Importance of the T20 Cricket World Cup
Underlining the importance of the T20 Cricket World Cup for brands, Madhavan, EVP, Sales and Marketing, Eurogrip Tyres, said, “Studies show data that cricket has always been effective with our TG (Male 22-40 years). Within cricket, T20 is the platform with the best media reach and impact. And, within T20, the World Cup is always a sought-after tournament, hence the association.
Wanting to catapult awareness and reach for Eurogrip with high-impact properties, Madhavan decided on the association with the World Cup. He says, “Consumers see our brand as a trusted partner for their 2-wheeler tyre needs, with such associations we are able to elevate brand stature. The T20 Cricket World Cup this year has been a treat for Indian cricket fans. We are all on a high with that emphatic win,” and shares that, “For us at Eurogrip Tyres, it can’t get any better, such was the visibility and reach for the brand!” showing the immense popularity of cricket in India.
Mayank Shah, VP of Parle Products, also highlighted the significance of the T20 Cricket World Cup with cricket being the most followed sport in India. “When advertising during an event like the World Cup, your viewership is directly related to the chances of India winning, meaning the further India goes in terms of progression of the event, the better the viewership would be,” noted Mayank.
Given that India took home the cup, Parle reaped the benefits and “were very successful in getting good viewership for the brands advertised.”
Rakesh Goyal, Director of Probusinsurance.com, discusses the importance of participating in sports events to make the brand youthful and add an exciting dimension to the business of insurance. Connecting with the right audience is crucial to the business, and leveraging the broad reach and appeal of cricket helps make a topic like insurance more interesting.
Goyal said, “The partnership with the T20 Cricket World Cup has led to a notable positive shift in consumer perception and brand sentiment for Probus. This association has enhanced our visibility and positioned us as a dynamic and forward-thinking brand.”
“This strategic approach,” he adds, “not only amplifies our brand presence but also effectively drives demand and adoption of insurance products, particularly in India’s tier-2 and tier-3 cities, where awareness and access are crucial,” Goyal adds.
