Mumbai: The fans are angry and the Indian cricket management is baying for blood. But in money terms, it's the sponsors who stand to lose the most due to Team India's early exit from the World Cup.
India's World Cup hopes were crushed after Sri Lanka beat them by 69 runs on Friday. Sponsors like Nokia, Pepsi, Hero Honda, Videocon and Maruti Suzuki had invested about Rs 400 crore in TV advertising, Rs 100 crore worth of display advertising and Rs 3,000 crore in media, marketing and allied industry spends.
Apart from Pepsi, which sank its entire communication budget worth an estimated Rs 40 crore, Reebok and Visa will be most affected as they have linked their brand communication to Team India's performance.
The other top spender, Nokia, too is disappointed, and is already discussing alternative plans with Sony and Doordarshan, the broadcasters of the World Cup matches in India.
"Yes, there will be discussions happening, and the most workable solution which doesn't affect the broadcasters and the interests of the advertisers will be worked out," Sundar Raman, MD of Mindshare India, says.
Telecom brands like Motorola, Hutch, Bharti and Reliance have also spent about Rs 20 crore each on the Cup. Hutch says it has not invested on a particular player or on Team India, so its World Cup marketing strategy will not change.
Car and motorcycle firms like Hero Honda, TVS and Maruti have spent between Rs 15 and 25 crore on launches and marketing.
With viewership for non-India matches standing at just about 0.5 and 1 TVR, all these brands may have to pay a heavy price for India's failure on the field this time.
source : IBN
India's World Cup hopes were crushed after Sri Lanka beat them by 69 runs on Friday. Sponsors like Nokia, Pepsi, Hero Honda, Videocon and Maruti Suzuki had invested about Rs 400 crore in TV advertising, Rs 100 crore worth of display advertising and Rs 3,000 crore in media, marketing and allied industry spends.
Apart from Pepsi, which sank its entire communication budget worth an estimated Rs 40 crore, Reebok and Visa will be most affected as they have linked their brand communication to Team India's performance.
The other top spender, Nokia, too is disappointed, and is already discussing alternative plans with Sony and Doordarshan, the broadcasters of the World Cup matches in India.
"Yes, there will be discussions happening, and the most workable solution which doesn't affect the broadcasters and the interests of the advertisers will be worked out," Sundar Raman, MD of Mindshare India, says.
Telecom brands like Motorola, Hutch, Bharti and Reliance have also spent about Rs 20 crore each on the Cup. Hutch says it has not invested on a particular player or on Team India, so its World Cup marketing strategy will not change.
Car and motorcycle firms like Hero Honda, TVS and Maruti have spent between Rs 15 and 25 crore on launches and marketing.
With viewership for non-India matches standing at just about 0.5 and 1 TVR, all these brands may have to pay a heavy price for India's failure on the field this time.
source : IBN