Nikhil Gupta, Head of Marketing, Strategy, Govt. Affairs & CSR, Signify, explains why their IPL campaign brings the best of both worlds with the unique pairing of Rashmika Mandanna and Punjab Kings
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As temperatures soar, consumer demand for cooling solutions is rising in tandem with IPL fever. Riding this seasonal apex, Signify—makers of lighting and fan solutions—has launched a 360-degree campaign that fuses entertainment, technology, and strategic brand placement. At the heart of its push: a fresh BLDC fan range under the Ecolink label, actor Rashmika Mandanna, and the IPL franchise Punjab Kings.
Digital, Outdoor Dominate Signify's Media Mix
Targeting maximum visibility during peak summer and IPL months, Signify is putting serious marketing muscle behind this campaign.
Nikhil Gupta, Head of Marketing, Strategy, Govt. Affairs and CSR at Signify, in an exclusive interview with exchange4media, revealed: “Roughly 30-40% of our investments are into digital, and a similar share is going into outdoor. Print is relatively minimal, while in-store branding remains ongoing.”
The highly visual campaign is retail-forward and heavy on regional strategy, especially across North India, where the Punjab Kings enjoy a loyal base. The outdoor blitz is particularly prominent in key states like Punjab, Haryana, and Delhi, where hoardings, cutouts, and retail branding act as constant reinforcements.
Rashmika + Punjab Kings = North-South Connect
The pairing of Rashmika Mandanna and Punjab Kings isn’t accidental—it’s a calculated move to tap into two crucial geographies. “Rashmika has a strong digital pull in the South, while Punjab Kings dominate the North. That gives us a balanced national footprint,” Gupta said. Her massive 45.6 million Instagram following and clean, Gen Z-friendly image only amplifies the brand’s youth-first positioning.
Her digital equity ensures that Signify stays not just visible but culturally relevant. In a season where celebrity partnerships are regaining momentum post-pandemic, Rashmika’s association is helping Signify stay top-of-mind among India’s young, aspirational consumers.
Why Punjab Kings? A Branding Bet with Broader Intent
Many might question why Signify didn’t chase a flashier IPL team. Gupta is clear: it wasn’t for lack of ambition but due to timing and strategic alignment. “By January this year, almost every IPL jersey slot was already taken. Sponsorships for the 2024 edition had wrapped up by early this year. Even last year, when we were exploring options in August-September, the slowdown in ad spends had created hesitation. But by Q1 this year, ad volumes surged again—jersey spots were sold out across franchises.”
With betting and gaming brands returning in full force, fintech firms expanding their footprint, and QuickCall-type brands filling the cola-brand vacuum, competition for IPL real estate has become fierce. “The overall ecosystem is highly sponsored right now. The demand has pushed celebrity endorsement prices up again, and brands are backing influencers more than ever,” Gupta explained.
Amid this scenario, Punjab Kings emerged as an ideal partner—not just for availability but for alignment. “They have a dynamic team with a good mix of talent, not just star power. It resonated with what we want our Ecolink brand to stand for—reliability, teamwork, and quiet strength,” he said.
Gupta calls IPL a “two-month festival” and the most powerful property in Indian media. “Whether or not Punjab Kings lift the trophy, we benefit from the sheer volume of viewership. The exposure is incomparable. Even our logo placement—on the back of the team’s cap—is perfectly visible in every match shot.”
This kind of positioning ensures that the Ecolink logo gets consistent recall throughout the IPL season, especially during slow-motion replays, player celebrations, and close-up shots. For a new entrant in the premium fan category, that kind of repetition is gold.
From Instore Cutouts to Retail Advocacy
In retail, Signify is turning fandom into advocacy. With life-size cutouts of Punjab Kings stars like Arshdeep Singh and Yuzvendra Chahal in stores, the campaign is as tactile as it is digital. “We’ve created posters, danglers, tabletop visuals—the whole kit. Retailers love it because they’re fans too. That excitement reflects in how they push the product,” Gupta said.
This on-ground strategy isn’t just decorative. It builds an emotional connection at the point of sale, turning stores into brand outposts. The campaign is not just reaching consumers—it’s enrolling retailers into its fan army.
Driving this entire effort is the newly launched Ecolink BLDC fan range. With uniquely shaped bases—hollow, triangular, diamond, and square—these fans are a visual departure from the industry norm. Tech-wise, they come equipped with smart remotes and digital displays, underscoring Signify’s innovation-first mindset.
“This range is more than energy efficiency. It’s about elevating design expectations in the fan category. And so far, both consumers and retailers are loving it,” Gupta noted. While the Ecolink name is known across more than 15 countries, this latest collection, 'Elevate' series was developed with India’s aesthetic and functional needs in mind.
Since Ecolink is new to the BLDC segment, there’s no past baseline—but the early indicators are bullish. “Last month was our best month ever in this category. And we expect to surpass it this month. The IPL buzz and the scorching heat are syncing perfectly,” said Gupta.
“We are seeing substantial growth in our fan business. Last month was our best so far, and this one will likely surpass it. The IPL buzz and summer heat are aligning perfectly for us. We expect a serious uplift, especially in the next 4-6 weeks,” Gupta added.
With the pipeline set, the company is betting on IPL’s ability to amplify both awareness and demand.
Interestingly, this is the first time Signify has partnered directly with an IPL franchise. “We’ve previously done partnerships around the broadcast side—like sponsoring Extra Innings or thematic capsules. But this is our first time with an actual team. And it’s a very different, very rewarding experience,” Gupta shared.
From passive advertising to active storytelling, the company is now embedding itself into the IPL narrative.
Final Goals
Gupta is hopeful about Punjab Kings’ chances this season. “They’ve started strong. If they maintain this momentum, I wouldn’t be surprised to see them in the top two. And if that happens, our brand rides the victory wave too.” Whether the team wins or not, Signify’s smart blend of timing, talent, and tech seems to be delivering early results. With a high-heat summer, IPL's media blitz, and a premium product launch all converging, the brand is well-positioned to ride this wave into the next quarter.
Punjab Kings prepare to clash with Chennai Super Kings at 7:30 PM tonight in Chandigarh’s Maharaja Yadavindra Singh International Cricket Stadium.
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