MxMIndia

Tag: Mumbai Indians

  • Partnered with Burman Sports & Kid Sport Media  & Squeezy Sports Inc

    Mumbai Indians launch new animation series

    Mumbai Indians announced the launch of ‘The Mighty Indians’, an animated mini-series, that combines the world of cricket, storytelling, and fan fiction for the next generation of global fans. The series has been created with strategic partners Burman Sports and Animation Media Partner Kid Sports Media Inc. and Squeezy Sports Inc.

    A spokesperson for Mumbai Indians said: “The Mumbai Indians have always embodied the values of teamwork, perseverance and hard work, and the ‘The Mighty Indians’ brings these values to life through a series of animated episodes and a captivating storyline. As a global brand, Mumbai Indians is always on the lookout to engage with their fans across geographies through innovative activations and content.”

    Said Shiv Burman, Founder, Burman Sports: “We identified a strategic opportunity to create an IP with immense potential to cultivate fandom amongst Mi’s next generation fans, via relevant and engaging content that both resonates with and entertains them. The Mighty Indians IP has the potential to grow into segments such as merchandise, experiences, community engagement and more, creating a comprehensive ecosystem that celebrates the spirit of cricket and heroism. We brought on board our partners Kid Sports Media to deliver world class content. Mumbai Indians has been the perfect partner for an IP like this given their large focus on kids and youth development. We are proud to partner with one of the biggest cricket franchises in the world to help develop their next generation of fans.”

    Added Massimo Marchese CMO of Kid Sport Media  & Squeezy Sports Inc.: “We’re thrilled to team up with the Mumbai Indians to bring cricket’s superstars to life as animated superheroes, blending the thrill of the game with epic adventures. Get ready for a boundary-breaking series that will captivate fans and inspire a new generation of cricket lovers!”

  • Whatta Sunday it was. And we couldn't not have asked this question to Dr Bhaskar Das in the May 22 edition of Das Ka Dum. 

    Das ka Dum by Dr Bhaskar Das | We now know who the four qualifying teams are in IPL 2023? Your views on those who made it, and those who lost out?

    Bhaskar DasWhatta Sunday it was. And we couldn’t not have asked this question to Dr Bhaskar Das in the May 22 edition of Das Ka Dum. 

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. We now know who the four qualifying teams are in IPL 2023? Your views on those who made it, and those who lost out?

     

    A. Yes I loved most of the games this year’s IPL due to a number of reasons. First, some of the games went down the wire and the excitement was equivalent, if not more, to some thrilling OTT shows. Secondly, this year is unique where even a panipuri seller (once upon a time) or a child from a poor family of a gas cylinder employee father could be a leading run-scorer in two teams. The earnings from IPL games have changed the fortunes of their families. So, IPL isn’t just a game for entertainment. It’s also an economic transformation engine for some people. I am referring to Yashasvi Jaisawal of RR and Rinku Singh of KKR. Their stories are so inspiring and it proves that if one has talent, one can excel.

    I know I am not adhering to your core question but could not resist the temptation of sharing my thoughts on this year’s IPL.

    The first three qualifying teams deserved to be there as they were consistent in their performances. The real dark horse is MI- the fourth qualifying team, but they earned it by their own merit which flourished a tad late. The teams at the bottom are consistent in non- performance. The other teams lacked consistency in performance like KKR, RR and Punjab Kings. Inconsistency happens when the team performance is over-dependent on a few stars as in case of RCB. It’s a team game. The team must have one solid power play batsman and a bowler, one middle level batsman who can build partnership, a pinch hitter for the last 2/3 overs and a good spinner. The team which has mix of these qualities is GT who has an Indian coach who acts like a FIFA coach ie he is so passionate to dynamically guide the team. And of course an inspiring leader/ captain.

    Any of the four teams can be this year’s IPL winner, as a lot depends on the ground conditions and on that day how the team plays. As they say, in T-20 a team is as good as the last game.

  • Will be provided, with other benefits, customized jerseys by Masaba Gupta

    Cadbury partners with Mumbai Cricket Association to sponsor ground staff

    By Our Staff

     

    Cadbury Dairy Milk has partnered with the Mumbai Cricket Association to celebrate and support the the ground staff at cricketing venues. This includes best-in-class travel, accommodation, taking care of their nutritional needs and providing customised jerseys designed by renowned Fashion Designer Masaba Gupta, throughout the season. The brand has also extended its collaboration with Mumbai Indians as the official goodness partner supporting this initiative.

