ESP Properties the sports, entertainment and content arm of GroupM, flexed their innovative arm by enabling key deals for ISL’s Chennaiyin FC. They have roped in BharatBenz and Himalaya Men as jersey sponsors. Through this deal, BharatBenz comes on board with an ISL team for the 1st time and Himalaya Men continues their path breaking campaign of – Pimple Story.
After the successful collaboration of Himalaya Men and IPL (with RCB team), ESP Properties has continued Himalaya’s Pimple story campaign with PKL (with Patna Pirates team) and now ISL (with Chennaiyin FC team). As an activation, for the first 2 matches of Chennaiyin FC during ISL 2016, the back of jersey would have ‘Pimple’ written on it and from 3rd match onwards; it’s going to change to ‘Himalaya Men.’ A key idea which was implemented through a unique sports marketing led campaign than vanilla advertisements!
For BharatBenz, it would be their first foray into sports sponsorships. They have crafted a unique campaign to spread their ‘Safety First initiative’ roping the kids who accompany the players to the field at the start of the game.
Commenting on these associations Vinit Karnik- Business Head, ESP Properties said, “The strategy is being seen as a move to leverage ISL as a platform to target Himalaya's and BharatBenz’s key consumers by associating with the Chennaiyin FC. ISL marks the beginning of the festive season in India where brands are looking to increase their share of voice need clutter breaking and engaging platform to occupy consumer mind space. We are confident that the league will help brands achieve their desired marketing communication objectives”
Commenting on the association Chennaiyin FC co-owner Vita Dani said, "We are delighted to welcome Himalaya Men as the Co-Sponsor of Chennaiyin FC. We are proud to be associated with such a great brand & we look forward to building a strong relationship through the course of the season."
She further added, "We are extremely proud to have BharatBenz on board as one of our honourable Associate Sponsors. This relationship goes far beyond the numbers – it is about connecting with the deep-seated emotion that surrounds our fans in Chennai & Tamil Nadu."
Commenting on the association Ashwani Gandhi, category manager, Men's Grooming, The Himalaya Drug Company said "Sports lends itself as a perfect platform for us to connect with our TG, the youth of the country. After fruitful associations with IPL and PKL, we are hoping to continue our success run by associating with the Chennaiyin FC. The campaign has gained immense momentum and we are optimistic that the ‘Pimple story’ continues to break new ground! ISL is a great platform to connect for our brand and we are delighted to be associated with the reigning champion team!”
“We are very happy to partner with Chennaiyin FC. The club is young, dynamic and a powerful force in the league – just like what BharatBenz is in the commercial vehicle segment. We also share a strong affinity with Chennai being our home ground”, adds Mr. Apar Bansal, General Manager Marketing BharatBenz, Daimler India Commercial Vehicles Pvt. Ltd.