MAM
T20 World Cup initial matches notch up 2.8 TVR
MUMBAI: The initial eight group stage matches of the ICC World Twenty20 2012 have garnered an average rating of 2.8 TVR with a reach of 60.55 million (CS 4+ TG All India), as per TAM data provided by media agencies who are tracking the mega event‘s viewership trends for their clients.
The ratings for the first eight matches are higher than the ICC World Twenty20 2010 in West Indies which managed a TVR of 1.6 for the first four matches with a cumulative reach of 42 million.
The India-Afghanistan match has recorded a combined TVR of 4.9 on Star Cricket, ESPN and Doordarshan with a reach of 36.7 million. Comparably, the India versus Afghanistan in the previous edition of the tournament had got a rating of 4.
The India versus Afghanistan match got a rating of 3.5 on Star Cricket, 0.4 on ESPN and 1.1 on Doordarshan. The sports broadcaster is also simulcasting India matches, semi-finals and the final on ESPN with Hindi commentary.
The South Africa-Zimbabwe match was the second best rated match despite featuring a relatively weaker team. The match posted a TVR of 3.5 with a reach of 26.5 million.
The match between Sri Lanka and Zimbabwe rated 1.2 TVR, slightly better than the South Africa-Sri Lanka as well as the Australia-West Indies matches. The two matches registered a TVR of 1.1 and 0.9 TVR respectively.
While South Africa-Sri Lanka match had a reach of 16.1 million, the Australia-West Indies match could manage a reach of only 9.1 million.
Media agencies say the group stage matches hold relatively less significance for advertisers; the key to the commercial value of the property is how the Quarter Final and the Semi Final matches deliver.
DDB Mudra Group COO Pratap Bose expects the Super Eight matches to do well as the tournament is perfectly poised.
“The initial eight matches are not of much significance as the important matches will begin from the Super Eight stage. There will be a spike in ratings if India remains in the fray,” said Bose.
GroupM Maxus Client Leader Jigar Rambhia shares the same sentiments. He feels the real tournament even for advertisers begins with the Super Eight stage when all the strong teams will compete against each other.
“It‘s too early to talk about ratings at this stage since the group stage mainly involves matches with weaker sides and there is only one India match. However, the interest in the tournament will start peaking with the Super Eight stage,” says Rambhia.
ESPN Star Sports has sold out its entire inventory for the ICC T20 WC with as many as 34 advertisers on board including three joint presenting sponsors and seven associate sponsors.
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
