IPL is the most powerful platform right now: MMT Group CMO

Saujanya Shrivastava, Group CMO, MakeMyTrip, said that they are strong believers of cricket as a property because it’s clearly a passion point for consumers at large in the country

e4m by Dolly Mahayan
Updated: Apr 9, 2018 8:57 AM
Makemytrip IPL

MakeMyTrip, the online travel company, is one of the associate sponsors of the VIVO IPL 2018. This is the third time they are associating with what is one of India's biggest sports event. The other associate sponsors include, Future Group, Parle Products, Asian Paints, AMFI, Dream 11, Polycab, Vimal Pan Masala and others. The co-presenting sponsors are Vivo, Coca-Cola and Jio.

exchange4media spoke to Saujanya Shrivastava, Group CMO, MakeMyTrip, to know more about their experience with the IPL so far and how they are leveraging it as a marketing strategy this year.

When asked about what makes them partner with IPL every time, Shrivastava said, “Since three years, we have been the associate sponsor of IPL. We are strong believers of cricket as a property, because it is clearly a passion point for consumers at large in the country. There is no bigger platform on the television that offers such a reach and it is the most powerful platform right now.”

This is the first time Goibibo is the principal sponsor of Mumbai Indians, and on the partnership, he said, “The opportunity came for Goibibo and we believe it is a great platform, our logo will feature on the back of the jersey of Mumbai Indians. We want to reach out to millions of IPL fans through this association and to make it more impactful, we have launched ‘goCash Fest’ campaign with Mumbai Indians. The new Goibibo promotion will encourage users to download the app and keep it open during the Mumbai Indians matches and earn goCash. It is clearly about active engagement with the audience and to give them tangible offers in real-time.”

Shrivastava is very excited about the fact that IPL will be telecast in regional languages too. “Goibibo has audiences in the length and breadth of the country. With this association, it will help us to communicate better with the regional market audience. Star has taken a good decision,” he asserted.

Commenting on how brands will benefit from the deal, he said, “Brands that have a national presence and wide geographical footprint which appeal to the national audience; this is the biggest, most dynamic and persuasive platform to converge with audiences. Goibibo is a national brand and has an audience not only in metros but Tier I and Tier II towns. Therefore, this entire opportunity of engaging with audiences in the regional languages with best production quality on cricket is something that cannot be missed.”

Explaining the merits and demerits of associating with such a cash-rich league, he said, “We are very clear with the idea. When we advertise, we measure the impact not just in salient metrics, but much more beyond it. We look at three elements while measuring the ROI- Direct growth (Traffic on mobile, other sites and mobile app,) Organic app download (to know how many users have ended up downloading the Goibibo App) and new user acquisition. We look at all these three metrics to really ascertain whether it is worth investing in. We have had a great experience and high growth over the years in IPL.”

The 11th edition of VIVO IPL rolled out on Saturday, April 7, 2018, with the first match being played between defending champions Mumbai Indians and two- time champions Chennai Super Kings, with CSK winning the opening match.

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