Brands betting big on upcoming India vs Pakistan World Cup match

Brands are leveraging the high-octane India vs Pakistan match and the ICC World Cup 2019 by launching several programmes designed to attract and retain consumers

e4m by Shweta Raaj Singh
Updated: Jun 14, 2019 9:04 AM
Ind vs Pak

As the countdown begins for one of the most exciting matches between India and Pakistan on June 16, cricket fans with bated breath would be glued to television sets and digital media to support the ‘Men in Blue’ while humming ‘Mauka Mauka’. Brands seem to be humming the same tune and have now scaled up their marketing strategy.

Many brands clearly understand the high-octane viewership and euphoria surrounding the India – Pakistan match. Brands and advertisers are betting big on ICC World Cup 2019 and have launched schemes designed to attract and retain customers.

We spoke to various brands on how they plan to leverage this mega event. EaseMyTrip has offered free pick-up and drops from the airport for the cricket fans. With a major chunk of their marketing spends pumped in, Easemytrip is eyeing ICC World Cup 2019, to promote their local company, EaseMyTrip UK Ltd.

Nishant Pitti, Co-Founder & CEO, EaseMyTrip said, in their initiative to build the brand and gain maximum outreach, keeping a crucial match like India vs Pakistan, the company is providing free airport pickup & drop in London to whoever is booking their flight tickets on EaseMyTrip. “Customers who book their flight tickets to London from the company’s website, mobile site or mobile application can avail a chance to get free pickup from and drop to the London airport,”

Sharing the strategy behind the idea, Pitti said, “The strategy behind doing this is to capitalize on the ICC World Cup 2019 season and help customers.” Indicating on spends, Pitti said the company has set aside a dedicated amount for the marketing spends. “The company will spend almost £100 on each trip.  The Idea behind doing this is to promote our local company there. We have recently launched our UK operations and are actively looking to promote EaseMyTrip UK Ltd. (our subsidiary company).

With ardent fans of the sport bucking up for the biggest match on Sunday, June 16, to see the much-awaited match between India and Pakistan. Rentmojo, a leading rental solution and lifestyle subscription company has devised a simple and exciting social media contest called, ‘Sabse Bada Match, Sabse Badi Screen’  for the cricket fans in India. Participants were required to tag up to 10 of their friends on RentoMojo’s campaign post on Facebook/Instagram, and a lucky winner gets a chance to enjoy the much-anticipated Indo-Pak match at Smaaash. The package includes a special screening of the match on a big screen, food and beverages on the house, 10 free games, and exciting goodies for the winner and his/her chosen group of 10 friends at Smaaash on the match day.

Similarly, capitalising on the World Cup’s reach, and using the event as an effective marketing strategy for customer conversion and retention, NPCI has launched schemes exclusive to the World Cup for RuPay customers travelling to the UK. The brand cashback scheme covers 7000+ merchant locations and restaurants across the UK where they are giving 20% cashback on shopping bonanzas and 50% cashback on dining bonanzas to their customers.

Praveena Rai, COO, NPCI, said, “As fans and cricket aficionados travel to the host country to cheer for their favourite team in the biggest sporting event of the year, NPCI is happy to introduce cashback campaigns on the RuPay international card, exclusively for Indian travellers visiting the United Kingdom. To make the trip even more memorable, RuPay-using travellers will now be eligible to earn exhilarating offers across selected retail merchant outlets and restaurants.”

Meanwhile, Ankit Mehrotra, Co-Founder, Dineout said that the brand would follow a similar marketing strategy for the ICC World Cup 2019. "India’s largest dining out platform that offered over 104 crore cashback to users during IPL, is back with Predict & Win for the third time. With the theme of “play online, eat offline” Dineout is aiming at bringing food connoisseurs together during cricket matches and encouraging them to dine out at their favourite restaurants without burning a hole in their pocket."

According to experts, the brands are leaving no stone unturned to get maximum leverage through sports events and catch attention. Sabyasachi Mitter, Founder, and Managing Director of Fulcro said, "For a marketer, media fragmentation is an ever growing problem. Adding to that, the diversified interests among the TG and it becomes a nightmare for brands to catch the attention of consumers at scale. The only interest that unites audiences at scale in India is cricket and nothing gets bigger than the World Cup this year with India as a firm favourite. No wonder we are seeing brands latch on to the opportunity through promotions and campaigns exploiting the affinity of their categories with cricket and cricket fans. Smart marketing is often a matter of getting the content and context bang on."

Tarun Arora, Marketing Head at Inshorts says, “Inshorts being a news application, stands for information. We use different kinds of formats to make the information interesting for our readers to read. Keeping in mind the huge enthusiasm for cricket amongst our user base, majorly consisting of young Indian millennials, we have introduced a separate segment for World Cup-related news along with interesting informative creative to keep them hooked throughout the season. While readers can regularly check stories, they can also be updated with live scores on the platform at the touch of a button.”

He further said, “ We are also sharing static and animated fact cards which describe sportsmanship acts of cricketers in the history of the World Cup. One can also flip through our latest format of digital magazines, which consists of interesting facts around themes like Indo-Pak rivalry, reliving India’s 2011 & 1983 World Cup triumphs, etc. There are also quizzes designed around the sporting event - which helps readers to participate and share with friends. So far we have received a promising response from our users and are looking forward to even higher engagement rate in the coming days. "  

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