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Kansai Nerolac Paints using the IPL to take stakeholders association to the next level

MUMBAI: Kansai Nerolac Paints (KNPL) is an associate sponsor of the Gujarat Lions IPL franchise for the ninth edition of the cash rich twenty20 league.

Speaking to Kansai Nerolac Paints director decorative paints Anuj Jain said that the aim is to take the association with his company’s stakeholders to the next level. “Cricket and Bollywood are the two passions that rule India’s hearts and minds. Nerolac has been actively using these platforms to reach out to our stakeholders across the country. In the past, we have been present across networks as a key on air advertiser for all major cricket tournaments. We believe the IPL is a great opportunity to take this association to the next level.

“Through our association with a vibrant team like Gujarat Lions, we are able to strengthen our association on ground, with our channel partners, influencers and consumers at large.”

In terms of the decision to choose Gujarat Lions he noted that the entry of a new team like Gujarat Lions this IPL season has added fresh vigour and competitive spirit to the game. “Their talented line up, go getter spirit has marked Gujarat Lions as a team with a lot of promise and we are excited to be official sponsors of the team.” There are no plans to tie up with other IPL franchises as well.

This is the first time that the company is sponsoring a franchise directly. The move to sign up as official partners he explains was spurred on by the viewership and engagement that the IPL has been getting year on year. “The vigour and spirit of the Gujarat Lions team also had a role to play in inspiring us to sign up with the team.”

Activation: In terms of activating the sponsorship he noted that the IPL sees massive engagement among audiences across regions and age groups. “To maximise the on-ground impact of this association we are running promotions in stadia, consumer focussed digital activations and campaigns and rolling out on ground activations with influencers as well. We are also integrating these with other campaigns that are running concurrently.”

Goals: The goals from the IPL sponsorship are reach and brand recall which he says are certainly important aspects of any media campaign. “Hence it is true for our association with Gujarat Lions this IPL season as well.
The aim is to take stake holder engagement one step ahead with a combination of on air and on ground initiatives. Along with increasing reach we will focus on strengthening our connect with consumers and influencers as well.

“While we cannot disclose any figures we have been steadily increasing our spends over the years as active participants with high visibility on air.”

The Brand Clutter Challenge: He noted that it is a challenge as a lot of brands across categories do associate with IPL. “However, we see the IPL platform as an exciting opportunity to drive brand connect among influencers and we will further sharpen our proposition to reach out to our defined and clearly identified target audience. Our endeavour will continue to be towards creating a distinctive 360 engagement that will help us standout and we do have some exciting stakeholder and consumer engagement initiatives planned.”

In terms of how on-ground sponsorship compares with on-air in terms of effectiveness he noted that on air has been helping the company increase visibility and reach and thus cricket has always been a key part of its media plans, as it resonated with the target audiences. “An on ground association takes this one step further helping us build engagement across stakeholder categories be it consumers or influencers. This also works as a booster for trade.”