Indian Premier League (IPL) is a great opportunity for brands to get a boost in their marketing. The sponsors of the IPL teams use it wisely to make an impact on viewers in this 50-day long tournament. The air conditioner brand Daikin, who is Delhi Daredevils (DD) lead sponsor for the fourth successive season took a step to utilize the opportunity.
Daikin used the #ItsCool tag on DD players jersey instead of their brand name, 'Daikin'. In their home game against Kings XI Punjab on Monday, players were seen sporting the jersey with a huge '#ItsCool' upfront.
KJ Jawa, MD and CEO, Daikin India, was excited with the unique on-ground, on-player activation. “This is the first time that players were made part of an on-ground activation by a brand during the entire match. This echoes the brand’s sentiments and its promise of being the coolest AC brand in India. This is yet another way to ‘fill the air with goodness’,’’ says Jawa.
“Daikin India has been a valuable partner for DD over the years. It is indeed a cool way to come up with an activation of this nature. The message, we hope, will reach the wider audience in a unique way,” says Delhi Daredevils CEO Hemant Dua.
Earlier this year, before the start of IPL, Daikin air-conditioners had extended their partnership for the fourth successive year with DD. The Japanese air-conditioners brand has first inked a one-year sponsorship deal in 2015. The three ever since have been continuously extending the association on year on year basis.