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Salutations, Olio aficionados! 👋 |
Happy Hump Day and welcome to the 105th edition of Weekly Olio - your trusted source for giggles, wisdom, and a dash of intrigue, courtesy of our tantalizing thought piece (yes, buckle up for Publisher's Parmesan). 🧀 |
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The Quote 💭 |
"Pessimists sound smart. Optimists make money." | | | | ― Nat Friedman, Former CEO of Xamarin |
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 | Trung Phan @TrungTPhan |  |
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A father-son duo started a CD-Rom game in 2000 making Roman military strategy games. In 2013, they created Command: Modern Operation, a wargame simulator with battles from WWII to present day. The maps, databases and war scenarios were so good that US Air Force, the Pentagon… x.com/i/web/status/1… | |  | | | 3:43 PM • Oct 28, 2024 | | | | | | 460 Likes 52 Retweets | 16 Replies |
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According to the Wall Street Journal, Slitherine Software, the game developer, has made a special version of their game Command that is not available to the public and can manage classified information. Wargaming has been around since the Prussian Army in the 1800s. Before Command, the government used detailed board games similar to Risk and Stratego. The partnership with Command is successful because Slitherine receives feedback from over a million users, allowing them to improve the game more quickly than an internal tool could. |
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The Infographic 💹 |
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All languages convey information at a similar rate when spoken (39bits/s). Languages that are spoken faster have less information density per syllable! One of the coolest results in linguistics. |
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The Short Read 📝 |
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In this year's United Nations General Assembly meeting, the Brazilian railed about the evils of gaming and how it is destroying the finances of countless poor Brazilians. This was striking since the UN General Assembly is a forum more suited for discussing democracy and global peace. While gambling addiction is a problem all over the world, it's scale in Brazil is staggering - according to some estimates more than 20% of the funds disbursed under the government's flagship social program end up on gambling apps. Read more… |
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With 33% of the population below poverty line, betting apps seem like an easy way to turn the corner. The problem is worsening since most Brazilians are gaining access to loans via credit cards / banking apps for the first time and are using these to fund their gambling addictions. And these loans aren't cheap - interest can be anywhere between 300% to more than 1000%. With no hopes for repayment, these consumer loans threaten the salience of the entire financial system. The government is putting in place measures to take more control and is likely to get more access from 2025. Hopefully it won't be too little too late. |
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The Long Read 📜 |
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In recent years, the sports betting industry has been revolutionized by the influx of big-money data deals and the development of advanced statistical models. These sophisticated tools are being utilized to analyze vast amounts of data, providing deeper insights into team and subsequently predict match outcomes and keep people betting. Read more… |
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If a tired tennis player, who is two points away from losing, suddenly gets a boost of energy and starts playing better, maybe a computer program can predict that he has a better chance of winning. As his shots get stronger and he moves faster, the chances of him winning will change, and people will start placing more small bets. The system won't be able to predict the outcome of every game perfectly. However, it just needs to understand both the bettor and the sport well enough to keep the bettor interested and betting. |
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This edition of Publisher's Parmesan is brought to you by Confluence VC. | "Like Morning Brew (but for venture capital)" | | Join 15,000+ VCs and investors getting smarter on venture capital by reading this free daily newsletter. | Start getting the headlines that matter, lists of companies breaking out, and other resources and playbooks you won't find anywhere else. | Become a smarter investor in < 5 min a day. | Subscribe for free | |
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Publisher's Parmesan 🧀 |
How the IPL Can Create Its Own Super Bowl Moment in Advertising |
The Indian Premier League (IPL) and the Super Bowl are both premier sporting events with immense followings, but they've cultivated very different advertising legacies. The IPL, beloved by Indian audiences, captivates viewers for nearly two months from March to May, drawing a viewership nearly four times greater than the Super Bowl. Yet, despite the IPL's extraordinary audience size, it has yet to achieve the kind of iconic advertising status that makes the Super Bowl a global pop culture event, where ads are as anticipated as the game itself. |
What makes the Super Bowl such a major event in advertising? And, could the IPL, with its immense reach, craft a similar legacy? The answer lies in learning from each other's playbooks, embracing storytelling, adding elements of spectacle, and finding ways to resonate on a deeper emotional level with fans. As the IPL evolves, there is plenty it can learn from the Super Bowl—and vice versa. |
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Super Bowl Ads: A Cultural Phenomenon in Storytelling |
Super Bowl commercials are known for their elaborate storytelling, humor, and emotional appeal. For brands, this one-day event is a high-stakes platform to create advertisements that resonate deeply, linger in viewers' minds, and extend beyond the realm of American football. Many viewers tune in just to watch the commercials, which often feature major celebrities, quirky brand mascots like the Budweiser Dog or the KFC Colonel, and pop culture references i.e., brands "reward the audience with high entertainment value" in return for their attention. |
An example of the Super Bowl's cultural impact is the 2024 "Michael CeraVe" ad, where actor Michael Cera playfully promoted the skincare brand CeraVe. The commercial blended humor and a clever twist to make the ad memorable and entertaining. Super Bowl ads, then, are not only about selling a product but creating must-see moments. This "all-in" approach to quality, according to marketers, is essential to standing out in a competitive landscape. |
