Raahil Chopra
Feb 18, 2015

Campaign India Power Play: Raymond

Madhu Dutta, marketing head - lifestyle business, Raymond, explains the brand's plans for the ICC Cricket World Cup 2015

Campaign India Power Play: Raymond
During the on-going ICC World Cup 2015, Campaign India will speak with those who are investing in the tournament and Team India.
 
Next on the list of the Campaign Power Play series is Raymond, who is an 'associate sponsor' with broadcaster, Star Sports.
 
Madhu Dutta, marketing head - lifestyle business, Raymond
 
At the ICC World Cup since: 
 
This is the first time that Raymond has been associated with the ICC World Cup with an on-air presence. For the ICC World Club 2015, we have come on board as associate sponsor with Star.
 
Why cricket?
 
Cricket is a gentleman’s game and ICC World Cup is a marquee property in cricket scenario for a brand like Raymond to associate with. Cricket is an intrinsic part of our lives and every 4 years India witnesses an intense wave of emotion during the ICC Cricket World Cup.
 
Therefore this makes it a potential proposition for a relevant category to advertise especially in India where the sport is followed religiously. We feel that this sporting platform is the ultimate vehicle to carry our brand message at the on-set of the Spring Summer season thereby leaving a lasting impression on every viewer. Also there is not much of channel surfing during a commercial break as the viewer doesn’t want to miss out on the action, therefore a cricket match as exciting as this, means a captive audience. We at Raymond are delighted to be part of the Cricket World Cup fervour and reach out to many million viewers.”
 
Will campaign plans change if India exits early? 
 
We will have uniform visibility of brand Raymond during the ICC World Cup 2015…there is no exit plan linked with India’s performance
 
The best campaign or innovation by a brand around cricket would be….. 
 
I think the most interesting campaign I have come across so far during this ICC World Cup is PepsiCo Lay’s ‘Yeh Game Hi Hai…Taste Ka’ ….the mismatched timings of the matches this year being played in Australia and New Zealand – with a cricket frenzied nation like ours, every cricket enthusiast  is always looking to get out of their workplace and not miss the matches…the campaign being worked upon taking this insight is truly a well -integrated approach that resonates with every Indian mind-set across age groups.
 
What will be your masterstroke at the ICC World Cup down under?.. .
 
Let’s wait and watch!
Source:
Campaign India