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Deccan Chargers hope to get over the ‘Blues’

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Deccan Chargers will don the blue hue this IPL season, which will be highly visible not just on their jerseys but also across its brand campaigns.

The fifth edition of India’s biggest sporting event Indian Premiere League is all set to start. And the nine team franchises are all geared up to lure marketers and audiences. Pitch will take a closer look on how each of the team is positioning and marketing itself. We begin this, with IPL 2 Champions and IPL3 Semi-Finalist Deccan Chargers.

Deccan Chargers, the franchise representing Hyderabad city in IPL, is all geared up to keep its brand campaign revolve around the ‘Blue’ colour theme.  Venkat Reddy, COO, Deccan Chargers, said “Deccan Chargers ‘Blue’ to be very specific, has clear statement of performance with an element of freshness. DC Blue Outfit for team Deccan Chargers, has been predominantly the winner of all team jerseys.” However, experts feel the franchise might be attempting to establish the Team India sentiments by associating itself with colour ‘Blue’ which has an instant connection with Team India.

Venkat Reddy

Venkat Reddy, COO, Deccan Chargers

To begin with, Deccan Chargers has organised an on-ground event in Hyderabad where five buildings in the city were illuminated with blue lights and fans were asked to identify five such spots to be awarded with free IPL tickets. And this is just the beginning; the franchise aims to focus its entire marketing this season around blue. As far as positioning is concerned, the franchise is focused on three attributes: strength, power and aggression and that’s why it has a charging bull as its mascot.

According to the official website the franchise has roped in only three key sponsors namely: Puma, McDowells and Kingfisher. However, Reddy shares, “We’ve got associated with a nice blend of international and national brands, who are in top three list of their respective categories. We should announce all associations shortly.” Industry experts are also of the view that sponsors and marketers will be closing deals by the last week before the tournament so as to negotiate the best deal out of the teams.
As far as merchandising is concerned, Deccan Chargers has PUMA as its partner. Reddy shares, “In year 2010 & 2011 Deccan Chargers merchandise was the highest sold among all IPL teams. We’ve got a good range this year too along with the best-seller Deccan Chargers jersey. With the team following growing with each passing day, we’re sure to make it three times in a row for merchandise sale.”

Certainly, the fifth edition of the IPL promises many more excitements especially on the marketing end. So watch out for this space to know more about the recipe of the marketing cocktail@IPL.

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Abhinav Mohapatra

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