IPL 2021: VIVO explains marketing strategy during T-20 tournament

Vivo, the smartphone brand has returned as the title sponsor of IPL and as per reports has spent Rs 1133.71 crores on advertising during this fiscal year. For IPL, VIVO spends Rs 440 crores annually in Sponsorship. Regarding IPL 2021, the telecommunication brands director for brand strategy, Nipun Marya spoke to exchange4media about their branding strategy, especially after their comeback.

Speaking about their return as the title sponsors, Marya said IPL has been integral in their marketing strategy and the tournament offers them a great opportunity to engage with their target audience. VIVO IPL is a very influential league that brings people together and hence most of the significant announcements or product launches have been around IPL – be it association with Aamir Khan, the launch of V-series, or the most recent announcement of Virat Kohli as the new brand ambassador.

This year the brand will be focusing on elevating the customer experience. They have announced the #PerfectFan contest, which will see cricket fans from across the country get an opportunity to meet Virat Kohli and win exciting prizes like autographed bats. They would even get a chance to be featured on live TV during a match. IPL has always been exciting for the fans.

Amid the coronavirus crisis, fans do have the chance to witness the action in person, the #PerfectFan contest will aim at bringing the stadium’s thrill to people’s homes. The best gratification of the #PerfectFan contest is that twenty-one lucky winners of the contest will stand a chance to meet the effervescent Virat Kohli virtually. The contest will be conducted across all the official social media platforms of Vivo. Residents of all the Indian states above 18 years of age can participate in the contest.

The brand has generated consistent ROI’s with their four-year association with the league, which has helped them to strengthen their connections with customers and expand their national presence. Marya says that the IPL has acted as a catalyst in propelling Vivo into becoming one of the leading smartphone brands in the country.

“Vivo IPL is the time when we are at the peak of our brand activations. Our four years of association with the league has helped us connect more meaningfully with our audience and expand our presence across the country.”

The tournament has been vital in enhancing Brand Awareness and Brand Salience. Presently Vivo’s brand awareness is 100% in the country. Furthermore, association with the league has also had positive impacts on our business results. Vivo currently is the leading smartphone player in the offline market with a 27% market share (Source: GFK).

The company also has a couple of innovative tricks in their bags. With Virat Kohli as the new brand ambassador, VIVO plans to follow a 360-degree marketing approach as part of this association. He will be seen spreading awareness and promoting the launch of upcoming product series in the pipeline. The association will include all ATL and BTL activities, including our forthcoming TV campaigns and Print, Outdoor, Social Media, and Events. The company also plans to engage in activities throughout this season of Vivo IPL.

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