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IPL my pick over international cricket: Kothe

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Lutz Kothe

Lutz Kothe, Head, Marketing and Public Relations, Volkswagen Passenger Cars, Volkswagen Group Sales

With the IPL season 5 all set to begin, marketers are also game with their marketing plans for the event. To begin with, German auto-maker Volkswagen India has launched special IPL editions of its top selling models Vento and Polo. In an interview with Pitch, Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars, shares the company’s plan for the forthcoming season of IPL. Excerpts:

Are you considering investing in IPL 5? If yes, what are your plans for the event?
Volkswagen is continuing its association with the game in this season as well. We plan an integrated 360 degree campaign which includes all relevant stakeholders of the value chain.

 What kind of returns are you looking from IPL 5?
Last season the IPL has proved to be a great platform to build and enhance our brand in the market. The best proof was also our successful action model Vento IPL edition. This year we look forward to further build on this platform and make it even broader.

 Do you think IPL is an expensive property or do the returns justify the cost?
The only game that moves this country is cricket and IPL is a wonderful format which combines the passions of the game along with entertainment. This is definitely a property that justifies the brand’s presence.

 Any big sports event is also a great platform for guerrilla marketing? What’s your take on guerrilla marketing in IPL?
With too many advertisers trying to communicate their messages to the audience brings in consumer fatigue and thereby brand recall in many such mega events and IPL to an extent faces a similar situation as well. Therefore, intelligent planning and innovative ideas could therefore be clutter breaking and reach the out to the desired audience.

Do you think IPL is great platform for upcoming brands and products?
It does not have to be a platform for upcoming products – it is a great platform for any brand provided there is a clear and well thought out strategy for it.

What is your take on marketing at IPL vs International cricket property? Which one is your pick?
Between the two, IPL is my pick. Since, it is a passionate and innovative game with representatives from every country. The passion for IPL is extremely high as there is a fast and direct connect of the audience with “their team”.

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Abhinav Mohapatra

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