Cricket as a marketing platform

1. Cricket as a marketing platform CRICTRAC presents an overview of cricket as a marketing platforms A look at key brands associated with cricket in various forms and their performance Snapshots presented by AZ Research – from researches conducted over 2005 - 2011

2. The changing landscape of cricket in India • The changing landscape has changed the commercial landscape of cricket also • 3 formats of game • Multiple types of events – IPL, CL and International games • Multiple vehicles for on-screen presence • Many teams available as platforms for continuous relationship • This changing landscape has provided marketers with many opportunities for using cricket as a platform for marketing activities  there are 2 key dimensions of these opportunities Wide audience - to get brand reach for brand reinforcement / reach promos to TG Associations with teams / events etc – to get imagery rub off for the brand

3. Apart from international cricket, IPL & CL are the key events which have a large audience • IPL is working like a rage – with a very high committed viewership • Global competition at home – working subliminally to provide high sense of pride • Higher order competition, coming together of legends and new comers  Some sense of pride that India is hosting a mix of legends as part of local teams • Low involvement of emotions (national pride not involved) – it is just for love of ‘game’, all the fun, while loss does hurt self esteem • It is not India playing against another competitor where ‘losing’ is seen as a national shame / lack of national pride; while regional pride is associated – its not as strong • The X Factor: Money & Glamour – Mix of Bollywood, Corporate India & Cricket. Kick of gambling entering the function because of high moneys involved • ‘Money’ & ‘glamour’ attracts attention - unknown players also get overnight ‘celebrity’ status • CL – has seen a gradual climb in engagement • While there is improvement over 2009, there is still lack of familiarity with the event, specifically with respect to Non IPL teams & Players • “Since we don’t know the teams we don’t feel interest to watch that. There are so many unfamiliar teams” • AmitabhBachhan emerged as a strong icon for CL 2010 • Quality of cricket in CL is appreciated, and this will clearly work in its favour in the long run • “This time (2010) the quality of cricket was better than the previous CL”

4. Cricket followers In this context, lets look at viewership of IPL 2011  the extent of platform that cricket events today provide for brands

5. IPL 2011 - viewership Base : All random contacts SEC A/B/C, 15 to 45 years (16400 in 2011) • Viewership of IPL has taken a drop while ‘keeping in touch’ with IPL of IPL has grown marginally in 2011 • Significant increase was seen in 2010 as compared to 2009 and marginally higher than 2008 – this year it has dropped back to 2009 level • Highest penetration amongst males and SEC B/C, middle age profile 26 – 35yrs • SEC A has seen significant drop over the last year, followed by a mild drop seen by SEC B, though viewership in SEC C is almost stable IPL franchise has expanded, while regular follower-ship has dropped Interest in IPL remains but commitment has dropped!

6. IPL 2011 - viewership • Viewership of IPL 2011 in the TG SEC ABC, 15 to 45 years ~ 4.3 crore • IPL seems to have stabilized as a platform – even at moderate viewership this year, it is providing a very large platform for commercial associations • This report looks at brands which have made most of this commercial platform

7. IPL 2011 as a platform for reinforcing brand recall This report presented top brands recalled by the viewers at various levels & platforms in IPL 2011 Additionally, this report focuses on players from telecom sector in IPL 2011

8. Vodafone presence in IPL 2011 Comprehensive presence – on all media options Boundary rope Pitch logo Player of the match Presentation stage

9. Idea presence in IPL 2011 Comprehensive presence – on all multiple options, except on screen features Perimeter board T- shirt Play-cards

10. Aircel presence in IPL 2011 Comparatively limited presence – primarily on team, apparel & on-field signage Perimeter board T shirt, Helmets & caps

11. Airtel presence in IPL 2011 Limited presence – present only with TVC

12. Docomo presence in IPL 2011 Limited presence – present only with TVC

13. Sponsors of IPL 2011 Base : All IPL followers (4688) Recall DLF as main sponsor - %   • DLF is recalled strongly and clearly as the main sponsor – this is stable over years • Vodafone is recalled highest as being other sponsor of IPL • Other key brands recalled are Nokia & Aircel  DLF – recalled as the main sponsor of IPL 3 telecom brands recalled as IPL sponsors – Vodafone, Aircel and Idea

14. Brands associated with IPL & their drivers When I talk of IPL 2011, please tell me which brands come to your mind? Their recall drivers Brands recalled Base : 4688 DLF & Vodafone are the strongest commercial association recalled by the TG in IPL 2011 All telecom brands associated with IPL feature in top 10 brands

15. Brands associated with IPL – over seasons When I talk of IPL 2011, please tell me which brands come to your mind? Brands recalled – 2009 2010 2011    DLF & Vodafone are the strongest commercial association in IPL 2011. Vodafone is strong, though declining, Idea and Airtel have also dropped while Aircel has strengthened

