Has the nature of leveraging the association with the IPL changed over the years?
There are a number of factors that go on to decide the sponsorships and association during the IPL. Different brands have different mandates while associating with an IPL team. For Gionee, associating with IPL and Kolkata Knight Riders was to reach out to our target audience and enhance our brand recall.
As a brand we have not only associated with the IPL but have also sponsored the North East’s popular I-League club Shillong Lajong. For Gionee it is not just short term associations but we are looking at nurturing young talent and promoting the spirit of good sports in the country. Gionee has always shown constant commitment and passion to support and encourage a sports culture in India and will continue to do so.
Why have you associated with the IPL?
Cricket is big in India and IPL is like a cricketing carnival and associating with the Indian Premier League gives Gionee’s image a big boost. KKR has become a brand name and has a wide following not only in India but across the world and being their principal sponsor will help Gionee as a brand get enormous mileage.
Gionee is excited to back the defending champions and one of the most popular IPL team, KKR, as it represents the true spirit of Gionee with its challenger attitude and we are certain our association will be mutually beneficial to both parties.
Did you advertise on air during the World Cup as well?
We did not advertise during the World Cup
What will be your masterstroke during the IPL?
Gionee will be going all out in digital activities. We also have the Gionee ELIFE S7 product teaser on air now and will soon have the TVC on air as well.