MAM
Multi Screen Media eyes strong ad rev growth from IPL
MUMBAI: Multi Screen Media‘s (MSM) strategy of reducing ad rates for the sixth edition of the IPL appears to be paying off. It has already roped in nine sponsors and is looking for two more. For its wrap around show ‘Extraaa Innings‘, it has also got in seven sponsors compared to six last year.
MSM president network sales, licensing and telephony Rohit Gupta said, “We reduced our rates by 10 per cent. This has helped old clients return and we have also got new companies on board. We have managed to get into new conversations. In a slowdown economy, advertisers want minimum risk. We are looking for a revenue increase of at least 25-30 per cent. So far we have sold around 70 per cent and there are still three more weeks to go for the tournament to start. The plan is to hold back 15-20 per cent and sell it at a higher rate once the event starts.”
The co-presenting sponsors are Pepsi and Vodafone. The seven associate sponsors are Tata Photon, Samsung Mobile, Panasonic, Havells, Usha Appliances, Karbonn Tablets and Godrej.
“We are looking for two more associate sponsors since there is a healthy demand. We are happy that our strategy has resulted in Samsung and Godrej coming back. Panasonic and Usha Appliances have come on board for the first time.”
As far as â€?Extraaa Innings‘ is concerned, MSM has got Amul, eBay, Titan, Nivea, Renault, V Guard and Nestle as sponsors for the IPL. It has sold packages like fall of wickets which has been taken by Luminous, and action replay which has been taken by ACC and Amity. There are also several spot buyers with whom MSM has done deals with including Coca-Cola, Parle Agro, Marico, Nikon, Sony India, Berger Paints, ibibo.com and Airtel.
“The IPL‘s reach has seen a steady growth. If you look at other recent series like India versus Pakistan, it disappointed with the ratings being much less than what was expected by the industry. With Six having a Hindi feed, IPL advertisers will get even more reach. Our marketing campaign has started. Pepsi is also doing a lot of activation. The BCCI is marketing the property. All of this is creating a lot of buzz in the market. The opening ceremony in Kolkata should set the tone for the event,” Gupta said.
Vivaki Exchange CEO Mona Jain said that MSM should make Rs. 1.5 billion extra this year as their inventory would get sold out. “I expect the IPL to garner around Rs 8.5 billion this year compared to Rs 7 billion last time. A lot of youth and male focussed brands have come on board. What is seen is that Hindi GECs and Hindi news channels lose share during the event. Males watch those genres less when the IPL is on. So clients try to make up for that. Nobody is splurging. It is just that some companies feel that the IPL is a necessary platform to be on. Others who have less marketing outlay are more conservative. Brand visibility is the main reason to be on the IPL. Companies will use the IPL as a platform to launch new products. For a company like Pepsi, this isthe period where their product is consumed heavily.”
Gupta, however, expects MSM to rake in around Rs 10 billion this year.
LodestarUN CEO Shashi Sinha said that it is not just the rate reduction that has seen clients come on board. “The environment is also different. There is no World Cup this time around unlike 2011. Also companies have put their marketing plans in place. The channel will do well.”
MAM
Kwality Wall’s appoints new board members after Magnum acquisition
Abhijit Bhattacharya named Chairperson as ice cream company enters next growth phase.
MUMBAI: When your ice cream business gets a fresh scoop of leadership, things are bound to get even cooler and Kwality Wall’s has just done exactly that. Kwality Wall’s (India) Limited (KWIL), now part of The Magnum Ice Cream Company (TMICC), has announced the appointment of Abhijit Bhattacharya and Tahir Toloy Tanridagli to its Board of Directors. The appointments, effective 30 March, follow TMICC HoldCo’s acquisition of a controlling 61.90 per cent stake in KWIL.
Mr Abhijit Bhattacharya has been appointed as additional (non-executive and non-independent) director and chairperson of the board. He currently serves as Chief Financial Officer of The Magnum Ice Cream Company N.V. and previously held the role of CFO for Unilever Ice Cream. With nearly four decades of experience, including 38 years at Koninklijke Philips N.V. in senior finance and operational roles across Europe, Asia and the United States, Bhattacharya brings deep expertise in strategic transformation and complex corporate restructurings.
Mr Tahir Toloy Tanridagli has been appointed as additional (non-executive and non-independent) director. A graduate of Bogazici University with a High Honours BA in Business Administration, he currently serves as President for METSA markets (Middle East, Turkey, Africa, Israel, and South Asia) at TMICC and is a member of the Global Ice Cream Executive Leadership Team. With over two decades in the snacking and FMCG sector, including leadership roles at Kraft Foods–Mondelez and Unilever, Toloy has extensive experience across ice cream, chocolate, snacks, beverages and desserts.
The appointments come as KWIL, which listed as an independent entity after its demerger from Hindustan Unilever Limited, enters a new phase of growth following the Share Purchase Agreement signed between Unilever and TMICC in June 2025.
In the fast-melting world of ice cream, adding two heavyweights to the board is a clear signal that Kwality Wall’s is ready to scoop up even bigger opportunities ahead.
