As the Indian Premier League (IPL) season is gaining momentum, Vodafone India continues to go strong with its association with the cricket extravaganza for the ninth successive year. In the past, IPL has seen brands pulling out their tie-ups if some controversies erupt. The most recent being PepsiCo India that pulled out of this year’s IPL title sponsorship.
However, Vodafone India believes that associating with IPL is a good investment. Notably, Vodafone India is the only national brand to be associated with the IPL since its inception in 2008.
“We value our partnership with IPL and want to continue to be a part of it going forward, “says Sandeep Kataria, director (consumer commercial) at Vodafone India.
Kataria firmly believes that IPL, which is about extravaganza, entertainment and talent, can bring good name to the brand. Continuing with its tradition, this year, Vodafone is offering an engaging experience to customers. The latest campaign that Vodafone is concentrating on is Vodafone SuperNet.
“As we look forward to another exciting season of cricket, we are using this edition of the marquee cricket tournament as an opportunity to promote our recently launched ‘Vodafone SuperNet’,” says Kataria.
The campaign is divided into four parts – Vodafone SuperCheer, Vodafone SuperAlbum, Vodafone SuperFan, and Vodafone FanArmy. These campaigns are specifically designed to develop a connection between fans, the brand, and cricket.
If selected, the SuperFan can get to watch the match and also get a ball signed from the captains. The Fan Army can get to watch the match and be a part of the experience. Through such initiatives, the brand is emphasising on giving its customers an experience of a lifetime, claims Kataria.
The marketing spend for Vodafone India this year is a significant 30-35 per cent, higher than last year. The company has also increased its digital spend this year. However, it refused to give out the numbers.