Cos find inexpensive but effective ways to advertise in WC

If you thought the Cricket World Cup is only for firms with deep pockets or for brands with intentions to spend big bucks for promotion, think again.

Many firms, including Samsung, Philips, SpiceJet, Amul, HUL and Yamaha, are finding less expensive but equally effective ways to make their presence felt during the event through digital advertising or sponsoring lesser known teams.

For instance, Amul's decision to sponsor the Netherlands rather than going for expensive ads or sponsoring the event, is being seen as a smart move by industry observers.

"Everybody is asking us why are we not sponsoring team India? Well the answer is that it is not available. The Netherlands team was available and at an affordable rate," Amul Managing Director R S Sodhi told PTI.

He said in India its about cricket and being a partner of a non-India team will also attract eyeballs.

On the other hand, many companies are taking the digital route, booking ads on ESPN's website, which will be streaming live matches of the World Cup.

The broadcaster has already signed up 10 firms, which includes the likes of HUL, Spicejet, Perfetti, Samsung, Indigo, Yamaha for ads on its website.

"A substantial chunk of people watch matches online and keep their scoreboards updated, specially during office hours and while they are on the move. There lies a huge potential for marketers," Octane Marketing Business Head Vijayant Dhaka said.

Digital marketing is an optimum way of capturing eyeballs via channels like banner ads, e-mails, SMS marketing video ads, etc and keeping them engaged, he added.

While it could not be ascertained the exact rate for ads on ESPN's website, sources said it is far less expensive than the ad spots on its channels.

According to media buyers, a lot of companies, who cannot afford expensive advertisements on channels during India matches, semi finals or the finals, are picking up spots for the non-India matches.

"We are talking to ESPN on behalf of two clients, who wish to buy ad spots for non-India matches as the inventory is available at a price much cheaper than other matches," said a media planner.

According to sources, while ESPN is charging around Rs 5 lakh for an India match and the other crucial matches, the non-India matches are priced at around Rs 1 lakh per 10-seconds slot.

The opening ceremony of the World Cup was held in Dhaka yesterday. The opening match will be played tomorrow between India and Bangladesh. The final is scheduled for April 2.