Raahil Chopra
Apr 14, 2015

Power Play @ IPL 2015: 'A great platform to reach out to our customers'

Ajay Rawal, marketing head – JK Ansell (Kamasutra), on the brand's plans for the eighth edition of the IPL

Power Play @ IPL 2015: 'A great platform to reach out to our customers'

Since which year have you been associated with the IPL? 

Since 2014.

Have investments gone up or down over the years? What explains this?

(There has been a) Marginal increase in investments as we have opted for a logo placement at a more visible place (lead leg of trouser).

Has the nature of leveraging the association changed over the years?

The nature of leveraging is better as we have players in Delhi Daredevils with better credentials this time.

Why have you associated with the IPL?

Being the most watched sporting event in the country, IPL serves a great platform to reach out to our customers who are cricket enthusiasts. Our brand KS Deos is a range of exciting deo sprays that symbolise power, potency. ‘Delhi Daredevils’ also have an indomitable spirit to succeed. This association has been initiated keeping in mind the synergy between brand values of Kamasutra and those of Delhi Daredevils whose ideology is to excite the cricketing world and inspire its supporters to dare to succeed.

Did you advertise on air during the World Cup as well?

No.

Source:
Campaign India