Indian Premier League's Operating Model - Marketing Cricket to the World |
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The Advertising StrategyThe IPL brand was advertised by the BCCI whereas individual franchises promoted their own teams. For the 2008 IPL tournament, the BCCI had allocated Rs. 1 billion for marketing the IPL. Ad agency Ogilvy & Mather (O&M) was awarded the contract to promote the brand... IPL Season TwoIn February 2009, SET MAX designed a campaign called 'Beyond Boundary' for promoting IPL. The ad started with a voice over saying - 'God has given us one land which we divided into bits and pieces and created our own demarcations. Had it not been the case, a barber from India would have been doing massage to someone in Tokyo, a teacher from Caribbean would have been teaching Sanskrit to someone in Benaras, and Vada pav would have been national cuisine of the UK...
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