Report on Shemaroo

Havas Media Group launches study to understand IPL's impact on brand health

Havas is carrying out this study in association with YouGov

Havas Sports and Entertainment, which functions under Havas Media Group, in association with YouGov has launched Hi-CRICKET, a proprietary study to understand the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories.

The study, led by the Havas Insight team, has respondents from key cities in India to get a deeper understanding of how a larger-than-life platform such as IPL helps influence mind measures. HI-CRICKET will also answer the role of premium media buys in impacting brand health, one of the most critical questions raised by advertisers today.

The respondents will be interviewed over five phases from 1 April 2021 to 1 June 2021 during IPL 2021. Each phase will track the impact of the game on brand health and capture shifts along with attributes that drive Meaningfulness as the league progresses. 

Keeping in line with Havas Group’s Meaningful Brands philosophy, HI-CRICKET 2021 will help brands to further bolster their meaningful connect with consumers and will also identify the most meaningful campaigns during IPL this year. Havas’ Meaningful Brands framework constitutes of benefits brands offer across Functional (What does the product or service deliver?), Personal (How brands improve people's lives?) and Collective parameters (What’s their role in society?). Previous studies had suggested that all these benefits collectively drove brand performance. 

Havas Media Group India CEO Mohit Joshi said that HI-CRICKET will help advertisers understand the overall impact of their association with IPL. 

"This study will help advertisers understand the overall impact of their association with IPL. HI-CRICKET is the first initiative by Havas Insights and Havas Sports and Entertainment; we also intend to take the partnership into other sporting domains such as the Olympics, Hockey, Football, and Kabaddi," said Joshi. 

YouGov India general manager Deepa Bhatia said, "Sports assets have impacted the recall of brands globally. YouGov panel constitutes data of 2 lakh active panel respondents who have participated in various surveys. During the IPL season, YouGov will consistently reach out to people who watch IPL to set up the study. Using Havas’ Meaningful attributes, the customized HI-CRICKET study will help us understand what drives meaningfulness for brands and to what extent are campaigns able to drive perceptions for brands based on functional, personal, and collective benefits."

Latest Reads
Brands pay homage to the ‘silent heroes’ on International Nurses Day

Celebrated world over as the birthday of Florence Nightingale, 12 May or ‘International Nurses Day’ recognises the work of nurses around the globe. Since the beginning of the pandemic, compromising their own safety.

MAM Marketing MAM
Mayank Jain joins CarDekho Group as CEO – new auto business

Auto-tech company CarDekho has further fortified its leadership team by appointing Mayank Jain as CEO of its new auto business. He will be responsible for strengthening the organisation’s new auto offering, and deepening engagement with OEMs, dealer network and other enterprise partners.

MAM Media and Advertising People
Mercedes-Benz elevates Pradeep Srinivas as marketing head

German premium carmaker Mercedes-Benz on Wednesday rejigged its sales and marketing unit and brought in Pradeep Srinivas as head of the marketing and customer services, replacing Amit Thete.

MAM Media and Advertising People
LG Electronics India pledges $5.5 million to support Covid-relief efforts

Consumer durable firm LG Electronics India has pledged $5.5 million for Covid-relief efforts and set up medical infrastructure to aid the battle against the novel Coronavirus in India. The company said as part of this initiative, it will set up 10 makeshift hospitals across India in association...

MAM Marketing Brands
Pandemic helped us understand our true resilience: Blue Dart CMO Ketan Kulkarni

At a time when the entire nation is facing the wrath of the Covid-19 pandemic, logistics company Blue Dart has been working round the clock to ensure supply chain continuity. With the #WeMoveSoYourWorldCanMove campaign, the brand ensured quick delivery amid the pandemic scare and ensured that the...

MAM Marketing Brands
McDonald's India- north & east appoints new leadership team

McDonald's India- north & east on Tuesday appointed Rajeev Ranjan as chief operating officer and Rajeev Goel as chief financial officer of the company. Both will step into their respective roles with immediate effect, following the retirement of Connaught Plaza Restaurants Pvt Ltd (CRPL) head...

MAM Marketing Brands
Shiprocket hires Amit Bhatia as vice president - marketing

NEW DELHI: Logistics start-up Shiprocket has brought on Amit Bhatia as vice president of its marketing division. He moves from BannerBuzz, where he was head of marketing.   Bhatia's mandate is to increase the customer base, improve brand awareness and scale performance marketing to achieve growth...

MAM Media and Advertising People
ASCI secretary-general Manisha Kapoor named VP, ICAS executive committee

Mumbai: Advertising Standards Council of India (ASCI) general secretary Manisha Kapoor has been appointed to the executive committee of the International Council for Advertising Self-Regulation (ICAS). She will be one of the four vice-presidents on the executive committee. Set up by the European...

MAM Media and Advertising People
HUL's Sudhir Sitapati joins Godrej Consumer Products as MD & CEO

Mumbai: Godrej Consumer Products Limited (GCPL) today announced changes to its leadership team, effective 18 October 18 2021. Sudhir Sitapati will join GCPL as managing director and chief executive officer. Nisaba Godrej, currently the chairperson and MD of the company, will continue to serve as...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required