Nestle Milo has partnered with the Indian Premier League franchise, Royal Challengers Bangalore as their Official partner for the upcoming 2020 IPL season, which is scheduled to begin from coming Saturday. The brand will leverage the rights associated with the deal for their campaign and promotional purposes.
As the official partner, the brand has launched its #RoarForCricket campaign, with the limited-edition pack featuring RCB players. This Ready To Drink pack will be available across retail outlets and online stores at a special promotional cost of ₹30.
The brand will also activate the partnership live on mass media, with a special energetic television advertisement for the team’s home state, Karnataka. It will also host numerous consumer engagement activations on-ground and on the brand’s social media channels to celebrate the passion that fans have for the RCB team.
RCB Chairman Sanjeev Churiwala said, “We are delighted to partner with Nestlé MILO. The brand shares the same ethos of RCB to encourage participation in sports and embody valuable learnings that the sports teaches us for life.”
Nestlé India director, Dairy Vineet Singh said, “Through the partnership with the RCB team and MILO, we extend the brand’s legacy of more than 86 years, of providing budding champions with nutritious energy all over the world. This unique partnership is a reaffirmation of MILO’s commitment to motivate kids to take up sports & imbibe life values that only sport can deliver. With our campaign #RoarForCricket, we want to provide an opportunity for our consumers to look beyond the many challenges of the ‘new normal’ and relish the excitement and celebration of the cricket season with MILO energy.”
In the previous season, Nestle Milo was associated with three-time IPL champions, Chennai Super Kings as their Official partner. Meanwhile, this year CSK has roped in Boost as their Official Stamina Partner.