The Indian Premier League has captured the imagination of millions of cricket fans across the globe, and not just in India. In its short span, since 2008, it has been on a roller coaster ride in the news for various reasons. Despite this, its popularity has always been rising, and no matter what its naysayers might have to say, the league is here to stay.
Any brand that captures the interest of people, who are huge fans of the Indian Premier League, has a huge advantage over its competitors. Hence, we analyzed fans of the Indian Premier League, and the teams in the IPL for their brand affinities. We analyzed cola brands, as the title sponsor of the IPL is Pepsi.
Pepsi is way ahead of Coca Cola when it comes to the fans of the IPL. We analyzed over 4M users and who had an interest/liking in the IPL and one or more of the teams in the league.
Coca Cola lags Pepsi by almost 5 percentage points. With a huge fan base for the IPL, Coca Cola has its work cut out to wean IPL fans over to its side; Thums Up, even more.
As can be seen in our previous analysis of Sachin’s fans and now this one, Pepsi’s marketing team has managed to establish an association between cricket, cricket players and fans very strongly. With its association with ICC, the IPL and having members of the Indian Cricket team including the captain, M.S.Dhoni, as endorsers, Pepsi has cornered a huge chunk of the market.
So when it comes to the question of whether sponsoring the IPL was a right decision, as one of its older ads used to say: Yeh Hi Hai Right Choice Baby, Aha!
Infinite Analytics has always been at the forefront of cutting edge predictive analytics and semantic technologies. Our Natural Language Processing (NLP), Machine Learning and Semantic Technologies help us establish relationships between users, brands, stars who endorse those brands, movies, affiliation to social causes & prediction of voter inclination.
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