Umaire Effendi
Apr 17, 2015

Power Play @ IPL 2015: ‘Each passing year of the association brings in new challenges that contribute to our learning curve'

Amitabh Tiwari, COO, Sansui, on the brand's plans for eighth edition of the IPL

Power Play @ IPL 2015: ‘Each passing year of the association brings in new challenges that contribute to our learning curve'

Since which year has Sansui been associated with the IPL?

Sansui has been associated with IPL since 2013. We feel honored to be associated with team KKR for the second consecutive year.

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

The Indian Premier League has taken the cricketing world by a storm. Owing to a steady rise in the fan following of IPL with each passing year, the marketing mix is kept higher than the previous year. The investments go up every year because of the appreciation in team’s brand value and the popularity of the game IPL.

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

The nature of leveraging the association with the IPL has not changed but definitely evolved over the years. The opportunity to leverage the association has grown owing to the splurge in digital media.

Which has been the best year so far, in terms of ROI?

This is the third year for us to associate with IPL. Each passing year of the association brings in new challenges that contribute to our learning curve. It is too early for us to comment on this, given the fact that IPL Season 8 has just started. We are confident that the ROI this year will also be excellent.

Why have you associated with the IPL?

Cricket is a religion in India and IPL is the biggest cricket festival in the country. Our association with IPL stands true to our commitment of providing world class entertainment to our patrons. Hence, there are definite synergies between the two brands.

Sansui has joined hands with Kolkata Knight Riders as their official sponsor for the second consecutive year. Sansui partnered with KKR in 2014 and the team emerged as the winner of IPL last year. And now, in 2015, we want to leverage the Sansui-KKR association further, highlighting Sansui-KKR as a winning combination. Just like KKR captivates the nation with its spellbinding performance, Sansui is persistent in providing top notch entertainment and quality performance to its customers by delivering state-of-the-art Japanese technology LED televisions.

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

No, we did not advertise on air during the World Cup.

What will be your masterstroke during the IPL?

Our masterstroke during this IPL will be to launch Sansui’s new state-of-the-art LED TVs. The new series comprise of cutting-edge technologies like Curved, 4K (UHD), Smart, UltraLuminous and Connect. We hope that Sansui and KKR will together recreate the winning history of 2014 this year as well.

Source:
Campaign India

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