Brands Tracked

Pg 2

INTRODUCTION

The theme of this year's Indian Premier League was #10SaalApkeNaam. With a successful 10th edition, IPL achieved what it

set out to achieve and turned out to be #ManoranjanKaBaap. But a lot has been changed in last 10 years. Now Indians can

watch their favourite game in HD. IPL is available on mobile phones. Millions of people are now watching IPL on Hotstar.

As IPL gave marketers an audience to reach via TV ads, brands shifted gears from television and conventional media to social

media in last 10 years.

As India was celebrating the 10th edition of the IPL, expectations of the fans, advertisers, sponsors and broadcasters were high

from India's largest sports event. Sony, the official TV broadcaster of the IPL, was set out to gain Rs.1300cr from this year's IPL

ad-spots, a 18% increase from last year's IPL. With the conclusion of IPL 2017, Sony was able to complete its target of Rs.

1300cr. But what remains to be seen is how much advertisers and sponsors gained from this year's IPL.

This IPL saw more new brands come in like Parle, Vimal Pan Masala, and Polycab. Marketing communication of these brands

was focused on brand recall than sales as were the case with some of the Indian e-commerce startups last year. Freecharge,

the startup who topped the chart last year, simply decided to skip this year. Apart from Freecharge, start-ups like Flipkart, Ola,

and Myntra, who were in Top 11 last year, were also not active.

Now, as the tournament is over, this is our 2nd annual IPL Digital Marketing Report to find how well the IPL sponsors and

advertisers supported their marketing campaigns on digital marketing channels.

Pg 3

Platforms Tracked

Engagements Tracked

Amplifications

179.19 million

Conversations

Applauses 32.124m

Video Engagements 152.81m

Social Media Presence of Brands

106

68

96

Nu

mb

er

of

Bra

nd

s

Platforms

16

843k

589k

Overview

Content Shared

Twitter hosted more than

65%of total content posted

this IPL.

Twitter Facebook

Google+ Youtube

(65.43%)

(26.69%)

(2.81%) (5.06%)

. . . . . . . . . . . . . .

. . . . . . . . . . . . . .

. . . . . . . . . . . . . .

. . . . . . . . . . . . . .

75,893

Replies Tracked

Vodafone single-handedly grabbed more than

66%share of total replies.

Pg 4

84

68

Brands using Video Content on Facebook & Youtube

2016 vs 2017

Video Content Distribution Video Content Share

Marketers preferred Facebook over

YouTube for video sharing.

Engagements

Activity

Replies

2016 2017

1,85,18,8243,58,57,255

53,342 15,917

70,47073,269

13,58,57,255

0 108

Pg 5

Total Posts

32,070

Video Posts

3,207

Video content posted was exactly

10%of the total content.

Youtube

No. of Brands

Facebook (47.24%)

(52.76%)

(for top 11 players)

Social Media Display marketing

WINNER

Content strategy

Green Cap

Orange Cap Purple Cap Blue Cap

Brand who excelled in all 3 fields

will be wearing the most enticing prize for an advertiser

Scoring & Methodology

Pg 6

x1

As of 2017, India has more than 200 million users on social media. But brands like CEAT Tyres were busy buying TV ad slots and

strategic timeouts. They completely missed the opportunity to tap their users on social media. But the brands who used social

media in their marketing campaign certainly get the most out of their sponsorship.

Social Media

Evaluation criteria

Brand engagement Brand activity Replies to Users

x2 x1x1

Orange Cap

Brand who batted well in the social media crease

Winner

Pg 7

Ÿ Vivo was the most engaging brand followed by Vodafone and Make My Trip.

Ÿ Vivo was most active brand on social media this season, while Motorola and Gulf Oil were next in line.

Ÿ Vodafone learnt from their mistakes they have made in the last season and delighted its users not only in quantity but with

quality replies. The telecom giant was followed by Vivo and Mumbai Indian's Title Sponsor “Videocon D2H”.

