Brand IPL – what a brand it is, a crowd puller, a perfect mix of game & glamour, celeb cricket league and what now. From the initial promos to after match parties – everything they did shined out as a new piece, a page 3 article and even breaking news on some channels who work only for TRPs.

Brand IPL became a brand for its perfect start with an absolute mix of content, stars, players and a fabulous marketing with a star studded launch and promotion. It was through the line, all over the media – above the line, below the line and online.
IPL was here and with a bang. It stole the viewership of daily soaps and reality tv. It emerged as the best reality show.

Suddenly like every brand, IPL had got the challenges which emerged and made their space. It had its own phase of controversies and gimmicks before the marketers and consumers realized that the brand is fading off. But did you ever wonder if there were any lacunae in the Brand that was created 4 years back. Did the creators missed out on something!! Or it is normal for any brand.

A recent survey says, Indians prefer hard-working and ambitious brands and I thought may be this is the reason why I personally am not watching IPL this year. But then I thought is this the case with many. Does the brand really have a weak story or no story. If the Brand IPL has no story – will we call it a fiasco or it has simply lost the purpose? I thought about the reasons,

  Brand Story

IPL never had a story, if it had its format ruined the story. The characters of the stories are not only changing but switching too. I had a preference for KKR – for SRK and Saurav Ganguly. I was thrilled by the fact that two of my favorites are leading KKR and it shall win.  For three years I followed KKR as a fan and finally the changes took place and Saurav Ganguly was now the captain for Pune Warriors. Can a viewer or consumer of brand switch loyalties without difficulty. The reasons weren’t sufficient to do so and if they were – it is difficult to choose.

I realized the brand doesn’t have a story. I could not relate to it like a brand, it doesn’t have the attributes. It is more like an annual fest with new editions each year.

 Brand Purpose and its meaning

IPL started off as a premier league, with healthy competition and a display of enormous talent. The season 1 and 2 emerged with great talent discoveries, audience was enthralled and so were the owners.  Strugglers were excited as they got a great platform to exhibit their skill and a real time means for achieving excellence. All they wanted to do – was to perform.This year the money became even enormous and it was felt that players started taking it as a seasonal job, a chance to reap the riches. For players, it seemed to be becoming a chance for making a fast buck. It seems to be losing its meaning. I felt it is the loss of brand more than anyone else.

Ofcourse, there is no remarkable loss in business. The endorsers are numerous, stars are there in the stands, money is flowing, TRPs maintained but certainly the brand is losing its equity.

observations-learning-experience-insights