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Brand Communicates….

Media Broadcast…
People Perceive…
IPL: The Game Of Brands
Therefore Consultancy and Services Pvt. Ltd.
IPL: The Game Of Brands
A Special Study By:
0%
5%
10%
15%
20%
25%
30%
35%
40%
Pepsi Sony Kingfisher Aircel Nokia Sony SIX Idea Air India
Brand Score Card : Total Alerts
Pepsi
Sony
King-
fisher
Aircel
Sony
Six
Nokia Idea
Air
India
30% 16% 7% 5% 5% 5% 4%
3%
Source: BuzzAngles Time Period: 15
th
Feb to 21
st
April’2014
IPL
A Game
Or
A Sport..!!
1
st
ever Indian sports league
Has undergone many marketing and Brand building exercises
Along with its 8 participating teams, IPL event on the whole has
built its own Brand
New Brands in the form of the teams have become household names. They
were non-existent before. This has given birth to a business opportunity that
all possible sectors are cashing in on
From its unique IPL tune to various advertising campaigns every
season, IPL has made its separate positioning in the minds of its
Prosumers
Its audience is spread all around the globe

IPL The Brand Game
What's Installed!!
Brands
Mentioned
Top
Brands
Key
Players
Top Sports
Person
IPL SEASON 7 SAGA
Week 02
The King Size Buzz
28%
72%
Brand IPL
Other Brands
 Brand ‘IPL’ gets more than
1/3
rd
share in the Brands
mentioned