Orange Cap: Top 5

Social MediaPg 8

x1Brand engagementKey Brand activity Replies to customers

#1 #2#3

#4 #5

Vivo being the title sponsor of IPL-2017 made most of the opportunity. It topped the engagements chart leaving the telecom

giant Vodafone behind with a margin of nearly 4.5 million. #VivoV5s and #VivoPerfectSelfie campaign with a dedicated

website helped the mobile manufacturer lead from front.

#VodafoneSuperfan and #MakeMostofNow drove Vodafone to 2nd position with 21.67 million engagements.

Engagements and Video engagements graphs are similar except for the positions of Jio and Gionee. Vivo, Jio and Amazon

were most consistent and secured positions in top 5 in all the parameters.

Brand Engagement

Vivo

Vodafone

Make My Trip

Jio

Amazon

Kingfisher

FBB

Gionee

Hike

Motorola

Mother Dairy

26,137,992

21,670,493

20,997,746

18,689,897

18,447,937

9,343,029

5,772,632

4,607,544

4,070,665

3,568,875

2,550,445

Top 11 Brands by Total Engagement

(likes + share + comments + favorites + retweets)

Social MediaPg 9

Engagements were also analysed by specific engagement type. The three engagement types measured were:

Ÿ Applause, representing favorable responses and including metrics such as likes and favorites,

Ÿ Conversation, representing consumer responses and including metrics such as comments and replies,

Ÿ Amplification, representing brand advocacy and including metrics such as shares and retweets

Top brands by Engagement type

Book My Show

Vivo

Jio

Amazon

YES Bank

Etihad Airways

Gionee

Himalaya Men

Kingfisher

Motorola

Mother Dairy

Top 11 Brands by AmplificationTop 11 Brands by Applause

(shares + retweets)

Top 11 Brands by Conversation

Amazon

Vodafone

Jio

Kingfisher

Vivo

Parle

Arabol

Kenstar

Etihad Airways

Gionee

YES Bank

(likes + favorites)

Brand EngagementSocial MediaPg 10

(comments + replies)

Vivo

Jio

Amazon

YES Bank

Gionee

Kingfisher

Idea

Gillette

Hike

Book My Show

Mother Dairy

4,404,404

3,087,659

2,868,575

1,848,405

1,753,388

1,514,843

1,222,443

1,073,830

898,295

790,621

773,011

81,361

51,954

49,898

27,997

26,814

22,167

17,723

13,936

13,822

13,500

11,009

134,145

74,261

73,367

69,947

29,955

29,586

28,557

21,613

20,287

17,290

17,254

Vivo

Vodafone

Make My Trip

Amazon

Jio

Kingfisher

FBB

Hike

Motorola

Gionee

Mother Dairy

22,500,384

21,643,446

20,386,363

16,881,274

16,714,774

8,337,455

5,255,920

3,342,029

3,240,674

2,818,636

1,948,638

Video Engagement

Video EngagementsSocial MediaPg 11

Even though video content contributed just 10% to the total content posted in IPL 2017, it was this 10% that grabbed more

than 85% of the engagements this season. On an average every video posted during IPL Season 10 attracted 47.65K

engagements.

It was Video Engagement which helped crashing Vivo to success in overall engagements. 86% of the whooping 26.13 Million

engagements of Vivo came from Video content.

3 Brands, namely Vivo, Vodafone and Make My Trip crossed the 20 Million video engagements' mark this season.

Video Engagement

(likes + share + comments + favorites + retweets)

Vivo, Motorola and Gulf Oil secured top 3 positions in total activity as well as tweets. Twitter was most preferred channel with

84.4% of activity of top 11 brands taking place on the microblogging site.

Jio was least active of the Top 11 brands in terms of tweets as well as percentage of tweets to total activity. Just 31.8% of the

total activity of the telecom giant was on Twitter.

