Time for big hits! The line goes well for the cricket players, as well as the e-commerce players. The Indian Premier League (IPL) is all set to go off the mark today, and the e-commerce market is likely to be one of the biggest spending categories. With beverage makers, telcos and auto manufacturers, this eighth edition of the Indian Premier League will be a showdown for these online companies.
With an expectation to generate revenue close to Rs. 950 crore, IPL broadcasters of SET Max and Sony Six channels, Multi Screen Media, has already sold 90-95 per cent of the inventory. Digital companies are expected to invest 20-25 per cent of this, at roughly Rs. 190-240 crore of these adex. The trend of e-commerce companies spending big bucks in IPL started last year.
IPL 7 saw association with brands like Amazon, Qickr, Flipkart, Paytm and Go-Daddy. This year too, a lot of e-commerce giants have signed on as broadcasting sponsors that includes Amazon as the presenting sponsor, Cardekho.com and Paytm as associate sponsors. Apart from these, other big/ small players like Snapdeal and Carewale.com have also signed some big spot deals.
Shankar Nath, Senior Vice-President, Paytm, is on board because he feels a brand ought to be present wherever its target consumers are. He also adds that apart from launching a new campaign on television, his firm will also leverage the social media platforms. During IPL 7, Paytm is said to have made investment of around 5 crore. This included shopping vouchers, cash backs etc. This year being an associate sponsor, the investment could well be close to 27 to 40 crore.
Other players such as Jabong, Policybazaar.com, CarTrade.com etc. have associated in the tournament and are providing various deals, discounts and offers.