 The rest of of 72% comprises
of 109 Brands

 IPL as a Brand stands out
distinctively
Brands In Buzz
0%
2%
4%
6%
8%
10%
12%
14%
16%
Kolkata Knight
Riders
Delhi Daredevils Rajasthan Royals Kings XI Punjab Kevin Pietersen Pepsi Royal
Challengers
Bangalore
Sunrisers
Hyderabad
Mumbai Indians Chennai Super
Kings
Apart from
Franchise
Brands, ‘Kevin
Pietersen’
and ‘Pepsi’
create a Buzz
The Key Players
Sports
Personalities
56%
Franchise
Brand
28%
Sponsor
Brand
10%
Celebrities
5%
Negative
News
6%
Sports Personalities create biggest Buzz this
IPL season with 56% while Celebrities
associated to IPL form only 5% coverage
ALL ABOUT SOURCES
Know who is buzziest!!
Top 10 Sources
0%
5%
10%
15%
20%
25%
30%
Cricket Country Indian Express gulfnews.com NDTVSports.com NDTV ESPNcricinfo.com Daily News &
Analysis
Zee News IPLT20.com India Today
Cricket Country distinctively tops
the list of source speaking about
IPL and related topics
List Of Other Sources Mentioned
Other Source
IBNLive 2.2%
Cricket Country (blog) 2.0%
Firstpost 1.8%
The Hindu 1.5%
Sportskeeda (blog) 1.5%
India.com 1.3%
Indiatimes.com 1.3%
Deccan Chronicle 1.3%
Financial Express 1.3%
Business Standard 1.3%
The New Indian Express 1.3%
Daily Bhaskar 1.1%
Hindustan Times 1.1%
Fox Sports 0.9%
The National 0.9%
Emirates 24/7 0.9%
Times of India 0.9%
SuperSport 0.7%
Pune Mirror 0.7%
thatsCricket 0.7%
Other Source
indiatvnews.com 0.7%
Bleacher Report 0.7%
Crunchsports.com 0.7%
SuperSport (blog) 0.7%
exchange4media.com 0.7%
Masala 0.4%
SPORT24 0.4%
ABP News 0.4%
The Nation 0.4%
Samudranil 0.4%
Jagran Post 0.4%
musicNmovies 0.4%
Times of Oman 0.4%
Khaleej Times 0.4%
Economic Times 0.4%
Christian Post 0.4%
The Epoch Times 0.4%
Pakistan Tribune 0.4%
Hindu Business Line 0.4%
Microfinance Monitor 0.4%
Other Source
IANS 0.2%
afaqs 0.2%
BDlive 0.2%
Indians 0.2%
fanatix 0.2%
efforts 0.2%
Citizen 0.2%
The Roar 0.2%
Livemint 0.2%
SkySports 0.2%
Empowered 0.2%
SportPulse 0.2%
Herald Sun 0.2%
Emag.co.uk 0.2%
Total Filmy 0.2%
Sports Mole 0.2%
NRIReporter 0.2%
Live Punjab 0.2%
Daily Times 0.2%
Sahara Samay 0.2%
List Of Other Sources Mentioned- 2
Other Source
Crave Online 0.2%
sportal.co.nz 0.2%
Mumbai Mirror 0.2%
Cricket World 0.2%
Businessworld 0.2%
Staff Reporter 0.2%
Sportal.com.au 0.2%
Scott Ferguson 0.2%
PakTribune.com 0.2%
Manoramaonline 0.2%
Daijiworld.com 0.2%
Business Today 0.2%
Apun Ka Choice 0.2%
Zee News (blog) 0.2%
Virender Sehwag 0.2%
Newstrack India 0.2%
Headlines Today 0.2%
Financial Times 0.2%
Siliconindia.com 0.2%
Firstpost (blog) 0.2%
Other Source
Bollywood Mantra 0.2%
Asia Radio Today 0.2%
The News on Sunday 0.2%
Free Press Journal 0.2%
Calcutta Telegraph 0.2%
The Indian Republic 0.2%
Sunrisers Hyderabad 0.2%
Press Trust of India 0.2%
Indiantelevision.com 0.2%
Abu Dhabi City Guide 0.2%
Sydney Morning Herald 0.2%
Sneha Bokil-Paranjape 0.2%
Michael Hussey for 16 0.2%
Kings - Maps of India 0.2%
The News International 0.2%
Oneindia Entertainment 0.2%
Drawings - Google Drive 0.2%
The Times (subscription) 0.2%
Quarter: Headlines Today 0.2%
Trinidad & Tobago Express 0.2%
Other Web 13.6%
ABOUT FRANCHISE PERFORMANCE
Know who is buzziest!!
Franchise Wise Count
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Kolkata Knight
Riders
Delhi
Daredevils
Rajasthan
Royals
Kings XI Punjab Royal
Challengers
Bangalore
Sunrisers
Hyderabad
Mumbai
Indians
Chennai Super
Kings
MI and CSK, the finalist of
season 6 seem to be the tail
enders in 2
nd
week of IPL 7
mention list
Sources Mentioning Franchise
1. Kolkata Knight Riders
Sources
• Cricket Country
• Cricket Country (blog)
• Daily Bhaskar
• Daily News & Analysis
• Emirates 24/7
• Financial Express
• Headlines Today
• IBNLive
• IPLT20.com
• Manoramaonline
• musicNmovies
• NDTV
• Pune Mirror
• Business Standard
2. Delhi Daredevils
Sources
• Cricket Country (blog)
• Crunchsports.com
• Financial Express
• gulfnews.com
• India.com
• Quarter: Headlines Today
• Samudranil
• Sportskeeda (blog)
• The Hindu
• Businessworld
• Cricket Country
• Daily News & Analysis
• Hindustan Times
• IBNLive
3. Rajasthan Royals
Sources
• Indian Express
• Livemint
• musicNmovies
• Samudranil
• Sportskeeda (blog)
• Sunrisers Hyderabad - Yahoo
• Times of India
• Christian Post
• Daijiworld.com
• ESPNcricinfo.com
• Firstpost
• gulfnews.com
• IBNLive
4. Kings XI Punjab
Sources
• India Today
• Khaleej Times
• NRIReporter
• Cricket Country
• Daily News & Analysis
• Indians
• Mumbai Mirror
• The News International
• Times of Oman
• Business Standard
Sources Mentioning Franchise
5. Royal Challengers Bangalore
Sources
• Cricket Country
• gulfnews.com
• Hindu Business Line
• India.com
• Sportskeeda (blog)
• Cricket Country
• Crunchsports.com
• IANS
• Kings - Maps of India
• Press Trust of India
6. Sunrisers Hyderabad
Sources
• Pune Mirror
• Bleacher Report
• Cricket Country
• Crunchsports.com
• Daily Bhaskar
• Daily News & Analysis
• gulfnews.com
• The Epoch Times
8. Chennai Super Kings
Sources
• Cricket Country
• Crunchsports.com
• IANS
• Kings - Maps of India
• Press Trust of India
• Pune Mirror
7. Mumbai Indians
Sources
• Bleacher Report
• Cricket Country
• Crunchsports.com
• Daily Bhaskar
• Daily News & Analysis
• gulfnews.com
• The Epoch Times
ABOUT BRANDS PERFORMANCE
Know who is buzziest!!
Top 10 Sponsor Brands
0%
5%
10%
15%
20%
25%
30%
35%
40%
Pepsi Sony Kingfisher Aircel Nokia Sony SIX Idea Air India Coca Cola Jaipur
Cricket
Private Ltd
The beverage Brand competitors Pepsi and Coca Cola show large difference
in mention. While the telecom Brands, Aircel and Idea have slight difference.
Beverage Brand
Telecom Service Brand
Other Brands
Sources Mentioning Brand Pepsi
0%
5%
10%
15%
20%
25%
30%
IPLT20.com Pakistan
Tribune
The Hindu Live Punjab Daily Mail Best Media
Info
Emirates
24/7
chandoo Drawings -
Google
Drive
Times of
India
Hindustan
Times
IBNLive India Today Random
Post
Pakistan Tribune and IPLT20 are
the leading sources who have
mentioned about Pepsi
List Of Other Brands Mentioned
Brand Alert %
Royal Challenge 3%
The India Cements Limited 3%
Vodafone 3%
Amity University 1%
Jet Airways 1%
Red Fm 93.5 1%
Reebok 1%
Rose Valley 1%
SpiceJet 1%
The India Cement Ltd 1%
Times Internet 1%
Sources Mentioning Other Top Brands
1. Pepsi
Sources
• IPLT20.com
• Pakistan Tribune
• The Hindu
• Live Punjab
• Daily Mail
• Best Media Info
• Emirates 24/7
• chandoo
• Drawings - Google Drive
• Times of India
• Hindustan Times
• IBNLive
• India Today
2. Sony
Sources
• Indiantelevision.com
• Financial Express
• Microfinance Monitor
• International Business
Times, India Edition
• Bleacher Report
• exchange4media.com
• MediaMughals
• afaqs
• Business Standard
• Firstpost (blog)
10. Air India
Sources
• Times of India
• Authint Mail
• Business Standard
• Firstpost (blog)
3.Kingfisher
Sources
• Economic Times
• Oneindia
5. Nokia
Sources
• WinBeta
• Sulekha.com
• BGR India
• Pradeep
4. Aircel
Sources
• Times of India
• The Hindu
• Business Standard
• exchange4media.com
9. Coca Cola
Sources
• The Hindu
8. Jaipur Cricket
Private Ltd
Sources
• Firstpost
• Business Standard
7. Idea
Sources
• Daily Bhaskar
• The Hindu
• fanatix
6. Sony SIX
Sources
• The Hindu
• Business Standard
• exchange4media.com
ABOUT PLAYER PERFORMANCE
Know who is buzziest!!
Top 10 Players
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Kevin
Pietersen
MS Dhoni AB de
Villiers
Virat Kohli Yuvraj
Singh
Shane
Watson
Dale Steyn Glenn
Maxwell
Lasith
Malinga
Morne
Morkel
Kevin Pietersen’s injury seems to be the trending
topic of IPL season 7
List Of Other Players Mentioned
Other Players
Rohit Sharma 2.2%
Parthiv Patel 2.2%
Ajinkya Rahane 2.2%
Chris Gayle 2.2%
Mohit Sharma 1.6%
David Miller 1.6%
Gautam Gambhir 1.6%
Shikhar Dhawan 1.6%
Dhawal Kulkarni 1.6%
Corey Anderson 1.6%
JP Duminy 1.6%
Yusuf Pathan 1.6%
Virender Sehwag 1.6%
Shaun Marsh 1.1%
Ambati Rayudu 1.1%
Varun Aaron 1.1%
Manish Pandey 1.1%
Shakib Al Hasan 1.1%
Aaron Finch 1.1%
Sunil Narine 1.1%
Dwayne Bravo 1.1%
Ashish Nehra 1.1%
Other Players
Abhishek Nayar 1.1%
Ross Taylor 1.1%
Mitchell Starc 1.1%
Kieron Pollard 1.1%
Harbhajan Singh 1.1%
George Bailey 1.1%
James Faulkner 1.1%
Suresh Raina 1.1%
Brendon McCullum 1.1%
Vinay Kumar 1.1%
Nic Maddinson 1.1%
Dinesh Karthik 1.1%
Mayank Agarwal 1.1%
Michael Hussey 1.1%
Yuzvendra Chahal 1.1%
Laxmi Ratan Shukla 1.1%
Marchant de Lange 1.1%
Stuart Binny 0.5%
Murali Vijay 0.5%
Veer Pratap Singh 0.5%
Quinton de Kock 0.5%
Shreyas Gopal 0.5%
Other Players
Ravindra Jadeja 0.5%
Albie Morkel 0.5%
Rishi Dhawan 0.5%
Kuldeep Yadav 0.5%
Robin Uthappa 0.5%
Aditya Tare 0.5%
Manan Vohra 0.5%
Steve Smith 0.5%
Mandeep Singh 0.5%
Mitchell Johnson 0.5%
Ryan ten Doeschate 0.5%
Ashok Dinda 0.5%
Sanju Samson 0.5%
Brad Hodge 0.5%
Irfan Pathan 0.5%
Murali Kartik 0.5%
Jacques Kallis 0.5%
David Warner 0.5%
Amit Mishra 0.5%
Pravin Tambe 0.5%
Jasprit Bumrah 0.5%
Sources Mentioning Kevin Pietersen
0%
5%
10%
15%
20%
25%
30%
35%
Bleacher Report Daily Bhaskar Firstpost gulfnews.com India Today The Times
(subscription)
Zee News Random Post
Kevin Pietersen gets coverage from
various mediums including few
random posts
Sources Mentioning Other Top Players
1. Kevin Pietersen
Sources
• Bleacher Report
• Daily Bhaskar
• Firstpost
• gulfnews.com
• India Today
• The Times (subscription)
• Zee News
2. MS Dhoni
Sources
• Deccan Chronicle
• IBNLive
• India Today
• PakTribune.com
• thatsCricket
10. Morne Morkel
Sources
• gulfnews.com
• India Today
3. AB de Villiers
Sources
• Cricket Country
• Deccan Chronicle
• ESPNcricinfo.com
• Indian Express
• International Business
Times, India Edition
• Pune Mirror
4. Virat Kohli
Sources
• Daily News & Analysis
• gulfnews.com
• IBNLive
• Indian Express
• Jagran Post
• NDTV
9. Lasith Malinga
Sources
• Indian Express
• Riders, says Lasith
Malinga
8. Glenn Maxwell Sources
• Cricket Country
• Deccan Chronicle
• ESPNcricinfo.com
• India Today
7. Dale Steyn
Sources
• Cricket Country
• ESPNcricinfo.com
• International Business
Times, India Edition
• The Nation
6. Shane Watson
Sources
• Business Standard
• Daily News & Analysis
• Indian Express
• NDTV
5. Yuvraj Singh
Sources
• Cricket Country
(blog)
• Daily News &
Analysis
• gulfnews.com
• NDTVSports.com
• Sportskeeda (blog)
ABOUT CELEBRITY PERFORMANCE
Know who is buzziest!!
Celebrities
0%
5%
10%
15%
20%
25%
30%
35%
40%
Gauri Khan Shahrukh Khan Katrina Kaif Preity Zinta Priyanka Chopra Shilpa Shetty Nita Ambani
Gauri Khan tops the list of celebrities with SRK at 2
nd
position
Sources Mentioning Gauri Khan
Gauri Khan received coverage from well known news channels
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Apun Ka Choice Indian Express Indiatimes.com Oneindia
Entertainment
Zee News Random Post
Sources Mentioning Other Celebrities
1. Gauri Khan Sources
• Apun Ka Choice
• Indian Express
• Indiatimes.com
• Oneindia
Entertainment
• Zee News
• Daily News & Analysis
2. Shahrukh Khan Sources
• Indian Express
• Times of India
• Masala
3. Katrina Kaif Sources
• Bollywood Mantra
• Financial Express
4. Preity Zinta Sources
• Times of India
• Masala
6. Nita Ambani Sources
• Masala
5. Priyanka Chopra Sources
• Times of India
BUZZ..!!
Know who has created the
Introducing BuzzAngles
The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some
cases just a voice wanting to be heard. It is a complex world and most times replete with jargon
or terms which are not easily understood. Having said that, brands are built or (sometimes)
destroyed overnight as opinions or experiences are floating freely for anyone who is willing to
lend an ear.

