2016 was special for Indian sports with the main highlight being the Olympic, Paralympic Games in Rio de Janeiro and the T20 World cup. In January 2016 Premier Badminton League kicked off the successful year, followed by 2016 Hockey India League, Pro Kabbadi League season 3 and culminated with 2016 Indian Super League season where Atletico de Kolkata defeated Kerala Blasters to lift their 2nd Title.
All these events rest on the three principals of marketing, that are advertising, player promotion, and promotion of sport to the public. And the Indian market is going toe to toe for utilizing every event along with the sponsorship of professional athletes in various forms of sport. Brands like Nike, Hotstar, Tata are the main contenders of 2016’s sports advertisements on both T.V and other video platforms like YouTube and Facebook.
So, here are the top YouTube ads related to Indian sports for the year 2016.
“Nike Presents Da Da Ding
Nike is known for their out of the box viral ads and ranks in top 10 ads every year. Nike’s agency Wieden + Kennedy India tried to change the massive image problem, particularly for women in India. Their vast presence on YouTube made this advertisement easily the most viewed and shared (33 thousand) Indian YouTube ad. The video features Deepika Padukone with national hockey player Rani Rampal, surfer Ishita Malaviya soaring through this catchy tune composed by French house/Electro house DJ “Gener8ion.”
Fan Anthem #PlayBold India (Royal Challenge Sports Drink)
As every club tends to have an anthem, RCB found one and it got viral. With more than 2 million views, this is one of the most watched Indian Ad on YouTube India conceptualized by DDB Mudra.
Shout for Babita Kumari at Rio 2016 #NamakKeWaasteyved
Tata namak ran an integrated campaign called ‘Namak Ke Waastey’ to gain the mass support of the Indian Indian Olympic squad. This ad features Babita Kumari who is the daughter of Mahavir Singh Phogat who was portrayed by Aamir Khan in 2016 Indian blockbuster Dangal. The Namak Ke Waaste was conceptualized by Ogilvy One Worldwide, Mumbai (India) and has been produced by Hungry Films.
Zest from Tata Motors TVC with RCB
It’s RCB again. Tata Motors is clicking on the social media in a big way along with the traditional tools of branding. There is a reason why Virat Kholi is such an integral part of IPL branding. In collaboration with their principal sponsors of Royal Challengers Bangalore, it has generated more than 1.4 million in just eight months.
Support Shiva Thapa at Rio 2016 #NamakKeWaastey
This is Tata Namak’s another ad in support of Indian Olympic team in Rio. The advertisement generated more than 1 million views and is a part of the series that featured Indian Olympic squad like (Inderjeet) Singh, (Avtar) Singh, and Babita Kumari.
Spirit Of A Champion
Just like how Milk is an essential part of India’s heritage, Mother Dairy shows how you can show your symbiotic of India in one advertisement. From the production house Green Bench Media, this advertisement generated about a million views by now and is made to support the Blind Cricket Team featuring athlete Deepak Malik.
Vivo IPL 2016 – Watch it Only on Hotstar!
The most prominent element of a brand sponsorship is having a visibility in their advertisement, and have a virility with an everlasting digital footfall. This is exactly what Hotstar achieved with their partnership with IPL 2016 as a sole Live broadcaster on the Internet. Hotstar viewership for sporting events has grabbed 40-45 percent of Star’s television watch time in the relevant TG with this campaign.
Kangana Ranaut’s #FitToFight Story
The minute-long ad is grounded, non-preachy and sure packs a punch in just a few responses, as Reebok hopes to bask in the reflected glory. Competing with a Nike on one hand, and finding its own identity on the other, has been an uphill journey for Reebok. And with timing it around Women’s Day has helped it ride the wave of Women’s Day messages from brands.
This industry report details the social media viewership statistics of videos on YouTube and Facebook platforms for above-mentioned sports leagues and the teams representing it. Following are the teams analyzed in this report.
- Indian Premier League
- Hockey India League
- Pro Kabaddi League
- Indian Super League
- Indian Wrestling League