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Vi was ‘buzziest’ brand in IPL '21 phase 1, Dream 11 in phase 2: Wavemaker report

Cred’s ad spot with Rahul Dravid was the most viral ad this IPL season.

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Mumbai: Popularity and excitement around IPL in India continue to grow year on year. This time, social chatter around the tournament grew by 33 per cent over last year and crossed 80+ million mentions this season, according to an IPL 2021 report presented by Wavemaker India. The report which captures the social conversations around this season’s IPL, for both first and second phase, found that the first phase which was played in India garnered more mentions (42 million) than the second phase (38 million) which was played in UAE recently.

The study has been done by Wavemaker Mesh – the real-time data Intelligence solution that reads real-time environmental signals. The first Phase refers to matches played in India from 9 April to 2 May and the second phase refers to matches played in UAE from 19 September to 16 October.

Telecom brand Vi was the ‘buzziest’ brand in the first phase of the event, even as it continued to engage fans with ‘Fan of the Match’ activity during IPL hours, said the report. After Vi, it was Vivo, Unacademy, Cred, and Dream11 that created buzz on the advertiser leaderboard.

In the second phase of the IPL this year, Dream 11 emerged as the 'buzziest' advertiser, even as Vivo, Unacademy, and Dream11 maintained their leader spot in the top five. Paytm and Ceat were the new advertisers in the top 5 buzziest advertisers, as per the findings of the report.

Cred’s popular ad featuring Rahul Dravid as ‘Indranagar Ka Gunda’ was the most viral advertisement this IPL season. According to Intuition Intelligence, the agency’s partner on creative analytics solutions, the ad received a Virality Grade (VG) of eight which is amongst the most viral ad in the ecosystem. After Cred, the ‘This Is How We Roar’ ad by Myntra featuring MSD, Jadeja, and Bravo was second on the leaderboard with a VG score of 57.

In the second phase, the Cadbury Dairy Milk cricket stadium ad #GoodLuckGirls with the nostalgic and gender-empowering take on their 90’s ad emerged as the most viral ad.

Tellingly, amongst the top 10 viral ads on IPL in the second phase, five ads were by fantasy sports platform, Dream 11.

Fourth-time IPL winner Chennai Super Kings, led by skipper MS Dhoni was the most buzz-generating team in IPL 2021 and drove maximum chatter around the event & the matches, with a  clear spike seen in matches where CSK is playing any other team.

Virat Kohli, MS Dhoni, and Rohit Sharma have been adjudged the most popular players this season, as per the report.

With IPL over on 15 October, the study also shifts gears to the ongoing ICC WC 2021. Since the end of IPL, there are already 1.2 million mentions around the T20 World Cup, with nearly 50 per cent mentions being on the much-touted Ind Vs Pak match played on 24 October, says the report.

The analysis, based on multiple data points, was collated to create meaningful and actionable insights by Wavemaker India. The report has data sources from multiple consumer touchpoints across the digital ecosystem ranging from social listening, Video analytics in partnership with intuitive intelligence, interaction data points collected from Facebook, Twitter, Instagram, and YouTube, stated the agency.

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