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IPL

The art of communication

April 2, 2010
Sometimes even the most important thing can be communicated in such a simple way and an interesting communication always adds to the beauty of any promotion campaign.
Visited the Café Coffee Day next to my office and the two cappuccinos served for me and my colleague looked like this 🙂


Need I write anything more? Nahi na…the messaging on coffees brought smile to my face and personally speaking, I liked it.
Myntra, a Bangalore based personalized merchandising company has done a tie-up with Café Coffee Day to promote its IPL special t-shirts and jerseys in CCD outlets. Instead of the whole outlet being painted with danglers or streamers, this was the communication to me as a customer and my immediate reaction was – “what’s this about, can you tell me more details”? As a customer it appealed to me at the first exposure itself and made me curious enough to ask for details. No heavy bombardment with the messaging yet the connect with a potential customer established at the first point itself 🙂

IPL is back with yet another marketing gimmick

January 28, 2009

Last year we did see the birth and rise of one of the greatest marketing phenomenon in sports marketing in India, yes of course I am referring to IPL’2008. More than cricket, it was this whole business and marketing angle to it which made it so popular. Cricket combined with entertainment and that too Bollywood, what more do you need to create pull in Indian market? After all cricket and Bollywood are like two religions in India. As expected this combination of cricket and entertainment did create a huge roar in the market esp. from business and brand point of view.  And when this year IPL is back in news, it is again so with yet another marketing gimmick viz., reality show for Cheerleaders!

Watched it on television first and then read it in news that Shahrukh Khan, owner of Kolkata team Knight Riders is conducting a talent hunt show this time to find cheerleaders for his team. This reality show will be aired on NDTV Imagine and will be produced by his home production “Red Chillies Entertainment”. The program called as “Knights & Angels” will be first ever such contest in India and is open for only young girls who aspire to be cheerleaders in the second season of IPL. Well, I am confused. Do girls really aspire to be cheerleaders in life??? But on second thought when girls can compete to be the item number queen on television now, then why not a cheerleader? Personally speaking I’m all for IPL and its overall marketing angle to it, it definitely gives a different edge to sports in India, but a reality show for cheerleaders is something which didn’t go well with me. Anyways reality show is done to death now, so I don’t know if there will be any added charm for this program and most importantly how does it matter if these cheerleaders come through reality contest or through some other medium? Will it really make any difference to the team? From promotion perspective it can create some hype but let’s see if it really benefits the overall Knight Rider brand in IPL season two.