There comes a time during mid-March every year, where many an IPL enthusiasts eagerly await the theme of the season. Many of us rub our hands in anticipation for what the creative team, responsible for the theme, has on offer as an initial treat to the event’s loyal followers, before the commencement of the mammoth sporting event.
Most years, the theme manages to tickle our funny bones and promotes a surge in our excitement levels; preparing us for the games ahead.
Right from the catchy songs to the well-choreographed dance sequences (Sidhu’s two left feet notwithstanding), the team manages to put forth a fanciful show; replete with bright colors, flying glitter and frolicking cheerleaders juggling their pom-poms.
The same, however, cannot be said about this year’s IPL theme. Named “Pistah”, the theme takes after the Rajesh Murugesan (Neram) song, which plays out during the 1-minute promotional video for the IPL 2016 campaign.
It tends to stick to its idiosyncrasy of playing out a loud song, which starts out with the typical “whistle and drum roll” combination, followed by the parading of team names, their respective captains and the members of “extra innings” comprising hosts and experts.
The song itself is meant to be catchy, but fails to hold its position as an ear-worm, unlike some of the theme songs from previous editions (Jumping Zapak, Bulawa etc.).
Although they were themselves over the top, to the point of being vehemently silly, they had a unique quality of remaining in one’s mind well past the conclusion of the event.
Coming to the video this year, the tableau of players that parades through a crowded street full of confused fans, not knowing who to cheer for, will make many a person wince and wonder why all the bloated Thermocol heads end up looking like the same person.
Sure, it is meant to appeal mostly to the younger generation comprising teens and early adults – looking forward to cool themselves off after a tiring exam season – but even they would protest at the prospect of being subjected to something that sounds just as bad as it looks; which the IPL 2016 theme manages to do with élan.
Given how glitzy and glamorous the IPL continues to remain, it is no wonder the team responsible for setting the theme goes all out in outdoing itself year after year. But this outdoing is clearly taking a toll on its creativity and ushering it in the wrong direction. The resultant output is nothing short of a menacing parade of insufferable caricatures.
Looking at how much money gets invested in the IPL on a yearly basis (up this year by 5% at a whopping INR.1200 crore), it is funny how the quality of the event seems to be moving inversely proportional to the investment made!
Pepsi, the chief sponsor of IPL for the last couple of years, decided to forfeit their contract (falling short by 3 years) with the event owing to concerns over its tarnishing image (read spot fixing and betting allegations).
Vivo replaces them as the title sponsors this year and will remain with IPL for the 2017 season. The event also has several big brands in its sponsorship kitty including Oppo, Coca-Cola, Freecharge, Snapdeal and many other such prolific ones.
Given how the “IPL” continues to draw in the crowds and rake in the moolah, several sponsors, still, throw themselves at having a chance at sponsoring the sporting event.
These sponsors very well know that their brand’s level of awareness can literally double after the IPL, given how their name can become synonymous with the title of the event itself; more so the case with previous editions of the IPL.
Even though some of them have chosen to withdraw their names from being associated with the event, there is no dearth of companies ready to pump their money in; should any big controversy crop up this year, it will easily get swept under the carpet, and the madness will protract.
This is proof enough that nothing, I repeat nothing, can possibly tarnish the brand value of IPL, which will continue to be a “risk free venture” for everybody involved in it! This, most definitely, will be fine by the millions of viewers that will carry on loving the event, and its extravaganza; except, we might request for a few catchy songs and better quality themes henceforth.
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