16. Brands associated with CSK Key brands associated with CSK • Aircel is the leading brand associated with CSK – it was clearly shown as a lead sponsor for CSK in team communication – this seems to have paid well ! Aircel is the most recalled brand with CSK – this seems to have marginally increased in 2011 at all India level, though strength of association has marginally dropped in Chennai

17. Brands associated with DDD Key brands associated with DDD • Idea is the leading brand associated with DDD – it was clearly shown as a lead sponsor for DDD in team communication – this seems to have entrenched better than HH in 2010 Idea is the most recalled brand associated with DDD – this is almost at par with association of Aircel with CSK

18. Brands recalled in IPL 2011 (telecast) Tell me which all brands do you recall having seen during the live telecast of IPL Base : All IPL followers (2000) 73% 68% 66% 61% 57% 53% 53% 50% 48% 47% 39% 34% 15th 21st 1st 2nd 8th • Vodafone & Aircel have the highest TOM brand recall in IPL 2011 • Amongst telecom operators, Airtel is recalled at 8th level, followed by Idea & Docomo Vodafone and Aircel have strongest recall from IPL telecast Airtel has moderate registration

19. Brands recalled in IPL (telecast) – over seasons Vodafone and Aircel have strongest recall from IPL telecast – Vodafone strengthened over years. Airtel and Idea have dropped while Docomo has come in last year and is stable

20. IPL vs. CL vs. Indian games in International cricket as a platform for reinforcing brand recall An overview of how brand associations have delivered for key sponsors – in terms of reinforcing salience – on international (India) games vs. CL vs. IPL as platforms

21. International (India) games vs. CL vs. IPL 2009 ~80% to 90% of the viewers recall the key sponsor as the key sponsor for the event – this is quite high for Sahara as sponsor of Indian team Recall of Airtel in Champions League ’10 is significantly higher than that of DLF in IPL (3) – overall in the series, as a main sponsor and on every platform used Marginal drop observed for Airtel in CL 2010 over CL 2009

22. International (India) games vs. CL vs. IPL 2010 ~80% to 90% of the viewers recall the key sponsor as the key sponsor for the event – this is quite high for Sahara as sponsor of Indian team Recall of Airtel in Champions League ’10 is significantly higher than that of DLF in IPL (3) – overall in the series, as a main sponsor and on every platform used Marginal drop observed for Airtel in CL 2010 over CL 2009

23. Sponsor feedback Feedback on contests An overview of how brands in telecom sector used promos in IPL 2011

24. Contests in IPL 2011 IPL seasons are spiced up by contests run by teams / IPL and their corporate sponsors every year - these contests add up to the entertainment quotient of IPL per se This year there were 4 prominent contests – all registered moderately with audiences • Nokia KKR tension bhagao • Karbonn kamaal katch • T20 Extraa Innings Dham Dhadaka • Vodafone star of the match Detailed viewer feedback to these contests is detailed herewith

25. Vodafone - Star of the Match Contest • 13% of the audience registered ‘Star of the match’ contest – all of them associated Vodafone brand with it • ~10% of the audience claimed to have participated in the contest • Key elements recalled in the contest are … Is the contest unique – seen as different by 55% of viewers

26. Vodafone - Star of the Match Contest • Most of the viewers who have seen the contest liked it - silly, but interesting questions, fun contest • Reward of meeting the players is also liked by most of the viewers, though some credibility concerns with some viewers who feel the reward is unreal “Chance to meet the players and be close to him for that moment and handshake with him” “I felt it was better than last year.. Call the stars, in that I know my friend had called and it was just a voice recorded message it was such a let down, at least in this there is no false promise” “It is the best promo because we get something in real live at the stadium” “It is not that good … I feel that I will not be able to reach at that level” Is the contest liked – liked by 68% of viewers

27. Nokia- KKR tension math le yaar • 21% of the audience registered ‘KKR tension math le yaar’ contest – 16% of them associated Nokia KKR brand with it • ~10% of the audience claimed to have participated in the contest • Key elements recalled in the contest are … Is the contest unique – seen as different by 56% of viewers

28. Nokia- KKR tension math le yaar • Most of the viewers who have seen the contest liked it – But liked primarily because of Shahrukh Khan • The concept of suggesting players – unique way of reaching people “Sharukh Khan is the only good thing in this” “We can give suggestions to players and that is good” “We are not interested in spending. It is all about making money” “Each SMS costs Rs.5 and so don't wish to participate” Is the contest liked – liked by 61% of viewers

29. Karbonn- kamaal ka catch contest • 30% of the audience registered ‘Karbonn kamaal ka catch’ contest – 20% associated Karbonn brand with it • ~10% of the audience claimed to have participated in the contest • Key elements recalled in the contest are … Is the contest unique – seen as different by 55% of viewers

30. Karbonn- kamaal ka catch contest • Most of the viewers who have seen the contest liked it – Silly, fun and too difficult to participate • Reaction towards the contest – Not interesting/Less chances of getting selected “Kamaal ka Catch” i like because we get opportunity to see the stars” “We like Karbon kamal as we get a chance to go in the field and catch it along with the players” “I don’t think we can meet the players. Very few people will get selected” Is the contest liked – liked by 79% of viewers

