ITV

Tag: IPL partnership

  • IPL 2025 gets a fresh coat as Birla Opus Paints colours outside the lines

    IPL 2025 gets a fresh coat as Birla Opus Paints colours outside the lines

    MUMBAI: When cricket fever hits India, even the paint industry pads up. As the IPL 2025 season bowls over fans across the country, Birla Opus Paints has stepped onto the pitch with a splash. The paint brand has partnered with JioHotstar to stir up more than just fan emotions—they’re mixing colours and cricket like a pro bartender at a Holi party.

    Yes, Birla Opus Paints, under the mighty umbrella of Aditya Birla Group’s Grasim Industries, announced its official partnership with the Tata IPL 2025 and JioHotstar, rolling out a quirky campaign called the ‘Indian Colours League’. The concept? Every IPL match now spawns a brand-new paint shade, born from the merging team colours of the day. It’s cricket meets chemistry, with a splash of marketing genius.

    Each time two rival franchises face off, their iconic team colours blend in real time to create a new, exclusive shade. It’s not just paint—it’s pigment poetry. This colourful concoction symbolises not just the intensity of the match but also the camaraderie, shared history and electric energy both teams bring to the pitch.

    Players from the competing teams will share what their team colours mean to them in pre-match videos. As they wax lyrical, their team hues morph into a fresh Birla Opus Paints signature shade, capturing the essence of the upcoming clash. Imagine blue and yellow creating more than just green—they’re painting legacies now.

    “At Birla Opus Paints, we believe in the transformative power of colours. This IPL season, through the Indian Colours League, we’re blending the colours of the rival teams in each match to celebrate camaraderie and legacy. This IPL season, we invite fans to witness the magic that happens when colours fuse – because both in cricket and in life, every interaction has the power to create something truly unforgettable,” said Birla Opus Paints head – marketing Inderpreet Singh.

    JioHotstar CBO, sports revenue, SMB & creator, Ishan Chatterjee chimed in with equal flair, “At JioHotstar, we are always looking for ways to push the boundaries of fan engagement, and the Indian Colours League does just that. Cricket and colours both have a deep emotional connection with people, and this campaign beautifully brings them together. By blending the worlds of cricket and colour, we are offering fans an experience that goes beyond the game, turning every match into a visual spectacle.”

    Leo – south Asia CCO Sachin Kamble made a poetic pitch, “Cricket isn’t just a game – it’s a canvas of passion, sportsmanship, emotion, camaraderie just like the colours that represent each team and their winning spirit. Indian Colours League leverages this aspect of IPL. Just how competitiveness blends with friendship resulting in a good game, two colours come together to create another beautiful shade, the colour that stands for unity bringing the country together.”

    This dazzling marketing idea was co-conceptualised by Birla Opus Paints, Leo India and Wavemaker India in partnership with JioHotstar. A colourful ménage à trois, if you will.

    Each shade forged in the crucible of cricketing rivalry becomes more than just a colour. It’s a limited-edition legacy. A visual souvenir of that epic clash. A brushstroke in cricket’s ongoing mural of madness. Forget hex codes, these hues come with hashtags and heartbreaks.

    Launched in 2024, Birla Opus Paints is already making a splash in the decorative paints segment. Now, they’re turning matches into colour-coded memories.

     

  • Cartoon Network ups the marketing ante with global campaign ‘Redraw Your World’

    Cartoon Network ups the marketing ante with global campaign ‘Redraw Your World’

    Mumbai: Cartoon Network has revealed a new brand positioning and tagline ‘Redraw Your World’ across its key tentpoles in summer, the flagship school contact programme and the year end festive season. Perfetti Van Melle India has come on board as the campaign’s ‘presenting sponsor.’

    From 30 March onwards, viewers will be “able to enjoy a completely new look and feel of the Cartoon Network channel refreshed with vibrant colours, music and design, and an expansive new programming slate,” said the channel in a statement.

    “With the Redraw Your World launch, we are all set to provide kids with a platform that celebrates uniqueness, empowers little actions and inspires storytelling,” said South Asia network head Cartoon Network and Pogo Abhishek Dutta. “It strengthens our content commitment for India with fun and family-friendly narratives starring popular and iconic characters, reflecting the world and depicting the tales of adventure and bravery.”

    The campaign will feature alongside shows like “Ekans – Ek Se Badhkar Snake,” “Dragon Ball Super,” “Digimon Adventure,” Emmy-nominated series “Lamput,” “The Powerpuff Girls,” “Ben 10,” “Tom and Jerry,” and “DC Super Hero Girls” among others.

    Cartoon Network will bring over 200 hours of fresh content including original homegrown series, international shows, acquisitions, and specials. The channel will also bring a special block for preschoolers under ‘Cartoonito’ later this year.

    The tagline ‘Redraw Your World’ is a brand proposition that has been rolling out across the world.

    “At Cartoon Network, we create original and diverse worlds that are vibrant and fun. Armed with creativity, ‘Redraw Your World’ is an extension of our global commitment to inject stories that reflect the world, inspire imagination, and empower kids,” said head of WarnerMedia Kids in Asia Pacific Leslie Lee.

    The campaign will also have an on-ground activation in leading malls. Cartoon Network has partnered with the Indian Premier League (IPL) and several brands in the food and beverage and technology sectors.

    In collaboration with the IPL team, Rajasthan Royals, Cartoon Network’s characters ‘Ekans’ and ‘Tom’ and ‘Jerry’ will co-create engaging content with the players for their digital platforms.

    The channel has inked a deal with 99 Pancakes across its 33 outlets in 14 cities all through April to May and launched a curated menu.

    Cartoon Network has partnered with Reliance Digital to bring its campaign theme closer to viewers with in-store displays and character meet and greets held across 100 outlets across Maharashtra and Gujarat.

    In May, the channel will unveil a new music video anthem, that would be a hybrid of animation and live action to empower kids to ’embrace their true selves.’

    The network has launched ‘Cartoon Network Fan Art’ talent showcase contest across Instagram, YouTube, Facebook where kids may follow the hashtag #RedrawYourWorld and participate.

    The channel is planning to conduct its 15th edition of school contact programme across 13 cities followed by on-air content, social media activations and on-ground activities during Diwali and Christmas later this year.