With IPL, we want to build a strong consumer connect: Sameer Nigam, PhonePe 

As co-presenting sponsor for the TV broadcast of VIVO IPL 2019, PhonePe is well placed to create awareness about benefits of the app and UPI, said Nigam, CEO and Founder, PhonePe

by Moumita Bhattacharjee
Published - Apr 4, 2019 8:43 AM Updated: Apr 4, 2019 8:43 AM
Sameer Nigam

With the ongoing season of the VIVO Indian Premier League turning into another supernova in terms of viewership, advertisers have found the cricket extravaganza to be a prime property to invest in.

In its opening weekend itself, IPL has got 219 million viewers, 31 per cent higher than last year, the broadcaster has revealed. 

Exchange4media caught up with Sameer Nigam, CEO and Founder, PhonePe, the official co-presenting partner of IPL 2019, on what would be the brand’s target this year. 

On revenue targets, Nigam said, “We will not be able to share the revenue targets as such because our endeavour is to basically want to introduce digital payments to billion Indians and we feel VIVO IPL 2019 is the perfect platform to do that. Customer acquisition and brand recall among the target audience will be a few of the metrics that we will look at while measuring the effectiveness of the association.”

He spoke about PhonePe’s aggressive branding and marketing initiatives around this IPL season. “This year, we will be very aggressive in our marketing and branding initiatives. We will be utilising key mediums, including digital, print, social media and outdoor. We have several exciting things planned that will help us to create understanding around the diverse offerings on the PhonePe app. The idea will be to build a strong consumer connect,” Nigam added.

When asked about the kind of ROI, PhonePe was expecting from IPL 2019, Nigam said: “Cricket is the most popular sport in India and VIVO IPL is the biggest sporting events of the year. It is one of the few events that is watched together by the entire family, making it the most captive and engaged audience that maps perfectly with the kind of consumers we are looking to connect with. As the official co-presenting sponsor for the TV broadcast of VIVO IPL 2019, we are very well placed to create awareness about the benefits of PhonePe and UPI.”

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