Big brands bet on World Cup fever in India, where cricket is ‘religion’

Agencies
June 28, 2019

Bengaluru, Jun 28: Indian advertisers are on track to spend more than USD 400 million during this year’s ICC Cricket World Cup, looking to cash in on a mania that is smashing viewing records in the world’s biggest market for the sport.

About 1.5 billion people are expected to watch the tournament worldwide, more than 15 times the audience for the Super Bowl of American football.

From ride-hailing firm Uber to tech giant Samsung Electronics and snacks maker Mondelez, companies are banking on television, radio and online campaigns, as well as live fan events, to woo cricket-mad consumers.

“We might have different religions, but cricket is the biggest one,” said Shashi Kumar, a 34-year-old in the technology hub of Bengaluru, who said the game unites the country and brings people together.

The surge in advertisement spending during the six-week tournament that runs until July 14 could boost consumer demand and help India’s economy run out its slowest period of growth in four years, analysts say.

“Brands would not like to lose the opportunity to capitalise on this frenzy,” said Vinita Pachisia, senior vice-president at media agency Carat India, part of the Dentsu Aegis Network.

Although a niche sport with just 10 participating countries, versus 79 in the FIFA soccer championship, cricket’s popularity in the Indian subcontinent means companies allot about half of their marketing budget to the World Cup. Sponsors and media buyers say they expect more than 800 million Indians to watch this year, but there are no official projections. Four years ago, 635 million watched, mainly on television, as online streaming was in its infancy in India.

The much-anticipated match between arch rivals India and Pakistan on June 16 prompted 206 million fans to tune in to official broadcaster Star network, a unit of Walt Disney Co, to watch India win.

Star’s streaming platform, Hotstar, said the 15.6 million concurrent users for the match was its highest tally for a one-day international game.

‘World cup mania’

The matches start later in India’s day and run through prime time, while the return to a round-robin format cuts the chances of an early knockout of favorites Australia, India and New Zealand.

They are also being broadcast in six more Indian languages this year, as well as Hindi and English.

Greater television and internet access and India’s success under captain Virat Kohli have helped push spot advertising rates up by 40 per cent to 60 per cent from four years ago, media buyers say.

They estimate this year’s advertising spend of more than USD 400 million will be nearly double of 2015.

Smartphone maker Samsung Electronics Co, which is giving away Amazon Echo devices with high-end TV sets, said it doubled sales of big-screen TV sets in the month before the tournament began on May 30, versus last year.

Uber Technologies Inc, which operates in eight World Cup countries, ran a contest offering tickets to the games in Britain as prizes, while Mondelez International Inc, maker of Cadbury’s chocolates, launched a special variety.

The “World Cup Mania” sale of Amazon.Com Inc’s rival Flipkart, a unit of Walmart, offers discounts on televisions, and its digital payments unit Phone Pe is running promotions online.

“We want to reach the next 250 million Indians who are on the internet, but not using digital payments yet,” said the unit’s chief executive, Sameer Nigam.

Spot TV advertising slots for the June 16 match cost up to 2.5 million rupees (USD 36,000), versus a package for all games ranging between 1 million and 1.5 million rupees, media buyers say.

Some companies are also sponsoring fanzones.

A thousand fans watched the India-Pakistan match at a brew pub in Bengaluru, in an event sponsored by Bira 91, a recent entrant to the beer market, backed by US-based Sequoia Capital.

“We wanted to pick up a sport which had very very wide appeal to Indian consumers and there is nothing comparable to cricket,” said Chief Executive Ankur Jain.

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News Network
March 2,2020

New Delhi, Mar 2: Senior Congress leader P Chidambaram on Sunday hit out at Union Home Minister Amit Shah for his comments that no one from the minority community will be affected by amended Citizenship Act and asked why then was the community excluded from the law in the first place.

Addressing a rally in Kolkata, Shah assured people of the minority community that not a single person will lose citizenship due to the Citizenship (Amendment) Act (CAA).

"The Home Minister says that no minority will be affected by CAA. If this is correct, they should tell the country who would be affected by CAA. If no one would be affected by CAA, as it currently is, why did the government pass the law?

"If the CAA aims to benefit all minorities (no one will be affected, says HM), then why are Muslims excluded from the list of minorities mentioned in the Act?," the former finance minister asked in a post on Twitter.

At his first public rally in Kolkata after the 2019 general elections, Shah said, "The opposition is terrorising the minorities. I assure every person from the minority community that the CAA only provides citizenship, does not take it away. It won't affect your citizenship."

"The opposition parties are spreading canards that refugees will have to show papers but this is absolutely false. You don't have to show any paper. We will not stop until all refugees are granted citizenship," Shah told the public.

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Agencies
June 25,2020

Patna, Jun 25: At least 83 people died due to thunderstorms in Bihar in the last 24 hours, according to Chief Minister's Office.

Bihar Chief Minister Nitish Kumar announced Rs 4 lakhs each for the families of deceased.

Thirteen people died in Gopalganj, 8 each in Madhubani and Nawada, 6 each in Baghalpur and Siwan, 5 each in Darbhanga, Banka, East Champaran and 3 each in Khagaria and Aurangabad.

Due to thunderstorms, two people each lost their lives in West Champaran, Kishanganj, Jamui, Jahanabad, Purnia, Supaul, Buxar, Kaimur while one death each was reported in Samastipur, Shivhar, Saran, Sitamarhi and Madhepura.

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News Network
January 13,2020

Jan 13: India lost more than $1.33 billion to internet restrictions in 2019 as Prime Minister Narendra Modi’s government pushed ahead with his party’s Hindu nationalist agenda, raising tensions and sparking nationwide protests.

The worst shutdown has been in Kashmir, where after intermittent closures in the first half of the year, the internet has been cut off since Aug. 5 following the government’s decision to revoke the special autonomous status of the country’s only Muslim-majority state, a study said. The prologued closure was criticized by India’s highest court, which ruled Friday that the “limitless” internet shutdown enforced by the government for the last five months was illegal and asked that it be reviewed.

India imposed more internet restrictions than any other large democracy, according to the Cost of Internet Shutdowns 2019 report released by Top10VPN, a U.K.-based digital privacy and security research group. The South Asian nation recorded the third-highest losses after Iraq and Sudan, which lost $2.31 billion and $1.86 billion respectively to disruptions. Worldwide internet restrictions caused losses worth $8.05 billion, the report said.

The cost of internet blackouts was calculated using indicators from groups including the World Bank, International Telecommunication Union, and the Delhi-based Software Freedom Law Center. It includes social media shutdowns in its calculations.

India’s ministry of information and technology didn’t respond to an email seeking a response to the report’s findings.

‘Conservative Estimates’

Through 2019, India shut access to the internet for over 4,000 hours. The report added shutdowns in India were often narrowly targeted, down to the level of blocking city districts for a few hours to allow security forces to restore order. Many of these incidents were not included in the report.

“These are conservative estimates,” said Simon Migliano, head of research at U.K.-based Top10VPN. “Internet shutdowns are increasing and it shows a damaging trend.”

India’s other major internet disruptions coincided with two moves by the government that affect India’s Muslim minority. The first disruption took place in November in the states of Uttar Pradesh and Rajasthan after the Supreme Court handed a victory to Hindu groups over Muslim petitioners in a long-simmering dispute over a plot of land.

There were further disruptions in December when protests erupted against the introduction of a religion-based law that allows undocumented migrants of all faiths except Islam from neighbouring countries to seek Indian citizenship. The government enforced shutdowns across Uttar Pradesh and some Northeastern states in order to quell the protests, the report said.

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