India-Pak Semifinal: The Pinnacle of Advertising in India

Today should be noted in the books of history. It doesn’t happen too often. And it’s unlikely to happen again in the next 8 years. As India play Pakistan in the semifinal of Cricket World Cup, the world of adveritsing would have changed, and the price barriers would have set a new benchmark for how expensive an ad slot can be. It will be interesting if any weed smoking son of the gun can calculate the real ROI of an ad slot today.
Here’s the opportunity (the ‘for dummies” version) –

• Everyone’s watching – It’s that one topic. If you are marginally aware of cricket, you’d be watching it. If you’re not, then you’d be forced to, because the others won’t let you put anything else on the tube.
• The same thing – The match is being telecast on three channels I guess- DD, Star Cricket, Star Sports. Each of them have their reach and captive audience. English speaking audience would prefer Star Cricket, given the commentator panel. DD would be the default for the parts of the country where people don’t still have cable tv/ set top boxes.
• And they are confident India would win – the confidence of the nation, because despite the relative strengths or weaknesses, Pakistan has never defeated India in a world cup match. Oz and SL have. And that’s why the emotions are a lot more subdued. Lots of critics would weigh the balance of the two sides. And lots of people on the street would feel that we are going to the final. Its as much a celebration as it is an encounter
• Yet they expect it and want it to be competitive – It has usually been like that. And more so in our head than in reality. A 50 run partnership in another match can be seen as normal, but would be seen as a high pressure situation for the bowling side today. So, people are going to take it to the wire, irrespective of the end score.
• Without any lapse of attention – Its an 8 hour+ marathon. That tension would means a higher adrenalin rush, and greater attention to the most minute details of your ad. People will be all eyes and ears. They will watch just that one channel, and will keep looking for it. Because they don’t want to miss that moment when something happens – that wicket, that boundary, that divine shot, or that cut, or that miss.
• And will be discussing it – everyone’s a critic today. Everyone has an opinion. And today, it’s out in the open. To the extent, that they would discuss the ads that feature the cricketers to assess how weird/funny/ridiculous it might be. In some cases, those ad taglines would be used in the context of the match. Imagine Shoaib bowling a bouncer to Sachin and thousands of people quipping – aisi delivery khelne ke liye protection chahiye.
• In their rooms – Quite like the superbowl, there is a frenzy in metros and villages alike. Inverters/ Batteries/ Generators have been arranged for and charged to ensure that a power failure does not stop them from watching the match. Watch-dos have been organized by people inviting friends/ family/ colleagues. Offices have arranged for projects and audio systems for large hall screenings. And people will be reaching early to get their prized seats early.
• Or, on the internet – If OZ match was an indication – half the internet generation of India would be tweeting/facebooking about the match, with their emotions out in the open. There will less analysis, and more expression of the moment. Y
• And will remember – Yes. We may not remember what the boss said this morning. But we are pretty good at remembering that six Sachin Tendulkar hit of Kasprowicz in that Desert Storm innings, or the exact shape of the Venkatesh Prasad delivery that took care of Aamir Sohail. And Sehwag ki Maa stays as one of the most epic ads (in terms of recall) ever. I won’t be surprised if Yuvraj’s Revital and bhaag daud se bhari zindagi might be the next one.
• If they like or dislike something – the opinions and expressions are not always about things people dislike. It covers the likes, the neutrals, the sharpness or the dimwittedness of the moment, analysis of players, analysis of commentators, ads, presentation ceremony and everything else.
• And while doing all this, they are consuming! Let’s not forget that these viewers will also be guzzling down large quantities of drinks (Alocholic and non-alocholic) with chips, popcorns, dine-in orders, kebabs, pakodas and what nots. Unless the delivery guy of the neighborhood shop refuses to go for delivery today, or the ever so accommodating mothers and wives decide to join the cricket party.

What you are assured of is an assured and a HUGE number of viewers who’d not flip the channel even as you beam them with the most inane and absurd ads, and there are quite a few of them. What you gonna do that’s gonna leave a name for you? In advertising, there cannot be bad recall, as long as there is recall.
And yes, its also a day where the nation’s collective productivity loss would have most likely offset any commercial return possible. Even the Prime Minister is not working. Yet, wouldn’t the ultimate master of ceremonies say – “People of India, and People of the World, ARE YOU HAVING FUN?”