Tata Docomo is all set to ride on IPL 5 starting Wednesday with an integrated brand campaign featuring Bollywood star Ranbir Kapoor in a series of TV spots.

The two IPL editions since Tata Docomo's launch in mid-2009 have been the brand's largest media windows (or advertising platforms), said Mr Gurinder Singh Sandhu, Head Marketing, Tata Teleservices Ltd.

“We have used IPL as a platform to launch new initiatives, create cut-through advertising and driven 360-degree campaigns,” he said. “In the last two editions, we have seen the brand scores go up with these activities and they have stayed up. We will be on air for IPL 5 with a new campaign and new launches.”

Eight ad films featuring Ranbir Kapoor, Tata Docomo's brand ambassador since the previous IPL, will be aired during the IPL 5 season. “It is an expensive media window. But we find it is appropriate for our target group of ‘Male, SEC AB in the 15 to 35 age group'. The duration of the tournament allows for better engagement and getting multiple messages across,” added Mr Sandhu.

As Ranbir Kapoor, playing an old man bats for Docomo this year, the brand is confident that it can engage audiences on television and beyond, for the third year running.

On television, an MEC IPL TV Rating Estimation Study (by Meritus Analytics India) predicts good news for advertisers on IPL 5. The study said, “After the 29 per cent drop in ratings in IPL 4, the average league rating for IPL 5 is estimated to be at 3.8 per cent, a marginal 2.5 per cent increase from the last season.”

>gokul.k@thehindu.co.in

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