Click to play videoMumbai: Indian fans will pray for a Bermudan victory on Sunday. But with India's exit from the tournament almost a certainty now, it's not just fans but also advertisers and media marketing companies who are disappointed.
That's because thousands of crore worth advertising revenue is at stake now.
India's World Cup hopes were crushed after Sri Lanka beat it by 69 runs. Sponsors like Nokia, Pepsi, Hero Honda, Videocon and Maruti Suzuki had invested about Rs 400 crore in TV advertising, a Rs 100 crore worth of display advertising and Rs 3000 crore in media, marketing and allied industry spends.
Pepsi, which sank it's entire communication budget worth an estimated Rs 40 crore, Reebok and Visa will be most affected as they have linked their brand communication to Team India's performance.
The other top spender Nokia is disappointed - and will discuss alternatives with Sony and Doordarshan this weekend.
Mindshare India MD Sundar Raman said, “Yes there will be discussion on alternatives and the most workable solution which doesn’t affect the broadcaster nor affect the interest of the advertisers.”
Telecom brands like Motorola, Hutch, Bharti and Reliance have also spent about Rs 20 crore each on the cup.
Hutch says it has not invested in a particular player or in team India so its world cup marketing strategy will not change.
Car and motorcycle firms like Hero Honda, TVS and Maruti have spent between Rs 15 crore and Rs 25 crore on launches and marketing.
With viewership for non-India matches between 0.5 and 1 TVR, these brands may have to pay the price for India's failure on the field.
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