MAM
Vi was ‘buzziest’ brand in IPL ’21 phase 1, Dream 11 in phase 2: Wavemaker report
Mumbai: Popularity and excitement around IPL in India continue to grow year on year. This time, social chatter around the tournament grew by 33 per cent over last year and crossed 80+ million mentions this season, according to an IPL 2021 report presented by Wavemaker India. The report which captures the social conversations around this season’s IPL, for both first and second phase, found that the first phase which was played in India garnered more mentions (42 million) than the second phase (38 million) which was played in UAE recently.
The study has been done by Wavemaker Mesh – the real-time data Intelligence solution that reads real-time environmental signals. The first Phase refers to matches played in India from 9 April to 2 May and the second phase refers to matches played in UAE from 19 September to 16 October.
Telecom brand Vi was the ‘buzziest’ brand in the first phase of the event, even as it continued to engage fans with ‘Fan of the Match’ activity during IPL hours, said the report. After Vi, it was Vivo, Unacademy, Cred, and Dream11 that created buzz on the advertiser leaderboard.
In the second phase of the IPL this year, Dream 11 emerged as the ‘buzziest’ advertiser, even as Vivo, Unacademy, and Dream11 maintained their leader spot in the top five. Paytm and Ceat were the new advertisers in the top 5 buzziest advertisers, as per the findings of the report.
Cred’s popular ad featuring Rahul Dravid as ‘Indranagar Ka Gunda’ was the most viral advertisement this IPL season. According to Intuition Intelligence, the agency’s partner on creative analytics solutions, the ad received a Virality Grade (VG) of eight which is amongst the most viral ad in the ecosystem. After Cred, the ‘This Is How We Roar’ ad by Myntra featuring MSD, Jadeja, and Bravo was second on the leaderboard with a VG score of 57.
In the second phase, the Cadbury Dairy Milk cricket stadium ad #GoodLuckGirls with the nostalgic and gender-empowering take on their 90’s ad emerged as the most viral ad.
Tellingly, amongst the top 10 viral ads on IPL in the second phase, five ads were by fantasy sports platform, Dream 11.
Fourth-time IPL winner Chennai Super Kings, led by skipper MS Dhoni was the most buzz-generating team in IPL 2021 and drove maximum chatter around the event & the matches, with a clear spike seen in matches where CSK is playing any other team.
Virat Kohli, MS Dhoni, and Rohit Sharma have been adjudged the most popular players this season, as per the report.
With IPL over on 15 October, the study also shifts gears to the ongoing ICC WC 2021. Since the end of IPL, there are already 1.2 million mentions around the T20 World Cup, with nearly 50 per cent mentions being on the much-touted Ind Vs Pak match played on 24 October, says the report.
The analysis, based on multiple data points, was collated to create meaningful and actionable insights by Wavemaker India. The report has data sources from multiple consumer touchpoints across the digital ecosystem ranging from social listening, Video analytics in partnership with intuitive intelligence, interaction data points collected from Facebook, Twitter, Instagram, and YouTube, stated the agency.
MAM
Wagh Bakri Tea Group appoints Tushar Tripathi as new CEO
Long-serving COO steps up to lead the tea major’s next phase of growth.
MUMBAI: Wagh Bakri Tea Group has found the perfect blend for its future leadership promoting from within. The company has announced the appointment of Tushar Tripathi as its new Chief Executive Officer (CEO). Tripathi, who previously served as Chief Operating Officer, brings over 17 years of deep experience within the organisation and will now steer its overall business strategy, operational efficiency, and long-term value creation.
In his earlier role, Tripathi led Plant, Operations, and Projects, playing a key part in enhancing operational excellence. His notable contributions include introducing the first Automated Storage & Retrieval System (ASRS) in India’s tea industry, implementing global quality and food safety standards, establishing a NABL-accredited quality lab, and expanding the company’s manufacturing and distribution networks.
Speaking on his appointment, Tushar Tripathi said, “I am deeply honoured to take on this responsibility at Wagh Bakri. It has been a privilege to contribute to the Group’s journey, and I look forward to working with our teams to strengthen innovation, enhance efficiency, and create sustainable value for all stakeholders.”
Wagh Bakri Tea Group executive director Paras Desai added, “Mr Tushar Tripathi has been an integral part of our leadership team for many years. His deep operational insight, commitment, and balanced leadership approach make him the ideal choice to guide Wagh Bakri into its next phase of growth.”
Tripathi holds a BE in Mechanical Engineering and has completed management development programmes in project management and logistics from leading Indian Institutes of Management (IIMs).
With this internal elevation, Wagh Bakri Tea Group is signalling continuity and confidence in its home-grown talent as it looks to accelerate innovation and sustainable growth in the competitive tea industry.
In the world of tea, where the right infusion makes all the difference, Wagh Bakri has chosen a leader who already knows every leaf and layer of the organisation. The future, it seems, is brewing smoothly under Tripathi’s watch.
