IPL spins a new pitch for UAE advertisers

Dubai: For the UAE’s ad industry, the IPL-fed bonanza was over all too soon.

“IPL attracts the highest eyeballs across all televised ‘non-single day’ events, and UAE was indeed fortunate to have benefited from this,” said Avishesha Bhojani, BPG | Group CEO. “The crowning glory — and vindication — was the personal appearance of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, at the last IPL match in the UAE.”

The first leg of what is actually an Indian domestic cricket competition was shifted to the UAE as the general elections were being held. The UAE leg, featuring 20 matches, was played between April 16 to 30 and to sell-out crowds. For advertisers and the brands they were representing, all of the action was not just confined to the cricket pitches.

“The ad sector most certainly got a bounce and there was some innovative leveraging by local marketers, particularly on radio and regional TV feeds. Both our advertising (BPG|bates) and media business (BPG|} Maxus) benefited. In fact, BPG|Maxus gained significantly since we bought all media — outdoor, print and some activation — in the UAE for Brand IPL.”