Research
GroupM ESP lists top 10 trends for IPL season 8
MUMBAI: Move over Cricket World Cup, welcome Indian Premier League (IPL) Season 8!
With the home grown league becoming a global reputable property, GroupM ESP (Entertainment & Sports Partnerships), has predicted top trends in 2015.
Commenting on the trends for this season, Group M ESP national director Vinit Karnik said that the sports entity has come a long way in how it addresses sponsorship sales and convergence of technology. “From selling tickets to selling an experience, IPL has come a long way. This further extends from the execution of sponsorships across major platforms — all the way to the idea/solution generation phase during the sales process,” he added.
Karnik also stated that in 2015 teams will continue investing in the in-stadia experience content delivery. With feeds available through internet, Sony’s regional channels, mobile applications etc the content is truly taking the center stage. “It makes sense because if fans aren’t in the stadium consuming content, they’re consuming it somewhere else — work/ home/ in a cafe… wherever,” he informs.
According to him there will be an amalgamation of technology integration and enhancement throughout the sport. The proliferation of video and statistical information backed by increased social exchange will define the popularity of teams.
Uniquely positioned at the intersection of media and marketing, GroupM ESP has made the following predictions:
1) Smart talent acquisition by franchises increasing competitiveness with teams evenly matched.
2) Enhanced broadcast production quality with regional language feeds from the broadcaster MSM.
3) Fan Park idea will heighten interest and involvement in smaller cities and towns.
4) Digital platforms to create sustained and deep engagement with real time analytics.
5) Surround content to drive social conversations via social media platforms.
6) Technology to enhance spectator interactions and engagement inside stadium.
7) Realistic sponsorship pricing strategies resulting in repeat purchases and a stable sponsor ecosystem.
8) Apparel as an emerging and popular sponsor category among franchises.
9) Sponsor’s increased dependence on crowd sourcing to create excitement around their brands .
10) E-commerce brands will dominate ad spends on broadcast platform.
“In all aspects, IPL offers a consumer delight by integrating newest technologies and enhanced fan experience while building affinity with future generations of fans who have moved from passive viewers to engaged amplifiers. We also see a lot of new generation brands jump onto the IPL bandwagon, making it a high spend high visibility and now high engagement business,” concluded Karnik.
MUMBAI: Food and travel are officially the ultimate power couple.
As National Tourism Day approaches, the Godrej Food Trends Report 2024 has spotlighted culinary tourism as the driving force behind a revolution in Indian travel. No longer a side dish to the main event, food has claimed centre stage, transforming vacations into unforgettable, flavour-filled journeys.
In 2024, Indians travelled more frequently and for longer durations, with vacation spending surging nearly 25 per cent. A significant chunk of this increase was fuelled by travellers seeking unique and immersive culinary experiences that connected them to local cultures. Whether exploring bustling spice markets or learning time-honoured recipes from community experts, food became the heartbeat of modern Indian vacations.
The Godrej Food Trends Report 2024, curated by Godrej Vikhroli Cucina with insights from over 190 food experts, revealed the top culinary trends shaping Indian travel:
1. Street food and market tours
With 94.1 per cent of experts highlighting their popularity, vibrant food streets and spice markets emerged as must-visit attractions. From the zesty flavours of pani puri to the aromatic whiffs of garam masala, travellers immersed themselves in the diverse culinary fabric of India.
2. Culinary site tours
Nearly 92.3 per cent of experts predicted continued interest in these immersive experiences, where travellers visited tea estates, artisanal cheese hubs, and other production sites. These tours offered behind-the-scenes glimpses into the craft of food making, adding an educational edge to the journey.
3. Home dining experiences and local expertise
Around 87.5 per cent of experts noted a surge in travellers booking home dining experiences. These intimate interactions with local experts allowed visitors to learn traditional cooking techniques, taste signature regional products, and gain a deeper appreciation for India’s culinary heritage.
“Food is no longer just a part of the travel experience, but its very essence,” said A Perfect Bite Consulting MD & the annual report editor Rushina Munshaw Ghildiyal. “Today’s travellers are not just seeking destinations but connections—immersive, authentic experiences that allow them to explore the heart of a place through its culinary heritage. Whether it’s walking through vibrant spice markets, learning traditional recipes from local experts, or savouring unique regional flavours, food has become the bridge that links people to cultures and stories,” she elaborated.
This surge in culinary tourism isn’t just reshaping Indian vacations; it’s creating opportunities for local communities and small brands to showcase their culinary culture. From bustling street vendors to small-scale producers, the movement is helping amplify India’s rich food heritage on a global stage.
As the country celebrates National Tourism Day, travellers are invited to embrace the fusion of food and travel—a blend that promises to redefine how people experience culture and destinations in the years to come.
The Godrej Food Trends Report 2024 is available for download at www.vikhrolicucina.com.