     

    Commenting on the campaign, Anil Viswanathan, Vice President – Marketing, Mondelez India said: “As a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it is often the small acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, our partnership with Mumbai Cricket Association this year celebrates the lesser-known heroes of cricket, the ground staff. Through our initiative, we want to support and bring forth stories of these members who tirelessly work behind the scenes to create magic for the entire nation. We hope our initiative acts as a springboard and spreads the message of acknowledging the unacknowledged.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Building further on our generosity platform, this cricketing season we are proud to celebrate an unknown team of superstars, the team of ground staff. We are grateful to have them as our team. As proud sponsors, we hope that this team becomes the most loved team not just for the players but for the entire country.”

     

     

  • Launches 'Khelenge Dil Kholke' campaign

    Ogilvy creates One Dream for Mumbai Indians

    By Our Staff

     

    Mumbai Indians launched its campaign film of IPL 2022 called – One Dream.

     

    Said a Mumbai Indians spokesperson: “The past 15 years, Mumbai Indians have always played from the heart. We have played with passion and given it our best on the pitch. Khelenge Dil KholKe is inspired from that ethos and “One Dream” is our vow to the young players that we identify. It is our commitment to offer them the support of the Mumbai Indians eco-system, help them hone their skills and achieve their dreams. We hope “One Dream” inspires young players to play hard, be sincere in training and believe in their dreams, because dreams do come true.”

     

    Added Anurag Agnihotri, Managing Partner – Creative, Ogilvy: “Cricket is the ultimate karmabhoomi for many young Indians. Many have come from different walks of life to give wings to this one dream. And success hasn’t eluded them. Mumbai Indians and this film stand firm testimony to that fact and will continue to do so.  The creative idea explores the undying spirit of our young cricketers. To never give up and to believe in your dreams. Because it doesn’t take time to go from gully cricket to international cricket. It’s just a matter of faith and the right direction. After all, dreams do come true.”

     

     

  • Campaign celebrates spirit of Mumbai and camaraderie of teams

    MI rolls out red carpet to welcome IPL Family

    By Our Staff

     

    With the Indian Premier League (IPL) 2022 season set to witness 55 matches be held in Mumbai, five time champions Mumbai Indians have splashed huge hoardings covering the entire city to welcome the fellow nine franchises.

     

    A dash of yellow to ‘Welcome Chennai Super Kings – Whistle Podu Dil Khol Ke,’, while Kolkata Knight Riders are welcomed to the city with their iconic ‘Korbo Lorbo Jeetbo Dil Khol Ke slogan. The #WelcomeDilKholKe billboards, customised to each of the visiting teams, have been set up across key locations in the city, uses a creative rendition to bring alive the spirit of sports, excitement and affection.

     

    Said an unnamed Mumbai Indians spokesperson: “The billboards installed across the city capture the creative expressions of the spirit of Mumbai – the city of dreams which welcomes every individual to its land of opportunity. We, Mumbai Indians are a reflection of the city, its ethos and this campaign is a tribute to the warmth of the people of Mumbai in welcoming all the franchises of our IPL family.

     

    “With IPL back in India and in Mumbai, Mumbai Indians look forward to welcoming its loyal blue & gold Paltan back to the stadiums. We take pride in having one of the most passionate fan army –  the Paltan who have backed the team for a decade and more with their unrelenting energy and enthusiasm.”

     

  • India does not have a strong sporting culture, and it is that much harder to build that in a one-sport nation

    India’s Sports Story: Looking beyond IPL

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorAn unusual season of the Indian Premier League, held over two parts separated by six months, is concluding next Friday. Despite being held overseas, and hence no home stadia and home fans coming into play, it has been a fairly successful season, with the primetime matches ratings consistently well, with those featuring Mumbai Indians, Chennai Super Kings or Royal Challengers Bangalore being a notch higher than those featuring the other teams. Add the streaming numbers to the TV viewership and IPL looks stronger than ever.

     

    But by now, that’s a known thing. The success of IPL, now in its 14th year, is not exactly breaking news. I remember how the 2011 season, coming on the heels of India’s Cricket World Cup victory, had performed below par. So much so that it created reasonable doubt in the minds of stakeholders if the IPL is losing its sheen.

