Max expecting to rake in ad revenues of Rs 2.6 billion from World Cup

MUMBAI: With the cricket World Cup scheduled to kick off next week, Sony Entertainment's Max has got a raft of sponsors on board.

Information available with indicates that Max is expecting to make around Rs 2.6 billion from cricket's headline event, market sources point out.

As presenting sponsors Max has roped in Pepsi and Nokia. The associate sponsors include Maruti Udyog, ITC Foods, Videocon, Hero Honda, LG and Aditya Birla Group. Set India executive VP Rohit Gupta says that ITC Foods is a new entrant.

There are also a raft of sponsors for Max's wrap around programming Extraaa Innings. They are Hyundai, Mayur Suitings, Luminous, Bidlite, Visa, Indiagames, Maxwell and Kentaro.

The feeling in some quarters is that the timings will to some extent be more beneficial to male oriented brands. Men are more likely than women to burn the midnight oil to watch the outcome. Media experts point out that for the 2003 World Cup in South Africa, when matches started in the afternoon there was decent sampling even at the start of the matches. Now what kind of viewing there will be post midnight is of course not known, apart from the India matches where it will be strong.

Max has also done special packages. For instance, Fall of Wickets has Hyundai as sponsor, for Super Fours it is, Super Sixes by Madhura Garments. For scrollers Max has tied up with LIC, Western Union, Jaguar, Kotak, and Bharatmatrimony. Gupta adds that there will not be more than 60-70 scrollers in a match.

The aim is to ensure brand integration without impacting viewer experience. In a match, Max will have 4800-5200 seconds of advertising, Gupta says. Anymore than that and one runs the danger of ball cutting.

Max was also to have done an initiative Host Ka Dost Hunt where the winner would have been a part of Max's Extraaa Innings team. That however has not happened. Max business head Sneha Rajani points out that nobody suitable was found.

Latest Reads
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM
Madison’s Hiveminds wins Google Premier Partner Awards 2018

Hiveminds, the newly acquired search specialist, digital agency of Madison World, has announced that it has won the Search Innovation Award for its work on Curefit, at the second edition of the Google Premier Partner Awards 2018, India.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories