Indiantelevision.com Team

(14 April 2008 6:00 pm)

MUMBAI: With the DLF Indian Premier League (IPL) kicking off on 18 April, the various franchisees have put in place marketing plans to create excitement around the event.

For Mumbai Indians, Reliance Industries, which owns the team franchise, has roped in Bollywood superstar Hrithik Roshan. It has also tied up with the upcoming Yashraj film Tashan.

A TVC has been created by O&M where Hrithik is shown as a die-hard fan of the Mumbai team. The Mumbai Indians fan club has been called Mi Paltan and in the ad Hrithik shows the true values of being a Mumbai Indian. He sings the team's theme song Duniya Hila Denge which means "Let's Rock the World." This is to support Sachin and the team.

At the time of winning the bid, Reliance Industries created a company Indiawin Sports under which Mumbai Indians operates. Reliance Retail president and CMO R Balachandran, who is also Indiawin Sports director, says that Roshan captures the fierce intensity of the city's cricket lovers from gully cricket to the passion of young professionals to youth exuberance.

"The leadership qualities of the Mumbai Indians encapsulated in the iconic Sachin find a true echo in Roshan's intensity and power. Powerful performances on screen and on the cricket field are what people will see from Mumbai Indians," says Balachandran.

Moreover, Mumbai Indians has tied up with Yashraj Films' upcoming movie Tashan which stars Akshay Kumar, Saif Ali Khan, Kareena Kapoor and Anil Kapoor. This means that Mumbai Indians will run a promo featuring the four film stars along with Sachin, Sanath Jayasuriya and Harbhjan Singh.

Interestingly, Delhi Daredevils has roped in Akshay Kumar as their brand ambassador. So the Bollywood hunk will have a lot of presence before and during the IPL.

Meanwhile, Indiawin Sports director Kaushik Roy notes that the campaign will serve as a call to action. Any campaign that Reliance does as a company must serve this purpose, he explains.

Roy adds that MasterCard, Kingfisher Airlines and adidas have been roped in as sponsors for the team. Pizza Hut has also been roped in for fan registration. Besides television, there will be print and outdoor activities.

Tickets for the first two matches are available at the official Mumbai Indians website www.mumbaiindians.com. The first match is being played at the Wankhede Stadium while the next five league games of the team will be played in Navi Mumbai at the DY Patil Stadium. The aim, Balachandran says, is to see that the IPL covers the entire city and not just a part of it.

“The tickets have been reasonably priced. Apart from the online option mentioned, tickets will also be available near the venues and at various outlets," he explains.

The ticket rates for the first match on 20 April range from Rs 250 to Rs 6000. The company is looking to cater to every viewer strata and pocket.

Roy adds that the site will have interactive elements, including contests, after 20 April. Merchandise including T-shirts, caps, bags, etc. will be sold. The team will also work with adidas to make a range of merchandise available in their outlets.

Balachandran says that as the name suggests Indiawin Sports will also push other sports in the future. Right now, the focus is on ensuring that the initial season of IPL is a success.

Talking about his role, Roshan says, "Mumbai Indians have come a long way as facilitators in achieving a common dream of an Indian World Champ. The 20:20 tournament will see not only some of the best players in the country coming here to play but will be much more than that. If properly streamlined, the genius found in our youth will pay dividends not only to our society but also our country. The Mumbai Indians now in its embryonic stage is a thrust in that direction."