The Indian Premier League (IPL) is a professional Twenty20 cricket league started in 2008. It was created by the Board of Control for Cricket in India to boost the popularity of cricket's shortest format. The IPL is highly successful and lucrative, with an estimated brand value of $2.99 billion in 2013. Eight city-based franchises compete in an annual tournament held in April and May. The IPL has been very popular with fans and a financial success despite some controversies around gambling and match-fixing.

1. Introduction:
The Indian Premier League (IPL) is a Twenty20 cricket championship league in India.
It was initiated by Lalit Modi and the Board of Control for Cricket in India (BCCI), after
an altercation between the BCCI and the Indian Cricket League.[1] The league is
headquartered in Mumbai, Maharashtra,[2][3] and is currently supervised by BCCI VicePresident Ranjib Biswal,[4] who serves as the league's chairman and Commissioner. It is
contested by nine teams as of 2013, consisting of players from around the cricketing
world.
The Premier League is generally considered to be the highest-profile showcase in the
world for Twenty20 (T20) cricket, the shortest form of professional cricket with just
20 overs per innings, but the IPL is perhaps as well known for its commercial success
as for the cricket played – during the sixth IPL season, in 2013, its brand value was
estimated to be around US$2.99 billion.[5]
Live rights to the event are syndicated around the globe, and in 2010, the IPL became
the first sporting event to be broadcast live on YouTube.[6] In 2012 the naming rights for
the series was awarded to Pepsi.[7] Two eligible bids were received, with Pepsi winning
over Airtel with a bid of 3968 million.[8] However, the league has been the subject
of several controversies where allegations of cricket betting, money laundering and spot
fixing were witnessed.
Concept of ipl:
The BCCI launched the Indian Premier League (IPL) on the lines of football’s English
Premier League and the National Basketball League (NBA) of the US. The IPL is a
professional Twenty20 cricket league created and promoted by the BCCI and backed by
the ICC IPL has been conceived on the lines of the English premier league, where local
football teams with a defined fan base(supporters) play against each other.The idea
behind IPL is to sell cricket as a high involvement reality show that would appeal to all
audiences.IPL has eight teams sold to franchises for perpetuity. These franchises can
run the league in their individual styles and can raise resources from the primary
market.
Bollywood stars in ipl:
Four, attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty
along with highly placed industrialist as team owners, ensured ample media and public
interest which further contributed to the success of the event.
Six he also applied a rule of only 4 foreign players could play in 1 match so local
support could be got.Even a strategy of cheerleaders to attract crowd.

2. History of the event:
The IPL is a Twenty20 cricket tournament which was inaugurated in 2008. During the same period Zee
"Indian Cricket League" was operational.
Twenty20 cricket was first introduced at a competitive level by the England and Wales cricket board in
2003 but the Indian Premier League is largely credited with being the institution that projected the format
of the game onto the world stage.The Indian Premier League was initiated by the Board of Control for
Cricket in India (BCCI) and has been an enormous success. The annual tournament, played in the
months of April and May has gone from strength to strength and is largely viewed as being the 'richest'
tournament in world cricket.
There are the eight franchises that field teams to play in the IPL (in brackets original cost of franchise in
$/million):
Chennai Super Kings, CSK (91)
Delhi Daredevils, DD (84)
Kings XI Punjab, KXIP (76)
Kolkata Knight Riders, KKR (75.1)
Mumbai Indians, MI (0)
Rajasthan Royals, RR (0)
Royal Challengers Bangalore, RCB (111.6)
Sunrisers Hyderbad, SRH (159)

3. Franchises
The winning bidders for the eight franchises were announced on 24 January 2008.
[24]
price for auction was US$400 million, the auction fetched US$723.59 million.
[23]
While the total base
On 21 March 2010, teams from Pune and Kochi were unveiled as the two new franchises for the fourth
edition of the Indian Premier League. The base price was $225 million. While Pune was bought by
Sahara Adventure Sports Group for $370 million, the Kochi franchise was bought by Rendezvous Sports
World Limited for $333.3 million. The process was to have been completed on 7 March but was
[25]
postponed by two weeks after many bidders and the BCCI objected to stiff financial clauses. The
second franchise auction fetched total $703 million.
The rights to the Hyderabad franchise were awarded to the Sun TV Network in October 2012.
[26]
Sponsorships
India's biggest property developer DLF Group paid ₹
250 cr (around US$50 million) to be the title sponsor
[48]
of the tournament for 5 years from 2008 to 2012. Beginning in the 2013 season, the American food and
beverage company PepsiCo took over title sponsorship in a new five-year deal valued at ₹
3968 million,
and also reached deals with eight IPL teams to become their exclusive beverage supplier for the 2013
[49][50]
season.
Other year sponsorship agreements include a deal with motorcycle maker Hero Honda worth $22.5
million, one with PepsiCo worth $12.5 million, and a deal with beer and airline conglomerateKingfisher at
$26.5 million

