DD expects Rs 200 cr from CWG ads, but advertisers unsure

The controversies surrounding the upcoming Commonwealth Games may be driving away corporates from it, but official broadcaster Doordarshan is hoping to garner about Rs 200 crore from advertisements from the event.

Even as the organising committee is facing serious charges of corruption, financial irregularities and insufficient infrastructure, big advertisers, including LG and Godrej, have apparently decided to stay away from the sporting extravaganza between October 3-10.

"We hope to make at least Rs 200 crore from Commonwealth Games (CWG) advertising," a senior Prashar Bharti official, who asked not to be identified, said.

According to the official, Doordarshan is approaching PSUs, MNCs and large business houses.

"Advertisers have expressed their interest as well but right now we cannot comment on who all have signed as we are still in the process of finalising," the official added.

The advertisers, however, are unimpressed.

"It (the marketing of the games) has not been handled professionally. We feel that it has not been marketed well. We have not been approached in such a way that it can evoke response," LG Electronics India Ltd (LGEIL) Head of Sales Amitabh Tiwari told PTI.

LGEIL is one of the big advertisers on sporting events, including cricket events such as the IPL.

He said the organisers had a "half hearted approach" and did not provide details on how many people are going to participate, how many tickets will be sold and whatever advertising will be involved.

"It was difficult to evaluate the kind of mileage we can gain out of it. Moreover, CWG is gradually losing its glamour," he said.

Godrej also said it is staying away from the CWG.

"We are not associated with the Commonwealth Games, as this is not our target audience," Godrej Group Chairman Adi Godrej said.

Media planners said advertisers should have a realistic expectation from the CWG.

"The CWG event does provide a good platform to some brands, but the advertisers' expectations should be realistic. One cannot expect the same levels of viewership and interest levels as in case of cricket," Madison Group Chairman Sam Balsara said.

It will depend on companies how they leverage their association with the event, he added.

Meanwhile, Coca Cola -- one of the sponsors of the CWG, said it will continue its association with the games.

"As an official beverage partner, we are committed to the Commonwealth games," a Coca-Cola spokesperson said.