THE RETURN OF the ICC Men’s Cricket World Cup to India after a gap of 12 years has brought with it a huge opportunity for brand marketers and advertisers to reach out to their cricket-crazy customers.
Disney Star, the official broadcaster and streaming partner of the World Cup, has onboarded upwards of 21 sponsors and over 500 advertisers, including Hindustan Unilever, MRF Tyres, Dream11, Mahindra & Mahindra, and Booking.com. At a recent event, Ajit Varghese, EVP, Head of Network–Ad Sales, The Walt Disney Company, called the tournament a “turning point”. “Using mobile as an opportunity, we are now making sure that you can participate in Indian cricket with as low as $1 CPM (cost per 1,000 impressions). So, we are making sure that your entry point into cricket for the…