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MSM's Rohit Gupta bullish on IPL; 95% ad inventory sold

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MUMBAI: The “We won’t give it back” mantra didn't work, unwillingly though India had to give the cricket World Cup back as Australia defeated New Zealand in the finals to clinch the title. The ICC Cricket World Cup may be over but the cricket fever is far from over. The mania is set to unleash with the India Ka Tyohaar (India’s festival) - Indian Premier League (IPL) just around the corner.

Multi Screen Media (MSM), the official broadcaster of the flagship tournament, is leaving no stone unturned in order to ensure that the eighth edition is bigger and better. The channel has lined up multiple innovations to take the level a notch higher and produce an allusive presentation for both viewers and advertisers.

Sony, in association with BCCI, will project matches in huge screens in cities not hosting live matches to enhance ground awareness. This innovation will rope in more opportunities to local advertisers to use IPL as a platform to promote themselves and also fans will get an exclusive opportunity to witness the extravaganza at a mass gathering.

Multilingual feed is the other innovation that Sony has in store for the flagship tournament. IPL will be aired in English, Hindi, Bengali, Tamil and Telegu across various Sony channels. It must be noted that Star followed the same policy during the recently concluded ICC Cricket World Cup. 

Talking about the various innovations to Indiantelevision.com, MSM president Rohit Gupta said, “IPL 2015 is going to be bigger and better. Our association with BCCI will enable people to see match in big screens across various cities. And the multilingual feed is something that Sony has done before too. The FIFA World Cup matches were showcased in numerous languages.”   

“With 11 sponsors, we have sold 95 per cent of our ad inventory and this is the first time that we have managed to garner such a response before the start of the tournament. All the matches are played in prime time and fans don’t need to wait for a week time to witness a close encounter,” adds Gupta.

Many new brands have joined IPL as sponsors and a few elevated themselves across different categories. IPL, besides all the controversies, is still a destination for advertisers to endorse, as the viewership is always in ascending order.

Helios media managing director Divya Radhakrishnan said, “IPL is a much safer option for advertisers as all the matches are highly poised and the audience loves it. In IPL you don’t need to wait for an India match and all the Indian players are playing in different teams, which makes every match equally important for fans and hence advertisers like the tournament when it comes to promoting their brand.”

“The way the Indian team played in the World Cup (especially after a forgetful Test and ODI with Australia), is very encouraging. Am sure IPL will perform well and advertisers will be happy. IPL, over the years, has become a marketing campaign in itself for brands. Brands plan their campaigns keeping the IPL in mind. Whether it is being associated with teams (as sponsors) or through on-air spots, brands are using IPL smartly and will continue to do so,” asserted Maxus ESP client leader Jigar Rambhia. 

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