In a country where cricket is a religion, Pepsi IPL is the biggest festival! It is a platform that seamlessly combines cricket and entertainment in a big sporting spectacle that embodies celebration, fun and passion.

We remain undaunted We are unfazed by the World Cup. India has performed well and is peaking at the right time. This augurs well for the Pepsi IPL. A good Indian performance is a boost for any tournament’s rating, especially for the Pepsi IPL.

The best aspect of this game is that it’s a platform which witnesses the coming together of fantastic international players playing intense cricket giving viewers an exciting and entertaining game for 56 days at a stretch! The mood of the tournament is very palpable. It’s about people having fun.

Also, it doesn’t hurt the emotions of a viewer beyond a point. This is because India never loses – no matter what team you root for. This is a big factor that differentiates it from any other cricketing tournament.

Why it’s unique The proposition of this sports property is very unique. It is much more than just a cricket game. It is like watching a three-hour film with drama, emotions, twists and turns every night during prime time. It is a complete package of entertainment and sports that cuts across geographies, age groups, gender and religion.

India is a land of festivals and festivities evoke the spirit of togetherness. That’s what the Pepsi IPL does! It is one big ‘ India ka tyohaar ’ (Great Indian Festival) which brings families and friends together to celebrate the love for a common passion in India – cricket.

It is a great unifier which caters to a four-year-old and a 70-year-old man at the same time.

Lucrative property for advertisers Pepsi IPL is a dream buy for every advertiser. It is an assured bet. The World Cup attracts bigger brands which have traditionally been cricket-centric in their communication and positioning unlike Pepsi IPL which is positioned more like a Hindi general entertainment channel. It is probably the only property of this magnitude that sees a cross-section of advertisers across verticals promoting their brand to get maximum eyeballs. From two-wheelers to four-wheelers and FMCG to e-commerce brands, the interest shown across various categories is immense. What works for these brands is the fact that Pepsi IPL cuts across geographies and target groups like nothing else does.

(Pepsi IPL has stood the test of time and will continue to do so! Neeraj Vyas is Senior Executive Vice- President and Business Head, Sony MAX)

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