Airtel , Reliance Jio implement disparate strategies in the ongoing IPL to garner outreach

Indian Premier League (IPL) has always been that golden egg producing hen for the marketers and brands in the Indian market. Currently using the same old platform Bharti Airtel and Reliance Jio have been pushing their limits to catch eyeballs whilst the money loaded tournament is underway. However both of them are using different strategies to grow themselves. On one hand Airtel is using IPL to promote its 5G services to its customers and potentials, whereas Jio is using the platform more richly by raising awareness about its new postpaid plans as well as the new JioDive which is a virtual reality headset.

Harish Bijnoor, Founder of the same name consultancy group said

“With just three telecom players left in the market, and them being established , the IPL platform now serves as scheme-led advertising, rather than generic brand building. Media spending on the IPL by telcos is more targeted and tactical than before.”

Jio is also a commercial on-ground partner for all the 10 teams in the IPL , this can be witnessed when Jio leverages its branding during advertising on TV slots and thus further using the featuring superstar players of the tournament it highlights the different benefits of its new plans. Jio has also launched the new Jio VIP Box which is digital experience delivered through JioVIPBox.com .

Airtel has also leveraged its 5G technology through its partnership with Star Sports , the television rights owner of IPL , the viewers can beam a digital avatar of themselves to the Star Sports Studio and interact with the panel of commentators and experts . Jio and Airtel have spent around Rs.280 Crore on marketing.