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 26,2024

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Bengaluru: The Janata Dal (Secular) is grappling with its most tumultuous political crisis yet, with speculation rife about imminent defections among its lawmakers. This storm comes in the aftermath of party scion Nikhil Kumaraswamy's humiliating defeat in the Channapatna bypoll—his third consecutive electoral loss after setbacks in Mandya (2019) and Ramanagara (2023). With the regional party’s Assembly tally shrinking to 18 from 19, questions are being raised about its survival.

The murmurs of rebellion were amplified on Monday when Health Minister Dinesh Gundu Rao and Congress MLA CP Yogeshwar openly hinted at possible desertions within the JD(S) ranks. Yogeshwar, newly elected from Channapatna, declared he could orchestrate a migration of JD(S) MLAs to Congress. “I’ll meet them at the Belagavi session. Within a month, they’ll be in Congress,” he confidently stated during a televised interview. Yogeshwar has a history of engineering defections, having played a pivotal role in the collapse of the JD(S)-Congress coalition government in 2019 during his stint with the BJP.

Dinesh Gundu Rao, not mincing words, slammed the JD(S) leadership for fostering "self-serving politics," criticizing the HD Deve Gowda family for failing to nurture party talent. “There’s no trust. Their MLAs will seek survival—either in BJP or Congress,” he remarked.

Meanwhile, the expelled JD(S) state president CM Ibrahim added fuel to the fire by claiming that 12-13 MLAs are "disillusioned" with the current leadership. Speculations around senior JD(S) leader GT Deve Gowda joining Congress have also intensified. DK Shivakumar, Karnataka’s Deputy CM and Congress president, described GT Deve Gowda as a “valuable leader” who might be frustrated with the party’s internal dynamics.

While Congress leaders seem eager to poach JD(S) legislators, the BJP is not far behind in targeting the floundering party. The situation signals a decisive moment for the JD(S), as its survival now hinges on how it manages this brewing storm of discontent.

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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 21,2024

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The International Criminal Court (ICC) has issued arrest warrants for Israeli prime minister Benjamin Netanyahu and his former minister of military affairs Yoav Gallant over war crimes against Palestinians in the Gaza Strip.

The court’s Pre-Trial Chamber I issued warrants of arrest for Netanyahu and Gallant "for crimes against humanity and war crimes committed from at least 8 October 2023 until at least 20 May 2024, the day the Prosecution filed the applications for warrants of arrest”, it confirmed in a statement Thursday.

It is the first instance in the court's 22-year history it has issued arrest warrants for Western-allied senior officials.

In its statement, the ICC's Pre-Trial Chamber I, a panel of three judges, said it has rejected appeals by Israel challenging its jurisdiction. 

The chamber said it has decided to release the arrest warrants because "conduct similar to that addressed in the warrant of arrest appears to be ongoing", referring to Israel's ongoing onslaught on Gaza.

Netanyahu and Gallant, it said, “each bear criminal responsibility” for “the war crime of starvation as a method of warfare; and the crimes against humanity of murder, persecution, and other inhumane acts,” as well as “intentionally directing an attack against the civilian population.”

All 124 states that signed the Rome Statute, the treaty that established the court, are now under an obligation to arrest the wanted individuals and hand them over to the ICC in the Hague. 

The court relies on the cooperation of member states to arrest and surrender suspects. The Netherlands' foreign minister quickly said his country was prepared to enforce the warrants while 93 nations earlier reiterated their support for the ICC.

Triestino Mariniello, a lawyer representing Palestinian victims at the ICC, called the warrants "a historic decision".

He noted that the court had endured "pressure and threats of sanctions" from the US government, but acted nonetheless.

As expected, the Tel Aviv regime rejected the rulings, with its security minister Itamar Ben Gvir calling the warrants “anti-Semitic through and through.”

The ICC said Israel’s acceptance of the court’s jurisdiction was not required.

Israel and its major ally, the United States, are not members of the court. 

Israel unleashed its bloody Gaza onslaught on October 7, 2023. So far, it has killed at least 43,985 Palestinians, mostly women and children, and injured 104,092 others, according to the Gaza Health Ministry.

Israel faces an ongoing South Africa-led genocide case at the International Court of Justice (ICJ).

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