 | Michael CeraVe |
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IPL Ads: The Missed Opportunity of Deep Engagement |
Closer to home, the IPL has evolved into an annual tentpole event for Indian audiences, brands, and even cricketers. It's no secret that IPL ads, however, are largely celebrity-driven, with famous players endorsing everything from mobile phones to mouth fresheners. Yet, the current format often fails to leave a lasting impression on viewers. Marketers note that the typical IPL ad lacks a meaningful story or unique humor, relying heavily on the appeal of popular faces rather than memorable storytelling. |
While these endorsements might sway younger fans, more mature viewers can see through the gimmick, realizing that their favorite cricketers likely wouldn't buy these products themselves. To transform IPL advertising from mere celebrity promotions into cultural phenomena, the IPL could adopt some of the Super Bowl's creative storytelling methods, tapping into the potential for humor, emotion, and quirky narratives. |
The Growing Importance of Moments Marketing |
The FIFA World Cup may take the global lead for the most-watched event every four years, but on an annual basis, the Super Bowl and the IPL are the true advertising giants. Both events capture a significant portion of annual ad budgets, with brands eager to capitalize on the massive, captive audiences they attract. The IPL's appeal lies in its rapid expansion, tapping into international audiences and offering flexibility that the Super Bowl's rigid structure doesn't allow. This extended season creates numerous touchpoints for brands to build familiarity and brand recall over time. |
Marketers also highlight that moments marketing—timely campaigns tied to specific events or cultural moments—can make all the difference. In 2023, Sprite collaborated with Indian comedian Bhuvan Bam to create a humorous, engaging campaign during the Cricket World Cup, proving that ads with a strong connection to passionate audiences can yield powerful results. The IPL could take a page from this book, using emotional or humorous storytelling to create ads that resonate long after the season ends. |
| bhuvan.bam22 |  |
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IPL's Cost Advantage and the Case for Quality |
Advertising during the Super Bowl comes with a hefty price tag, with brands spending around $7 million (or 58 Crore INR) for a 30-second spot. This exclusivity pushes brands to maximize every second, resulting in top-tier ad campaigns that blend storytelling with spectacle. In comparison, a 30-second slot during the IPL costs approximately 45 lakh INR (about $55,000 USD), making it a more affordable avenue for brands to reach a massive audience. |
With this affordability, the IPL could drive greater returns by producing ads with higher quality storytelling and creative engagement. The Super Bowl's high ad costs underscore the value of exclusivity and differentiation, highlighting how these tentpole events present a unique opportunity for brands to stand out in a saturated market. By maintaining affordable rates but adopting a Super Bowl-style approach to quality, the IPL could become not just a sporting event, but an advertising spectacle. |
How the Super Bowl and IPL Can Inspire Each Other |
The extended season of the IPL allows for a different form of storytelling than the Super Bowl's one-day event. By crafting a storyline that runs throughout the tournament, IPL advertisers could keep audiences engaged from beginning to end. The 2023 "Chonkpur Ka Cheetah" campaign by Amazon, chronicling the journey of a fictional cricket team, exemplified how an engaging narrative can create deeper fan loyalty. |
 | Chonkpur Cheetahs vs. Samaan ki list |
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For the Super Bowl, taking inspiration from the IPL's seasonal approach could also prove beneficial. While the Super Bowl is limited to a single game, weaving in pre-season and post-season campaigns would add depth to the storytelling, keeping fans engaged and enhancing the cultural impact of Super Bowl campaigns. The IPL's season-long arc fuels team loyalty, while the Super Bowl's singular focus creates must-watch moments. Both events could benefit by borrowing from each other—IPL embracing spectacle, and the Super Bowl exploring extended engagement. |
The Power of Emotional and Regional Connections |
IPL advertising can also capitalize on regional pride and cricket's deep cultural roots in India. A prime example was Havmor's campaign featuring then Gujarat Titans captain Hardik Pandya, connecting a regional brand with the pride of Gujarat. These partnerships create a nostalgic resonance with viewers, making ads memorable through a blend of city pride, nostalgia, and celebrity. |
 | Hardik Pandya x Havmor's Dry Fruit ice cream |
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Such strategies can bolster emotional connections with viewers, adding depth to brand narratives in the same way that brands during the Super Bowl appeal to national identity and nostalgia. Ads that resonate on an emotional level go beyond just promoting a product—they create moments that feel significant to the viewer, turning commercials into shared experiences. |
The Road Ahead: IPL's Journey to Cultural Phenomenon |
The IPL has all the right ingredients to elevate itself as a cultural advertising phenomenon, on par with the Super Bowl. By infusing humor, storytelling, regional pride, and emotional resonance into its advertising model, IPL ads could leave a lasting impact, converting ad slots from interruptions to experiences. The IPL's flexibility and extended season offer distinct advantages for brands to create memorable, ongoing campaigns that resonate deeply with cricket-loving audiences. |
As JioCinema gears up to make the next IPL season its biggest yet, the potential is enormous. With the right blend of creativity, storytelling, and cultural resonance, the IPL could turn its ad breaks into prime real estate, echoing the excitement and impact of Super Bowl commercials. In doing so, the IPL could finally achieve its own Super Bowl moment—a spectacle of sports and storytelling that captivates audiences and creates unforgettable advertising experiences. |
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Olio Jobs 💼 |
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That's all for this week. If you enjoyed this edition, we'd really appreciate if you shared it with a friend, family member or colleague. |
We'll be back in your inbox 2 PM IST next Wednesday. Till then, have a productive week! |
Peeyush and Mohit |
Disclaimer: The views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organization, committee or other group or individual. |
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