Digital first brands emerge as big advertisers for ICC World Cup 2019

Cricket World Cup is the mecca for advertising. This year, we saw an interesting trend as several digital first brands came forward and locked deals with the broadcaster. Traditionally, the game has always belonged to FMCG, telecom, mobile handset, and consumer durable advertisers but this year, digital-first brands have occupied a strong ‘Share of Voice’ during the game. Some of the digital first brands that are running campaigns during the game on television are – Byju’s, Dream11, CarDekho, Google Pay, Amazon Pay, Amazon Echo, Amazon Prime, Policybazaar, Paisabazaar, Pharmeasy, Swiggy, PhonePe, Uber, UberEats, Cars 24, and Netflix.