31. Using associations for image rub-off Teams of IPL are evolving as brand entities - therefore association with these teams (as brands) leads to rub off of their values and celebrities to the sponsoring brands This analysis showcases imagery of teams and rub off on brands – IPL 2010

32. Mapping value associations with IPL teams … 2010 This analysis over years shows how teams’ equity is evolving over time Helps sponsors in selecting teams to associate with as team equity has a rub off on brands which are associated with the team Strong team salience & values / equity of the teams impact salience & value rub-off for sponsors associated *Show-off DC – Youthful, achiever, wealthy KKR – still seen as arrogant, with ego problems, show-off DC KKR Youthful * Ego problems *Achiever *Wealthy * KXIP Determined * *Intelligent Energetic* *Arrogant DDD *Team spirit MI MI – Determined, team spirit, intelligent, wealthy *Entertaining RR RCB –Arrogant, entertaining *Stylish RR – Stylish, Talented, Team spirit *Talented RCB CSK CSK – Stylish, Talented, Aggressive *Aggressive

33. Brands associated with CSK - 2010 Impact of association of brands with CSK Key brands associated with CSK • Aircel • “Dhoni’s ad comes” • “its on the apparel also – I think t-shirt and pad” • ‘kaun banega man of the match’ Impact on team • Shows all rounder image • Pan India, national brand, strong brand • Conveys Aircel has good financial back up • Fighter spirit – taking on the big players • Polished company • Believe in their ability  drawn from Dhoni persona • Growing from nowhere  drawn from Dhoni Impact on brands Positive rub off on salience & imagery of brand; Also adding on to team imagery

34. Brands associated with KR - 2010 Impact of association of brands with KKR Key brands associated with KR • Sprite • “seedhi baat no bakwas” • Nokia • “is baar hum bhi jeetenge ad comes of kaku” • SRK with his team • Captain’s spirit (only Kol) • Do not talk but ‘do’ • Too much attitude - High talk, no work • Ambition to win • Confidence of winning • Ad going against their performance Impact on team • Riding on SRK popularity – Creative use of SRK • ‘Not good as KKR is losing’ Impact on brands Positive rub off on salience & appeal of brand (strengthening bond with SRK) Also adding on to team imagery – Sprite (the doing types) and Nokia (the winning team) – some credibility issues though, given the KKR performance

35. Brands associated with MI - 2010 Key brands associated with MI Impact of association of brands with MI • Idea • “you can talk to celebrities” • “I tried talking to Sachin.. No. always busy or wrong number” • Mastercard • “its associated with Sachin • No strong values / perceptions emerging from recall • Leader in the market • Here to capture the top spot Impact on team • Good network • Reliability  drawn from Sachin’s imagery • Impacting salience only Impact on brands Positive rub off on salience & imagery of brand; Also adding on to team imagery

36. Brands associated with DDD Key brands associated with DDD Impact of association of brands with DDD • Hero Honda • “its associated with Delhi team” • “remember it on the cap of Delhi team” • GMR • “seen it on the apparel of Delhi” Impact on team • No strong rub-off • No strong rub-off • GMR seen as aggressive because of DD association • Reinforcing salience Impact on brands Brand promotions adding only to recall for HH while GMR getting aggression rub off from the association

37. Brands associated with Kings XI Impact of association of brands with KXI Key brands associated with KXI • Fly Emirates • “They have Fly Emirates written on their uniform” • “I didn’t know Fly Emirates before… know I know it” • Nimboo 7UP • “its become more popular now” • No strong rub-off • No strong values / perceptions emerging from recall Impact on team • Increase of salience • Modern brand • Youngsters / youth Impact on brands Brand promotions adding only to recall for Fly Emirates, however, Nimboo getting youth ruboff from the team No specific imagery / value rub off on the team from the brands

38. Brands associated with RR Key brands associated with RR Impact of association of brands with RR • HDFC SL • “HDFC standard life” • “I remember it was with RR” Ultratech “On the T shirt of Rajasthan team” • No strong values / perceptions emerging from recall • No strong values / perceptions emerging from recall Impact on team Impact on brands • Increase of salience • Increase of salience Brand promotions adding only to recall – no specific imagery / value rub off on either the team or the brand

39. Brands associated with DC Impact of association of brands with DC Key brands associated with DC • Deccan Chronicle • “it’s a big media house which owns the group” • Odyssey • “I have seen it on their t-shirt” Impact on team • No strong values / perceptions emerging from recall • No strong values / perceptions emerging from recall • Increase of salience • Increase of salience Impact on brands Brand promotions adding only to recall – no specific imagery / value rub off on either the team or the brand

40. Impact of Commercial association …top ten brands in IPL 2010

41. Thank You!