
By Lloyd Mathias
1. IPL is much more than cricket
·  it’s a multimedia entertainment spectacle
·  it offers a mix of cricket, business and glamour ensuring continuous action on and off the field
2. Strong audience delivery & engagement
·   it’s the single biggest media property promising unmatched reach and delivery;
·  it offers primetime viewership with a higher Socio Economic audience skew
·  it has impact on other media as witnessed by the dip in viewership of other GECs and  fewer movie releases
·  what we have is 7 weeks of nonstop action in an other wise lull period for business
3. Great property to build brand connect… linked to one’s brand proposition
·  It offers consumer-led on-ground promotions
·  You get Corporate boxes, trade incentives
·  There is an opportunity in the form of team merchandize
·  One can leverage IPL on social media
4. IPL’s power has been is its ability to survive unscathed despite the controversies… In fact controversies have worked to its advantage.
·  Like the sacking of Lalit Modi
·  Or the movement to South Africa in year 2
·  And the Sahara stand-off last year
·  And of course the termination of 2 franchisees – Kochi & Hyderabad & the subsequent refranchise of Hyderabad
5. India biggest passions all under one roof:
·  Cricket (yup it’s still cricket) and some remarkable talent discovery has happened through IPL – where did you first hear of Valthaty; Asnodkar; Bisla – not at the Ranji Trophy surely?
·  Glamour (Bollywood stars; business czars & other glitterati)
·  Controversy (scandals; brawls on & off the field)
Lloyd Mathias is Founder-Director, GreenBean Ventures. He was formerly CMO of Motorola and Tata Teleservices.