Indian Premier League or IPL, in short, is the most popular professional T20 cricket tournament established in 2008. Based on the round-robin group and knockout format, it is the brainchild of the Board of Control for Cricket in India (BCCI). With a large number of fans covering across the globe, it is the most lucrative outlet for the game of cricket.
What is Strategic Timeout in IPL?
Strategic Timeouts at IPL are similar to the concept adopted in basketball. It is called by teams participating in IPL during mid-game for reformulating strategy. Lasting for seven and a half minutes, these Strategic Timeouts were initially launched in the year 2009. However, these long breaks proved unpopular and so were shortened to two and a half minutes the next year. Even though some fans complained that these strategic timeouts disrupt the momentum of the game, franchise owners insisted that they are crucial for maintaining commercial revenue streams that are essential to the league.
Something You Should Know About CEAT Tyres
Established in 1958, CEAT is headquartered in Mumbai. It is presently one of the leading tyre manufacturing companies having a strong presence in the global market. Offering a wide range of world-class radials to all segments including auto-rickshaws, scooters, motorcycles, cars, trailers, tractors, forklifts, earthmovers, light commercial vehicles, buses and heavy-duty trucks, CEAT is now a popular brand.
How’s Strategic Timeout Bringing More Traction For CEAT?
CEAT Tyres got it right by opting to sponsor strategic timeouts in IPL. This cricket tournament is mainly about two things; cricket and advertising. There are about 20,000 advertisements aired on TV alone during the IPL. This involves high competition and clutter with numerous brands advertising during the matches. Chances of viewers remembering these are remote since they are bombarded with several ads at a time.
However, Strategic Timeout is different and CEAT has effectively occupied this space to stand out from the clutter. This for CEAT has proved to be one of the best ways to create a higher brand impact. This moment marketing campaign effectively targets viewers in real-time and has now become a buzz-word for IPL fans!
Even the Google Trends data for the years 2017 and 2018 shows a significant rise in CEAT’s searches between April to June, the time when IPL is held in India.
Image source: Iplt20.com