Brand activity

Vivo

Motorola

Gulf Oil

Vodafone

Finolex

Book My Show

Zeven World

Itz Cash

Himalaya Men

Daikin

Jio

3,747

2,988

2,060

1,062

919

507

501

462

460

419

321

Top 11 Brands by Tweet Activity

(Tweets)

4,039

3,157

2,193

1,087

1,037

1,011

1,008

662

605

559

559

Vivo

Motorola

Gulf Oil

Vodafone

Finolex

Book My Show

Jio

Zeven World

Daikin

YES Bank

Itz Cash

Top 11 Brands by Total activity

(Tweets + Fb posts)

Pg 12 Social Media

Vodafone was the most active of all brands in replying. The telecom giant replied at an average of more than 1073 replies per

day. The quantity of Tweets didn't hinder the quality and Vodafone's replies were personal and authentic. Jio was the only brand catering its customers with Facebook replies.

50,459

6,141

2,909

2,549

1,995

1,458

1,201

1,191

1,105

950

512

Vodafone

Vivo

Videocon D2H

Motorola

Voltas

YES Bank

Daikin

Etihad Airways

Maruti Suzuki

Canara Bank

Lawaman Pg3

Top 11 Brands by Replies to Customers

(No. of replies)

Replies to Users

Pg 13 Social Media

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Content and engagement go hand in hand. Whether it is a 140-character tweet, GIFs, videos or images, you cannot expect

engagement unless you create engaging/impressive content. Unlike the last year, companies focused more on branded content

in 2017. However, not all brands were able to relate content with the game.

Manforce was the emerging player of content game this year. However, Vodafone grabbed the title.

Content strategy

Purple Cap

Brands who bowled out their opponents with best economy rate

Conversation with users

Personal authentic responses

On air publicity of hashtag

Actively used hashtag with the game

Consistency

Engagement authenticity

Game related content

Real time responsive Content creation

Variety in content Creation

Branded content

Synergy of content with the game

Content Development Content distribution Strategy

Pg 15

Winner

How we Scored?

#1#2

#3 #4 #5

Ÿ All brands focused on engaging users in conversation with personal authentic responses.

Ÿ Vodafone and Motorola showed tough competition-on the creative front as well as in creating real-time content..

Ÿ All brands performed well in content distribution except Motorola which did not focus on on-air publicity.

x1Engagement Authenticity Key Content Development Content Distribution Strategy

Purple Cap: Top 5

Pg 16 Content Strategy

Amazon

The E-commerce giant made most of IPL-2017 with

ChonkPur Cheetahs. Amazon’s characters Dhyani, Coach, and

others garnered fame not just on-air but on social media as

well. Their custom responses to the customer queries on

social media were in perfect synergy with IPL.

Pg 17 Content Strategy

Manforce

This year’s emerging player in content played Intimate

Partner League and gathered humongous response and

engagements on social media.

Creativity with a touch of wit made the content incredible for

Manforce.

Vodafone & Motorola

Both the brands created the best real-time responsive content which was equally creative. Vodafone went a step ahead with

added element of wit to the content. Synchronization of the on-air publicity with perfect hashtag usage by Vodafone helped

the telecom giant in securing the top rank.

Pg 18 Content Strategy

Ceat Tyres & Polycab

It seems the official strategic timeout partner was on a timeout with no real-time content and no conversations with users.

Ceat Tyres used the official as well as Ceat CCR (Ceat Cricket Review) handles for IPL 2017 but got stumped yet again.

Polycab got stuck in multilingualism and could not engage users in conversation. The multi-talented player (Polycab) left the

field in between the game and stopped posting exactly a month before the scheduled IPL final.

Display marketing is the broadest of all the three parameters. Ranging from real time on air ads to over the top platforms like

Hotstar attracts largest chunk of expense from various brands.

IPL 2017 witnessed a heated battle in telecom industry. Newest entrant in the industry Jio locked horns with Vodafone, which

completed 10 years of its partnership with IPL.

Blue cap was awarded to the brand which made its presence felt all-around.

Display Marketing

Website for the game

Relevance of the website with the game

Website is hosted on the brand domain

Web traffic on the game related landing page

Ads are related to the TV/digital campaign

On-air ad spot on TV/HOTSTAR

Official campaign website display in the commercial

Web Engagement Real time AD buys

Pg 19

Winner

Blue Cap

Brand who fielded well in Display Marketing

How we Scored?

Ÿ Hero Cycles topped the chart with its all-around presence during IPL-2017, it felt like “Wherever you go I follow.”

