|IPL and the advertising orgy|
What are people more likely to remember once this six-week orgy of cricket gets over?
Spectacular catches? Soaring sixes? Crucial wickets?
Karbonn Kamaal Katches, DLF Maximums and Citi moments of success.
Of course, that was exactly what these companies wanted.
But wait, I am not done yet.
People are going to remember to hate these brands till the end of the universe as we know it.
If IPL advertising was a steak, it’s not just overdone, it’s charred and mostly vapourized.
What with investors paying upwards of US $300 million for the Pune and Kochi teams, they are going to have to come up with newer ways to monetise the IPL.
I think the future is in going local. Local businesses should be able to do embedded ads.
Also, by IPL4, the commentators will be forced to unlearn several years of Wren & Martin. Most school kids learn that a typical sentence in English has the structure
< Subject > < predicate >
But the IPL has different ideas about the language. The “suggested” (coerced) format is
< Brand name > < subject > < Brand slogan > < predicate > < Brand name > < Brand slogan >
Let me give you some examples:
“The ball was hit straight to the fielder” now becomes
“The Arun ball Ice cream was Mosquito Spray hit Camel Geometry Box Ruler Straight to the HMT Rice Fielder Tractor”
Additional rules include:
|Also by Krish Ashok: Too many ads, too little cricket | Insect to IPL - An irreverent history of cricket|