MUMBAI: Strengthening its association with the Rajasthan Royals, HDFC Life has announced extension of its sponsorship deal with the team for the fourth consecutive year as associate sponsor.
Talking about its journey and association with Rajasthan Royals, HDFC Life EVP & Head - Marketing and Direct Channels Sanjay Tripathy said the values epitomised by Rajasthan Royals is in sync with the company‘s philosophy.
He also emphasised the fact that a sports sponsorship should be on a long-term basis in order to gain maximum mileage.
“Our focus on ‘long-term‘ reflects in our association with Rajasthan Royals since the last three years. Our journey with Rajasthan Royals has been very eventful and momentous. A team known for their self belief, pride, and confidence, Rajasthan Royals continues to epitomise the values of resilience, commitment and intensity and never say die attitude. This spirit goes well with our brand thought – Sar Utha ke Jiyo," Tripathi said.
HDFC life will continue with ‘Sar Utha Ke Jiyo - Most Valuable Player’ award instituted during the first year of association.
The Rajasthan Royals coaching staff along with the team captain will select the Most Valuable Player from the Rajasthan Royals team, who will receive this honour along with a cash incentive.
Rajasthan Royals CEO Raghu Iyer said, “We are delighted to continue our association with a brand of the stature of HDFC Life as we have always looked at building long term relationships with our sponsors. I truly admire our association till date with HDFC Life as it goes beyond mere brand visibility.
"HDFC Life through its innovative communication has managed to capture the true essence of Rajasthan Royals – tremendous self belief & confidence. What they do is not merely deriving value out of the association like traditional sponsors but adds a lot of value to the equity of Brand Rajasthan Royals.”
HDFC Life plans to drive the core essence of the association through different platforms and intensify the brand experience.
Apart from television, digital and social medium will have significant focus. On the digital medium, the company will leverage all channels -- search, display, social, mobile and video -- to reach out to IPL fans across the country.
The company is also associating with various NGOs across the country that is involved in promoting and raising awareness about ‘every children‘s right to education.‘
‘Children and Education‘ is one of the core themes of HDFC Life’s overall CSR framework and the company aims to enable underprivileged children to dream big. Throughout IPL, there will be diverse initiatives launched to bring the children closer to their dreams by witnessing the matches and spending time with their favourite cricketers.
