Cricket, often referred to as a religion in countries like India, has a profound impact on various aspects of society, including the world of business and advertising.
The sport provides an ideal backdrop for beverage companies to promote their products – extensive viewership, passionate fan base, and emotional connection make it a prime advertising opportunity.
Beverage brands capitalize on cricket’s popularity to reach a diverse audience, from die-hard fans to casual viewers, by aligning their products with the spirit of the game, emphasizing hydration, energy, and refreshment, all of which are essential elements during cricket matches, especially in the scorching heat of the Indian subcontinent.
Capitalizing On The Cricket Frenzy
Hence, it comes as no surprise that the beverage industry is gearing up for a surge in launches, sponsorship deals, new endorsements, higher ad spends, and expanded distribution channels during the September-December period, aligning with events like the ongoing Asia Cup, the World Cup, and Australia’s tour of India.
This push comes after the soft drink category took a hit in the crucial April-June quarter due to unfavourable weather conditions.
Cricketers Are The New Stars of Advertising
PepsiCo has enlisted the services of cricketer Hardik Pandya to endorse its Gatorade sports drink brand.
Taking the cue, Reliance, having recently introduced Campa Cricket, a cricket-themed lemon-flavoured carbonated sports drink, plans to leverage its association with the IPL’s Mumbai Indians team for extensive advertising during the ICC Men’s World Cup in India.
Meanwhile, Coca-Cola is investing in sponsorship deals for both the Asia Cup and the World Cup.
Ankit Agarwal, associate director of hydration & energy at PepsiCo India, stated, “With Hardik, we aim to actively engage with the fitness and active lifestyle community, and help them in being rehydrated, replenished, and refueled.”
Apart from Gatorade, PepsiCo’s other beverages like Pepsi, Mountain Dew, Sting, and Slice have celebrity endorsements from actors such as Ranveer Singh, Hrithik Roshan, Akshay Kumar, and Kiara Advani.
Reliance Consumer Products, expanding its beverage portfolio with Campa Cricket, endorsed by cricketer Ishan Kishan, is promoting the brand via social media, aiming to forge a strong connection between Campa and cricket. The brand, earlier introduced in select retail channels, is now set to go national.
Coca-Cola has secured sponsorship deals with cricket broadcaster Disney Star for the Asia Cup and the World Cup, in addition to being the exclusive non-alcoholic beverage partner of the ICC for the World Cup.
Arnab Roy, vice-president of marketing at Coca-Cola India and Southwest Asia, emphasized, “We believe the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a great opportunity to bring together customers, consumers, brands, and cricket.”
Thums Up, a Coca-Cola brand, is the official beverage partner, and Limca Sportz is the official sports drink for the World Cup.
The Market Share Dynamics
Coca-Cola’s Sprite leads the carbonated soft drink market in India with a 20% market share.
In the cola segment, Thumbs Upholds 16% of the market, while Coca-Cola’s flagship brand commands a 9% market share. In comparison, Pepsi accounts for 8% of India’s overall carbonated soft drinks market.
Coca-Cola and Pepsi’s Cricket Campaigns
Coca-Cola and Pepsi, two global beverage giants, have actively participated in cricket-related advertising for many years. These brands have recognized cricket’s immense reach and influence, especially in countries like India, where the sport enjoys a massive following. Both companies have sponsored significant cricket tournaments, teams, and players.
Campa Cola’s Resurgence and Cricket
Campa Cola, a soft drink brand that was particularly popular in the 80s and 90s, has made a resurgence in recent times. Irrespective that it might not be as familiar to today’s younger generation, the brand has embarked on a mission to regain its prominence, and cricket plays a significant role in this effort.
Campa Cola aims to introduce itself to a new audience by partnering with cricket events; therefore, the sport’s popularity is a perfect platform for the brand to reconnect with consumers and create a lasting impression.
Why Cricketers Are the New Advertising Stars
Cricketers have emerged as formidable advertising icons, eclipsing even Bollywood actors in ad campaigns.
They can endorse a wide range of products, from sports drinks to toothpaste and luxury watches, which has made them much sought-after brand ambassadors, not to mention that Cricketers excel at making products attractive and capturing consumers’ attention, thus making them versatile endorsers.
Therefore, Cricketers are becoming more prominent in advertisements than on the cricket field, and this trend is spreading like wildfire.
However, it’s not just about the success of brands. What’s truly intriguing is how cricketers have become maestros at endorsing various products.
Whether it’s a sports drink, toothpaste, or even a luxury watch, they effortlessly and elegantly promote it all; it is almost as if they possess the knack for making any product appear desirable and capture the attention of fans and consumers alike.
In fact, cricketers have reached a level of expertise where they can make mundane items appear cool and exhilarating, almost having mastered the art of seamlessly integrating brands into their lifestyle and persona.
