The battery and inverter manufacturing company Livguard, that has been in association with the Indian Premier League since 2019, recently disclosed that the brand has grown significantly during the IPL campaigns.
Being an inverter and battery manufacturer, Livguard faces a lot of competition with few of the very well established companies like Exide, Amaron and Luminous. Livguard and its competitors, both focus on their primary objective to build brand awareness, in terms of top-of-mind awareness and brand affinity.
In an interview with exchange4media, Gurpreet Bhatia, CEO Livguard Energy Technology Pvt Ltd, said, “Since we play across multiple segments, it’s very critical to reach out to the mass in terms of the whole TG across the spectrum of the segments that we target.”
Keeping this in mind, the CEO mentioned about choosing TV as their preferred mode of communication as he believes that satellite TV has grown to be the most common means in most Indian households (about 80 percent). “Also, the predominant viewing pattern of our TG – male between 25 to 45 age group is cricket, along with news and movies, hence IPL is an obvious choice for us,” he added.
The company advertised extensively on TV, by reserving the slots of pre and post IPL live shows. The spontaneous awareness hiked 20%, with the total awareness reaching 75% from 55%.
Bhatia said, “We are very pleased with the outcome. Our total brand awareness went up by nearly about 50%. Our brand affinity scores went up by 100%. And overall from a business perspective, typically we’ve been growing at about 50%-60%. And we have maintained that growth.”
Along with increase in brand awaresness, its brand consideration too increased by a staggering 115% in FY 2020-2021 from FY 2019-2020. IPL campaign clearly had a major role to play in this immediate development.
Furthermore, Star helped them in terms of the messages and integrations that work during IPL, as they only provide 10 seconds through which the brands need to grab the attention of consumers. Livguard’s business has grown by 60% in the past 2.5 years, who now happen to identify themselves as one of the top brands, crediting 50% of push to IPL.