The cola major Pepsi and two-wheeler maker Hero Honda have emerged as the two sponsors with the highest consumer recall during the cricket World Cup. According to a brand effectiveness survey conducted by Mindshare, a leading media agency (a part of the WPP group), besides these two brands, real estate player DLF was also recalled as one of the sponsors of the tournament.
The recently released survey (and shared with a leading newspaper), had a sample size of 2,500 respondents and was aimed at understanding the consumer?s brand awareness during the ongoing cricket season.
According to the survey, 61 percent of the respondents said they had watched the entire series from the start to the finale, and the brand that was associated with cricket was Pepsi.
“Our objective was to assess the movement in brand relationships with cricket over a period of 100 days which included two heavyweight events, World Cup and the IPL that took place back to back – a rare sequence till 2015. This is an ongoing research and it will be interesting to know how these associations change during the course of IPL” said R Gowthaman, leader, South-Asia, Mindshare.
“It is quite evident that top of the mind awareness will sustain for a longer period for big brands for more than the duration of the tournament because of the high level of involvement with the match,” Gowathaman added.