Cricket is a habit but football now has a greater aspiration value attached due to its intensity, unique style and global flavour
FOOTBALL AND / OR CRICKET?
Initially, there was a small set of audience who understood the game at its fundamentals & there were opinion leaders in the conversations about sports. The first set has slowly caught onto the superficial knowledge about the game, the players, teams, their expensive acquisitions & lifestyles. Football lovers are a small but a growing set in campuses — especially with FIFA around the corner.
RONALDO OR DHONI - Who sells
Better?
Surprisingly, we did not find a definite answer because it comes down to category and brand specifics. A Dhoni would any day sell a Cola or a mobile service to an Indian youth better than Ronaldo. But when it came to products with high aspiration attached to it like expensive watches, imported cars, vacation destinations & other luxury items — the footballer's endorsement certainly adds more weight. On probing deeper we realised that the average young cricket lover connects better with the cricketers at the grassroot level whereas as a football fan, he would look to the players on the TV screen with a huge price tag attached.
WATCHING THE GAME
Unlike Cricket, watching a football game for most is more about the drink — beer. ManU VS Arsenal arguments, the ambience, cheering & shouting with friends rather than paying attention to the subtle nuances of the game. A Mumbaikar will not have the same passion for ManU as he would have for Mumbai Indians, but will still spend more money to buy a pass at a pub to see a football match rather than watch it at home. But having said that, very few football fans would cancel their engagements or leave office early just to watch a tournament like they would do for Cricket.
DOES FOOTBALL MAKE A GOOD
PROPERTY FOR ADVERTISERS?
Students remembered very few of the ads or sponsor brand activities. The one's they recollect were mainly that of sports brands like Nike. This is because their focus & attention on-screen during commercials is lesser. However, football does make an interesting platform for off-screen engagement especially at key touch points where they go to watch the matches. If effectively used, there could be innovative activities done at these spaces around the tournament as the activation would be inclusive, therefore strengthening recall.
FOOTBALL AND / OR CRICKET?
Initially, there was a small set of audience who understood the game at its fundamentals & there were opinion leaders in the conversations about sports. The first set has slowly caught onto the superficial knowledge about the game, the players, teams, their expensive acquisitions & lifestyles. Football lovers are a small but a growing set in campuses — especially with FIFA around the corner.
RONALDO OR DHONI - Who sells
Better?
Surprisingly, we did not find a definite answer because it comes down to category and brand specifics. A Dhoni would any day sell a Cola or a mobile service to an Indian youth better than Ronaldo. But when it came to products with high aspiration attached to it like expensive watches, imported cars, vacation destinations & other luxury items — the footballer's endorsement certainly adds more weight. On probing deeper we realised that the average young cricket lover connects better with the cricketers at the grassroot level whereas as a football fan, he would look to the players on the TV screen with a huge price tag attached.
WATCHING THE GAME
Unlike Cricket, watching a football game for most is more about the drink — beer. ManU VS Arsenal arguments, the ambience, cheering & shouting with friends rather than paying attention to the subtle nuances of the game. A Mumbaikar will not have the same passion for ManU as he would have for Mumbai Indians, but will still spend more money to buy a pass at a pub to see a football match rather than watch it at home. But having said that, very few football fans would cancel their engagements or leave office early just to watch a tournament like they would do for Cricket.
DOES FOOTBALL MAKE A GOOD
PROPERTY FOR ADVERTISERS?
Students remembered very few of the ads or sponsor brand activities. The one's they recollect were mainly that of sports brands like Nike. This is because their focus & attention on-screen during commercials is lesser. However, football does make an interesting platform for off-screen engagement especially at key touch points where they go to watch the matches. If effectively used, there could be innovative activities done at these spaces around the tournament as the activation would be inclusive, therefore strengthening recall.
How dumb article is this. How can you compare Dhoni and Ronaldo by in which ad's they appear?? The truth is you football fan's are dumb and you mainly follow it just because of it's fame and money...almost all football fan has only one or two dumb thing's to say like "football is played around the world"..we don't give a damn about your football's popularity. Even if Cricket is the least popular sport we still love Cricket because we follow it because of passion unlike you who follow's it just because of money and fame..Dhoni can at least pass and kick a football but can your Ronaldo even hold a bat?? Haha no
ReplyDeleteDude can you even hold a bat?
DeleteYes I agree that football is bigger than Cricket in Indian youth, so what?? This doesn't change at least my love for Cricket. Football is a movie and Cricket is a book... A book is better but it need's to be understood which the youth cannot that's why they like football. Football and Cricket both are very exciting but Cricket need's are little more intelligence to be understood and cherished. And I don't understand why you football fan's conclude that football is better just because it's popular(really kid's)..
ReplyDeleteFIFA WC 2010 was watched by 700 Million people...but did you know that India vs Pak Semi's WC 2011 was watched by a billion....and those kid's(football fan's) said "Football is the most popular sport".
ReplyDeleteAny way I don't give a sh*t about how much famous is ur football but u do because it's the main reason for it being Indian youth's fav sport