     

    That’s unimaginable today. Even a choppy IPL season would be immune to that level of dip in viewership. It is now easy to predict what an IPL match will rate, if you know the teams involved and the time slot. The audience is not ‘testing’ IPL as an idea anymore. They have embraced it already. And some years ago.

     

    IPL is an annual fixture that has different kinds of importance for different people and businesses. It is a career opportunity for aspiring cricketers, a solid marketing platform for brands, and the ‘known devil’ for GECs, who no longer fret about what their content strategy during IPL should be. They simply replicate what they did the previous year, and for good reason too. There is no mystery left to unravel after all.

     

    And that brings me to a question that’s been bothering me for a while now: Are we satisfied with just one blockbuster sporting property in this huge country? A host of sporting leagues have been launched over the last decade, and none of them have achieved even a fraction of IPL’s success. Pro Kabaddi League (PKL) is the best of the lot, having resurrected a dying sport from a viewership perspective. But the numbers are not exactly ‘mass’, and it remains to be seen how the league performs when it is back later this year (or early next year) after a two-year hiatus.

     

    Indian Super League, an attempt at cashing in on the growth popularity of football among India’s urban teenage and youth population, has not grown stronger with time. And the other leagues have barely managed to survive. I suspect some of them may have died a silent death during the pandemic, and may never come back at all.

     

    Cricket itself, outside IPL, is not growing in viewership. The Olympics had great media visibility because of India’s best-ever performance, but very little numbers to show. I fear that we may have reached a point where except the IPL (and the Cricket World Cups, which are not annual fixtures anyway), we have a big hole in our sports viewership story.

     

    India does not have a strong sporting culture, and it is that much harder to build that in a one-sport nation. The broadcasters, especially Star, have done a fair bit, such as to bring up Kabaddi as a prominent option. But the road ahead remains a tough one even there.

     

    In 2025, will IPL still be the only sporting story India has to offer? Or is the next big idea round the corner, and we just don’t know it yet?

     

  • Official Team Partner of Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders, Mumbai Indians, Rajasthan Royals and Sunrisers Hyderabad

    Kotak partners 6 cricket teams, launches MyTeam cards

    By A Correspondent

     

    Kotak Mahindra Bank Ltd (Kotak) has announced that it is the official partner of six IPL cricket teams – Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders, Mumbai Indians, Rajasthan Royals and Sunrisers Hyderabad, and has launched MyTeam Debit and Credit Cards.

     

    Said Uday Kotak, Managing Director & CEO, Kotak Mahindra Bank: “Undoubtedly cricket is at India’s heart and is keenly followed by millions of fans. I count myself as one among them. This year, due to the unique circumstances, the excitement and interest in the cricketing events are at another level altogether. In this context, I am delighted to announce that Kotak is partnering six power-packed teams and launching MyTeam Debit and Credit Cards. Indian cricket fans can now carry a memento of their favourite team in their pocket and flaunt their loyalties at every swipe.”

     

     

  • Mumbai Indians topped the Duff & Phelps chart followed by KKR at #2

    IPL Brand Value soars 19% to $6.3bn

     

    By A Correspondent

     

    Consulting firm Duff & Phelps has announced findings from its IPL Brand Valuation Report – 2018, a report on brand values in the annual Indian Premier League (IPL).

     

    The findings of the fifth edition of Duff & Phelps’ annual study of the IPL suggest an increase in the overall value of the IPL ecosystem from US$ 5.3 billion in 2017 to US$ 6.3 billion in 2018, supported by the broadcasting rights fee surging at a compounded annual growth rate (CAGR) of 18.9%.

     

    The Mumbai Indians, with a brand value of US$ 113.0 million, continue to top the charts for the third season in a row. Kolkata Knight Riders are in second place with a brand value of US$ 104.0 million. The two-year ban imposed on Chennai Super Kings (CSK) and Rajasthan Royals has had some bearing on their brand values. However, CSK’s on-field performance and the Dhoni factor helped them to neutralize the negative impact, as they were valued at US$ 98.0 million alongside Royal Challengers Bangalore. Sunrisers Hyderabad, Delhi Daredevils, Kings XI Punjab and Rajasthan Royals follow in the brand rankings.

