IPL- truck load of brands

“Break The Clutter”. One of the first things a client asks when an agency presents a concept for a TVC is whether the ad will stand out on its own by breaking the clutter of other brands on TV. Whether it has a recall factor by ways of a celebrity or a jingle or just a completely new way of dissipating information (ala zoozoos). Frequently we hear the agency saying that this ad breaks the clutter but it rarely does because when the agency presents the commercial to the client in the clients’ boardroom with all the speaker sound at its peak, complete silence and everyone in rapt attention focused on the screen. With so much attention, any averagely good ad would seem good. The real litmus test starts when the viewer has the remote in his hand with options available to change channels during program breaks.

IPL 3.0 currently being aired on TV has all the mass product/ service companies hopping on to the bandwagon showcasing their wares. The official sponsors of the event are DLF, Vodafone, Hero Honda, Fly Kingfisher, Citi, Karbonn Mobiles and Maxx Mobiles. Thus we have a sponsor name for each event in the match e.g. DLF Maximum, Citi Moment of success, Karbonn Kamaal catch, Maxx Mobile strategic timeout just like we have Hyderabadi Biryani and Kashmiri Pulav. The commentators use these phrases as if they are getting paid to mouth them as frequently as they can. Whenever the MRF blimp is shown, the commentators say a very uniform line which seems that they are given a script to read out. It goes like this “MRF blimp. At the forefront of technology. The first to get the blimp in India”. Thus there are 8 official sponsors.

SET MAX which broadcasts the tournament and has paid a mammoth amount for the telecast rights also has its own set advertisers. The cola Majors, Pepsi and Coca Cola, Consumer durable majors such as LG, Samsung, Videocon, Godrej, Sony, Whirlpool, telecom service providers Vodafone, Idea, DoCoMo, Aircel, Airtel and the latest entrant Videocon, Mobile handset manufacturers Videocon, Karbonn mobile, Maxx mobile and Micromax. Apart from these, some others such as Hyundai i10, Kent water purifiers, Vaseline, Metlife insurance and Havells. Whats more, now there are ads between balls compared to between overs earlier. There is no place in the stadium without ads plastered. The boundary roped, boundary boards, stadium walls, the playing field, the stumps, umpire’s attire, third umpire display board, the sight screen. The total tally thus is 21 plus 8 i.e. 29 With such a huge number how does one expect to break the clutter?