Since which year have you been associated with the IPL?
This is the first year.
Why have you associated with the IPL?
The IPL lends the perfect format for our campaign. We're running a 13-film campaign with one film going on air everyday. The IPL gives us that continuity. Besides that, the IPL is spread across geographies and gets us the reach required.
Did you advertise on air during the World Cup as well?
We didn't advertise on air, but we had a tie-up with Star Sports, wherein some of the matches were shown on a special 4k channel.