     

    “Star India’s broadcasting rights deal was a game changer that put IPL on par with some of the biggest sporting leagues in the world (on a fee per match basis),”commented Varun Gupta, Managing Director, Duff & Phelps and Asia Pacific Leader for Valuation Services.“The change in content consumption, influx of over-the-top (OTT)and digital viewing platforms and increased support from advertisers, broadcasters and sponsors have given the IPL greater significance in terms of brand

     

    Star India, the new broadcasting partner for the IPL, has given a boost to the broadcast rights fees which increased by a CAGR of 18.9%, notes the report, adding:“Under Star, content delivery expanded to various regional channels across the SIPL universe with commentary in eight different languages, rather than limiting the transmission to sports channels with just English commentary.”

     

    Added Santosh N, Managing Director, Duff & Phelps: “Our IPL brand values report reflects the evolution of the modern cricket business paradigm with clubs benefiting from not only the enduring popularity of cricket in India but also from strong marketing and globalisation of the game. However, for growth trajectories to maintain their momentum, all teams need to continue broadening their footprint, forming relationships and generating revenue opportunities in growth markets. Ultimately, however, much of cricket’s future depends on ensuring the product is of a sufficiently high quality to continue attracting viewers, sponsors and broadcasters, the latter of which have become a vital component for the game’s financial health.”

     

    This season also witnessed the importance of OTT sports viewership which has become an established and fast-growing market, adds the report. Hotstar set a world record of OTT viewership with 10.7 million concurrent viewers, beating the 2012 world record of over 8 million concurrent viewers held by YouTube for Felix Baumgartner’s space jump.This surge in online streaming of IPL and the increasing momentum of OTT as a medium to watch sports online was also one of the key reasons for companies to show willingness to acquire digital rights for streaming IPL.

     

    Finally, social media continues to be an important driver of brand value, notes the Duff & Phelps report.The first week of the previous season of IPL garnered 642,900 mentions on social media platforms. That has gone up to 855,400 in the first week of the 2018 season and to 1.3 million after two weeks.

     

     

  • PepsiCo already has pouring rights of seven of the eight teams in the IPL, besides title-sponsorship rights for the cash-rich league

    No Coke at IPL stadia as Pepsi likely to be beverages partner of Mumbai Indians

    By Ravi Teja Sharma & Ratna Bhushan

     

    PepsiCo is close to signing a deal to become the beverages partner of Indian Premier League team Mumbai Indians, potentially shutting out rival Coca-Cola’s products from stadiums hosting the country’s most popular sporting event.

     

    The US beverages and snacks maker is expected to shell out close to Rs 11 crore for a three-year pouring rights deal with Mumbai Indians, an official closely involved with the developments said. It gives the firm exclusive rights to serve its beverages at teams’ home matches.

     

    PepsiCo already has pouring rights of seven of the eight teams in the IPL, besides title-sponsorship rights for the cash-rich league. Coca-Cola, which had been holding the pouring rights for Mumbai Indians for three years till last season, has also been in talks to renew its contract with the team.

     

    “But Coca-Cola is unwilling to pay a premium for the rights and since PepsiCo is already associated strongly with the IPL as title sponsor and with the rest of the teams, PepsiCo has been more keen on the rights,” the official quoted earlier said. A spokesman for Mumbai Indians declined to comment on the potential deal with PepsiCo.

     

    Spokespersons for PepsiCo and Coca-Cola too declined comment. Cricketer Sachin Tendulkar, who retired last year, represents Mumbai Indians and is also associated with Coca-Cola’s social campaigns. But his contract with the firm is up for renewal this year.

     

    The firm did not comment on whether it would continue its association with him. Coca-Cola had paid about Rs 5 crore for its three-year deal with the Mumbai franchise.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

     

  • Fever 104 FM proudly supports Delhi Daredevils for the fifth consecutive year and Mumbai Indians for the third year in a row

    Fever is Official Radio Partner of Delhi & Mumbai IPL teams

    By A Correspondent

     

    The teams have changed, the stakes have changed, but Delhi Daredevils’ and Mumbai Indians’ official radio partner in this IPL season has not changed, it is Fever 104 FM yet again. Through changing times and constant churn in the world of IPL, the partnership between GMR Sports and Fever 104 FM has stayed unmoved and ‘not out’!

     

    Fever 104 FM, country’s most sports friendly radio station proudly supports Delhi Daredevils for the fifth consecutive year and Mumbai Indians for the third year in a row.

