This IPL season saw heavy investment from the ecommerce sector for the first time. A large number of ecommerce companies like Flipkart, Amazon, Paytm, Quickr, Foodpanda, Jabong, Yepme are in talks with IPL team franchises for sponsorship opportunities ahead of the next edition of the popular Twenty20 tournament which starts this April.
According to media analysts and brand consultants IPL is a mass event which can be leveraged by advertisers to get massive branding exposure.
Why are Ecommerce companies doing this?
This surely is one of the natural questions to arise. Though e-commerce companies have been in business for a while now, why this interest in opportunities for IPL sponsorship.
The reason is pretty simple – almost all the ecommerce players want to create a loyal consumer base. And advertising in IPL is the best way to gain attention, better visibility as well as engage the consumers in a better manner.
How are they doing it?
Ecommerce companies are investing in varied properties – like being an official partner or by logo placement on IPL team jerseys. On the jersey teams sell three main properties, namely the Front, Back and Right Upper Chest of the jersey.
For example, Amazon India has invested around 25-30 crore for associate sponsorship this year. In fact this is for the first time that any ecommerce company has tied up with IPL at these rates. With more than 15 million products in more than 24 categories, Amazon is aiming to engage its existing and new customer base with aggressive campaigning.
Flipkart on the other hand aims to promote mobile shopping and thus has tied up with IPL campaigning to strategically promote specialized categories of their products and services. Quickr has invested on Delhi Daredevils as the principle sponsor.
The online platform for mobile recharges, bill payments and shopping – Paytm has tied up with Pepsi, the title sponsor of IPL, to promote its marketing campaign. As a marketing strategy it is offering shopping vouchers up to Rs. 2 lakh to lucky shoppers along with some guaranteed cash backs.
The upcoming portal which registers online domain names – Go-Daddy too has invested in buying ad-spots.
Thus this IPL most of the ecommerce companies are geared towards having their presence felt in a much more better and effective manner. With investment on ground sponsorships and team jerseys they are vying to get sustained visibility for their brand logo. Television commercials on the other hand will help them communicate their message in a much more better manner. As ecommerce is still in its budding stage in India, IPL due to its mass appeal and wide reach is the best platform through which the ecommerce stores can advertise themselves well.
So this IPL season get ready to shop crazy from all the popular online stores. And when you do so, do not forget to use Flipkart coupons, Amazon deals, Jabong discount codes and other amazing promotion codes from DiscountMantra – the best online coupons and offers store in India.