In collaboration with Professional Management Group (PMG) and Madison Media Ace, the Vivo Pro Kabaddi League has named the Dhani app as the strategic timeout partner. This new association will provide Dhani with distinct and high visibility during PKL’s live matches.
The strategic timeout is used twice in a game. The strategic timeout, which lasts for 90 seconds, also fits in with Dhani’s offer that provides its OneFreedom Card to customers in just under two minutes. Dhani is India’s leading super-app, and its flagship financial offering, ‘OneFreedom Card,’ permits the customers to take a ‘timeout’ from making full payments by dividing their expenses into three parts.
On the partnership, Ankit Banga, CMO, Dhani, commented, “Getting to be a part of a homegrown sport that brings the entire country together is truly exciting for us at Dhani. Since a majority of our customers also stem from the heartland and other smaller pockets of India, we believe it is a great FIT for us. Also, it resonates fantastically with our product proposition of giving our customers a timeout from making full payments by splitting their transaction into 3 interest-free parts.”
Vandana Ramkrishna, COO, Madison Media Ace, said, “Dhani – OneFreedom Card is the first kind of a product and needed a unique way to drive benefits of the product beyond standard Inventory buys. We leveraged PMG’s expertise to get the STO created for the first time ever on Kabaddi for Dhani to help bring out the brand benefits seamlessly. Kabaddi as a sport has significant unique viewers and driving visibility through both on-air and on-ground will not only help Dhanigarner incremental audiences but would also driver significant business results.”
Melroy D’Souza, COO, Professional Management Group, stated, “Both the Vivo PKL and Dhani are only growing bigger and better, in terms of stature and popularity. We have no doubt that the relationship between these two institutions will go the same way, in the weeks and months to come.”
The Pro Kabaddi League season 8 started with an entirely different approach, as for the first time it is being played at a centralised venue in a biosecure bubble. Six matches of week one have been played so far with U Mumba winning with the biggest margin by 16 points against Bengaluru Bulls in the first game itself.