Language and Culture’s varies with countries for every 100 kilometres. The consistency in brandengagement and its maintenance across regional pockets has always posed a challenge. The major increase in popularity of regional cricket leagues like Karnataka Premier League[KPL] encumbers a unique branding opportunity to advertisers.
42.8 million unique viewers,353.1 million average impressions and a growth record of 17percent over the last season has shown the strength of KPL
Now, It’s current season has begun with Redmi- as official title naming partner and key sponsors as Cycle Pure Agarbathies, Vimal Elaichi, Star Air, TCL, LIC and Dream11
These brands are competing with the hyperlocal market in acquiring their next wave of customers.
“Dream 11 has achieved good traction with these regional cricket leagues and reached to 7 crore userbase. Partnering with a Sports league and few associations at International and domestic levels had made us focus more on engaging sports, especially cricket fans with better affinity before” Said Dream11 Spokesperson.
Earlier, brands like Coco cola, Parle agro, Byju’s and more recently Kalyan jewellers have chosen for dual-brand endorsement strategies, wherein a brand partners with regional celebrities for focused hyper-local campaigning.
Mark Titus, Director of Marketing, Nippon Paint India, shared his viewpoints saying. “Partnership with KPL has put us in reaching a rise in Nippon’s market in Karnataka state. By nurturing the talent and support for every sportsman at each level effectively bring us to partner with them further.”
“In driving a better awareness on offline presence in Karnataka market, Kpl T20 has added its best to bring in and connected with a larger audience ever before.” Said Karan Shroff, Brand marketing head at Xiaomi.
And here the question comes “How this brands leveraged these regional sporting platforms for advertising then?
“Simple when a game becomes a race, everyone is on their toes to cash in. The stickers, branding across the venue, player jersey’s are the most sheer presence there around. The organisers are the major part in juicing the sport rather than brands, they have a bunch of brands trying to build a presence and to regional cohorts” Said by Sabyasachi Mitter- Founderat Fulcro.
It’s becoming more beneficial and profitable for the brands to go regional.
“Advertisers and marketers are started believing that non-Hindi markets by appealing to KPL’s and other associations can provide a better ROI and investment objective.” Said Tushaar Garg, Executive Vice President of Twenty-First-Century Media (TCM)
Tuhin Mishra, Co-Founder at Baseline Ventures, also added value to the fact by stating: These local leagues and sports associations across could help the brands which have a specific regional focus or specific campaign for the region/state. It’s a great platform in connecting with your target audience and can cost-effective medium when compared to other platforms or associations.
“Taking IPL as an example, it already implying and encouraging a sportive spirit in regional teams. With this as point, we can easily say that a brand can sell better when it goes on targeting regional parts specifically” said Mitter
“Mishra added, “Employing regional brand ambassadors specifically Mahesh babu for Denver, Prosenjit Chatterjee,a Bengali actor for rummy circle,etc.. had led a better long term association and thereby rendering the best Returns for the marketers.”
And Mishra concluded saying “A lot of brands now moving towards Influencer marketing and finding the best way to reach their audience in a cost-effective manner.”