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.
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MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
