Our ROI on Delhi Daredevils is upwards of 8x: MD and CEO, Daikin AC India
Going by the fact that the upcoming IPL has over 60 leading brands on board, like every year, this yearâs edition too looks promising for investors, marketers and brands.
All brands associated with the cricket league are looking at the best fit and Japanese company Daikin Air-conditioners is no different. Daikin first signed the deal with the team in 2015 and they have been extending their association with the IPL every year. In fact, Daikin has renewed itâs team sponsorship with Delhi Daredevils for the next three years.
In an interaction with exchange4media, when asked about what brings Daikin back to the IPL year after year, Kanwal Jeet Jawa, MD and CEO, Daikin Air Conditioning India, said, "Like Daikin, Delhi Daredevils are also the underdogs in the IPL team listings, and their rise to popularity is parallel to that of Daikin. So we find lot of synergies with Delhi Daredevils as a team. Also over the years, our relationship has matured to a level where we understand each other to get the best performance out during challenging times. Itâs important when you partner with someone that you share objectives, which here is Winning, both for Daikin and Delhi Daredevils."
Commenting on the partnership with the team for the fourth successive year, Jawa added, "Yes, we are very excited to be part of IPL. The association has been very rewarding for us in terms of taking our brand to the masses. Cricket in India is like religion and IPL has massive followership so as the team sponsor, the Daikin message was amplified to more than 1 bn people in the Indian sub-continent. The DD team and Daikin worked hand in hand to ensure the brand equity reached a pinnacle in terms of eyeballs as well as media exposure."
Talking about how much a brand benefits from being associated with the series, Jawa said, "Brands like Daikin that are built on conventional media such as Outdoor and Print have now found a way to be on TV through IPL. Since the League collides with the summer season in India, Daikin benefits from the brand awareness that the IPL tournament creates. Daikin's brand awareness increased many folds due to the DD partnership and the way we used media routes."
Marketers today are battling it out to make their brands stand out at the IPL because of which they are spending a whopping amount of money. VIVO invested Rs 2,199 crore to bag the title sponsorship for IPL for five years. According to the Board of Control of Cricket in India (BCCI), the amount is a whopping 554 per cent rise over the previous contract.
"Well each brand has their own reasons to go after titles and I am not exactly sure what VIVO is looking out to achieve, but I guess, the amount of craze around IPL is definitely worth the investment and VIVO would have done their due diligence too," said Jawa.
Being one of the team sponsors, Jawa emphasised on how brands who spend on title sponsorships and team sponsorships have different goals. Giving out a number on how Daikin has been benefitted from being one of the team sponsors, Jawa said, "Our ROI on DD is upwards of 8x, so I think Daikin did a good thing by becoming the Team sponsor."
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