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Cricket – one of the most loved games of people around the world, has gained a lot of media coverage over the years. There is an adrenaline rush during every match, be it the World Cup every 4 years, or the annual T-20 or Indian Premiere League (IPL), even Test matches are not far behind. Not only do people enjoy watching cricket sitting in their houses, but also enjoy going out to cafes and sports-bars to watch matches. These days, even theaters have started showcasing Live Cricket matches like IPL or T-20. Cricket has gained immense popularity, not only due to the game itself, but also because of the witty and savvy creative ad agency that works hard to take cricket fever to another level.

The Media definitely has the power to make or break any brand. BCCI and other sponsors for IPL have made optimum use of the media, to earn that top spot for cricket in the minds of the public. Their commercials, print ads, online campaigns, etc. are all well planned and so mind-blowing, that they quickly stick in the minds of people like chewing gum. When an ad agency is hired to work on a project, the client expects the highest quality ads, which should work wonders overnight. This is not possible all the time; but the way the media has hyped this game, it has become easier for ad agencies to quickly win the heart of millions, in a very short span of time.

A full service ad agency provides all ad-related services, because of its available resources, and generally never outsources work. The power holders and image builders of cricket generally hire an agency, that provides all services under one roof. These agencies do not restrict themselves to make an ad for a specific medium, but make ads for various other mediums that are available. The target audience of cricket is large and is spread everywhere. A 70 year old citizen can watch a TV commercial or read about it in the newspaper; while the youth also accesses these advertising mediums, along with online ads and radio ads. A full service agency can plan and execute a media plan for all these mediums in one place, and so, it earns preference over any other regular agency.

An advertising agency cannot afford to make any mistakes while creating an ad for cricket lovers, because people are emotionally connected with the game. It is important for the agency to constantly stay alert and highlight the positives, as much as they can. People working in such agencies need to be well-versed with the latest happenings, as well as should be witty and creative in their ideas. A small idea can make a big difference, and make even a small game seem large. Thus, an experienced agency is given the job with great responsibility, and high expectations in return. BCCI and other sponsors have done a great job in giving the contract to the right agency, as their campaigns are doing great everywhere, and people’s love for cricket has only increased.

In every ad agency, four elements are extremely important – Time, Energy, Money and Space. It is essential for advertisers to formulate a plan before starting every project, and implement their plan in each and every stage of execution. If a proper plan is not followed, then chances of wasting the four elements are high. These are the four precious rules in the Advertising Rulebook. Every ad person must take extra care before using time, energy, money and space on any given task. Since advertising is an expensive business, the loss of these four elements is considered as the greatest loss in the industry.

A Creative advertising agency usually has a detailed plan to execute their ideas, and create a brilliant ad. They conduct a thorough research on their target audience and their possible times of watching television or going online. If the advertiser fails to broadcast the ad at the right time, then it results in a complete waste, as the aim of publishing or broadcasting the ad is not fulfilled. The aim of the ad was to reach to the audience and leave an impact; but the first step of reaching to the audience on time was not successful. Lack of exposure to the ad is nothing but a waste of time. Thus, every advertiser must conduct their research, and place the ad in the media at the right time, to reach the desired audience.

The next is waste of money! Many advertisers have big plans in their heads about advertising a product or service, and launching it on a large scale. If the rules are not followed, then there are high chances of their dream turning into nightmare. A lot of money goes into making even a small 1 to 2 minute ad. The cost of lighting, set, actors etc., are very high; hence, it is important to make proper use of the money invested. A full service advertising agency is mostly fully equipped, and can experiment with their concepts; but other ad agencies do not have the liberty to experiment. Thus, a waste of money should be avoided and the plan to execute the ad should be precise and cost-effective for best output.

Waste of energy is observed when the ad goes unnoticed. A lot of people work to make a small ad, right from directors and actors to spot boys, energy of every individual is invested in shooting a simple small ad of less than a minute. If the ad fails to reach the target audience in the given time frame, then it is a complete waste of the energy invested in the making. It is the same case with wasting space. When an ad is placed in the media in the wrong area and fails to reach the target audience, then it leads to waste of space. Be it a classified ad or a television commercial, waste of space is observed everywhere.

Thus, every creative ad agency must plan in advance, and follow simple rules to avoid wastage, as far as possible. To avoid this waste, research on advertising and the industry is extremely important.