'Tracking' the IPL

Publicity may be the principal objective for bagging an Indian Premier League (IPL) title sponsorship. But of the handful of brands that have coughed up money for this privilege, at least one of them is unsure how much mileage it will actually get from a tournament that has had to be hosted in Dubai this time owing to the elections in India. To get an accurate picture, this sponsor has hit on an unusual solution and one that speaks volumes for its management style. It has instructed its staff to record the number of times the company's name was mentioned during the broadcast of the IPL matches and report accordingly to their senior managers for the duration of the tournament.