MUMBAI: Yes Bank, which recently took the on-ground sponsorship of the IPL in a five year deal with the BCCI, is looking at endearing the brand across the masses. It is also a sponsor on Max’s coverage and is using the online medium as well.

Speaking to indiantelevision.com, the company’s CMO Anindya Datta says the aim of associating with the IPL is to create greater awareness for the retail banking business. In terms of marketing a judicial mix of media is critical to him. “For us, on the ground and on-air sponsorships complement each other. We are sponsoring the fours package on Max’s broadcast. The aim is to create awareness of our seven per cent offering as well as build better brand visibility.”

Meanwhile, on the ground the bank is looking to direct engagement with consumers in the branch serving areas. “Our visibility in the different stadiums will be high. Our aim is to have direct one-on-one engagements. Customised activities will be done which will be full of fun in nature. The IPL is the foremost event property and brings the country together. We were looking at a property that would have intense appeal across a wide section and would cut across regions. The aim of being with the IPL is to facilitate our brand recognition in terms of pan retail initiatives.”

Online, Yes Bank will be active through social platforms like Facebook. There will be things done like contests. He added that while Yes Bank is involved in other sports like Golf and Polo, this deal takes its involvement in sports to a another level.

“We have also been involved in badminton events. We were also on-board for the Goa Premier League in cricket. Obviously these are not as high profile as the IPL but they still offer visibility.”