Hotstar ropes in Vivo & Maruti Suzuki for digital sponsorships for IPL 2017
Leading OTT platform Hotstar has announced Vivo and Maruti Suzuki as the Co-Presenting Sponsors for the streaming of the 10th edition of the Vivo Indian Premier League (IPL) 2017. While numbers have not been publicly disclosed, both the sponsorships are believed to be sizable investments from the two companies of a scale that has not been seen in the Indian digital market to date.
Over the last few weeks, Hotstar has been sharing viewership insights that suggest explosive growth in cricket viewership and a meaningful shift in audiences from television to digital. The most recent India Vs England ODI series saw Hotstar’s reach challenging that of television consistently. The reach hit 120 per cent of television in cities with more than a million in population and 147 per cent reach in the largest 6 cities in India (M15+, NCCS AB). At the same time, the platform has seen new records established for digital with the short format cricket matches regularly exceeding 20 million in viewership.
“We are reinventing the experience of cricket on mobile as India is changing the way it watches its favourite sport,” said Ajit Mohan, CEO, Hotstar. “We believe that Hotstar will be the primary screen for Vivo IPL 2017 for the 130 million video streamers in the country. Marketers are recognising that these are audiences that are TV light or not present on television at all. We are delighted with the conviction that Hotstar will be the best vehicle this summer to reach this audience.”
Vivek Zhang, CMO, Vivo India, added here, “It is exciting to see how the experience of enjoying cricket is changing with the surging demand of watching TV on small screens. Hotstar appeals to the youth and enjoys a tremendous brand recall. Its desire to constantly invest on innovative technology is in line with Vivo’s marketing objectives made it a preferred choice for Vivo. We are truly excited about the delightful cricket experience that the platform is driving and were indeed keen to be a part of this drive.”
Sanjeev Handa, Head of Marketing, Maruti Suzuki India, remarked, “Our approach to media at Maruti Suzuki is customer-centric. More and more of our target groups are now engaging with us on digital mediums. There is a diffusion of purchase cycle within digital since 50 per cent of users start their research online, which makes it imperative for us to be present extensively on these mediums. Hence, our approach is integrating offline and online. We wanted to embody the spirit of Play Glamourous for Vitara Brezza across the markets, and found a perfect fit by reaching out to the audiences via their closest screens, that is, mobiles. An average user is spending over 150 minutes each day on mobile. Our tie-up as Co-Presenting Sponsor on Hotstar will give us the mileage and the engagement with the most glamourous sport in the nation!”