Date:07/02/2006 URL: http://www.thehindubusinessline.com/2006/02/07/stories/2006020702680800.htm

Back Advertisers use Indo-Pak ODIs to release new commercials

Nithya Subramanian

New Delhi , Feb. 6

THE start of the India-Pakistan one-day international (ODI) cricket clash seems to have emerged as an ideal platform for advertisers to release new commercials.

Master Blaster Sachin Tendulkar is back to batting on behalf of the energy boosters in malted health drink Boost while Irfan Pathan is seen bowling for Gillette. Others such as title sponsor Hutch, Motorola, Chlormint, Kurkure, Pepsi Café Chino featuring Kareena Kapoor and Priyanka Chopra and Javed Jaffery's Pizza Hut are just some of the recent releases aired on Ten Sports, the rights holder to the series.

According to Mr Ajit Varghese, COO, Madison Media Infinity, "Cricket is a good window for new or partially fresh commercials. We can expect more brands to unveil new creative during this tour."

Usually, high-profile programmes and sporting events provide a good platform for advertisers to innovate their advertising. For example, in the US, new creative are showcased during the National Football League.

"In India, cricket is one event when a large mass of audiences converge. Advertisers want to capitalise on such an opportunity when they launch any new communication. Though the cost element for such events are high, the speed and scope of growth is dramatic," said a Delhi-based senior media planner.

Industry officials further maintained that since these matches are being played at the beginning of a new year, several companies have fresh and possibly large budgets. Interestingly, the season has not seen the introduction of ads by soft drink or white goods companies that advertise aggressively during summer.

But the telecom sector has been aggressive this time round. Also, advertisers are expected to get better return on investments because the series is being aired on both cable and terrestrial networks. Doordarshan will carry the feed provided by Ten Sports without inserting its won ads.

The India-Pakistan test series has gone down well with audiences, especially the third match increasing the expectation levels further for the ODIs.