The most engaging content on IPL this season, other than the cricket matches, were the Vodafone ZooZoos, the egg-shaped creatures that have amused and entertained an entire generation of social media users. Amongst the many advertisements that tried to make a mark in the cluttered IPL ad environment, Vodafone had the most engaging and liked content this IPL season.

An old couple Asha and Bala, who have been potrayed in Vodafone’s recent advertisement campaign, also trumped other ads, according to Maxus, the global media agency of GroupM, which analysed the social conversations that took place around IPL Season 10. The couple surprised spectators by turning up for the IPL final match at the Hyderabad stadium. Apparently, they were personally inspiring others to to embrace their life motto ‘Make the most of now.’

Part of the analysis was from Maxus’ proprietary tool, Maxus Kaleidoscope, which carries out location-based mood planning of audiences in India based on social media conversations. The agency uses near real-time posts from Twitter and Instagram to categorise eight broad moods, which are extrapolated onto a map of India. Vodafone has been a long-time sponsor of IPL and the Zoozoos made an entry during IPL Season 2, to time with the telecom firm’s launching of new value added services (VAS). The Ogilvy team was responsible for the creative, and the creatures have since been an integral part of all the seasons.

Enter Amazon

Apart from the Zoozoos and Vivo, which turned out to be the most buzziest brand due to the title sponsorship and the brand hashtag #Vivoipl — the most recalled hashtag this IPL season, the Amazon Chonkpur Cheetah ads were the most watched on digital platforms. Created by e-commerce giant Amazon India and advertising major Ogilvy and Mather, Bengaluru, the fictional team in the campaign is set in a small town in India and follows the journey of an aspiring T20 team.

This year has been the most buzziest IPL year in the past decade, according to the Maxus agency. Mumbai turned out to be the most buzziest city, followed by Delhi and Bengaluru. The final match between Mumbai Indians and Rising Pune Supergiant created the most social buzz, generating around 5 lakh mentions.

KKR was the most popular team this year, followed by the winning team Mumbai Indians. Dhoni was most popular IPL player this season, the agency said, followed by Gautam Gambhir and Rohit Sharma.

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