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Tag: MRF Tyres

  • Brands with most integrated marketing plans to win as cricket season heats up

    Brands with most integrated marketing plans to win as cricket season heats up

    MUMBAI: Franchises, brands, broadcaster and most importantly the fans were left delighted on Tuesday as news trickled in that the Indian Premier League 2019 will be played entirely in India. The Board of Control for Cricket in India (BCCI) also announced that the 12th edition of the cash-rich league will commence from 23 March 2019.

    This is the first time since the inception of the IPL that all its matches will be played in India during a general election year. In a sense, this is a testament to the humongous popularity of the cash-rich league. It must be noted that the entire 2009 edition was moved to South Africa, while in 2014, some matches were played in the UAE.

    Season 11 of the IPL was a runaway success on every front. Broadcaster Star India leveraged 17 of its channels, including Star Plus and Star Gold, to make the finals a smash hit. It was aired in eight languages including Hindi, English, Tamil, Telugu, Bengali, Kannada, Marathi and Malayalam.

    Last year, the IPL was broadcast in six different languages – Hindi, English, Tamil, Telugu, Kannada, and Bengali. While Star was unable to get full-fledged Telugu, Kannada and Bengali channels up and running at that time, it ensured that viewers from these regions didn’t miss out on the experience. It aired the matches on Suvarna Plus (Kannada), Maa Movies (Telugu) and Jalsha Movies (Bengali).

    The thrilling final powered the network’s growth by 34 per cent with 52.9 million average impressions. The final between Chennai Super Kings and SunRisers Hyderabad was produced with 11 live feeds across the TV network and Hotstar.

    Brands have long recognised the power and popularity of cricket in India.  However, with video proliferation and regional language market expansion, more avenues seem to have opened up for the marketers to position their products.

    With India kicking off the year with a historic 2-1 Test series win against Australia, 2019 could be the year the nation is hooked on to cricket like never before.

    PwC India partner- media, entertainment and sports Raman Kalra says, “India is always a cricket hungry nation and will always continue to be cricket loving nation. A lot of diversified brands will be seen participating. The important thing is how they weave this story into a much more deeply integrated marketing plan. It is not just about running one campaign or two campaigns, can they really integrate the storyline throughout the ATL and BTL and do something beyond what is being done.”

    Barring series (ongoing Australia versus India and West Indies versus India in the month of July and August) Star is bound to be the home of cricket for India’s cricket-loving public.

    The broadcaster’s offering in 2019 commences with New Zealand versus India series followed by Australia’s visit to India, followed by the IPL and the all-important 50-over ICC Cricket World Cup among others.

    Sports advertising expenditure is largely driven by cricket with other sports contributing a minor share. According to India Sports Sponsorship report 2018 by ESP properties and SportzPower, media spending in sports as a whole grew 15.8 per cent from Rs 3511 crore ($ 516 million) to Rs 4065 crore ($ 616 million), driven even more strongly in 2017 by Television On Air, which grew an incredible 42.7 per cent from Rs 2376 crore ($ 348 million) to Rs 3379 crore ($ 512 million). The other reason for sports adex increase is the annual increase in ad rates, especially on IPL.

    “The crux would be which brand has the most integrated marketing plan and go beyond the TV, digital campaign to engage with the audience and convert them into fans,” Kalra adds.

    The marquee cricket season is also an opportunity for new brands to tap into a wider audience and amplify their reach and communication.

    Some of new brands that associated with the IPL last season were AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Ford, Haier, Luminous, Pidilite, Sleep Well, Vanessa, Vimal Pan Masala and Voltas joined the existing ones like Vivo, Colgate, Amul, Dream11, Elcia, Kent, Parle Agro, Polycab to name a few.

    When it comes to the big ICC events, the likes of Oppo, Nissan, MRF Tyres, Emirates, Uber, Bira, Dream11, and Royal Stag do not miss a chance to grab the audiences’ attention.

    Some industry experts believe that advertisers could be looking at an option that includes featuring both during the IPL and the World Cup as part of a combo deal.

  • CCD’s Car Rally to be aired on two channels

    CCD’s Car Rally to be aired on two channels

    BENGALURU:  The Cafe Coffee Day India Rally has taken a big leap forward this year by being a round of the FIA Asia Pacific Rally Championship (APRC) which will be run in Chickmagaluru through December 3 to December 5, 2016. The event thus has become an international one.

    Thirty minute capsules of the event will be featured on one Indian and one international channel every day of the event – the Indian one being news channel Times Now. For international channels, the event will be produced by New Zealand’s Asia Pacific Sports Media’s (APSM) APRC TV, a channel with a sponsorship revenue model.  APSM specialises in providing television and media from international sports events.

