Raahil Chopra
Apr 27, 2015

Power Play @ IPL 2015: 'We usually spend 15 to 20 per cent of our budget on IPL'

Divya Jalan, marketing head, Linc Pen & Plastics, on the brand's plans for the ongoing edition of the Indian Premier League

Power Play @ IPL 2015: 'We usually spend 15 to 20 per cent of our budget on IPL'
Since which year have you been associated with the IPL?
 
2010.
 
Have investments gone up or down over the years? What explains this?
 
We usually spend 15 to 20 per cent of our budget on IPL since we have started participating in IPL in the year 2010; barring one year where we exceeded this ratio. We’d like to continue this trend in the near future.
 
Which has been the best year so far, in terms of RoI?
 
It's rather difficult to calculate ROI for such activities because they mainly serve the purpose of brand recall.
 
 
What will be your masterstroke during this IPL?
 
We are currently focusing all our media activities around Linc Twinn. The presence of the Linc Twinn logo will be on the the Hyderabad Sunrisers’ cap. It will complement the brand in the other media activities.
 
Did you advertise on air during the World Cup as well? 
 
Yes, Linc was the co-sponsor on DD National.
 
Source:
Campaign India