KEI Industries and Rajasthan Royals partner for 2nd consecutive IPL

As the exclusive partner, they will be promoting the safety USP of KEI wires- 'KEI Wires-Har tension sahe, chalti rahe'

KEI Rajasthan Royals

Wire and cable manufacturer, KEI Industries Ltd. has announced its second consecutive association with Rajasthan Royals, for the 12th edition of the Indian Premier League (IPL).

Speaking on this association with the popular franchise, Rajasthan Royals, Akshit Diviaj Gupta, Director- KEI Industries Ltd. said, “I am delighted to announce our partnership with Rajasthan Royals for the second consecutive year. Our Company is committed towards encouraging and elevating the realm of sports in India. The association will further enhance our visibility in Rajasthan, which is a strong market for our house wire vertical. This engagement will further strengthen our relationship with the customers and we are positive about exploring more opportunities to expand our business.”

KEI Industries’ first association with the team in 2018 had their social media campaign ‘Halla Bol!’ This year, the company has carried forward its association with the team. As the exclusive partner, they will be promoting the safety USP of KEI wires- ‘KEI Wires-Har tension sahe, chalti rahe’

Making the engagement holistic, social media platforms with digital contests, branded pages with gamification were also incorporated. KEI ran a series of exciting contests to get the users engaged through the IPL matches.

The whole idea revolved around the concept that there’s a captive audience that’s thinking cricket, cricket and only cricket all the time. The second step was to launch # Tension free ya Tension Spree Campaign to carry forward and push our new communication theme ‘Har Tension Sahe, Chalti Rahe’. The strategy was to optimize the captive audience that was already engaging with the brand as their attention was being captured with all the exciting content that was put up. The company optimized this captive audience by challenging them to various games and engaging conversations on social media regarding cricket to generate a positive sentiment for the brand.

The company engaged the fans of Rajasthan Royals with several interactive and fun digital contests run across their official handle on Twitter, Facebook and Instagram. The engaging contests such as ‘Guess the Player’, ‘Guess the playing Pair’ and ‘Guess to Win’ saw active participation from over 59,794 users, further spreading the message of the brand’s association with the IPL team. Adding to that, KEI plans to launch an interesting ‘Live Tension Metre’, a social listening tool used to monitor positive and negative keywords within social conversations around cricket and IPL in general, thereby exhibiting if the fans are ‘TensionFree’ or on a ‘TensionSpree’. This initiative will amplify the messaging of KEI’s new positioning, Har tension sahe, chalti rahe.

Taking the association a notch higher, KEI also released a film on IPL across social media platforms along with showcasing it on television.

The IPL Film is an attempt to amplify the company’s new positioning 'Har tension sahe, chalti rahe'. The film depicts the hardships and strenuous training our cricketers go through before the IPL matches to make them strong enough to face any challenges that may come their way. Just like the cricketers, the company’s wires also go through stringent quality standards test (15 tests) before reaching the end consumers. All the tests that the wires go through make it capable of handling any tension and ensure safer families. As a part of this partnership, Rajasthan Royals team will proudly sport KEI branding logo on their jersey. The audience too will experience visibility of the brand at the stadium and on match tickets. In order to connect with the team supporters, present at the stadium, KEI has also set up a ‘Selfie Booth’ to boost and cheer their engagement during matches.

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