Saturday, 20 April 2013


IPL, for the last 6 years,  has been a phenomenon. We love it, and this 'Indian' league is a 'global' affair.

But what has amazed me is the outstanding response from the sponsors  A company has literally painted the whole nation blue by sponsoring this yearly extravaganza. Companies rush in and shell out crores of Rupees to get their name up there, to earn a 20 second ad space for themselves.

What really makes an event so huge? Why while some events, even if big, don't really have that rush of sponsors?

I guess the answer lies in the fact that the mileage given by events like IPL can not be given by many others. How many of us really remember an ad, or a logo unless and until it is shown to us day in and day out? IPL does that. 50 odd days of 'some brand sixer' and 'x-brand fours' and 'catches brought to you by x' etc etc. make us at least remember that brand.

And yeah, the power of storytelling (my previous post) always gives that advantage. Driving the incidence and making the population aware about you can be done by sponsoring such events. But I still wonder how sustainable is that when people remember so little about yesterday?

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