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TVS TYRES is associate sponsor of PKL franchise Telugu Titans
MUMBAI: TVS TYRES a manufacturer of Two and Three Wheeler tyres in India associates with the Pro Kabaddi League (PKL) as the associate sponsor of the local kabaddi team from Hyderabad ‘The Telugu Titans’.
After introducing the new brand identity in the beginning of this year, this strategic move of tying up with the Pro Kabaddi league is to build the brand in the after-market segment. Adding on, Pro Kabaddi league, being the second most watched sport shows last year, TVS TYRES has come together to encourage the local talent from the city.
Further, through this partnership the brand not only aims to popularize the sport but also utilize this forum to enhance the brand visibility across Andhra Pradesh and Telangana. The brand will be supporting the team throughout all the matches which will go on till 23 August. The matches in Hyderabad are being played from 4-7 August.
TVS Srichakra director P Vijayaraghavan said, “With the new mantra of our brand ‘Nayi Soch Nayi Pechaan’, this initiative is taken to support a traditional sport which is now being presented with a lot of freshness and indeed has tremendous prospect and possibility to become one of the most popular games”.
As a part of this partnership, the company has adopted various marketing strategies to promote the brand. To gain prominence, TVS Tyers logo is used in the“Telugu Titans” Official Website, in-stadia digital display and perimeter boards and BTL activations. Even the jerseys of the players have the TVS TYRES logo on their T-Shirt as well as on the shorts. Special autographed merchandise and mementos by players as well as VIP match tickets are being given to after-market dealers to endorse the brand and the sport.
To further strengthen and re-enforce the new brand identity amongst the customers and the dealers, the brand had on-ground activations that included a Meet and Greet session with the players which was also a part of the consumer campaigns and promotional events. The products of the brand are displayed at home stadium (Hyderabad) along with distribution of co-branded cheering merchandise and freebies.