Not so humble origins:
In 2008 the Board of Control for Cricket India, initiated the Indian Premier League (IPL) -a professional league for Twenty20 cricket format competition. But even before its start the IPL was in the news for its altercation between the Indian Cricket League (ICL) started by Subhash Chandra of Zee Telefilms Ltd. The BCCI used many tactics (including threatening players who joined ICL that they would not be picked up for national team, raising prize money, inviting celebrities...) to eventually crush the ICL format that had started almost a year before. The constant confrontations between ICL and IPL were perennially in the top news in all the news channels. This along with the fact that it was cricket made sure that the Indian viewer was hooked. The IPL is currently contested by 10 teams consisting of players from around the world. Team Name| City| Owner(s)|
Mumbai Indians| Mumbai| Mukesh Ambani (Owners of Reliance Industries)| Royal Challengers Bangalore| Bengaluru| Vijay Mallya (UB Group)| Hyderabad Deccan Chargers| Hyderabad| T.Venkatram Reddy (Deccan Chronicle) group| Chennai Super Kings| Chennai| India Cements|
Delhi Daredevils| New Delhi| GMR Group|
Kings XI Punjab| Mohali| Ness Wadia, Preity Zinta, Dabur, Apeejay Surendera Group| Kolkata Knight Riders| Kolkata| Red Chillies Entertainment| Rajasthan Royals| Jaipur| Emerging Media (Lachlan Murdoch), Shilpa Shetty, Raj Kundra| Pune Warriors India| Pune| Subrato Roy Sahara|
Kochi Tuskers Kerala| Kochi| Kochi Cricket Private Ltd|
The Marketing Cocktail:
IPL marketing can be a lesson that no publicity is bad publicity. It was Integrated Marketing communication at its best, no channel no mode of communication was left: TV, newspaper, internet, mobiles, every communication was uniform in promoting IPL during its launch and its subsequent seasons. Following is what IPL did right and did differently: 1. The...