New categories of advertisers are leveraging cricket tournaments like the thrilling series between the Kiwis and a resurgent Indian side looking to avenge the T20 World Cup loss on their home turf
The next India-New Zealand series which is due to start tomorrow promises to be a captivating duel between the two teams, especially after the just concluded T20 Cricket World Cup. The series, which starts tomorrow on November 17 and ends on December 7, also marks the return of bilateral tournaments to Indian soil after nearly eight months, giving Indian viewers and advertisers plenty to celebrate. The rematch also looks highly anticipated as the men in blue uniforms prepare to avenge their recent losses in New Zealand.
The New Zealand team will tour India for three T20 matches and two test matches, which will be broadcast on the Star Sports network. With a billion hopes put on the Indian side, the audience for the Indian series is set to reach new records, which is why advertisers want to jump into the action. The series already has nine advertisers on board, with established and emerging brands aiming to leverage the platform’s reach. Emerging brands such as UN ext, an edtech brand, have also chosen to partner with the series to promote brand awareness on a large scale in a short period of time.
Speaking about the brand’s decision to advertise during the bilateral series, Kiran Kumar Rajendra, Marketing Manager, Next Learning, explains: “International cricket involving India continues to provide unprecedented mass reach for Pan-Indian brands and consumers are receptive to advertising messages among the overs. . Very few formats offer this window for a brand to effectively communicate a message to a large audience. Education ecosystem, and we think it’s a great way to convey our proposition to consumers.