The leading Indian manufacturer of wire and cable solutions, KEI Industries Ltd. inked a strategic partnership with the Indian Premier League (IPL) team, Royal Challengers Bangalore (RCB), ahead of the commencement of the ongoing season. In this arrangement, KEI Industries Ltd. had been named the team’s principal partner in a three-year collaboration with the company’s logo featured on the back of the playing and training jersey of the side.
KEI Industries Ltd. was formed in 1968 with the prime objective of manufacturing house-wiring rubber cables. The company caters to its customers in more than 45 countries via a vast network of 5000+ channel partners. Headquartered in New Delhi, KEI Industries Ltd. has over 38 branch offices and 21 warehouses throughout India. The company is also listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE).
SportsMint Media got an opportunity of interviewing Mr Anil Gupta, Chairman-Managing Director, KEI Industries Ltd. In this tête-à-tête, Mr Gupta went on to unveil multiple intriguing insights into this partnership including the association’s objective, partnering with the International Cricket Council (ICC) and much more things.
1. As an owner of the business what brief did you give your team and agency which has led to the signing of this deal with RCB?
We were looking for an association with a team which had a great fan following and a good winning track record in the past IPL seasons. And also, the objective was to strengthen our brand in the south of India. Although, the company has a pan-India following but a little more of an extra focus on the southern part of the country. RCB also contains a lot of well-known players which is an added advantage and that also provides a face to the brand.
2. Is the objective to have high visibility in the broadcast or is it more to do with association and storytelling with the team?
Our objective includes both aspects. Ultimately, very high visibility and broadcast is the essential part of it, because we want to promote our retail and house wires to the larger public and this association allows us to achieve our goals. Apart from the aforementioned prospects, when we do storytelling and association with a very strong team, it provides us with an opportunity of popularizing our company even with B2B businesses, with whom we do a large-scale business. So at the end of the day, recognition of the brand is the ultimate objective.
3. Why does the partnership has been specifically signed for just three years?
Actually, it is a deal which is negotiated like that. It is not that, that we are only there for three years. The esteemed partnership can be extended further before the expiry of the association.
4. Does this association includes TVC featuring players?
Yes, we are creating a TVC with the team and it will also go on the digital platforms along with the print media. And the involvement of the RCB players in the TVC depends upon the rules set by the team. Whatever they permit, within that limitation we will take the participation of the players in the TVC or print media or digital.
5. With the WTC final and ODI WC coming up later this year, do you have any plans for teaming up with the ICC?
We have taken some properties like on-ground visibility, in the ICC events, but the company is definitely looking for some larger participation in the ICC matches.
6. Where will you enjoy the IPL 2023? Star Sports or Jio? or both?
I think both. While travelling, definitely Jio is the preferred option but if you are at home then Star Sports or even JioCinema both are preferable options.