    For this special association, Fever 104 FM has planned an on-air festival of cricket with some innovative programming to help bring the heroes closer to their fans in both the cities. From giving away match tickets every 104th minute, meet and greet with the players to original IPL merchandise, Fever 104 FM promises to give its listeners experiences that money can’t buy.

     

    While Mumbai campaign talks about ‘RJ Sidhu aur Mumbaikars Honge Ek’ where the evening show RJ will bring together the city to cheer for their home team; the Delhi station is running a campaign of ‘Daredevils Ke Damaad’, where the on-air contest winner gets an exceptional treatment during the match. Another unique campaign by the Delhi station is the ‘Junior Daredevils’ which involves an on-air battles of parents and the winner’s child gets selected to walk with the players till the field.

     

    Fever 104 FM believes the game to be a perfect fit with its brand positioning and beliefs inDelhiand Mumbai. Cricket is a religion across the country and there can be no better opportunity than IPL to leverage this advantage. The radio station has always presented the game in a very distinct manner and intends to take the cricket madness further and amplifying the same on radio with a strong local connect.

     

    Mr. Harshad Jain, Business Head- Radio and Entertainment, Fever 104 FM, said: “It is an honour for us to partner with two of the best IPL teams – Delhi Daredevil and Mumbai Indians. The format of the game is very entertaining and highly active. Our programming initiatives, too, are equally fun and exciting. We aim to provide a platform for our listeners that will help them engage with the IPL team members in an enjoyable manner”.

     

  • Every Thursday, Ranjona Banerji will write about a grouse. Either spewing venom or tongue-in-cheek

    [MJR] Breakfast with Bollywood and other abominations

    By Ranjona Banerji

     

    Suppose (warning, blasphemy follows) you’re the kind of person who doesn’t manage to read a newspaper in the morning before you leave for work so you keep the TV on to get the latest through “breakfast news”.

     

    This is what I found out today: Katy Perry sang and danced and was looking for curry and something in India, said NDTV.  IPL season 5 starts with a match between Mumbai Indians and Chennai Super Kings. Ravi Shastri said Chennai was going to win and Moody said Mumbai was going to win, both on Times Now. Headlines Today said that Akshay Kumar is acting in a new film directed by Prabhu Deva called Rowdy something.

     

    Given the high drama on TV the night before over the $10 million bounty on Hafiz Saeed’s head placed by the US, I foolishly thought (it’s amazing how foolish I feel when I watch TV) that there would be some more on that. Not on Times Now at any rate.

     

    NDTV had a thought-provoking report on trafficking of young girls and women from West Bengal, being led into brothels in Pune, Mumbai and Delhi. Anderson Cooper 360 was largely focused on the Republican primaries. The BBC was on Newsday, so that’s bits from here and there, with plenty on China and something on the new James Bond film (I didn’t stop long enough to watch that, had had enough of films thanks to Headlines Today).

     

    That left CNN-IBN who told me everything I wanted to know about Hafiz Saeed and Pakistan’s reaction to the US bounty.

     

    My grouse therefore is that I was wrong yesterday for castigating newspaper websites for being too full of cricket and Bollywood and giving TV a clean chit. Or is my grouse that websites are deceptive? Something like that.

     

  • It's literally 'aisa mauka aur kahaan milega' as stakeholders go all out to promote IPL 5 starting next week

    Five days to return of IPL mega-carnival

     

    By Tuhina Anand

     

    The annual IPL event is no less than a carnival or a circus and the TVC featuring the two kids with the Eena Meena Deeka song playing in the background aptly sums it. As the countdown begins for the circus to visit our cities or beam in to our TV sets, we take a look at the various marketing activities planned around the IPL.

     

    Once touted as the biggest property for marketers, the game lost some sheen because of the negative coverage it got in its last avatar. Fully aware of the situation, those involved with the IPL have now gone all out to woo audience and it’s no surprise that lately, especially in the last two weeks, one has seen and heard a lot about IPL on various medium.

     

    Eena Meena Deeka- Carnival- Ye IPL Hai Boss
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=b2lDDabuGLs[/youtube]

    Rohit Gupta, President, Multi Screen Media (MSM), the official broadcaster of DLF IPL, talking about the inventory sold on MAX said: “We are in the process of closing deals and it’s been a regular sellout process. The start was a bit slow, but once our marketing campaign kicked off we have managed to rope in most of the key brands. In fact, we have not dropped our rate which is Rs5.5 lakh for a 10-second spot.”

