Many Cos Open Their IPL In­nings

As­so­ciate with the tour­na­ment for the first time as team or broad­cast spon­sors

The Economic Times - - Brands: Creating Desire -

Gau­rav Laghate & Ravi Teja Sharma

Mum­bai | New Delhi: Sev­eral new com­pa­nies are as­so­ci­ated with the In­dian Premier League for the first time as team or broad­cast spon­sors, in­di­cat­ing there’s still healthy brand in­ter­est for a cricket tour­na­ment that’s taken a few cred­i­bil­ity knocks. Among teams, the Delhi Dare­dev­ils signed up Mother Dairy as a prin­ci­pal spon­sor, while Royal Chal­lengers Ban­ga­lore roped in Hi­malaya, Acer, Lloyd and Zeven. The two new teams — brought in af­ter a Supreme Court-ap­pointed panel sus­pended the Chen­nai Su­per Kings and Ra­jasthan Roy­als — also at­tracted spon­sor­ships from first-timers. Ris­ing Pune Su­per­giants got spon­sor­ship from Spykar, Gemini Oil, Kent RO, DBS Bank and New In­dia As­sur­ance, among oth­ers. Gu­jarat Lions has Ox­i­gen, TVS Tyres, As­tral Pipes, Nero­lac, Sanchi Ce­ment and Gu­jarat Tourism. “There are a lot of new brands that are look­ing for quick recog­ni­tion. They need the reach and sheen of IPL to scale up quickly,” said Nan­dini Dias, CEO at me­dia agency Lodestar UM. “It al­lows all th­ese brands to come in with­out hav­ing to spend a bomb.”

She said spon­sor­ing teams is a cost-ef­fec­tive way of get­ting vis­i­bil­ity dur­ing the IPL. The Ris­ing Pune Su­per­giants, led by MS Dhoni, was an at­trac­tive bet for many brands, she said. Broad­caster Sony Pic­tures Net­works In­dia got Oppo, Freecharge, Tata Sky, Reckitt Benckiser, Maruti Suzuki and Voltas as first-time spon­sors.

This churn is important be­cause new cat­e­gories are com­ing in, which is healthy for the tour­na­ment, said Ro­hit Gupta, pres­i­dent, Sony Pic­tures Net­works In­dia.

The hand­set cat­e­gory is a key one this time: Vivo is the IPL ti­tle spon­sor, Oppo the pre­sent­ing spon­sor on-air and Re­liance’s hand­set brand LYF is back­ing three teams – Mum­bai In­di­ans, Royal Chal­lengers Ban­ga­lore and Ris­ing Pune Su- per­giants. Some com­pa­nies have used the IPL plat­form for prod­uct launches. Hi­malaya in­tro­duced an anti-pim­ple face wash with a cam­paign that fea­tured the word ‘pim­ple’ on the caps of RCB play­ers, rather than the brand. Nero­lac started a hash­tag #ashade­bet­ter on Twit­ter and is en­gag­ing fans with in-sta­dia ac­tiv­i­ties such as face paint­ing and a ‘selfie bat.’

Sub­hashis Basu, busi­ness head, dairy prod­ucts at Mother Dairy, said IPL is a “fan­tas­tic plat­form” to con­nect with younger age groups. The com­pany is invit­ing dairy farm­ers from Ut­tar Pradesh to watch IPL games at the Delhi sta­dium.


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