We expect audiences in much greater numbers to watch IPL this year: Richa Sharma, PhonePe
Sharma, Director - Brand Marketing, PhonePe, says besides commercials on TV, the brand will definitely be on other media, spanning social and digital
One of the co-presenting partners in IPL 2020, PhonePe has been long associated with the league. Richa Sharma, Director - Brand Marketing at PhonePe, talks to e4M on how IPL has given PhonePe a platform to create visibility and high brand recall. Sharma also talks about expectations from the 13th season of the league, how the brand is prepping up for it and much more.
You have been associated with IPL for some time now. In the past seasons, how has the association helped the brand?
We are extremely excited to be associated with IPL which is India’s biggest sporting event. Our association in the past has proven to be fruitful, giving us a platform to create visibility and high brand recall for PhonePe. It has also helped us create awareness around digital payments for different user segments in the country.
While we'd be expecting quite a lot of PhonePe commercials on TV, are you also taking the programmatic integration route with Hotstar for more visibility and reach?
In addition to PhonePe commercials on TV, we will definitely be on other media, spanning social and digital. Having a diversified media mix is essential and will play a pivotal role in building a strong brand recall and reach.
How are you prepping for the this season of IPL? Tell us about what you are looking forward to?
In the current pandemic, sport comes as a relief. IPL has always been enjoyed by everyone across India irrespective of age or location. This year, since mobility is limited and everyone is largely working from home, we expect audiences in much greater numbers to watch the IPL matches. From supporting their favourite teams to entertaining social media banter, the IPL excitement will definitely help brands grab more eyeballs.
For us, this IPL is also a celebration of the spirit of India, as businesses and individuals across the country start getting back on their feet. This is in sync with our brand campaign of 'Karte Ja. Badhte Ja'. This campaign is a reflection of PhonePe’s role in helping millions of Indians progress through its innovative digital offerings.
We see a massive potential in terms of the audience that has not yet been tapped into the mobile payments category. It’s a key focus for us to be at the vanguard of bringing safe, easy and instant digital payments and financial services to each and every Indian.
This time around IPL is not just taking place in a different location and time but also in a very different circumstance. How does that impact you and brands that have come forward to be a part of it?
Sport is seen as a massive uplifting and uniting force, and IPL is by far the country’s most popular sporting event. We are not just sponsoring IPL, but we believe we are celebrating the unstoppable spirit of India. This year, since mobility is limited and everyone is largely working from home, we expect audiences in record numbers to watch the IPL matches, and believe this to be a perfect opportunity for us to spread awareness about our brand and our mission.
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