Mumbai Indians (MI), the five-time Indian Premier League (IPL) champions, have renewed their partnership with Kaspersky, a global cybersecurity and antivirus leader.
As MI’s official cybersecurity partner, Kaspersky provides worldwide solutions to protect their digital privacy and educate them on escalating cyber threats via smart and intelligent interaction choices. Kaspersky customers may also take advantage of special bonuses and discounts at forthcoming marketing events and campaigns related to this important alliance.
To know more about the partnership, SportsMint Media had an opportunity to interview Mr Purshottam Bhatia, Head of Consumer Sales for South Asia at Kaspersky.
Mr Bhatia, in the interview, mentioned various things, such as how collaboration influenced customer engagement, how partnerships with MI help against cybersecurity competitors in India, ROI metrics and more.
1. What strategic value does the Mumbai Indians brand bring to Kaspersky’s positioning in the Indian market?
The strategic partnership with Mumbai Indians significantly strengthens Kaspersky’s position in the Indian market by tapping into the immense popularity of cricket. As the Official Cyber Security Partner, Kaspersky gains a powerful platform to raise awareness about evolving cyber threats and promote digital safety among millions of Indian users. This partnership helps the brand connect emotionally with fans through exciting campaigns, exclusive offers, and game-day experiences. It also builds trust and relatability for Kaspersky’s award-winning cybersecurity solutions. The visibility from this collaboration ensures deeper market penetration and reinforces Kaspersky’s commitment to protecting Indian users in the digital age.
2. How was Kaspersky’s overall experience from the previous season to the second?
Kaspersky’s experience transitioning from the first to the second season of its partnership with Mumbai Indians has been highly positive and strategically rewarding. Building on the success of 2024, the renewal for 2025 reflects the strong brand synergy and engagement achieved in the previous season. The collaboration allowed Kaspersky to effectively connect with Indian consumers, raising awareness about digital threats and promoting its cybersecurity solutions. The company saw increased interaction through bundled offers and events, boosting its visibility. Encouraged by these results, Kaspersky is confident that the renewed partnership will further deepen customer trust and digital safety awareness in India.
3. How has the collaboration influenced customer engagement levels, particularly in terms of product trials, conversions, and feedback?
The collaboration with Mumbai Indians has notably boosted Kaspersky’s customer engagement in India by creating an energetic and relatable platform for digital safety. Leveraging cricket’s widespread appeal, the brand successfully attracted new users to explore its cybersecurity solutions through targeted campaigns and exclusive offers.
Influence on Customer Engagement:
Product Trials: The partnership sparked interest among cricket fans, encouraging them to try Kaspersky’s user-friendly cybersecurity products through limited-time bundles and free trials promoted during IPL events.
Conversions: Strategic promotions and high visibility during matches led to a measurable increase in conversions, with many first-time users opting for premium plans after their trial periods.
Customer Feedback: Interaction at brand activations and digital campaigns helped gather valuable insights, with users appreciating the simplicity and effectiveness of Kaspersky’s solutions, further strengthening brand trust.
4. How does the association with a high-profile IPL team help Kaspersky differentiate from cybersecurity competitors in India?
The association with a high-profile IPL team like Mumbai Indians gives Kaspersky a significant edge over its cybersecurity competitors in India. By partnering with one of the most popular cricket franchises, Kaspersky benefits from enhanced visibility and trust among millions of cricket fans, especially in Tier 2 and Tier 3 cities, where digital adoption is growing but cybersecurity awareness remains low. This partnership allows Kaspersky to directly connect with consumers through engaging campaigns, exclusive offers, and product bundles, making cybersecurity more accessible and relevant. The emotional connection built through the IPL further strengthens Kaspersky’s position as a trusted cybersecurity provider, especially during culturally significant events like the cricket season, differentiating it from other cybersecurity brands that lack such high-profile associations.
5. You’ve touched on expanding awareness in our previous interview. How is Kaspersky tailoring its messaging or campaigns specifically for Tier 2 and Tier 3 cities in South Asia?
Kaspersky is tailoring its messaging and campaigns for Tier 2 and Tier 3 cities in South Asia by focusing on localized outreach and addressing specific regional needs. Through partnerships like the one with Mumbai Indians, Kaspersky is creating engaging campaigns that leverage the popularity of cricket to raise cybersecurity awareness. The company is also developing content in regional languages to ensure its solutions are accessible and relatable to a broader audience. Additionally, Kaspersky is offering simplified, easy-to-use cybersecurity solutions designed for first-time digital users, emphasizing mobile protection, which is critical in these areas where smartphones are the primary devices. Through grassroots activations, local partnerships, and culturally relevant promotions, Kaspersky is building trust and educating consumers on digital safety.
6. How would you assess the overall ROI from this sponsorship, and how will it be tracked over the season?
To assess the overall ROI from Kaspersky’s sponsorship of Mumbai Indians, key metrics such as:
Sales Uplift & Subscriptions: Kaspersky will track an increase in product sales, subscriptions, and renewals during the IPL season. By measuring the success of campaign-linked promotions, the company can gauge the direct impact of its partnership on customer acquisition and retention.
Digital Reach & Engagement: Kaspersky will monitor key metrics such as impressions, clicks, and user actions across IPL-related ads, social media posts, and campaign landing pages. This will help assess how well the sponsorship resonates with the audience and drives digital interaction.
Brand Sentiment & Consumer Feedback: Surveys, social listening tools, and feedback from fans and customers will be used to measure brand sentiment. This will help Kaspersky understand how the Mumbai Indians partnership influences consumer perceptions of the brand and its cybersecurity solutions.
Regional Market Growth: Kaspersky will track customer acquisition, particularly in Tier 2 and Tier 3 cities, where cricket’s popularity is high, and cybersecurity awareness is developing. The goal is to evaluate how effectively the sponsorship supports market penetration in these emerging regions.
