IPL’s reach on TV is humongous: Ganesh Iyer, CEO, Coolwinks
Iyer talks about the brand’s IPL debut as principal sponsors for Sunrisers Hyderabad and the 360-degree activities planned around the tournament
The Indian Premier League has turned out to be one of the hottest sporting events watched by millions of cricket lovers across the world. And brands do not want to miss this opportunity. Joining the club is now Coolwinks, an online eyewear platform.
Coolwinks has made its IPL debut as the principal sponsors for Sunrisers Hyderabad. This is the brand’s first ever tie-up for a sponsorship with one of the most popular cricketing events in India. Under the sponsorship, the Coolwinks logo will be placed on the front of the SRH Jersey this year.
The brand has also launched a digital campaign with #HowCoolIsThat along with a plethora of contests to engage the IPL 2019 fans. The brand is also running radio campaigns in multiple cities and is planning to push a TV campaign on air soon.
On this association with SRH, we caught up with Ganesh Iyer, CEO, Coolwinks who spoke about the strategy behind the association, the activities planned around IPL and more.
What is the strategy behind associating with IPL? How did you zero in on Sunrisers Hyderabad for the sponsorship?
IPL is one of the biggest sporting events in the country. It’s a proper two-and-a-half-month long event, covering almost 20 per cent of the entire year. That’s our first reason for associating with this cricket tournament. The second reason is its reach on TV, which is humongous. It’s high digital viewing is also a key reason. As our core strength till date has been digital, we saw a great alignment. We are going to use this platform and association to drive good innovative digital campaigns.
If you look at Sunrisers Hyderabad, they have never been out there in terms of their star players. For instance, for RCB you have Virat Kohli, or Rohit Sharma for Mumbai Indians. On the other hand, SRH has not gone overboard; they have been under the radar but have been performing well. That’s what Coolwinks has also been doing over the last couple of years. We have been there and have been delivering our results year on year and reaching the milestones that we had set for ourselves. We now want to really go out there, and Sunrisers fits the bill. They also have the hunger to prove themselves just like us. They have been consistently amongst the top 3 teams for the last 3 to 4 years.
With this association, what will be your target audience?
Our core target audience is the below-27 age group. But not restricted to Metros alone.
Are you planning to extend your association with SRH even after the IPL session is over?
At this point, we are only associated with them for one year. But as most sponsors, we have the first right of refusal so we may choose to extend it.
What kind of activities have you planned around the IPL season?
It will be a complete 360-degree activity comprising radio and outdoor. We will be launching a TVC closer to the tournament and be present on digital media platforms like Hotstar and YouTube. We will also have a substantial focus on activation; there will be road shows around the country in colleges and mall. We are also partnering with other big platforms like Amazon, which will also drive a lot of eyeballs for us.
What is your business and marketing strategy for this year?
For the first six months at least there will be cricket, which will have all the eyeballs in the country. Post that, we will not let go of the momentum and increase spends that we have started. In terms of growth, we are expecting 2x growth of what we had in 2018 and that’s our key objective. We will continue aggressively on TV, because after IPL there is the ICC World Cup, which will go on for another two and a half months. Thus, cricket is going to be there in our portfolio for the next 4 to 5 months. Post this, we might look at other associations.
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