Airtel, Reliance Jio use divergent strategies to catch eyeballs in IPL

Bharti Airtel and Reliance Jio are making a dash for consumer eyeballs with the IPL T20 cricket tournament that's currently under way. Their strategies are different - Airtel is using the IPL to market its 5G services. Jio is employing it to raise awareness about the features of its new postpaid plans as well as the JioDive virtual reality headset.

"With just three (telecom) players left, and all of them established, the IPL platform now serves for scheme-led advertising, rather than generic brand building," said Harish Bijoor, founder, Harish Bijoor Consults.

Media spending on the IPL by the telcos is more targeted and tactical than before, he said.

Reliance Industries president Kiran Thomas said at the company's recent earnings call that telecom unit Jio will make a concerted play for a larger market share in the postpaid segment "where the incumbents (Airtel, Vodafone Idea) have a leadership position."

Jio is also a commercial on-ground partner for all the 10 teams in the IPL, an association it's leveraging through advertising spots to showcase the different benefits under its new plans.

This translates to the two telcos using the multimedia platforms where the IPL is available to maximise the money spent on advertising.

Jio has launched Jio VIP Box, which is a digital experience delivered through the JioVIPBox.com website. It has exclusive fan interactive content from all 10 IPL teams. Some experiences include taking a selfie with the teams and a photo in a team's gear (helmet, flag etc). The initiative uses green screen technology to allow users to take these photos.

Airtel has also leveraged its 5G technology through its partnership with Star Sports, the television rights owner for the IPL. Through the association, viewers can use the Airtel 5G network to beam a digital avatar of themselves to the Star Sports studio and interact with the expert panel of cricketers and commentators.

Telcos have long used the IPL as a tentpole marketing platform - the erstwhile Vodafone introducing its iconic Zoozoos more than a decade back, or the now-defunct Aircel's association with MS Dhoni-led Chennai Super Kings.