    The current edition of the Coffee Day India Rally is supported by Café Coffee Day’s The Serai Resorts, MRF Tyres, Hindustan Petroleum and Blue Water Mediacom. Coffee Day Hotels and Resorts director Venkatesh M said, “At Coffee Day, we have been consistently working towards creating new levels of excitement for the spectators and rallyists. Bearing in mind this sentiment, our association with our international partners continues to evolve and strengthen every year. The Coffee Day rallies date back to 1982, when the rally was first held in Chikkamagaluru. Our association with APRC has helped put us on the global map especially since we will be hosting a leg of the APRC this year.”

    FMSCI Rally Commission chairman and Chikmagalur Motor Sports Club vice-president Farooq Ahmed said: “The Coffee Day rallies are one of the most awaited motor racing sport in the country. It is this enthusiasm and the sporting spirit of the racing community which encourages us to present an exciting experience to our partners and spectators. We are really excited to take our international association to the next level and look forward to an enthralling session this year.”

    More about the rally

    Amongst the participants in this year’s rally include India’s Gaurav Gill, who has already sealed the 2016 APRC driver’s title by winning all the previous five rounds, and his long-time partner Glenn Macneall from Australia; the team of German champion Fabian Kreim and Christian Frank as co-driver that currently stands second in the championship. Other participants include New Zealand’s Michael Young (Malcolm Read), Pune-based Sanjay Takale with his regular Japanese co-driver Noriko Takeshita; the only female in the APRC category, and former multiple Asia Cup winner Yuva Sumiyama (Takahiro Yasui), also from Japan.

    Adding to the start grid are five entries for the FIA Asia Cup in Phalguna Urs, Younus Ilyas, Dhirendra Kumar, Amol Saloskar and the lone female driver in this category, Harshita Gowda.

    The field for the National Championship has leader Arjun Rao in the Volkswagen R2 at the top followed by two Mahindra Adventure team entries Amittrajit Ghosh and Sunny Sidhu in the Mahindra XUV 500 (all INRC Overall), besides the likes of Karna Kadur and veteran Rahul Kanthraj of Team Yokohama India 2K, and Dean Mascarenhas (INRC 2000).

    Running in the top-end IRC class are two seasoned campaigners Sameer Thapar of JCT Rallying and PG Abhilash driving a modified Mitsubishi Evo.

    Completing the grid are the young guns in the FMSCI Cup led by Jacob KJ who will be seeking his fourth consecutive win this season, and the popular Gypsy Cup which makes a one-off return to the IRC after being scrapped a few years ago.

    The APRC participants will cover 225.41 kms spread across 17 Special stages, beginning with the Super Special Stage at the Amber Valley school grounds while the National Championship cars will do 113.81 kms over nine Special Stages. The entire rally route is located in the Coffee Day Global’s estates bordering Chikkamagaluru.

  • CCD’s Car Rally to be aired on two channels

    CCD’s Car Rally to be aired on two channels

    BENGALURU:  The Cafe Coffee Day India Rally has taken a big leap forward this year by being a round of the FIA Asia Pacific Rally Championship (APRC) which will be run in Chickmagaluru through December 3 to December 5, 2016. The event thus has become an international one.

    Thirty minute capsules of the event will be featured on one Indian and one international channel every day of the event – the Indian one being news channel Times Now. For international channels, the event will be produced by New Zealand’s Asia Pacific Sports Media’s (APSM) APRC TV, a channel with a sponsorship revenue model.  APSM specialises in providing television and media from international sports events.

    The current edition of the Coffee Day India Rally is supported by Café Coffee Day’s The Serai Resorts, MRF Tyres, Hindustan Petroleum and Blue Water Mediacom. Coffee Day Hotels and Resorts director Venkatesh M said, “At Coffee Day, we have been consistently working towards creating new levels of excitement for the spectators and rallyists. Bearing in mind this sentiment, our association with our international partners continues to evolve and strengthen every year. The Coffee Day rallies date back to 1982, when the rally was first held in Chikkamagaluru. Our association with APRC has helped put us on the global map especially since we will be hosting a leg of the APRC this year.”

    FMSCI Rally Commission chairman and Chikmagalur Motor Sports Club vice-president Farooq Ahmed said: “The Coffee Day rallies are one of the most awaited motor racing sport in the country. It is this enthusiasm and the sporting spirit of the racing community which encourages us to present an exciting experience to our partners and spectators. We are really excited to take our international association to the next level and look forward to an enthralling session this year.”

