Disney Star bats for a larger pool of advertisers as IPL approaches
Other categories, which are growing and can be tapped, include construction, industrial, consumer durable and beverages as well as BFSI, he said. “Aditya Birla Group bidding ₹500 crore every year on IPL, you wouldn't have ever expected an Indian company bidding that way and another Indian company (Tata) countering it. Earlier this was the Chinese or startup domain.
Now it's the traditional Indian companies fighting over the title rights," Varghese said. “The common link I find is that the cost-cutting story is out. I think for clients, this year is about top-line growth and therefore, most categories will have to find reasons to get more consumers." He said that the economic stability and the surge in cricket viewership have positioned the IPL as an attractive platform for brands looking to build and strengthen their identities.
"I feel clients are pretty much aware of what's happening around them, and they know what medium to use when. And it's not an either/ or, but an and decision between TV and digital. The question is not what percentage jump we can get over last year, but how do we make sure that every brand can participate? If I were a marketeer, I would be more worried if I'm not part of the IPL or World Cup.
Because this is a time when there is consumer euphoria, there is a stabilization of inflation, and unlike the volatility of 2023, most marketers know what is good or bad," he said. Varghese said advertisers have a multitude of options to tailor their brand strategies. "Our go-to-market is that we're willing to talk IPL alone, IPL+World Cup, and Cricket+GEC.
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