MUMBAI: Welspun, home textile manufacturers, is collaborating with Kings XI Punjab to be its official partner for the 12th season of Indian Premier League (IPL). The tie-up with one of the favorite teams in IPL will provide an edge to Welspun’s Quik Dry towels, and create brand awareness amongst the cricket fans across the country.
Kings XI Punjab CEO Satish Menon said, “We are happy to announce our association with Welspun and delighted to partner with a brand of this stature. We look forward to a great IPL season.”
As the official partners of Kings XI Punjab, the cheerleaders will encourage the crowd using the ‘Quik Dry’ Towels as a prop and keep up the energy levels of the viewers. In addition to this, Welspun will place its logo on the dresses of cheerleaders. Towels have been a vital auxiliary to all the iconic dance moves of Bollywood. Building on this element further, Welspun will organise contests on multiple digital platforms, requesting the audience to participate and submit their unique dance moves, using Welspun ‘QUIK DRY’ towel. The cheerleaders will perform the best dance steps shortlisted, during the IPL match. Through the course of the IPL season, Welspun will hold an array of contests on multiple mediums, where participants will get a chance to win autographed merchandise and entry tickets to the matches.
Welspun India CEO domestic business Manjari Upadhye said,” It is our first ever association with IPL and we are excited to showcase our QUIK Dry Towels on this platform. Welspun’s Quik Dry towels with the brand proposition of, “Jaldi Sukhe Jaldi Sukhaye” caters to the Indian masses and IPL on the other hand, is the most viewed cricket event world-over and in India. Given this undisputable synergy, we chose to partner with Kings XI Punjab which has been the one of the favourite teams in the Indian Premier League. Through this association, we wish to leverage the combined brand synergies to create greater engagement with our customers, both existing and potential.”
After achieving success globally in the home-textile industry, the company is now all set to leverage its presence in the Indian market with the new range of towels priced at Rs 249. With this initiative, Welspun looks at replicating the success of its international market in India by reaching out to 36 crore viewers. This partnership will provide a powerful edge to Welspun to connect with the masses through the sport and medium that unites a diverse set of people.
