Navigating Choices: A Study on Consumer Perception on Brands and their Marketing During Indian Premier League (IPL)

Abstract

This particular research deeps dive into understanding of how brands and their marketing make a huge impact in particular in such a way that improves their brand value when it comes to sponsorship and other advertising placements during the Indian Premier League (BCCI’s flagship cricket mega event) This study further tries to understand the relationship between the product placements of brands that have been associated with either IPL teams (Or) have been official partners for the mega event. Enhancing the amount of sale projections and ROI related to the brands will also be equally discussed as it is of the most important parameter to be understood. IPL happens once in every year which is during the March-May window of ICC’s FTP (Future Tour Programme) and it is during this time there is peak rush for tickets at various stadiums and restaurants with huge screening facilities, the brands get associated there too. Some of the brands have been having long term association and some have just made inroads that is well thought of understanding the market dynamics.