The brand will spend about 35 per cent of its annual marketing budget, to make IPL 2016 one of its biggest events
BestMediaInfo Bureau | Mumbai | April 18, 2016
After playing up on its pug Chika and popular mascot ZooZoo, in the previous editions of the Indian Premier League (IPL), Vodafone has taken up the on-ground initiative route in a big way in the upcoming season of the IPL. The telephone service provider has always used its on-ground sticks like Super Fan, but this time round, the campaign will be even bigger.
The series of special experiences offered to the consumers under the initiative ‘Super’ are aligned to its latest Vodafone SuperNet proposition. Vodafone India is the official partner and official sponsor (on-air) of Vivo IPL 2016. Vodafone has been associated with IPL since its inception in 2008.
Even though the brand has earmarked close to 35 per cent of its annual marketing budget for IPL 2016, the main thrust of the campaign and the mediums will be decided later, depending on the response. While most of the proportions of marketing spends on various media are as much as last year’s, digital will again get a major chunk, with 25 per cent of total ad spends.
The company started spending a quarter of its budget on digital about two years ago. Television still takes away the biggest part, while ad spends on activations have grown. The company has used its famous entity ZooZoo, in all the activations, but the white animated character will not be seen in the television commercials (TVCs) for this IPL.
Sandeep Kataria, Director, Commercial, Vodafone India shared some details of the brand and marketing strategy around IPL and the launch of SuperNet. “IPL has always been a successful investment for us and we continue to stay true to the relationship,” Kataria said, adding, “The tournament is a festival of sports, entertainment, glamour, chutzpah and many more things. We intend to enter the Guinness Book of World Records, for the Vodafone Super Album campaign.”
The company has also introduced a set of dance steps grooving to the tune of a new catchy and foot-tapping cheer slogan created by Vodafone for IPL 2016 #HakkeBakke, as part of the campaign SuperCheer.
Another leg of the on-ground initiative is the Vodafone Super Album. The third part is the SuperFan Contest, wherein one fan gets to enjoy the match at the Vodafone special hospitality, meet the winning captain and get an autographed match ball. The final part of the promotional campaign is the FanArmy, for a group of friends and fans, who want to enjoy the match together and cheer for their team.
The company has already launched some television commercials for IPL and many more will be coming up soon. For the SuperNet services, Vodafone has released a series of commercials, which depict relationships in a beautiful way. The company has kept Chika, its pug, away from the SuperNet TVCs for the time being, after using it for the teaser campaign of the 4G services.
Vodafone SuperCheer - Hakke Bakke: