There is no denying that IPL is Indian cricket’s hottest property and advertiser’s favorite child. Its popularity and brand value are unmatched. Cricketers from the world over aspire to secure an IPL contract and come and compete with the best. It has revolutionized the way cricket is perceived by the masses. It has brought glamour to the sport and made it attractive for all of its stakeholders.
The unparalleled popularity of IPL is because of the out-of-box marketing ad promotion that the organizers undertake. If the IPL does not have exciting promotions and advertisement campaigns then it will not create the same level of excitement among fans. This in turn will reduce eye-balls and result in it not being a fancy proposition for advertisers and investors.
IPL’s advertisement causes a massive uproar
Before the 2022 season commenced, IPL came with a slew of catchy campaigns. One of the advertisements had the legendary, MS Dhoni, who commands an enormous fan following across the country. The advertisement shows Dhoni as a bus driver who stops his bus in front of an electronics shop in the middle of a crowded road. The televisions in the shop were broadcasting an IPL match. When a cop intervenes and enquires why was he creating a traffic jam, he responds by saying, “Super Over” which was going on in the IPL match. The cop acts as if it’s a common occurrence and lets the people enjoy the match.
Multiple parties, which include a road safety organization and Consumer Unity and Trust Society (CUTS), filed objections and complaints about the advertisement. The Advertising Standards Council of India (Council), a non-profit industry association, took up the issue and requested removing the advertisement as it set the wrong precedent.
Subsequently, the Council’s Consumer Complaints Committee (CCC) saw the clip and came to the conclusion that it does violate the code of advertisements. They directed the company which produced the clip to either amend it or take it down by April 20. The Company has given in writing that it shall take the advertisement down.