BPL and Branding: Missed Opportunities

The Bangladeshi version of franchise based T20 cricket tournament Bangladesh Premier League (BPL) is now in its fifth run. Yes, fifth run! That says something about its popularity. When the matches are live on TV, you can see people gathering before showrooms and salons to watch the game. You ask a shopkeeper, "Mama, please give me a pack of Maggie Noodles" but the 'mama' doesn't respond and keeps looking at the small TV set he has in his shop (What about sticking a caution in shops: "Please wait till the over ends and commercial break starts. Complete the commercial activities within the commercial break"). Undoubtedly, BPL sells.

That's not bad, right? In the midst of all those popular Indian reality shows and drama series, people are investing their time in something produced by Bangladesh, something of our own... well, wait... something of our own? Is that true?

Despite of its appeal among mass audience, it is hard to deny that BPL is perceived as an economic version of Indian Premier League (IPL). The BPL organizers consider IPL as the first-boy's notebook and gladly try to copy everything from there. It surely saves time and labor. But they want to follow a brand that BPL can never be. BPL does not have the huge budget that IPL has. (Let's just compare the prizemoney. In 2015 IPL, the total prizemoney was around US 6.2 million dollars whereas on the same year BPL prizemoney grand-total was around US 1.5 Million dollars). BPL also doesn't have the starpower that IPL enjoys because of Bollywood. They just follow the customs of IPL and that even in a lackluster manner. Thus, as it was mentioned here, BPL has got the image of a low-profile IPL.

But with the enthusiastic Bangladeshi crowd, BPL could easily be a T20 tournament brand with distinct associations, flavor, tonality, atmosphere and in the way could represent Bangladesh to the global stage in a whole new way. Jean-No?l Kapferer in his famous book "The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term" has maintained that powerful brands are created not just with some mental associations but it requires an intense emotional component too. The lack of this blend is the reason why BPL has not earned the level of 'engagement' that IPL has earned in India. BPL has viewership but it doesn't generate 'conversation'. It just needed some well thought brand foundation based on insights.

powerful brands are created not just with some mental associations but It requires an intense emotional component too

Let's start from the small things like naming. Why does it have to be a '..PL'? Bangladesh, Sri Lanka (SLPL), West Indies (CPL) all followed the trend. Australia, like in many other aspects of their T20 league, chose to be different and named their brand 'Big Bash League'. That surely gives a different impression. They have given an adjective 'Big Bash' to their league. Smart work indeed. But when even the name follows the leader's format, as in the case of BPL, it instantly becomes a follower brand. It ensures that 'IPL Bangladesh' is on the making. But that was not all. Still there were enough opportunities to make it a solid brand. (To be honest, even the name 'IPL' was the slightest modification of rebel league 'ICL'. But 'IPL' had the elements to stand out)

[If you are bored with my complaints,take a break, listen to this Spanish Track from which the legendary 'IPL Trumpet Tune' has been lifted, probably the strongest association of the brand IPL]

So what could be the difference?

BPL is a fight for glory among the divisional districts (with the exception of Comilla) of Bangladesh. All these districts have their own traditions, festivals, dialect, songs, dances, foods, places, legends and incidents. Regional supremacy has always been a thing that people from every region of our country love to proclaim. Everyone loves to be proud of their own district or division. And this is what could be used wisely to design a tournament that would showcase the cultural diversity of Bangladesh. You may say that people already support their own regional team in BPL. But proper communication could make a huge difference there. That would have triggered the inner spirit of love for one's own hometown or home-division. And had that deep affection been represented through regional cultural elements like song, dance, dialect etc., BPL would have become the festival of showcasing our cultural richness. The cricketing actions of course would have remained in the centre. And the need for emotional component would have been fulfilled also. City-based structure could be used at its best.

Let's hear what Professor Abdullah Abu Sayeed said about home-town love of our people in his book, 'Bangali o Shongothon'-

"?? -???? ????? ??? ??? ???? ??????? ????? '??? ??????', ?? ???????? ????? ???? ???? ??????"

A question here is whether the franchise owners would also cooperate. At first, the organizers can try to set the tone of proving regional supremacy. Some brief from the organizers to the teams would also help the case. This year Rangpur launched a song 'Jaago Bahey'. But they themselves did not communicate the song effectively later. They have inconsistently used a hashtag, #JoyerLorrai. I doubt how many people know this hashtag. Just imagine, Rangpur Riders is using a hashtag, #JagoBahey. If the team utters the catchphrase in their team video, we might hear the commentators uttering it when they are playing good. Global audience would learn a popular catchphrase of our country! Now imagine what more might come if all the teams make videos with local flavor.

Just imagine, Rangpur Riders is using a hashtag, #JagoBahey. If the team utters the catchphrase in their team video, we might hear the commentators uttering it when they are playing good. Global audience would learn a popular catchphrase of our country!

Cheerleaders have been removed. But an even better solution would be replacing them with well-trained Bangladeshi dancers who would perform traditional dances of a region to celebrate the success of that region. They don't need to dance on every boundaries and wickets. They would dance on some very special occasions (winning a crucial match, qualifying to final etc.) Or what about cheering a team with their local songs? Just imagine the global telecast of our very own culture! And Social Media would get flooded with all about BPL at least in Bangladesh. It is because there will be reasons to talk about the brand.

Now comes the overall broadcasting issue. BPL broadcasters never bother about creating splendid vignettes before the tournament begins. It surprises me. That is where the tone of the tournament can be set. BPL promos are more than poor compared to the gigantic size of the tournament. Even the minimal effort is not there. IPL has produced absolutely wonderful promos over the years based on great insights. Just remember the one before IPL 2 called- One Nation. One Passion. (Ek Desh. Ek Junoon). It was based on a simple but fantastic insight- "How crazy it would look if a billion people do the same thing together!" Even Big Bash made a nice promo before first season. Lets watch and compare some promo from these three leagues.

We have seen Indian anchor in BPL. That was more like a 'cut-paste' effort rather than 'copy-paste'. I see no point here. Now there are Bangladeshi anchors to do the job. But it seems that they are not guided for their role at all. Probably the only guidance given to them is- "go and act like an IPL anchor". This copying effort falls flat. Sometimes when they take interview in the gallery, they say so weird things that turn the segment into joke. And they can't skip this gallery interview segment or modify the segment to make it something new because they have to follow IPL. Do they ever really think of entertaining the TV audiences?

Final thing is the atmosphere in the stadium. IPL with its huge budget create a dazzling atmosphere in the stadium. Bollywood music and popular trumpet tune accompany the roaring of crowd. Big Bash also creates a different ambience with music and unique fireworks. I find CPL also unique in atmosphere mostly because of the jersey colors of Caribbean flavor and again, very different music. BPL atmosphere needs distinction. 

Building a brand takes a lot of effort. It is also true that not only the organizers but also all the parties involved (franchise owners, broadcasters and all) have to be supportive to implement the plan. But the first knock has to come from the organizers. And they can do a lot if they wish.