The Indian Premier League 2017 has been the busiest of all 10 seasons of the league. The buzz around the league and brands has been more than double in comparison to last year. The Mumbai Indians and Rising Pune Supergiant final was the most engaging tie with nearly 5 lakh social media mentions. It was Kolkata Knight Riders to dominate the popularity throughout this season. Champions Mumbai Indians remained second.
Brand Equity in association with GroupM’s command centre Maxus Mesh has put together the interesting social data points.
Max South Asia chief strategy officer Priti Murthy says: “IPL over the years has emerged as ‘Super Bowl’ for India. Cricket is the most consumed sports in India and IPL is a great platform for brands and advertisers to share their communication in most distinct and creative ways. When you have an event this long (48 days), you don’t want to be stuck with one creative being broadcasted for this long period. There has to be a story format with new bytes and events at defined intervals to keep viewers engaged.”
“Amazon, Vodafone and MakeMyTrip did it brilliantly this season. They all had multiple storyboards planned for the entire season with various product or feature extension. In years to come, we will witness more creative stories from advertisers as they have a deeper impact and longer recall,” reports Brand Equity quoting Priti.
According to the report, 2017 has been buzziest year for IPL.
Among players, MS Dhoni remained most popular, followed by Gautam Gambhir and Rohit Sharma. Last year’s favourite star Virat Kohli could only manage to grab the seventh spot due to his poor performance throughout the tournament. David Warner was the most popular (non-Indian) player to be featured in on the 8th position of the social leaderboard for both 2016 and 2017 seasons.
It was Vodafone to create the most engaging brand content story this IPL season. The cute Zoo Zoo ads and the spots featuring the old couple spot went viral. It was also the most liked and shared story this year.
Even as Vivo, due to its the official sponsorship, was seen very busy and interactive on various social platforms, apart from official IPL sponsors, Amazon’s Chonkpur Cheetah ads were the most watched on digital platforms.