    More about the rally

    Amongst the participants in this year’s rally include India’s Gaurav Gill, who has already sealed the 2016 APRC driver’s title by winning all the previous five rounds, and his long-time partner Glenn Macneall from Australia; the team of German champion Fabian Kreim and Christian Frank as co-driver that currently stands second in the championship. Other participants include New Zealand’s Michael Young (Malcolm Read), Pune-based Sanjay Takale with his regular Japanese co-driver Noriko Takeshita; the only female in the APRC category, and former multiple Asia Cup winner Yuva Sumiyama (Takahiro Yasui), also from Japan.

    Adding to the start grid are five entries for the FIA Asia Cup in Phalguna Urs, Younus Ilyas, Dhirendra Kumar, Amol Saloskar and the lone female driver in this category, Harshita Gowda.

    The field for the National Championship has leader Arjun Rao in the Volkswagen R2 at the top followed by two Mahindra Adventure team entries Amittrajit Ghosh and Sunny Sidhu in the Mahindra XUV 500 (all INRC Overall), besides the likes of Karna Kadur and veteran Rahul Kanthraj of Team Yokohama India 2K, and Dean Mascarenhas (INRC 2000).

    Running in the top-end IRC class are two seasoned campaigners Sameer Thapar of JCT Rallying and PG Abhilash driving a modified Mitsubishi Evo.

    Completing the grid are the young guns in the FMSCI Cup led by Jacob KJ who will be seeking his fourth consecutive win this season, and the popular Gypsy Cup which makes a one-off return to the IRC after being scrapped a few years ago.

    The APRC participants will cover 225.41 kms spread across 17 Special stages, beginning with the Super Special Stage at the Amber Valley school grounds while the National Championship cars will do 113.81 kms over nine Special Stages. The entire rally route is located in the Coffee Day Global’s estates bordering Chikkamagaluru.

  • MRF Tyres launches Biking community for passionate bikers

    MRF Tyres launches Biking community for passionate bikers

    MUMBAI: Leading Indian Tyre manufacturer MRF Tyres on Friday announced the launch of a one of a kind riding community ‘Ride Along with MRF.’

    During the ICC Cricket World T20, MRF launched an initiative to add Thrill to the lives of two-wheeler owners across India. With over three lakh riders participating, it was a highly successful campaign. It also gave MRF an insight into the latent needs of bikers across India. So MRF decided to cater to these needs and fuel the passion of the riders.

    This fan run portal launched by MRF aims at making group riding a more accepted phenomenon. Two-wheeler owners across India have the passion for riding, but most feel that it is a very daunting task. MRF aims at not only catering to the rising need but also making ‘going on rides’ a safe, enjoyable activity that any two wheeler owner can set out to do. The idea is to create a place where a rider, with any bike or biking experience, can come and fuel his/her passion for riding.

    Additionally, MRF will also galvanise fellow riders to join the monthly ‘Ride for a Cause’ promoting a social cause or celebrating an occasion. These will be special rides which aim to raise awareness about cause across India.

    Commenting on the eve of the launch of this unique initiative, MRF Tyres marketing- EVP Koshy Varghese said, “Most biking communities in India are for hard-core bikers. They are either started by Bike Brands or a set of enthusiastic riders of a particular kind of bike. Our vision is to get every bike owner in India to explore India on two-wheels. All they need is a passion for riding. So we have created a platform that helps organise and plan weekend trips that anyone can do. We want 3 or 4 friends with bikes to set simply out on rides, armed with information, support and fun ideas while being fully prepared and safe. And above all, we want to create ride stories for everyone to remember and share with their friends and family.“

    While the community will start off with MRF Ride Ambassadors in 9 cities across India namely – Mumbai, New Delhi, Kolkata, Chandigarh, Pune, Nagpur, Bangalore, Hyderabad and Dharmashala.

    Some of the key features of the community are – find exclusive Ride ideas, curate ride stories across the country for the larger public, meet and network with fellow bikers, etc.

  • MRF Tyres launches Biking community for passionate bikers

    MRF Tyres launches Biking community for passionate bikers

    MUMBAI: Leading Indian Tyre manufacturer MRF Tyres on Friday announced the launch of a one of a kind riding community ‘Ride Along with MRF.’

    During the ICC Cricket World T20, MRF launched an initiative to add Thrill to the lives of two-wheeler owners across India. With over three lakh riders participating, it was a highly successful campaign. It also gave MRF an insight into the latent needs of bikers across India. So MRF decided to cater to these needs and fuel the passion of the riders.

    This fan run portal launched by MRF aims at making group riding a more accepted phenomenon. Two-wheeler owners across India have the passion for riding, but most feel that it is a very daunting task. MRF aims at not only catering to the rising need but also making ‘going on rides’ a safe, enjoyable activity that any two wheeler owner can set out to do. The idea is to create a place where a rider, with any bike or biking experience, can come and fuel his/her passion for riding.

