No property better than IPL to build reach: Chairman & MD, Kent RO

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

e4m by Ruhail Amin
Updated: Mar 19, 2018 8:55 AM
Mahesh Gupta

It’s that time of the year when India’s most loved and popular sports league, Indian Premier League (IPL,) is about to commence. As the new IPL season sets in, brands are flocking to the platform to make the most of its mass appeal.

One of the latest entrants to the IPL sponsorship club is Kent RO Systems Ltd. The brand recently announced its sponsorship deal with Kings XI Punjab.

According to Dr. Mahesh Gupta, Chairman & Managing Director, Kent RO System Ltd., IPL has become a necessary platform for brands looking for greater visibility and maximum bang for their buck. “IPL is the most successful property in the country today and if you want to advertise all over the country with one medium, IPL is definitely the one that fits the bill. If you are a media planner, you will see there is no property better than that to build reach. Also, we don’t have to depend on any regional media with IPL as it reaches everyone,” states Gupta.

With Star India planning to telecast IPL 2018 in six different languages across 10 channels and streaming it live on Hotstar, brands are finding the strategy effective to build reach despite Star India demanding spot fee in the range of Rs. 10 lakh per 10 seconds. Explaining how brands are making the most of the available airtime despite such high fee, Gupta adds, “In IPL, the brand building comes at a big cost. It is a very premium inventory and you have to spend things judiciously. A price tag of Rs. 8.5 lakh per 10 seconds means that you have to know how to utilize the time properly and that is where we thought that for 14 games, we can be more visible as a brand. Although it is costly, we need to do this if we want to be in this crowded space.”

Surprisingly, Gupta is not a big believer when it comes to using digital for brand engagement. For him, it is not the right medium to build brands and he has no qualms stating the reasons for this disbelief. “Digital is an exciting platform. Young people are there in the digital space. However, brands advertised on digital can’t create the same aspiration which TV can. I think people always look at the advertisements with a bad taste on the digital and small screens cannot create aspiration. If you want to build a brand and create aspiration for it, I don’t think a digital platform is effective in that case,” he says.

So does that mean Kent RO doesn’t engage digitally? He quickly clarifies saying, “We are not creating brand aspiration in digital space but we are generating enquiries from digital. The media is fragmenting and new media like digital is still being tested for its effectiveness. We are still happy that in India, print and TV are still working, which can create the right impact for us.”

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