Puma has introduced a new concept for IPL this year – a super hero comic featuring the ‘Rock 'n' Royals’ aka Rajasthan Royals and the ‘Electric Chargers’ aka the Deccan Chargers.
Post each Deccan Chargers and Rajasthan Royals match, a super hero comic illustration is released that is a match-report with a twist. It has been re-imagined the Puma way – with lot of quirk and imagination. The completed page is then put online and made available to all cricket fans the very next day.
Talking about this initiative and what leverage Puma is getting out of it, Rajeev Mehta,
Managing Director, Puma, India and South East Asia said, “India is a cricket-crazy nation and to cricket fans players are superheroes and larger than life. The cricketing season is a highly cluttered environment with hundreds of brands trying to speak to the same consumer. It was imperative that we chose an offbeat, differentiating path so that our consumer would sit up and take notice.”
And as far as the leverage is concern, “The comics have gained tremendous traction. The strips have been picked up by mainline dailies in various cities and have been spreading virally across social media channels. More importantly, established comic book communities and publishing houses such as Level 10 comics and Graphic India have commended us on the quality of the illustrations and content,” he added.
After IPL is over, the comics will be published and sold across all Puma outlets. The print run will be approximately 15000 copies for the comic.
For the promotion strategy, Puma will be mainly using print and social media platforms. The company has also tied up with ESPN cricinfo, wherein fans can login and collate all the strips online.
Brewhouse has designed all the creatives of the comic.