     

    Mr Gupta, in fact, is confident that the rates will go up once the game begins and more audience comes in to watch the matches.

     

    Talking about the campaign, Gaurav Seth, Senior VP, Marketing and Communications, MAX, said: “We have reached the end phase of a very long campaign that was kickstarted on February 23 with Aisa Mauka Aur Kaha Milega and April 4 will see the culmination of all the activities we had undertaken as the IPL begins. As for sustenance, we will take a call on the basis of the viewership and address the issue accordingly.”

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UXQsIgN_530[/youtube]

    Some of the activities that MAX has undertaken include a partnership with Radio Mirchi for 40 stations across India which will include radio spots, RJ mentions, and IPL contests. For OOH, they have taken over 700 units across 70 towns including billboards, bus shelters and various other innovative OOH panels. The print engagement includes both English and vernacular newspapers. They are also engaging the audience through mobile and FB along with BTL activation. It is learnt that the budget earmarked for IPL 5 is almost Rs30 crore.

     

    Mr Seth said: “We are reaching out to our audience with one million printed schedules which will be distributed through multiple outlets. We have planned flash mobs across 10 IPL towns. The mobs will give info on IPL by disruption and the sequences will be uploaded on YouTube which we hope will go the viral route.”

     

    “This is the 5th year of IPL so people know what it is. The challenge is to create something that is innovative and appeals to the consumers. Aisa Mauka is perfect as it talks about IPL being an opportunity to bond with family and friends. It invites people to enjoy the IPL experience,” he added, on marketing IPL which has definitely been a mega exercise.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=xkBVlfisg88[/youtube]

    Extraaa Innings T20 2012 on MAX has also come out with a special video featuring its presenters on the theme of Aisa Mauka Aur Kaha Milega.

     

    Here’s a look at some of the marketing initiatives taken by various IPL teams:

     

    Mumbai Indians

    Mumbai Indians has taken the digital route to connect with its close to 2.5 million fans. The unique marketing campaign by O&M is being digitally driven on Facebook’s MI fan page ‘MIPaltan’. The campaign ‘Players become Friends’ is aimed at increasing the interactivity quotient between the players and the fans in the digital space. The fans can get to be friends with Sachin Tendulkar, Harbhajan Singh, Rohit Sharma, Munaf Patel and other team players and know about their real lives, practice sessions and much more.

    https://www.facebook.com/mumbaiindians?sk=app_358303457535779

     

    MI has also unveiled its new website www.mumbaiindians.com, which offers a fresh view for the fans to know more about the team. The new website presents dynamic online tools, easy navigation and is rich in its contents. The fresh look and feel of the website, designed in keeping with international standards, echoes the value which best epitomizes the team – ‘Play Like One’.

     

    Mumbai Indians has recently signed a brand alliance with Walt Disney India, which marks the first time Mickey Mouse will be associated with cricket. The Mumbai Indians Disney merchandise is available for sale in India.

     

    Delhi Daredevils

    Delhi Daredevils, in its bid to engage its fans, signed four remarkable flagbearers of daredevilry as Delhi Daredevils Superfans. These include India’s only IronMan athlete, Anuradha Vaidyanathan; the youngest Indian climber to summit three peaks beyond 8000m, including Mount Everest, Arjun Vajpai; India’s only ultramarathon runner Arun Bhardwaj and the only Indian woman to ski her way to South Pole, Reena Kaushal Dharmshaktu.

     

    It also launched the team’s Hindi website, making it the first IPL franchise to create an online destination for cricket fans who would like to follow the game in the language. The English website too had been redesigned. Also on anvil is the launch of mobile version of the website. Smartphone users can download a mobile App to get scores and updates. DD also launched its new official song titled ‘Munday Dilli Ke’ to herald the coming season of DLF Indian Premier League.

     

    Chennai Super Kings

    CSK took its ‘Whistle podu’ further by launching a brand new participative cheer video. Titled ‘Chennai Super Kings ku Raise Your Hands’ this video too is a tribute to the unwavering fan support that the team enjoys. The one-minute video captures a fan formation that gathers momentum, with supporters joining in to form a Mexican wave cheering their favourite team. The video was uploaded on YouTube late evening on March 25, and in less than 12 hours it had already generated over 10,000 views.