    Additionally, MRF will also galvanise fellow riders to join the monthly ‘Ride for a Cause’ promoting a social cause or celebrating an occasion. These will be special rides which aim to raise awareness about cause across India.

    Commenting on the eve of the launch of this unique initiative, MRF Tyres marketing- EVP Koshy Varghese said, “Most biking communities in India are for hard-core bikers. They are either started by Bike Brands or a set of enthusiastic riders of a particular kind of bike. Our vision is to get every bike owner in India to explore India on two-wheels. All they need is a passion for riding. So we have created a platform that helps organise and plan weekend trips that anyone can do. We want 3 or 4 friends with bikes to set simply out on rides, armed with information, support and fun ideas while being fully prepared and safe. And above all, we want to create ride stories for everyone to remember and share with their friends and family.“

    While the community will start off with MRF Ride Ambassadors in 9 cities across India namely – Mumbai, New Delhi, Kolkata, Chandigarh, Pune, Nagpur, Bangalore, Hyderabad and Dharmashala.

    Some of the key features of the community are – find exclusive Ride ideas, curate ride stories across the country for the larger public, meet and network with fellow bikers, etc.

  • ICC ropes in MRF Tyres as global partner in four-year deal

    ICC ropes in MRF Tyres as global partner in four-year deal

    MUMBAI: The International Cricket Council (ICC) has roped in MRF Tyres as a global partner for ICC events for a period of four years from 2016 to 2020.

     

    Over the next four years, the ICC events include eight tournaments, including the ICC World Twenty20 in 2016, an ICC Champions Trophy in 2017 and an ICC Cricket World Cup in 2019.

     

    The ICC and MRF Tyres recently completed a partnership at the ICC Cricket World Cup 2015. 

     

    ICC CEO David Richardson said, “I am delighted that MRF Tyres has decided to continue its support of cricket by extending its partnership with the ICC for a further four years. Our aim at ICC events is to create an exceptional experience for all involved and I am confident that not only will MRF help us enhance that aim but that the forthcoming ICC events will help MRF promote its brand and expand its reach to other parts of the globe.”

     

    “MRF is already an active promotor and supporter of cricket with a number of domestic and international fast bowlers benefitting from its MRF Pace Foundation. I am excited that MRF has elected to be cricket’s global partner and I am confident that this will be the start of a long relationship,” he added.

     

    MRF Tyres chairman and managing director K M Mammen said, “This is a proud moment for MRF and this association is a testimony to our commitment to cricket. Twenty20 is the most popular form of the game today and it is a matter of great pride to be associated with the ICC World Twenty20 2016. Association with the ICC and the game of cricket presents a great opportunity for brand MRF to reach markets across the world. We are indeed proud to bring this thrill-a minute tournament to the millions of fans in India and all over the world.”

     

    Also present at the announcement event at MRF Tyres headquarters in Chennai was former India captain and MRF brand ambassador Sachin Tendulkar.

  • ICC ropes in MRF Tyres as global partner in four-year deal

    ICC ropes in MRF Tyres as global partner in four-year deal

    MUMBAI: The International Cricket Council (ICC) has roped in MRF Tyres as a global partner for ICC events for a period of four years from 2016 to 2020.

     

    Over the next four years, the ICC events include eight tournaments, including the ICC World Twenty20 in 2016, an ICC Champions Trophy in 2017 and an ICC Cricket World Cup in 2019.

     

    The ICC and MRF Tyres recently completed a partnership at the ICC Cricket World Cup 2015. 

     

    ICC CEO David Richardson said, “I am delighted that MRF Tyres has decided to continue its support of cricket by extending its partnership with the ICC for a further four years. Our aim at ICC events is to create an exceptional experience for all involved and I am confident that not only will MRF help us enhance that aim but that the forthcoming ICC events will help MRF promote its brand and expand its reach to other parts of the globe.”

     

    “MRF is already an active promotor and supporter of cricket with a number of domestic and international fast bowlers benefitting from its MRF Pace Foundation. I am excited that MRF has elected to be cricket’s global partner and I am confident that this will be the start of a long relationship,” he added.

     

    MRF Tyres chairman and managing director K M Mammen said, “This is a proud moment for MRF and this association is a testimony to our commitment to cricket. Twenty20 is the most popular form of the game today and it is a matter of great pride to be associated with the ICC World Twenty20 2016. Association with the ICC and the game of cricket presents a great opportunity for brand MRF to reach markets across the world. We are indeed proud to bring this thrill-a minute tournament to the millions of fans in India and all over the world.”

     

    Also present at the announcement event at MRF Tyres headquarters in Chennai was former India captain and MRF brand ambassador Sachin Tendulkar.