As a build-up to the global T20 cricketing phenomenon, Sony Pictures Networks India (SPN) aims to strengthen its national reach for VIVO IPL 2017 through the strategic continuation of the localization of content. Garnering over 361 million viewers during the ninth season last year, with an overwhelming response from West Bengal, the network will continue to integrate the Bengali feed for VIVO IPL 2017. As part of their commitment to enhance the viewing experience, the network has also launched a localized celebratory national campaign of “10 saalaapkenaam’’ in Bengali, aimed at connecting with its viewers.In addition to the Bengali feed, the broadcaster aims to sustain the viewership momentum by continuing the Tamil and Telugu feeds along with the regional versions of the national campaign in Tamil, and Telugu in South India.
As a key factor to the regional strategy, the network has on-boarded a special panel of expert commentators to deliver authentic ball by ball action and in-game nuances capturing local sentiment to engage viewers and increase the penetration amongst newer audiences who prefer local content.
This year, to celebrate the grand success of 10 glorious years of VIVO IPL, the campaign “10 saal aapke naam’’ is a sentimental acknowledgement, dedicated to the commitment and loyalty of passionate fans of the league. The series of 6 ad films with the key message “10 saal aapke naam” encapsulates the fervor and madness of the fans across gender, generations and geographies.
The films celebrate various types of fans, be it the ‘Antaryami Fan’ who year after year makes predictions with confidence and even though all his predictions do not come true, he does not deter from making them again and again; the ‘Vehemi fan’ who fears that if he watches the match his team will lose so every time his team plays he is seen standing outside the door, be it a restaurant, a store or even his own house and the ‘Under Pressure fan’ who will postpone even nature’s call and be uncomfortable but will not budge from the television screen till the last ball is delivered.There is also the Farishta Fanwho without watching the game can also be called a ‘Fan’ just by their small gestures, the Future Fancaptures the enthusiasm of a someone who is not even a fan yet, the All-Rounder Fanwho despite having multiple other things to do, will always take out time for their favorite VIVO IPL match.
Mr. Prasana Krishnan, EVP and Business Head, Sports Cluster, Sony Pictures Networks India (SPN) said “In its 10th season now, the tournament has seen a consistent increase in reach over the years. A major contributor towards its success has been the availability of the language feeds in the Southern and Eastern zones and we are continuing our initiative of regional feeds as well as campaigns to strengthen our reach. As the exclusive television broadcaster of VIVO IPL, we are committed in channeling our efforts towards expanding the tournament’s fan base in the country.”
“Our campaign “10 saal aapke naam” is a dedication to the fans of the league and how they engage and involve themselves with the game. Through these films Sony Pictures Networks wants to convey its gratitude to the fans who have made VIVO IPL a brand synonymous with happiness, togetherness and celebration.With stellar match commentators, studio show Extraaa Innings T20& its hosts and regional feeds, we believe this is going to be a momentous year forVIVO IPL and our viewers” added Krishnan.
SPN’s VIVO IPL 2017 campaign will have a rollout across mass media, with a special focus on television, print and digital. With a strategic mix of ATL and BTL activities, the network looks at breaking its previous benchmarks in reach by expanding beyond the conventional metros and diving further amongst the rural markets. Beyond attracting sports enthusiasts, the communication is targeted to a wider spread of audience representing IPL’s increasing cross demographic appeal.
This year, the English feed will be available on Sony SIX channels while the Tamil, Telugu, Bengali and Hindi language feeds will be available on SONY ESPN channels. Sony MAX will exclusively broadcast the Hindi Feed.