As the world tunes in to the Paris Olympics, Indian brands are seizing a golden moment to shine beyond cricket’s shadow as the games are now becoming a hotbed of opportunity for advertisers. Manu Bhaker’s bronze medal in the 10m air pistol event has sparked a wave of excitement, not just for the Indian contingent but for brands eager to ride the wave of national pride and global exposure.
This year’s Olympics aren’t just a showcase of athletic talent, they are a marketing battleground where brands vie for the spotlight.
Industry players believe that with Bhaker kick-starting India’s medal tally at the Olympics, the event is set to attract increased interest from advertisers, buoyed by India’s promising performance.
This time, advertisers are crafting narratives that go beyond the usual cricket-centric themes, embracing stories of resilience, unity, and the underdog spirit. This shift reflects a broader trend of Indian consumers embracing a wider range of sports and the values they represent. Brands are tapping into this sentiment, creating campaigns that resonate with a diverse and evolving audience.
Moreover, the international platform provided by the Olympics is giving Indian brands an unprecedented opportunity to reach a global audience. By aligning with the country’s athletes, these brands are not just gaining visibility but also building a narrative of excellence and ambition.
Industry players believe that this strategy not only boosts brand recognition but also deepens their connection with consumers, making the Paris Olympics a pivotal moment for Indian brands to make their mark on the world stage.
As India strives to surpass its previous medal tally and set new records this time, brands are positioning themselves to leverage the success of athletes on a larger scale. In that regard, Olympic Gold medallist Neeraj Chopra has emerged as a prominent figure in the celebrity rankings, making a significant impact in 2023. According to a recent Kroll report, Chopra is the sole non-cricket sports star among the top 25 most valued celebrities, securing the 21st position with a brand valuation of $29.6 million.
His endorsements span a diverse range of brands, including Visa, Samsung, P&G, Under Armour, and Omega, among others.
Ace shuttler and Olympic medallist PV Sindhu also stands out as a leading non-cricketing sports icon. She also endorses a diverse range of brands, including, Visa, Optimum Nutrition, American Pistachio Growers, and many more. Additionally, she has recently invested in Hoop.
However, A top advertiser told Marketing Mind, “Some brands are hesitant to commit fully to the property and prefer to spend based on the future performance of Indian athletes. While current enthusiasm among advertisers is modest, we anticipate a more favorable response as the games progress.”
Viacom18 has secured the media rights for the 2024 Olympics, which commenced on July 26. The event is being broadcast on Sports18 and is also accessible for free streaming on JioCinema.
Additionally, for the first time, Olympics coverage in India will be presented across 20 concurrent feeds on JioCinema for free, allowing fans to catch their preferred action and Indian performances at the Olympic Games anytime, anywhere on their preferred device. The presentation will have 17 sports-wise feeds and three curated feeds, all available in 4K.
Addressing the importance of the Paris Olympics 2024 for advertisers and the factors driving more and more brands to engage in this event, Jigar Rambhia, Heading the Sports Practise at OMG India, noted that the 2024 Olympics presents a significant opportunity for Indian advertisers to enhance brand visibility. Not only does the event attract a vast audience but also offers a platform that both large corporations and smaller brands can effectively capitalise on to engage with customers worldwide.
“Latest updates indicate that the Indian Olympic Association has already secured around 14 sponsors, surpassing the Tokyo Olympics in both brand participation and investment. Increasingly, advertisers are being drawn to the immense viewership potential, allowing them to leverage the opportunity to better connect with a broader audience and show genuine support and commitment,” he added.
BK Rao, Senior Category Head – Marketing, Parle Products, said that the Paris Olympics are poised to capture significant interest from Indian advertisers and businesses, especially as India’s medal tally continues to improve with each Olympic event.
“There is an evident emphasis on winning more medals, suggesting that India will make a substantial impact at the upcoming games. Historically, India’s success stories, such as those of Neeraj Chopra, Abhinav Bindra, and various boxers and wrestlers, have sparked increased enthusiasm. This trend is expected to continue, with India likely to enhance its performance calibre. As the nation’s achievements grow, the interest level among Indian business houses is anticipated to rise significantly,” he added.
Rao mentioned that currently, Parle is not associated with the Paris Olympics. However, they are considering potential participation in the future, as they continue to explore their options.