4. Brand campaign:
Defending IPL Champions Kolkata Knight Riders launched a new slogan — ‘One
Team. One Pledge’ as their brand campaign ahead of the sixth edition of the
mega-tournament starting.
Three years ago in IPL-2, for instance, Coke cocked a snook at Pepsi's 'Youngistan'
campaign by getting the latter's brand ambassadors like Virender Sehwag and Ishant
Sharma to be present at its promotional activities. Coke could do this because it was an
associate sponsor and official pouring partner for Delhi Daredevils (which Sehwag
captained) and Kolkata Knight Riders (of which Sharma was a part)
The best Mumbai bars to watch IPL Twenty20 cricket
The Indian Premier League's Twenty20 cricket, which started it's fifth season last week,
is the new religion in India. The bars of Mumbai are a great place to soak up the
atmosphere, grab a cold beer and watch the game in (relative) peace.

5. Owners’s and their franchise investment of previous y
Teams
Owners
Franchises Amount
Mumbai
RIL
$111.9 m
Delhi
GMR Group
$84 m
Kolkata
Red Chillies Entertainment
$75.09 m
Chennai
India Cements
$91 m
Jaipur
Emerging Media
$67 m
Hyderabad
Deccan Chronical
$107 m
Bangalore
UB Group
$111.6 m
Mohali
Preity Zinta, Ness Wadia
$76 m

6. Brands associated with Ipl 2013:
Pepse
Indian Real Estate DLF
Fly kingfishers
Hero Honda
Aircel
Trp of Ipl’s past season:
Channel
Genre
Average TRP
SONY & SET MAX
IPL
10-11
ZEE
Soaps + Rock and Roll family
1.7
STAR
Soaps + Paachvi Pass (SRK)
4-5
9X
Chak De Bacche+ Reality
0.7 - 1.35
NDTV
Mythological + Drama
1.25 - 2.12

7. Official broadcaster is asking for Rs.15 lakh per 10 seconds, about three
times the rate charged in league matches 2013.
The ad rates have been raised thanks to the increase in audience reach—168 million as
of 27 April, compared with 163 million viewers for the 2012 tournament
Prime time of advertisement of ipl is 8 pm to 12pm.
the TAM data said the
average all India ratings of the first 37 matches (3 April to 27 April) this year is 3.1 TVR, compared
with 3.4 TVR for the first 37 matches of IPL 5 (2012).
In the current edition of IPL, sponsors paid Rs.4-4.25 lakh per 10 seconds of ad time, while spot
advertisers paid around Rs.4.5 lakh, Mint reported in January. Once the league began, MSM
increased rates by 10-15%, according to company executives.
Point of Impact on economy and best economical time to purchase
advertising:marketing communications effectiveness initiates an increase in sales volume
and brand building. The cause and effect relationship between point of purchase (POP)
advertising and consumer purchase behaviour was established through extensive review of
relevant literature. The recommendations will aid corporate organisations to enhance their
point of purchase (POP) advertising and marketing strategies towards increasing overall
sales.The point of purchase, according to Quelch (2006) is the most suitable place and period to
communicate with consumers since it is where they make their brand choice decisions. It is the
time and place at which all elements of sale (consumer, money, and product) come together.
Fitzgerald (2006) believes that the consumer’s in-store behaviour has been described in the
following terms that highlight the importance of point of purchase advertising; “shoppers are
explorers.
They are on safari, hunting for bargains, new products and different items to add excitement to
their everyday lives. Three of every four are open to new experiences as they browse the aisles
of supermarkets and search for bargains at drugstores and mass merchandisers”.This translates
into an opportunity to make a measurable impact just when shoppers are most receptive to
new product ideas and alternative brands. Savvy marketers realize that the in-store
environment is the best chance to make a difference. Although consumer-buying behaviour in
recent time has been driven by point of purchase advertising. Existing queries on marketing
communications effectiveness initiates an increase in sales volume and brand building. This
paper examines the queries bordered on advertising clutters, medium message, method, timing
and their implications on achieving tactical marketing and sales objectives.

8. Conclusion:
Marketters said a media buying executive at a leading agency who spoke on condition
of anonymity. ―So, for such advertisers with short-term goals, the premium rate isn’t
expensive.‖ marketers launching new campaigns or brands will pay if they consider
the platform to be an effective one. ―IPL remains the only big-ticket TV property to bring
in reach, especially for those advertisers who are not often on-air or seasonal
advertisers,‖