| In order to maximise the return on investments of leading advertisers and to create more advertising opportunities for the advertisers during the Twenty20 format cricket matches, fashion shows, musical events, and celebrity appearances may be introduced in the forthcoming India Premier League (IPL) matches that starts in April, 2008. |
| Leading media agencies from Delhi and Mumbai are currently making presentations to their clients explaining them the benefits of associating with the Twenty20 format cricket. |
| These agencies are also in touch with senior executives of the Board of Control for Cricket in India (BCCI), the promoter of IPL, sources said. |
| "Film personalities, models, sports stars, pop-stars among others will be roped in for special shows in between the Twenty20 matches. Each of these stars taking part in such events can have a number of sponsors like apparel, sun glasses, backdrop, drinks, shoes, mobile phones etc. that will be televised across the world," a senior media agency source said. |
| The BCCI is also in the process of finalising various marketing and broadcasting rights for the tournament. |
| A number of current Indian cricket team players along with international stars will participate in IPL that was formed by the BCCI as an alternative to India Cricket League, an Essel Group initiative promoted by Essel Chairman Subhash Chandra. |
| According to one Gurgaon-based media agency executive, the IPL may be able to generate revenue in excess of Rs 500 crore if the events had a large number of advertising property. |
| "The Twenty20 cricket format is still a new concept for the advertisers and is quite opposite to the traditional advertising during a one-day international match. In England, there are a number of local advertisers that use the event effectively," a senior executive of a sports marketing firm said. |
| Agrees Manish Porwal, managing director, India-west and south, Starcom Worldwide. "It's a good time for advertisers to come in as they will get an early mover's advantage. There is always an intrigue around any new format but there is no stampede as of now," said Porwal. |
| The ICL kicks-off on November 30 in Chandigarh and features a number of lesser known cricketing talents along with international cricket stars like Brian Lara, Inzaman-Ul-Haq, and Michael Bevan along with Indian cricket discards like Dinesh Mongia, Rohan Gavaskar among others. |
| For the India Cricket League, big advertisers have not come forward and are sitting on the fence. "Our client will take a call of putting money on the ICL after gauging its response and popularity," says a media buying executive handling a leading mobile company. |
| Commenting on Dentsu's plans for IPL, Sandeep Goyal, chairman, Dentsu Communications said, "It's too early to look at such opportunities. We still don't know the details of the event." |
| Dentsu was responsible for raising nearly Rs 500 crore for Set Max during the ICC World Cup that was held in March in the West Indies. |
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