In a country which calls cricket as their religion & Sachin as their God, there’s absolutely no denying that for years in counting, Cricket
has always been one such thing, which has united one-and-all in this diverse
nation. We always like to unite with our friends, colleagues, family & even
the unknown folks at the stadium or at the sports bar to cheer along with the
same heart every single time, the mighty men in blues take on the cricket
field. Such is the passion of the game that we call it a “Religion” and this “Religion”
unites us all.

Year 2008, 18th April the “Indian Premier League”
came into existence with a bang and changed the way cricket was played across
the world. It marked a new beginning for cricket to venture into franchise
cricket, which gave amazing opportunities to the local talent, whereas, it
showered the never seen before money on cricketers across all nations, which
wooed the who’s who of the cricketing fraternity. The players, match officials,
ex-cricketers as analysts, commentators, this cash rich league benefitted one
and all. But... What about the spectators? What’s in there for them?

Well, the answer is pretty simple. Entertainment and
Experience which is abundant enough to drive this cricket frenzy nation into
madness. Entertainment is not to be searched for, when you have star-studded
franchises battling hard for the coveted trophy. Telecast across little less
than 200 countries, IPL has a wide reach, stars from almost all top cricket
playing nations, T20 - the shortest format of cricket occupying lesser time unlike
the 50-over format, the cheerful cheerleader as eye candy, and last but not the
least, the presence of Bollywood stars. IPL is a near-perfect recipe of an average
Indian would seek. Experience of watching
these games in a stadium, watching the players you adore right up from a close
distance is an astonishing factor for any cricket fan. Such is the rage of this
league that almost every other game is witnessed by near-packed stadiums where
the ticket bookings are done weeks before the event. But, somewhere down the
line, the thought erupts in our minds, “Is IPL dividing us?”
“Delhi Kabhi, Toh Chennai Kabhi… Par Pepsi, Oh Yes Abhi!”
- Does that ring a bell?
Oh Yes! That’s
what the marketers have been up to. Trying hard to come up with ‘one-liners’, ‘tvcs’,
‘print media’, and anything and everything that manages to influence the psychology
of cricket fans to start dividing themselves, so a strong fan-base can be
created for the respective franchises. To some extent, they’ve managed to do it
successfully.

The recent booing of Virat Kohli at Wankhede Stadium, Mumbai is
just a glimpse of what lies ahead in the years to come. Where some
International rivalries like “Bhajji-Symonds”, “Bhajji-Ponting” are buried,
many new rivalries among the local players seem to be on rise. The “slap-gate”
is still very fresh in our mind, whereas, the recent “Kohli-Gambhir” spat has
fueled the arguments over IPL dividing the fans. What went behind that spat
remains best known to the players, but for us, the fans, this certainly doesn’t
give a good feeling. But, that’s what has been the aim of the marketers. Is the
plan any good?
When it comes to my understanding of marketing, and from
what I have been reading recently, I am pretty sure that the marketers have got
it wrong. Their sponsors might be gaining unbelievable heights with their
campaigns, but, is that benefiting the IPL?
Well, it's certain that the marketing of IPL is being postitioned as Club vs Club quite similar to BPL (Barclays Premier League) & the main objective seems to be creating a bigger fan-base for the franchises. But, as it had rightly mentioned in one of the articles that I had read at espncricinfo.com that such kind of pitching has certainly not gone down too well with the cricket fans. Reason is simple, "We wear our blues for near 10 months in year and get together to cheer for Team India. Suddenly, we are asked to choose one of the local teams, instead of choosing our stars together. This creates a dilemma in the fans mind, for e.g. Sitting inside Eden Gardens, you cheer for KKR and not Dhoni, because now, Dhoni plays for your rival franchise. Yes, when it comes to a legend like Sachin, the dilemma stays at bay, as one and all irrespective of their franchises get together and create the loudest & most loved cheer, "Saaacchhin Sacccchiiin". But certainly, asking fans to change their loyalty for 2 months is not an easy ask. The BPL goes on for a major part of the year, whereas, the International matches are very few. Hence, the same strategy cannot be applied when it comes to IPL. And the results are quite evident, we are seeing lesser crowds turning out at most of the stadiums. So, how could the positioning been better?
One of the better ways to position the league would have been to promote it by using the fan-base for the individuals, rather than a team. An IPL match in Pune against Mumbai draws more spectators because of Sachin Tendulkar, rather than the home team, which is a big blow to the strategists. Our loyalties still lie with the Sachins, Dhonis, etc. Therefore, asking a fan to visit the stadium to see their favorite stars, rather than coming to cheer for the local teams would make more sense and create a better connect among them. We still very much love Indian cricket above club cricket, and it appears like it would remain the same for many more years. Therefore, marketers need to accept the fact that IPL can survive on its own without tampering the fan loyalties of cricket maniacs in this country. So, finally, are we divided by IPL?
Well, i will leave it upto you all to make your own opinions on this. My answer would be, "After being to the Subrata Roy Sahara Stadium last night for PWI vs CSK game & having witnessed few fans getting into a physical tussle, I can say, yes to a certain extent, IPL has created the hatred amongst some of the fans, but majority of us still hold strong and cheer for the ones we love. For us, IPL brings just another wonderful opportunity to see our favorite stars in action".