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IPL 2017: Amazon is riding the cricket fever with Chonkpur Cheetahs

E-commerce giant mixes fiction with reality in its IPL campaign, targets viewers in smaller towns

Alnoor Peermohamed  |  Bengaluru 

As presenting sponsor for the tenth Indian Premier League (IPL), Amazon could have chosen to go the way many other official backers of the league have done this season; get a sports star on board or brand the bats and jerseys of one of the teams or create a special ad with cricket-crazy celebrities. It has done neither; instead, by floating an unofficial, make-believe contender for the IPL, Amazon is riding the cricket fever and keeping the ad budgets under control without diluting its ‘apni dukan’ campaign promise, say experts.  There is nothing official or ...

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First Published: Tue, April 18 2017. 09:14 IST
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