Exclusive: Our TVCs with PBKS and RCB will help us increase brand equity across the markets of North & South – Sudhanshu Pokhriyal, CEO, Hindware Ltd.

In this detailed conversation with Mr Sudhanshu Pokhriyal, SportsMint Media learned about Hindware Ltd's future plans and anticipations from these esteemed partnerships.

Hindware Ltd., one of the leading entities in complete bathroom solutions, partnered with two Indian Premier League (IPL) teams, Punjab Kings (PBKS) and Royal Challengers Bangalore (RCB).

In these associations, Hindware Ltd. has been named the principal and associate partner of PBKS and RCB, respectively for the ongoing season. The brand’s logo can be witnessed on the helmet and caps of the official members of the Punjab franchise and on the non-leading arm of the Bangalore team. According to the company, these collaborations will enhance the entity’s brand visibility and engagement with cricket fans throughout the nation.

In a detailed conversation with Mr Sudhanshu Pokhriyal, CEO of Hindware Ltd., SportsMint Media learned about the company’s plans and anticipations from these esteemed partnerships. Mr Sudhanshu also touched upon TVCs featuring players from both franchises, Hindware’s prime market, the reason behind the PBKS extension and much more details.

1. Through these two partnerships, does Hindware Ltd. aims to tap the Punjab and Bengaluru region specifically or the national market throughout?

Cricket is a sport that unites the entire country with thrilling sporting action that is a feast for Indians around the world. We are delighted to be associated with Punjab Kings and Royal Challengers Bangalore, they are two of the most iconic cricket teams in the Indian Premier League, with a massive fan following in India. Through this synergic partnership, we look forward to engaging with our audience, across India. We are confident that this partnership will help us strengthen our brand presence and drive growth all over the country in the highly competitive bathroom solutions market.

2. Could we see TVCs featuring RCB and PBKS players?

Absolutely! We’re working towards releasing two TVCs featuring players from both teams. TVCs will feature Virat Kohli, Mohd Siraj, Glenn Maxwell from Royal Challengers Bangalore and Shikhar Dhawan, Arshdeep Singh, and Rahul Chahar from Punjab Kings. These campaigns will be released shortly.

Along with the TVCs, Virat Kohli (RCB) and Shikhar Dhawan (PBKS) will also feature in small digital films. Further, we plan to sponsor a lot of social media posts around the IPL season, creating branded content around the teams, and their matches over the course of the next two months. We are going with a holistic 360-degree approach, with a presence on TV, digital, FM, OTT platforms, print, and OOHs.

3. What was the major reason behind extending Hindware’s partnership with PBKS?

The IPL partnership with Punjab Kings strengthens our goal of positioning ourselves as a brand that young people can connect to more because IPL attracts a diverse audience. Moreover, we have been associated with Punjab Kings for two years now, and the partnership has helped Hindware increase its recall and enter the consideration set of the consumer seeking stylish, contemporary, innovative, and dependable products. Further to this, Punjab Kings helps us reach out to the consumers from north and west markets.

4. What will be Hindware’s primary customer touchpoints surrounding these associations?

For us to build strong relationships with our consumers across the nation, relevant communication at all potential touchpoints is essential. With IPL we have strategies to reach out to consumers across India, our TVC’s with Punjab Kings and Royal Challengers Bangalore will help us increase brand equity across the markets of North & South, with posts around the IPL season and have already commenced our social media campaign ‘yeh #GlamourKaGameHai’.

5. Logo being featured on caps and helmets or non-leading arm, which is more effective in terms of brand visibility?

In terms of brand exposure, both choices can be effective, but having our logos on caps and helmets might be slightly more effective. This is due to the fact that the logo will be visible throughout the game, regardless of whether the individual is batting, fielding, or bowling. Logo presence on the team jersey also enables visibility. Both choices, however, have provided us with substantial brand publicity.

6. How would you measure the ROI of this partnership?

We consider IPL as a long-term investment, as it has an immense reach of at least 400 million-plus households, even if it only lasts two months, the brand’s exposure and recall improve, with crucial indicators taking precedence over immediate ROI. We also consider a direct increase in sales and revenue as a factor.

7. As a CEO of the company, which would you consider Hindware’s strongest market in India?

We have our presence at every nook and corner of the country, and our large network of dealers and retailers enable us to reach out to customers across India. With our manufacturing unit in Haryana, we consider the north as our strongest market.

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