expected to watch the tournament worldwide, more than 15 times the audience for the Super Bowl of American football.

From ride-hailing firm Uber to tech giant Samsung Electronics and snacks maker Mondelez, companies are banking on television, radio and online campaigns, as well as live fan events, to woo cricket-mad consumers.

“We might have different religions, but cricket is the biggest one,” said Shashi Kumar, a 34-year-old in the technology hub of Bengaluru, who said the game unites the country and brings people together.

The surge in advertisement spending during the six-week tournament that runs until July 14 could boost consumer demand and help India’s economy run out its slowest period of growth in four years, analysts say.

“Brands would not like to lose the opportunity to capitalise on this frenzy,” said Vinita Pachisia, senior vice-president at media agency Carat India, part of the Dentsu Aegis Network.

Although a niche sport with just 10 participating countries, versus 79 in the FIFA soccer championship, cricket’s popularity in the Indian subcontinent means companies allot about half of their marketing budget to the World Cup. Sponsors and media buyers say they expect more than 800 million Indians to watch this year, but there are no official projections. Four years ago, 635 million watched, mainly on television, as online streaming was in its infancy in India.

The much-anticipated match between arch rivals India and Pakistan on June 16 prompted 206 million fans to tune in to official broadcaster Star network, a unit of Walt Disney Co, to watch India win.

Star’s streaming platform, Hotstar, said the 15.6 million concurrent users for the match was its highest tally for a one-day international game.

‘World cup mania’

The matches start later in India’s day and run through prime time, while the return to a round-robin format cuts the chances of an early knockout of favorites Australia, India and New Zealand.

They are also being broadcast in six more Indian languages this year, as well as Hindi and English.

Greater television and internet access and India’s success under captain Virat Kohli have helped push spot advertising rates up by 40 per cent to 60 per cent from four years ago, media buyers say.

They estimate this year’s advertising spend of more than USD 400 million will be nearly double of 2015.

Smartphone maker Samsung Electronics Co, which is giving away Amazon Echo devices with high-end TV sets, said it doubled sales of big-screen TV sets in the month before the tournament began on May 30, versus last year.

Uber Technologies Inc, which operates in eight World Cup countries, ran a contest offering tickets to the games in Britain as prizes, while Mondelez International Inc, maker of Cadbury’s chocolates, launched a special variety.

The “World Cup Mania” sale of Amazon.Com Inc’s rival Flipkart, a unit of Walmart, offers discounts on televisions, and its digital payments unit Phone Pe is running promotions online.

“We want to reach the next 250 million Indians who are on the internet, but not using digital payments yet,” said the unit’s chief executive, Sameer Nigam.

Spot TV advertising slots for the June 16 match cost up to 2.5 million rupees (USD 36,000), versus a package for all games ranging between 1 million and 1.5 million rupees, media buyers say.

Some companies are also sponsoring fanzones.

A thousand fans watched the India-Pakistan match at a brew pub in Bengaluru, in an event sponsored by Bira 91, a recent entrant to the beer market, backed by US-based Sequoia Capital.

“We wanted to pick up a sport which had very very wide appeal to Indian consumers and there is nothing comparable to cricket,” said Chief Executive Ankur Jain.

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News Network
November 13,2024

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Bengaluru: An estimated overall 10.14 per cent voter turnout was recorded during the first two hours, since the voting began for bypolls to three Assembly segments in Karnataka on Wednesday, election officials said.

The voting began at 7 am and will go on till 6 pm.

More than seven lakh voters are eligible to cast their votes in about 770 polling stations in Shiggaon, Sandur and Channapatna, where a total of 45 candidates are in the fray.

While Channapatna recorded 10.34 per cent voter turnout till 9 am, it was 10.08 per cent in Shiggaon, and 9.99 per cent in Sandur, election officials said.

Voters, including women and elderly were seen queuing up in front of polling booths in these segments.

By-polls for Sandur, Shiggaon, and Channapatna are necessitated, as the seats fell vacant following the election of their respective representatives -- E Tukaram of Congress, former CM Basavaraj Bommai of BJP, and Union Minister H D Kumaraswamy of JD(S) -- to Lok Sabha in May elections.

As many as 31 candidates are in the fray from Channapatna, while Sandur and Shiggaon have six and eight contenders, respectively.

Elaborate security arrangements have been made in the three segments for the smooth conduct of the polls.

The by-polls will witness a straight fight between the ruling Congress and BJP in Sandur and Shiggaon segments, while in Channapatna, JD(S) which is part of the NDA alliance is in contest against the grand old party.

Among the three segments, Channapatna is considered to be a "high profile", where the contest is between C P Yogeeshwara, a five time MLA from the segment and former Minister, who joined the Congress quitting BJP ahead of nomination, and actor-turned -politician Nikhil Kumaraswamy, who is Kumaraswamy’s son and former PM H D Deve Gowda's grandson.

BJP's Bharath Bommai, son of Basavaraj Bommai, is fighting Congress Yasir Ahmed Khan Pathan, who had faced defeat against the former Chief Minister in the 2023 Assembly polls, in Shiggaon.

Bharath Bommai and his father cast their vote at a polling booth in Shiggaon segment.

In Sandur, Bellary MP Tukaram's wife E Annapurna of Congress is contesting from the seat vacated by her husband, against, BJP ST Morcha president Bangaru Hanumanthu, who is considered close to party leader and former mining barron G Janardhan Reddy.

Annapurna, Tukaram and other family members cast their votes at a booth in the segment.

With Nikhil Kumaraswamy and Bharath Bommai contesting, the third generation of Gowda and Bommai families are in the fray in this by-poll. Both their fathers and grandfathers have served as Karnataka's Chief Ministers in the past.

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News Network
November 15,2024

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Iran’s Islamic Revolution Guards Corps (IRGC) has killed or captured 69 terrorists linked to the Israeli spy agency Mossad during a major counterterrorism drill in the country's southeast, its spokesman says.  

General Ahmad Shafaei, the spokesman for the “Martyrs of Security” drill, said Friday that a total of 23 terrorists have been killed and another 46 arrested in various clean-up operations ever since the IRGC Ground Force launched it in the Sistan and Baluchestan province on November 1.

Seven terrorists have also turned themselves in during the period.

“The undeniable fact about terrorists is that they rely on arrogant powers, particularly the intelligence service of the wicked and vicious Zionist regime," Shafaei said.

“Unfortunately, weapons and munitions at terrorists’ disposal are among the most sophisticated ones in the world. This accounts for their heavy dependence.” 

The official stated that several members of the disbanded terror teams were non-Iranian nationals, who had been hired by foreign intelligence agencies to carry out acts of sabotage and terror inside Iran.

In a most recent operation, six terrorists were arrested and four others were eliminated, three of whom were non-Iranians, he added. 

On October 26, ten members of Iran's law enforcement forces were killed in a terrorist attack in the Gohar Kuh district of Taftan in the Sistan and Baluchestan province.

The so-called Jaish al-Adl terrorist group claimed responsibility for the assault, which was one of the deadliest in the province in recent months.

The group has carried out numerous terrorist attacks in Iran, primarily in Sistan and Baluchestan.

Its tactics include the abduction of border guards as well as targeting civilians and police stations within the province to incite chaos and disorder.

In January, Iran launched a military operation during which the headquarters of the Pakistan-based terrorist group was targeted in missile strikes, destroying its infrastructure.

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