“The Olympics, unlike other global events such as the T20 World Cup or Wimbledon, both of which focus on a single sport, represents the pinnacle of international competition, showcasing a diverse array of sports. This inclusivity adds to the event’s prestige and global appeal. Additionally, with the Paralympics following the Olympics, where India has also shown significant success, the event’s impact is further amplified. Over the years, India’s medal tally has seen notable improvements, and the excitement surrounding the Olympics is expected to generate considerable buzz this time as well,” he added.
Striking a similar tone, Roopali Sharma, President – North and East, Havas Media India, elaborated that over the years, the Olympics is an event that has stood out for its unmatched legacy and the relentless spirit of the sporting fraternity. Sports enthusiasts across the world look forward to the quadrennial event, which has become a cherished event in the hearts of Indians, especially after the memorable performance in 2021.
“It had a deep impact on us as consumers and viewers amid the pandemic, which had brought the world to a standstill. If we look at the last Olympics, the ratings and advertisers were very limited, but the 2024 edition of the Olympics will definitely fare better as Indian audiences are slowly adapting and recognising other sports. Thanks to champions like Neeraj Chopra, PV Sindhu, Mirabai Chanu, Lovlina Borgohain, Manika Batra, Manu Bhaker and more, we are witnessing growing interest in sports beyond cricket,” she said.
“From an advertiser’s standpoint, the Olympics will be a great platform to build connections and come across as brands that go beyond commercial benefits and focus more on being meaningful. This is also echoed in Havas’ proprietary study- ‘Meaningful Brands’, which indicates that post-pandemic, consumers are connecting more with brands that offer collective benefits, in addition to functional and personal ones,” she added.
Furthermore, she went on to say that case in point are Indian brands such as JSW Group, Radico Khaitan, PUMA, Aditya Birla Capital, Amul and many more which are going the extra mile to support the Indian contingent that will be at the 2024 Paris Olympics.
Sharma also pointed out that while the game timings might be a hindrance, the role of social media will become critical in transcending boundaries, interests, and passions faster than any other medium today.
“Brands get built, connections get formed, and overall, it provides an environment for brands to connect beyond a 30-second commercial,” she added.
On the other hand, Rambhia mentioned that a time difference of 3.5 hours does not foreseeably pose a challenge. That said, campaign strategists would need to identify certain prerequisites and strategise accordingly to ensure that campaign messaging reaches the target audience at optimal times, such as during peak viewing hours or key events.
He emphasised, “By staying agile and responsive, advertisers can effectively navigate the time difference and maximise the impact of their campaigns.”
Rao said, “Once we start winning medals, we notice a significant increase in viewership, with more people willing to stay awake despite the time difference. This surge in interest is directly proportional to our success, as the number of wins increases, so does the audience, regardless of the time zone challenges.”
Rambhia highlighted that for advertisers, big or small, the Olympics is a great way to drive visibility with audiences across demographics. By associating with the country’s top athletes, advertisers can create meaningful connections with consumers – effectively competing with larger brands by focusing on niche marketing and storytelling. By highlighting their unique values and authentic support for athletes, brands can resonate deeply with consumers, making a lasting impact during the Games.
Similarly, Rao said, “There is a significant opportunity for smaller brands to make an impact and grow rapidly. By participating alongside new bidders, even small brands can quickly gain traction and visibility. This chance to stand out and expand swiftly is particularly beneficial for those looking to establish themselves in the market.”
Rao, while explaining the vital role social media plays in Olympic advertising for the Paris 2024 Games, said that the excitement on social media generally soars, especially as athletes start winning medals. With each bronze, silver, or gold victory, the entire Indian social media landscape is likely to celebrate enthusiastically.
“This creates a ripple effect where everyone seizes the opportunity to post about the achievements, generating widespread pride and excitement. Social media will play a crucial role in amplifying the buzz around the events. It’s a connected process, the initial victories spark the excitement, which is then magnified by social media, leading to increased advertising, endorsements, and more. Everything will align perfectly,” he added.
Similarly, Rambhia outlined that social media will be a vital cog in the advertising machinery during the event. The Indian consumer is highly engaged with sporting events today and relies heavily on social media as an instant source of news and updates. Its interactive nature enables brands to connect with their audience, creating more personalised and engaging experiences.
“Additionally, influencers and targeted digital-first advertising are expected to amplify the reach and impact of topical campaigns,” he added.
Rambhia also mentioned that supporting athletes is something that should begin well before the Olympic Games to rally maximum support during their training period rather than exclusively during the games.
“In an era of purpose-driven advertising, brands have a strong opportunity to come through with
authenticity to drive impact and change where it truly matters, showing genuine commitment
to the athlete’ success,” he added.
