We want to replicate our 2014 FIFA World Cup success in IPL: Anshuman Goenka, Bacardi

William Lawson’s Scotch whisky by Bacardi India has partnered with Mumbai Indians for the ongoing Indian Premier League 2019

e4m by Moumita Bhattacharjee
Published: Apr 30, 2019 8:44 AM  | 3 min read

William Lawson’s Scotch whisky by Bacardi India has partnered with Mumbai Indians for the ongoing Indian Premier League 2019. The company has introduced the ‘No Rules’ campaign they employed in Russia during the 2014 FIFA World Cup campaign for IPL as well. Under the campaign, fans get to win MI merchandise.

Anshuman Goenka, Marketing Head, Bacardi India, tells exchange4media how they are looking to reach the audience through on trade and off trade mediums.

Excerpts from the interview

What kind of growth Bacardi is expecting from IPL 2019?
IPL has always been one of the biggest sporting events in the nation, garnering most eyeballs and offering multiple points of engagement with the consumers. Mumbai Indians is one of the most popular teams of the series with a bold persona, making them the clear choice for this association.

William Lawson’s, Bacardi’s entrant scotch whisky brand with a bold & masculine personality, has successfully demonstrated the potential of unique sports partnerships through its prior associations with sports such as soccer. One great example is the successful #NoRulesCup held in Russia during FIFA World Cup 2014.

Our success in Russia is something we want to replicate in India. We want to associate with cricket and bring out the brand’s unique #NoRules persona in an unconventional manner. The objective is to drive scale and reach for the brand through Digital, PR, experiential routes and scalable sampling. 

What kind of marketing mediums are you investing in, and what will be your expectations from that? Given the fact that Hotstar has grown in leaps and bounds during IPL last year, many are looking to invest more on digital. Does Bacardi feel the same?

Through this IPL association, the brand aims at reaching audiences through digital, on-ground, on trade and off trade mediums in the boldest and unique manner. We’re collaborating with edgy content creators such as Nikunj Lotia aka Beyounick who will be interacting with the Mumbai Indians players for a content series on digital. The series will be available on the media handles of the team as well as the content creators. At Wankhede stadium, fans will get a chance to ‘Bet their trousers’ on the winning team. Additionally, an exclusive digital content series will be put up on Mumbai Indians’ official handles featuring players such as Hardik Pandya, Kevin Pollard, Jasprit Bumrah and Krunal Pandya. 

At the on trade live screenings, audiences will stand a chance to experience William Lawson’s through whiskey towers and partake in contests to win passes to the match and merchandise. 

With the way IPL 2019 is garnering viewership, do you think there will be any change in ad budgets? 
We focus on digital marketing and on-ground marketing and activations to reach our consumers. As part of this association, we are already rolling out a range of experiential on-ground, on trade and off trade activations on home turf. Of course, after understanding consumer response to our activities, we may explore scaling it further.

Will Bacardi be aiming for World Cup 2019 as well? If yes, what will be the strategy there? 
With the global success of the brand’s sporting associations, we are keen on exploring such partnerships in India. With Mumbai Indians, the brand has begun its venture into sporting events in India. Based on the response and outcome from this association, we will be planning for future associations with more sporting events in the country, beyond cricket. 

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