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

Related Articles

Just Published

12 hours ago

India’s big creative pitch: Now streaming to the world

WAVES 2025 was less summit, more sales deck—India positioned as the next global content factory, so who’s buying the dream?

15 hours ago

India’s creator economy meets Adobe’s global agenda ...

From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy.

1 day ago

EssenceMediacom retains top spot in April's APAC ...

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

1 day ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.