Polycab becomes official ICC partner

Polycab India has signed a deal to become an official partner of the International Cricket Council (ICC).

 

The association includes the ongoing ICC Women's T20 World Cup along with the ICC Men's ODI World Cup (India), and the World Test Championship Final (England) 

 

Through this association, Polycab aims to deepen its engagement with existing and future customers. 

 

Nilesh Malani, president and chief marketing officer, Polycab India, said, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council. The game is a passion for millions of fans worldwide and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are happy to collaborate with Madison Media and PMG and leverage their unique strengths to deliver outstanding results for Polycab."

 

Madison Media and Professional Management Group, part of Madison World, were the brand's consultants for this deal.

 

Sam Balsara, chairperson, Madison World, said, “As Polycab embarks on a journey to build a Mega Brand in India, it has taken the right step of building a deeper association with Cricket. Ground sponsorship of ICC events create a certain aura for the Brand. And this year the ICC Men’s World Cup will also be held in India, which will increase the interest of Indians in the tournament. I have no doubt that Polycab will gain deeply by becoming the Official Partner of ICC.”