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Micromax to take up title sponsorship of 2010 Indian cricketing season

Source : SIFY
Last Updated: Thu, May 27, 2010 06:45 hrs

New Delhi: Micromax, an Indian telecom company, has taken up the title sponsorship for the entire Indian cricketing season from May 2010.

Micromax made its debut in sports marketing at a time when Sachin Tendulkar made history by scoring an ODI double century.

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Micromax has taken the title sponsorship rights for the India, Zimbabwe, Sri Lanka ODI Tri-Series– 2010, India , Zimbabwe T20 Series, Asia Cup 2010, India, Sri Lanka, New Zealand ODI Tri-Series– 2010, and India , Sri Lanka Test Series starting from May till July 2010.

With a comprehensive marketing strategy in place during 38 days of cricket action, the company believes that cricket promotions will prove to be a great platform to reach out to the audience and give the brand an opportunity to bond with the youth.

With the cricket fever rising and cricket fans anxious for more action by the Indian Squad, Micromax has formulated an innovative branding tactic to strengthen the brand image and develop creative brand integrations.

In the past, Micromax has been the title sponsor for India–South Africa ODI Series and associate sponsor in the Test Series where India retained No 1 position with a spectacular performance.

Besides bagging an all-exclusive title sponsorship for the Cricket Series, this step also empowers the company with exclusive branding rights at key strategic locations of the stadium and mass visibility on television.

The sponsorship leverages the brand to manifest itself on a large scale and provide an exciting platform where countries will vie for the Micromax Mobile Trophy for various series.

To reach out to its customers and other fan followers, Micromax has also designed a cricket-centric TV campaign to be released shortly.

Micromax is also planning an innovative activation across the cricket season, breaking away from the vanilla branding that we are all used to. 

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Activation will see some intelligent product placements, on-ground and on-air integrated product coverage and mentions, crowd branding, and the brand will be visible on a digital platform on the ground throughout adding to the technology stand point.

Expressing views on the announcement, Mr. Vikas Jain, Business Director, Micromax said, “Gaining brand visibility through sports sponsorship is slowly becoming the new marketing mantra for companies in India. Since innovation is the core strength at Micromax, instead of being sponsors for just another event we have devised an innovative strategy to catch the eye balls of millions of cricket lovers. The cricketing platform provides us an opportunity to relate with our customers. Cricket in India cuts across all age groups, religion and topography, hence the obvious choice for partnership. We are very excited to announce our title sponsorships for the entire Indian cricket season starting from 28th May till July.  We have acquired the rights of this cricket action by sponsoring India, Zimbabwe, Sri Lanka ODI Tri Series – 2010, India , Zimbabwe T20 Series, ASIA CUP 2010, India, Sri Lanka, New Zealand ODI Tri-Series – 2010, and India , Sri Lanka Test Series.

“The partnership will provide us an opportunity to build a greater brand presence at Cricket match venues through advertising creating a marketing platform for our innovative product line. The objective behind opting for these innovative branding strategies at a much larger scale is to enhance, top of mind saliency and connect further with our target audience. Our company has always been keen enthusiasts of sports and we strongly believe that India has immense potential and a great sporting spirit which needs the right support and encouragement to cheer, “ he further added.

In a time, when all big brands are sponsoring one or two cricket matches, Micromax has become the trend-setter by sponsoring the 304 Hours of thrilling cricket action. 

In India, Cricket is almost like a second religion common to its people that unites the nation on a magnificently larger scale.

The company has focused on the element of innovation to distinguish itself from the race of cricket sponsorships.

Micromax is riding on unique marketing and branding strategies highlighting the product lineage which is not just innovative, but appealing too and promises to offer a value-for-money experience.

Micromax has created a niche segment in the Indian telecom space focusing on its inventive marketing and advertising initiatives, campaigns and sponsorships

With its ground-breaking technologies and its marketing and branding efforts, today, Micromax has become one of the most preferred brands in the telecom consumer space.


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