MUMBAI: With the fourth edition of the champions Twenty20 League not taking place in India, IPL franchises are limited in terms of activities that they can do to build awareness. They need to be smart and tactical.
A case in point is Delhi Daredevils. The franchise is focusing heavily on social media and is also using radio. Its campaign kicks off on 9 October. Television for them is covered as ESPN Star Sports is aggressively promoting the event across their channels.
Delhi Daredevils head marketing commercial operations Hemant Dua said, "The theme of the campaign is Kaan Phaad De. Basically scream so loud for your team that you pierce the ears. The theme which has been developed keeping fans in mind has originated from the Delhi lifestyle, wherein the general behavior is to be loud (basically in style, speaking, cars, houses, etc). We are capturing the same thought, wherein Delhi Daredevils fans will be challenging the other team fans by being loud in their support compared to other teams. Radio stations Fever and Radio One 93.5 are being used"..
The franchise is creating Youtube films which shall be on similar nature asking fans to conserve their energies for the loudest cheer and only do same when their team plays. "We will also be hosting and encouraging fans to come and cheer for Delhi Daredevils at Underdogs a sports bar at their two outlets. There will be special offers for fans there."
In terms of activities in South Africa, the franchise will be focusing on merchandise sales, which it shall do through a local vendor at stadiums and thru online portal of theirs. "We will have packaged offers for DD merchandise. We do see a scope and thus are making a humble attempt to see how far we can go for future activities in that market."
In terms of sponsorship deals, he says a new deal has been done with Raindrop Rice. The company will have a presence on the back of the helmet. Asked about the ratings of the event which have not been up to the mark so far Dua expects this year to be better as ESS is putting more effort.
"The four IPL teams are getting good exposure. The ongoing World Cup is being used effectively as a platform. Ajay Devgan has been roped in. While India is our home base, South Africa gives us the opportunity to create a new fan base."
Asked whether an overdose of cricket is an issue Dua notes that different forms of cricket are being played. "You have three formats of the game. You also have club versus club in addition to country versus country. IO think that there is enough of an appetite."
