IPL Partnership with Kings XI Punjab will increase our brand reach: Product Manager, Fena

The fabric and personal care brand has entered the league for the first time this year and is looking forward to explore big opportunities.

e4m by Anam Khan
Updated: Apr 13, 2018 8:53 AM

The 11th season of VIVO Indian Premier League is underway and the tournament is definitely looking to make it big. Marketers from all genres are happy to showcase their brands on the cricket grounds and team merchandise.

Fabric and personal care brand Fena has entered the league for the first time this year. Being the first and the only detergent brand to come on board as a principal sponsor for team Kings XI Punjab, Fena is looking forward to exploring big opportunities. exchange4media caught up with Santosh Saraswat, Product Manager, Fena, to understand how this partnership will help the brand.

Talking about the very idea behind the association, Saraswat said, “Fena is our nation’s very own brand and has constantly been growing since its inception. Its pan-India presence and strong equity with Indian consumers give the brand a mass appeal. On the other hand, Kings XI Punjab is the strongest contender from North India. So, the synergy between the two brands is perfect, and we hope that this relationship will further strengthen Fena’s bonding with its target audience,”  
“This partnership will definitely increase our brand reach and help us engage better with cricket fans across the nation,” he added.

On the opportunities for the brand in the tournament, Saraswat said, “IPL is the world’s most watched sports event and we cannot ignore people’s love for cricket. They do not want to miss any match. Hence, getting mileage in such a gala event, which powerfully entices millions of people, is indeed a great opportunity for Fena.”

Fena’s presence on the jerseys of Kings XI Punjab players, in-stadium promotional rights on match days and brand exposure at the Kings XI Punjab’s home ground-- IS Bindra Stadium (Mohali) and Holkar Cricket Stadium (Indore)-- will definitely help the brand connect with its fans, feels Saraswat.

From keeping their presence felt on match grounds to posting activities on social media, Fena is absolutely leaving no stone unturned to connect with its audiences during the IPL season.

Discussing how Fena is promoting its partnership across the digital platforms, including social media, Saraswat said, “We are running lots of contests and activities that are fun and keep the audience engaged. On our Facebook page, we are offering opportunities to win match tickets and official merchandise. In fact, our ‘Fena Indian Dhulai League’ campaign is catching thousands of eyeballs every day.”

“We are focused on making this partnership a big success and we see ourselves being a part of similar events and the next IPL as well,” revealed Saraswat.

When asked how spending such a huge amount of money contributes to the brand’s success, Saraswat said, “It’s not about money. People’s love and craze for IPL is what makes it a win-win event for all stakeholders.”

While Fena is the associate sponsor for Kings XI Punjab, Kent-Ro is the team’s title sponsorship. Are title sponsors benefitted more than the rest of sponsors?

Saraswat does not think so. “I think each sponsor gets its balanced and well planned share of engagement and visibility, based on their type and style of sponsorship.”

“Title sponsorship is the main sponsorship, but being the leading arm sponsors, Fena will be provided with excellent visibility throughout all games and even during the batting innings, which is an excellent and strategic position to create visibility,” Saraswat said.

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