In order words the digital world is a necessary evil and listening, tracking and most importantly
measuring the impact on the brand has become very crucial and complex at the same time.
Making sense out of the data on a common platform is also a huge challenge.

BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It
keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and
Analyzing the information. It delivers knowledge that can be visualized and represented via web
application and mobile app keeping your focus only on decision making.
BuzzAngles
 BuzzAngles intends to come out with periodic reports focusing how
the Brands sponsoring IPL are mentioned in the Digital Space
 The Digital PR
 Blogs
 Social Media
 The report will focus only on the Brands visibility, the way it is
perceived in this Digital Space
 To know about BuzzAngle Platform Click Here

Get more updates
Get to know more about IPL and other Brands in IPL
+91-804538-20-20

www.thereforeindia.com

info@thereforeindia.com

About Therefore Solutions
Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology
enabled marketing research and analytics solution provider
Our pioneering research and analytical methods help business
measure equity, perception and position a Brand appropriately
amongst its target audience
Our analytics are designed to help a business understand the
efficiency of the marketing and communication plan

In a nutshell, we provide an integrated platform in order to arrive at an
informed decision
Dr. Anar Rupji Chief Information Officer /Co-Founder
Entrepreneur by Choice and with 16+ years of experience in versatile domains. Holds Ph.D. in
Plasma Physics and another Media Research
His professional journey started with University of Mumbai where he was credited with quite
a few achievements. Notable amongst them being, the conceptualization and managing
diploma course in IT (PGDIT), which went on to become a money spinner for the University of
Mumbai. He also created an e-learning platform which enhanced the distance learning
program for the Institute of Distance Education (IDE), which became popular overseas as well.
During the same period he built a strong network with many people in the IT Industry.
Leveraged on the same he served as an active member with the renounced bodies like CSI and
NASSCOM on honorary bases. This also included incorporation and support to the Cyber
Security Cell Mumbai Police.
This was followed up with tenure with TAM Media Research. Here he leveraged his IT skills
along with in-depth knowledge of analytics to develop a path breaking PR (Public Relation)
measurement tool.
Currently with his start up "Therefore Consultancy and Services Pvt. Ltd." that focuses on
Perception mapping solutions and driving consultancy for optimizing media spends.
Email:
anar@thereforeindia.com
Dayanidhi M. VP Operations /Co-Founder
An entrepreneur and thought-leader, Dayanidhi comes with a combination of wide-ranging of
technology and business experience. He has a track record to solve complex business
challenges with a visionary that pushes technology to the limit and helps organizations
realize true value and business benefits from the right technology.
Prior to the incorporation of Therefore as a Co-Founder, Daya was involved with multiple
startups within as well as outside the country, travelling and done business in countries like
Malaysia, Dubai, Sri Lanka, and exploring business opportunities in South Asian Countries.
Graduated with a Degree in Computer Science and with 9 years of experience, he started his
career as an entrepreneur working around his father’s business without actually getting
involved with him. Learning and maturing through the path with success and failures he has
developed within himself deep analytics capabilities to build teams that can transform
technology into a hard core Business.

Email:
dayanidhi.m@thereforeindia.com
Vivek Kapoor Chief Operating Officer
As a marketing professional in a career spanning 18 years, Vivek have had a well
rounded experience which includes marketing & communication, business
development and operations as well. He started his career heading sales for the
family business. Seeking professional challenges, he completed an aggressive stint
with Tata Press Yellow Pages generating revenues from a territory followed by a
vertical. A post graduate management education in marketing followed which lead
him to advertising where he helped shape brands like Ruf & Tuf jeans, Jet Airways,
Johnson & Johnson, ICICI, to name a few. Later he went on to reposition
Automartindia and Hakoba in the early part of the decade. Prior to joining EmmayHR,
he lead strategic partnerships for Cox & Kings, the oldest travel house in the world
before. Before joining Therefore as a COO Vivek was GM - Branding at Asia
MotorWorks Limited where he leveraged his skills maximize the brand equity.
Email:
vivek@thereforeindia.com
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