A lovely final match of the IPL 3rd version. A month long extravaganza is finally over. And apparently a lot of money has flown through - either officially or unofficially.
I wonder if any of the advertisers actually have an ROI put in place for any of the investment. I heard a CMO discuss on advertising options in one of the IPL matches. He was easy to spend over a crore rupees on this one match. After he hung up, he had only one comment ... good investment to have the CEO present the man of match award.
That got a lot of alarm bells ringing. Are marketing departments supposed to work on the brand image and acceptance or Are they PR agencies of the CEO?
I decided to question all the companies who advertised in the IPL and whose shares are owned by me. Fortunately, only Idea Cellular Limited was such a company in my portfolio. That also shows, that my portfolio is comprised of companies which focus on customer and market rather than on any fad such as the IPL.
I have sent a query, as a shareholder, to Idea Cellular Limited's invester relations asking them on the amount spent on IPL and the ROI model on which this amount was sanctioned. Am hoping to get some reply from them.
Do let me know if you own shares in any other advertisers to the IPL? If so, I urge you to send similar queries to the companies asking for ROI. Do let me know if you get a reply. Especially, if you get one where the ROI has been justified and realized. We should celebrate such a company.
Waiting for your feedback....
Sunday, April 25, 2010
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