Business Today

IPL 4: Consumer durable firms to cash-in on cricket fever

From TV makers to home appliance makers and other consumer durables are all ready to aggressively cash in on the cricket mania with new sales campaigns.

Anuradha Shukla   New Delhi     Last Updated: April 11, 2011  | 13:25 IST

With the cricket fever moving on unabated from the ICC Cricket World Cup to IPL season 4, consumer durable makers are expecting to see the good run in their sales to continue. From TV makers to home appliance makers and other consumer durables are all ready to aggressively cash in on the cricket mania with new sales campaigns.

TV makers, which have already recorded huge sales of their new range of TV sets during the World Cup expects that the IPL will only add to the momentum.

Most TV makers such as Sony, Samsung and LG have recorded huge increase in sales of up to 80-90 per cent in March thanks to the World Cup. These companies expect the strong demand for TV sets to continue during the IPL season, too.

"The demand continues to be healthy even after the World Cup, especially in the flat TV segment. We expect to double our sales in the quarter ending April," Yasho Verma, chief operating officer (COO), LG Electronics, said.

Korean consumer durables major LG is set to launch its new product range this week and is also planning a new campaign soon.

Other companies in this space are also seeing the same response.

And as the sales season has just started for summer products like ACs and refrigerators, their tie-up with IPL will give a further boost to sales.

Companies such as Godrej have already announced a nation-wide consumer connect initiative called Godrej Power Play, where all Godrej consumers could win exciting prizes, besides a chance to meet the cricketers and a trip to London.

According to Godrej Consumer Products executive vice president Tarun Arora, "The campaign is extended to consumers of our 200 product range. So, it will certainly boost our sales. But more importantly it is an opportunity for the company to engage with its consumers." Consumers of over 200 Godrej products across 90 product categories, including booking amounts for select Godrej Realty projects, are eligible to take part in the Godrej Power Play contest.

The company has planned the campaign across all mediums, including print, electronic and online and social media. The company has also tied up with Mumbai Indians and Kolkata Knight Riders for this initiative.

Digital imaging brand Canon has also joined the IPL bandwagon and will launch its new range of cameras supported by a campaign featuring its brand ambassador Sachin Tendulkar.

According to Alok Bharadwaj, senior vice president, Canon India, "The timing could not be better as this is just before people plan their holidays." April is the season when a large number of companies come up with their new product ranges. And unlike, the ICC Cricket World Cup, IPL has a large female viewership, too.

And that is the reason for many home appliance companies and FMCG companies to have joined the bandwagon to boost their summer products line-up.

Beverages giant Coca Cola's new 'Brrrr' campaign is already on, while ITC, Cadbury, L'Oreal and Johnson & Johnson all are planning fresh ad campaigns during this IPL season to gain better visibility.

Courtesy: Mail Today

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