The Ascension of Cricketers in Advertising
Move over Bollywood, the world of advertising now has a new reigning authority, and it’s not the likes of Shahrukh Khan or Amir Khan; instead, it’s our cricketing superstars taking center stage and commanding the spotlight.
Bollywood actors seem to be ceding their ground in ad campaigns, leaving the stage to cricketers; hence, today, brands are increasingly turning to cricketers for endorsements and brand ambassadorships, and there are compelling reasons behind this trend.
Firstly, cricketers boast massive followings and enjoy celebrity status in multiple countries worldwide, which means that aligning with a cricketer enables a brand to tap into a vast audience and potentially acquire new customers.
Secondly, cricketers are viewed as role models and influencers, especially among the impressionable younger generation, and brands leverage this influence to foster brand loyalty and bolster sales.
Thirdly, cricketers often embody certain values or qualities that brands aspire to associate with. For instance, they are perceived as disciplined, hardworking, and dedicated individuals, traits that brands aim to align themselves with.
The Advertising Shift For Brands
Brands have discerned that cricketers are the ultimate MVPs (Most Valuable Players) in ad campaigns; with their massive fan following and trendsetting appeal, cricketers have emerged as the preferred choice for brands seeking to make a lasting impact.
In the ever-changing advertising trends, brands are becoming increasingly astute in their choice of endorsers. The traditional practice of selecting actors for ad campaigns is gradually losing its luster, with brands now recognizing the immense popularity of cricketers.
Cricketers possess a unique charisma that actors cannot replicate. They are not just sports icons; they are also perceived as national heroes, role models, and influencers. With their substantial fan base, people look up to cricketers for inspiration and guidance. Hence, brands are now turning to cricketers to endorse their products, knowing that this connection runs deep with their target audience.
Another advantage of choosing cricketers over actors lies in their relatability to the common person. While actors often inhabit a world of glamour and glitz, cricketers are seen as ordinary individuals who have toiled diligently to achieve success; this relatability makes them more approachable and relatable, a significant asset for brands.
Therefore, who needs a Bollywood superstar when you have Virat Kohli effortlessly hitting sixes while looking incredibly stylish in branded attire?
The IPL’s Role in Elevating Cricketers in Advertising
The Indian Premier League (IPL) has played a key role in propelling cricketers to the forefront of advertising.
With its immense popularity and high viewership, the IPL has become a platform for cricketers to showcase their skills and amass a significant following, and this popularity has seamlessly transitioned into the advertising arena, where brands have recognized the extensive reach and influence of cricketers.
The IPL-Brand Synergy
The IPL has evolved into a premier advertising platform, with numerous commercials featuring cricketers endorsing various brands during the tournament.
Brands have gone beyond individual endorsements and often cast entire cricket teams to promote their products. This trend has gained momentum in recent years as brands seek to leverage the enormous following of cricket teams and their players.
By featuring entire teams, brands harness the collective power of the players, creating a sense of unity and team spirit that resonates with audiences. This approach is particularly effective for brands promoting products associated with teamwork and collaboration.
The Future of Cricketers in Advertising
Given the IPL’s role as a platform for brands to showcase their products to a massive audience, it’s no surprise that cricketers are in high demand for ad campaigns.
With this trend showing no signs of slowing down, we can expect to witness even more cricketers taking center stage in the advertising world in the foreseeable future.
Cricketers as Brand Ambassadors
Brands are not merely stopping at featuring cricketers in ad campaigns; they are also appointing them as the face of their brand, as brand ambassadors. This trend has gained substantial traction recently, as brands aim to harness the widespread popularity and influence of cricketers to promote their products and services.
Several prominent cricketers have been chosen as brand ambassadors for various brands. For instance, Suryakumar Yadav represents UrbanGabru, Virat Kohli serves as the brand ambassador for Noise, a leading wearables smartwatch company, Kuldeep Yadav is associated with Real11, and Gizmore has enlisted Dinesh Karthik.
These cricketers have become trusted faces for their respective brands, contributing to heightened brand awareness, increased sales, and enhanced credibility.
The Last Bit, In essence, the intertwining of Campa Cola, Coca-Cola, Pepsi, and cricket showcases the symbiotic relationship between sports and advertising.
Cricket acts as a catalyst, allowing beverage brands to connect with their target audiences on a deeper level and create memorable advertising campaigns that resonate with fans.
Cricketers are currently dominating the advertising world, surpassing actors in popularity. Brands are leveraging their immense following, influence, and relatability to connect with consumers; hence, with cricketers becoming the ultimate all-rounders, excelling both on and off the field, the trend of cricketers as advertising stars shows no signs of slowing down.
