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After Olympics, Advertisers Look Forward To ICC Men’s T20 World Cup
Now, the next big event on advertisers’ watch list is ICC Men’s T20 World Cup to be hosted in the petro-dollar venues UAE and Oman from October 17 to November 14, 2021. Reliable sources say Star Sports, the official broadcaster, which includes its video streaming app Hotstar, has already lined up event sponsors (BYJU’S, Dream11), broadcast partners (Coca Cola, Vimal) and are hoping to get on board two more sponsors. Already 40% of the inventory has been sold – with the cost for a 10-second spot put at Rs 10,000-Rs 12,000. The World Cup which will be played after Dussehra but before Diwali may prove to be bang for the buck for both advertisers and broadcasters. Star Sports which was expected to rake in around Rs 3,000 crore (that includes Hotstar) by way of advertising revenue from IPL 2021, could not hit that number as matches were suspended due to the second wave of pandemic. However, insiders are optimistic that Star Sports will earn close to Rs 1,200 crore from 45 matches to be played between 16 teams in the T20 World Cup.  It is learnt several advertisers like BharatPe, Upstox, OPPO, MRF Tyres, Booking.com have signed on as ground sponsors. As always the most keenly watched match will be one between India and Pakistan and for this match advertisers don’t mind paying a premium.
anil kapoor ulka
Veteran Adman Anil Kapoor Who Re-Built Ulka Passes Away
Anil (Billy) Kapoor the legendary advertising man and former chairman of FCB Ulka passed away on April 12 at Sir HN Reliance Foundation Hospital & Research Centre, Mumbai. He had successfully battled pancreatic cancer almost a decade ago but it recurred aggressively a couple of months ago. He had been living in Singapore for the last several years and was flown back on Saturday. Unlike the fanfare behind the big brands he promoted, his funeral was a private affair. He along with Ranjan Kapur of O&M, Mike Khanna of HTA were referred to as the ‘Punjabi Club’. The trio controlled the era of big brand advertising. Billy was the last to go. One may recall what Ambi Parameswaran wrote when Ulka turned 60 in his column: “It was Bal’s (founder Bal Mundkur) bold move in 1988 that saved the agency. Or it was Anil Kapoor’s courage of conviction that he could rebuild Ulka in a new image. Anil joined as MD in 1988, identified some key managers to re-motivate and retain (Shashi Sinha and Niteen Bhagwat are still in FCBUlka/IPG Group); Anil also managed to rope in a few more – Arvind Wable, Nagesh Alai and yours truly.”  Kapoor is survived by his wife, Rita, daughter Aruna and son Ram Kapoor who is a well-known TV star.

TRENDS & VIEWS

Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”