Power Play @ IPL 2015: 'Investments have gone up'

Komal Mehra, events head, Usha International, on the brand's plans for eighth edition of the IPL

Apr 15, 2015 08:27:00 PM | Article | Raahil Chopra

Since which year have you been associated with the IPL?

2011.

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

The investments have gone up. The demand and popularity of sports have gone up and so is the need of marketeers to penetrate across all demographics hence the cost for the same has gone up.

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

We have been always on the helmet and caps of the team. In terms of campaigning, we are trying to highlight Usha's ethos 'play' which is promoting healthy and active living through sports, healthy eating, juicing and staying close to nature.

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

2013-'14, with Mumbai Indians

Why have you associated with the IPL?

IPL is a league which attracts viewership across all genders. It helps reaching out to men and women of all age group to promote Usha's ethos.

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

Since the IPL was round the corner and Usha has been associated with it, we didn't feel the need for the same.