MxMIndia

Tag: Royal Challengers Bangalore

  • Campaign conceptualised by Mullen Lintas

    Hindware ropes in players from PBKS & RCB for TVC

    By Our Staff

     

    Hindware Limited has unveiled a TV campaign conceptualised by Mullen Lintas. The campaign highlights the aspirations of today’s traveller, who aspires to have the same experience in bathroom as they get in a 5-star hotel. The TVC campaign features prominent players from Royal Challengers Bangalore and Kings XI Punjab Kings.

     

    Commenting on the announcement, Sudhanshu Pokhriyal, Chief Executive Officer, Bath Business, Hindware Limited, said: “As a leading player in the bathroom solutions market, we are always looking for innovative ways to connect with our customers. We are excited to launch our latest TVC campaign, ‘5-star Hotel Like Bathrooms’, which highlights the importance of creating a luxurious bathroom experience. Our products are designed to offer a premium and relaxing experience to our customers, and we believe that this campaign will resonate with them. Furthermore, our campaign features cricket phenoms who are the heartline for some many cricket fans. We are confident that with is collaborated TVC we will be able to connect with wider audience and reinforce our brand’s position across Indian markets.”

     

    Added Charu Malhotra, VP & Head of Marketing, Hindware Limited: “We are delighted to launch our new TVC campaign ‘5-star Hotel Like Bathrooms’, which features some of the biggest names in cricket. The collaboration between Hindware and Royal Challengers Bangalore and Punjab Kings is expected to bring increased brand exposure, stronger brand positioning, enhanced customer engagement, and subsequently increased revenue for the brand. The TVC will be followed with this 360-degree integrated campaign which comprises print, radio, digital, OTT, OOH & robust social plan as we aim to leverage the one of the biggest sporting extravaganzas – IPL and connect with millions of cricket fans across the country.”

     

  • Celebrates the colourful state of Karnataka

    Nippon Paint launches TVC with RCB

    By Our Staff

     

    Nippon Paint has released a TVC to celebrate another year of association with the Royal Challengers Bangalore. This is the second year of Nippon’s association with the celebrated team. This partnership will see Nippon Paint’s logo appear on the back of the player’s helmets and caps.

     

    Speaking about the event,  S Mahesh Anand, President – Nippon Paint (India) Private Limited (Decorative Division), said: “We are thrilled to associate with the cherished RCB for the second year in a row. Karnataka is an important market for us and RCB celebrates the state like no other brand can. We look forward to many years of partnership.”

     

    Added Mark Titus- Assistant Vice-President- Marketing, At Nippon Paint India Private Limited (Decorative Division): “Our association with RCB has been very fulfilling for Nippon Paint and all of our stakeholders through our shared love for the team. We are pleased with how the TVC celebrates the essence of Karnataka and showcases what it means for us. Apart from the TVC, we have a series of digital ads and contests on our social media pages for RCB fans to look forward to. For customers who want to bring home the RCB red shade, it is available at all our dealer stores.”

     

  • 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?

     

  • Interestingly, IPL 2020 has Dream11 as its title sponsor

    Mobile Premier League signs on as RCB sponsor

    By A Correspondent

     

    Mobile Premier League (MPL), the esports and mobile gaming platform, today announced its sponsorship of the Royal Challengers Bangalore ahead of the upcoming T20 season. Interestingly, IPL has Dream11 as its title sponsor.

     

    Speaking of the partnership, Sanjeev Churiwala, Chairman, Royal Challengers Bangalore said: “We are delighted to have Mobile Premier League as one of our partners. RCB’s biggest strength lies in the love and support the team gets from their fans and it would be exciting to open avenues for them to engage with the team and we share this ethos with MPL of being committed to our fans to bring continuous at-home cricket experiences for them.”

     

    Added Abhishek Madhavan, VP, Growth and Marketing, MPL: “This is a great opportunity for us at MPL to associate with the Royal Challengers Bangalore. RCB is one of the strongest teams in the IPL led by Virat Kohli, our Brand Ambassador, and is also one of the most recognised brands in the country with a huge fan following. RCB’s philosophy of #PlayBold is shared by us and Virat as well, and we hope to become a household name in India with our IPL associations.” MPL has also signed on as principal sponsors of Kolkata Knight Riders.

     

     

  • Max Life Insurance ties up as the official life insurance partner of Royal Challengers Bangalore

    Max Life Insurance gets RCB players to promote product offering

    By A Correspondent

     

    Max Life Insurance has unveiled its latest ad campaign announcing its official life insurance partnership with Royal Challengers Bangalore. Featuring three members of Team RCB, the new campaign attempts to remind all to remain shielded with a comprehensive life insurance cover.

     

    Speaking on the launch of the campaign, Aalok Bhan, Director and Chief Marketing Officer, Max Life Insurance remarked: “Like cricket, our lives too are full of unforeseen challenges. While cricketers are practical enough to realize the importance of a protective gear to safeguard themselves on the field, more often than not, they forget to prepare for protection off the field. Through our association as the official life insurance partners to Royal Challengers Bangalore, we aim to protect India’s finest players against the risks they face off the ground, by enabling greater financial security in their personal lives. Like any successful cricketing team has a Plan B should anything go wrong in the game, at Max Life Insurance, we believe that life insurance provides the protection of a robust Plan B, should anything go awry in life’s plans. This protection is what will give our customers the confidence to go ahead and play the game of life Front-Foot-Forward!”

     

    Added Sonal Dabral, Chief Creative Officer South and South East Asia and Vice Chairman India at Ogilvy: “This T20 season is all about great partnerships. Max Life Insurance’s partnership with RCB is one such winning partnership highlighting the significance of risks and financial security by drawing parallels between life and cricket- both equally daunting, uncertain and full of unexpected challenges. The campaign capitalises on this very thought and goes on to establish that to truly emerge a winner in the game of life, it is imperative to gear up well by calculating risks – not just physical but also financial.”

     

     

  • Chennai Super Kings to play Royal Challengers Bangalore on March 23rd

    MS Dhoni challenges Virat Kohli to show his game this IPL

    By A Correspondent

     

    As the 12th edition of the Indian Premier League gears for launch with the March 23 encounter of defending champions Chennai Super Kings (CSK) taking on Royal Challengers Bangalore (RCB), an all-new TVC has been unveiled in an attempt to build the excitement.

     

    Noted a communique: “Star India, with its robust network will broadcast the match in Telugu, Bengali, Kannada, Tamil, Marathi and Malayalam in addition to Hindi, English, and the Select Dugout feed.”

     

     

  • 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.