Ÿ In real time ad buys, Vodafone and Jio were two such brands who bought most ad slots. This paid them back in securing

them a position in top 5.

Ÿ Vivo had one of the most ad slots in real time, but poor performance in other parameters, pushed them out of the top 5.

Pg 20 Display Marketing

x1Web EngagementKey Real time Ad buys

Blue Cap: Top 5

#1 #2#3 #4

#5

Hero Cycles

If you follow IPL closely there is one thing which you must

have noticed for sure, presence of Hero Cycles everywhere.

The Ludhiana based company advertised on air, on various

websites, on all social media platforms, as the title sponsors

of Kings XI Punjab and transformed their website in sync with

the ongoing campaign. An All-round performance by the Cycle makers fetched them

the “Blue Cap”.

Jio

This emerging player of the Indian telecom market played all

out in IPL 2017. Strategic marketing efforts like fan wave in

Wankhede Stadium and Vivo Jio Cricket Mania offer was in

perfect coordination helped Jio #MakeMostofNow ;).

Maruti Suzuki

Maruti Suzuki left no stone unturned with its Vitara Brezza

“Sport of Glamour” campaign. Campaign was perfectly in

synchronization with the game. The Automobile giant was

one of the official partners of IPL. It used the position to display its advertisement on air, on

Hotstar, presented Vitara Brezza #GlamShot of the Season

and above all hosted “cricfantasy.in” which brought huge

traction to the brand.

Pg 21 Display Marketing

Pg 22 Display Marketing

Vodafone & Amazon

Both the giants came up with one of the most liked campaigns. While Vodafone broke age barriers with its #MakeMostofNow

Campaign, Amazon tapped tier-2 and tier-3 cities with its heart-warming #ChonkpurCheetahs campaign.

As an associate sponsor of Sony Max Vimal Pan Masala spent

most of its marketing budget on real time on-air ads. Roping

in Ajay Devgn for “Bolo Zubaan Kesari” and connecting

whole of India was perfect moves.

But what went wrong for them was that they left digital media

untapped and that is why Vimal Pan Masala was one of the

lowest scorers in this year's IPL.

Vimal Pan Masala

Conclusion

Pg 23

Though this year's IPL kicked off with 8 grand opening ceremonies, but there was only one winner. Similarly, we gave away

3 caps to 3 different brands, but there can only be one winner.

This year the battle on all fronts (Display, Content and Social Media) was so furious that no brand could remain consistent

in terms of rankings except for Yes Bank and Vodafone. Both the brands were the only Two to secure a rank in all the Top 5

ranks (Display, Content and Social Media). It was due to this consistency that Yes Bank held 2nd Position and Vodafone won

the Green Cap.

Major driving factor behind Vodafone's success was great content, able content distribution, best customer satisfaction and

perfect usage of ad slots. Perfect mix of Zoozoos with Happy Couple celebrating their Second Honeymoon helped Vodafone

#MakeMostOfIPL2017.

Yes Bank's success should be credited to its game related content and catchy hashtags. #IndiaBoleYes and

#SayYesToGrowth were some of the many hashtags used by Yes Bank which made its presence felt in social media and

display advertisements.

Display proved its mettle yet again. Six of the Top 11 brands didn't perform well in

display and finished in bottom seven (Motorola, Amazon, Kingfisher, Gionee,

UltraTech Cement and Zeven).

Book My Show was the most consistent brand in terms of points in all three

parameters and managed 8th position in Top 11.

Poor performance in content creation and distribution hit the title sponsor

of IPL - Vivo hard and pushed it to third rank in overall rankings.

Four of the top five spending advertisers in IPL 2017 managed a rank in top

6 (Vodafone, Vivo, Reliance Jio and Amazon India). While 7 out of the top 11

brands belonged to the top spending categories (Handset Makers, Telecom

Operators and Online Shopping).

Content Strategy

Display Marketing

Social Media

Score by Category

Top 11 Digital Marketing kings of IPL

1

9

8

7

6

5

4

3

2

11

1010

Overall Ranking

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