     

    In another unique initiative, Washington Apple have partnered with CSK as ‘Official Fruit’ for the upcoming IPL season. South India is India’s largest market for Washington Apples and Chennai, in particular, is the key port of entry and distribution hub and also a key market for the company, hence the association.

     

    Kolkata Knight Riders

    Venky Mysore, MD & CEO of KKR on the marketing initiatives said: “KKR recently unveiled its new marketing campaign, ‘New Dawn, New Knights’. The campaign is about the new team that we have formed and its new attitude and intensity. It signifies the new winning spirit that has been brought in by our new players and the new coach. All of these go a long way in ensuring a new beginning.”

     

    He also said that their digital community exceeds 700,000 and before the start of the latest season of IPL, they are confident of reaching a million. The marketing would be mostly done through merchandising on the digital platform as well as through ticketing. “Contrary to public perception, we don’t go out and buy media, because we don’t need to. We have a brand that we constantly work on. Part of how we do that is to ensure the team is doing well, and we also try to be a part of mutually beneficial associations that can be leveraged. Hence, we develop marketing programmes that allow brands associated with us to activate themselves. For instance, we created a lot of content with our sponsors on digital and electronic media last year which they utilized advantageously,” Mr Mysore said.

     

    KKR is working to create new revenue streams like merchandising and licensing. Since various third party reports indicate that KKR is the most valuable brand franchise, they are looking at ways to strike licensing agreements to monetize on the same. As a result of multiple merchandising deals, they have made available a number of branded KKR merchandise like T-shirts, hats, head bands, fridge magnets, pens, ties and so on.

     

    “The market segment that IPL attracts is very different from that of a Test and One Day format of the game. I think it depends on the product. If you look at toothpaste today, you have hundreds of brands, but it all depends on how you package it and how you market it. So the challenge for us is to keep working on the product, its packaging and delivery, and if we do a good job, then we would be successful as a franchise,” he added.

     

    Rajasthan Royals

    Rajasthan Royals has again tied up with Sanskar School for their annual inter-school Kanni Thahryamal Tournament to develop, nurture and motivate young talent at the grassroots level. Various Rajasthan Royals players, including Rahul Dravid, scouted for talent at the tournament and. RR also supported the Ambuja Jaipur Marathon 2012 as Official Fitness Partner.

     

    They recently unveiled the pink-coloured training jersey dedicated to the city of Jaipur, the team’s home. On the digital front, the focus is on interactivity and their fan zone on the website encourages fans to express themselves through content, videos, images, forums or polls. Points are awarded based on interactivity on the website which can be redeemed for exclusive memorabilia and merchandise.

     

    UltraTech Cement Limited is the team’s Principal Sponsor for IPL 5. The cement brand has been associated with the squad since 2008.

     

    Kings XI Punjab

    This IPL team hosts the Kings XI Punjab Cup, a tournament organized to provide a platform for young guns to showcase their talent. Through this annual tournament, KXIP aims to nurture talent at the grass root level by giving them an opportunity to display their talent.

     

    Kings XI Punjab has initiated an activity with Institute of Fashion technology at Punjab University. As a part of the initiative, the aspirants were given an opportunity to design their favourite local team’s merchandise. The chosen designs have been used in the merchandising of Kings XI Punjab.

     

    The team associated with Indraprastha All India Sports Foundation to launch the one-of-a-kind reality show ‘Cricket Champs’. This reality show is being powered by Kings XI Punjab and a number of players from the franchisee are also part of the proceedings. This pan-India initiative is featuring on UTV.

     

    Deccan Chargers

    Emirates International has come on board as the Team Sponsor for Deccan Chargers. DC also kick-started its Blue Campaign in Hyderabad with ‘its gotta be blue’ line celebrating food, music and cricket. Some Tollywood films have also associated with Deccan Chargers for promotional campaigns. DC is also taking the digital route to connect and interact with its fans in a better way.

     

    Royal Challengers Bangalore

    RCB launched its new website earlier this month, which is aimed at making navigation easier for its fans. The site has new collection of photos, videos and other downloads for its followers. Most of the initiatives are on the RCB site.

     

    Pune Warriors

    This IPL team has been focusing on interacting with its fans with its website. In keeping with the name, the site has sections like ‘Our Warriors’ which give information about the players, War news and Warrior Club Updates. The Bhartiya Nrityanganas or the cheer queens with the Indian flavour will be encouraging the team on field. The team has also associated with Bookmyshow for buying tickets for the games.