CSK designs innovative marketing campaign to attract fans in IPL 5

After its popular video ‘Whistle Podu’, Chennai Super Kings team has a new video that will go on air on March 17; it is also focusing on merchandising

e4m by Suraj Ramnath
Updated: Mar 15, 2012 8:17 AM
CSK designs innovative marketing campaign to attract fans in IPL 5

The two times IPL champion, Chennai Super Kings, is coming up with an innovative marketing campaign to attract more fans in IPL 5. After its popular video ‘Whistle Podu’, it has a new video lined up that will go on air on March 17.

Think Open is the creative agency for CSK and Mindshare is the media agency.

Commenting on the marketing strategy of CSK for IPL 5, Chandrabhan, General Manager – Marketing, India Cements said, “We are focusing on merchandising in this IPL season. It is not possible for all fans to come to the stadium to support the team but by wearing branded merchandise, they can show support from any part of the country. The merchandise would cost anywhere from Rs 200 to Rs 4,500.

Along with merchandising, CSK has also undertaken promotions and contests in print, online and radio. It managed to get entries from 55,000 fans and five out of them will win a prize.

Chandrabhan shared, “We will give an opportunity to fans to interact with the CSK players on twitter every alternate day. This will help increase the fan base. We also have Kings Club, which is our fans club on Facebook and Twitter.”

The fan base on Facebook has risen to 780000 in merely two months. CSK fans will also be able to see behind the scene videos of players that will be uploaded on the official website.

The team has spent 12-13 per cent more on marketing as compared to last year’s IPL.

When asked whether Indian team’s poor performance in the recent times will have a negative impact on IPL, Chadrabhan said, “I don’t think there will be a negative impact. IPL is all about entertainment and if the Indian team does well in Asia Cup, people will forget the past. The sponsors are pumped and I think this IPL would be better than last year.”

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