"Acer will play a key role in helping DD stay on top of the game"
Chandrahas Panigrahi, CMO and Business Head of Acer, on collaboration with Delhi Daredevils and role of sports in brand marketing
Personal computer and tablet maker Acer has announced its association with Delhi Daredevils (DD) as the technology partner for the 11th season of IPL. This is their first partnership with DD, earlier the Taiwanese multinational hardware and electronics corporation was associated with Royal Challengers Bangalore (RCB) for two consecutive years.
Chandrahas Panigrahi, CMO and Business Head, Acer India, in conversation with exchange4media talks about their collaboration with Delhi Daredevils and what role sports play in brand marketing mix.
For the past two years, you were the technology partners of RCB, but this year you chose Delhi Daredevil. Why the change?
The energy and passion that players’ and management of Delhi Daredevil holds for cricket resonates with Acer's passion for technology and customers. With Gautam Gambhir leading the team and Acer’s technology backing it up, DD has great chance to go far in the tournament.
Technology and sports go hand in hand, so what role Acer will be playing to help DD stay on top of their game? Or, this is just another namesake partnership?
Acer will play a key role in helping DD stay on top of the game with our technology helping to compete, analyse and perform at the optimum level. Commencing the most awaited season of the IPL, DD players’ helmet and caps will prominently sport the Acer logo on the back. In addition, there will be numerous promotional activities with them across India to generate maximum excitement for their fans and customers. IPL is definitely a great event to highlight their support to the spirit of cricket and look forward to connect with youngsters and showcase how technology can help sports.
In the coming years what role sports will play in brand's marketing mix?
Properties like IPL and Indian Super League are a huge draw for a wide spectrum of audience. It has become sports + entertainment, and this has brought in more audience. With better mobile Internet and 4G becoming affordable people are moving from traditional TV viewing to live streaming. Brands are getting more bang for the buck in such formats. Acer has traditionally supported sports globally right from sponsoring Ferrari in Formula 1 to London and Winter Olympics where our technology has been deeply integrated into sports, because Acer means performance and there is nothing better than sports to associate our brand.
Acer has always been associated with big properties like IPL and ISL among others. Could you share your experience on how the brand has benefited from such synergies?
For us, these synergies are a great way to reach out to a bigger audience. Sports appeal to the Indian audience the most and there is an emotional connect towards it. Our country primarily has two divisions when it comes to sports, one is the football fanatic and the other is cricket. Both these sports are highly liked by majority of the people and the reach is enormous. Acer has always been in the forefront of supporting sports both in India and globally, and these partnerships have been proven methods to increase brand loyalty along with entertainment.
What campaigns audiences will see from the brand exclusively for IPL? What are the other platforms through which you are trying to build connect with consumers?
I believe during the IPL season, TV and digital media will be the most watched and followed and Acer as a large consumer brand cannot ignore these mediums. We will also be investing on brand stores, as we believe the last mile brand experience is vital. DD and Acer fans can look forward to many engaging content on social media channels as well.
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