Daikin creates a cool connect via IPL

Daikin Airconditioning India recently partnered with the IPL Delhi Daredevil Team to develop a connect with its audience and promote its products. The brand opted the OOH medium to showcase their association and entice the audience through IPL craze. Since IPL has garnered the biggest audience and has been very consistent in terms of viewership, the brand signed up with the IPL team to reach out to the middle income group in Tier II and III markets, targeting audience in the age group of 25-35 yrs. The outdoor communication was carried out by Zenith Optimedia.
 
"As the world's No. 1 air-conditioning company, we want to reach out to as many target audience as possible with our team sponsorship of Delhi Daredevils, as IPL is taking place with the onset of summers. Our aim is to connect with our potential target customers. However, the catch is the overall messaging that has to be in sync with the cricketing spirit so that we could build an instant connect with our TG,” said Gaurav Malik, Director Marketing and Product Engineering at Daikin Airconditioning India Pvt. Ltd.
 
The brand utilised this medium to go build a local connect with the audience. "Outdoor medium has an instant way to create connect and reminder with the audiences. Also Daikin is regarded in the industry for adoption of landmark outdoor sites present in the hi-traffic points. We extensively use OOH during season time to communicate various messaging on the brand and products”, said Gaurav.
 
The media planning for the campaign was designed based on the market and visualising the company's growth objectives. The sites were selected on the local grounds to develop real connection with the audience.

Due to considerable changes in the weather over the past few years, predicting the onset of the season and mapping the campaign with it was the biggest challenge. However, the brand is happy with the fact the research they put in understand the weather pattern of every market helped them in overcome this challenge.

"Daikin is amongst the most visible brands this season. The results are also seen at the sales counters, where consumers are asking for Daikin products in markets where the brand had no penetration. Going by the sales performance in March and April, we can say we are receiving a roaring response from the followers and consumers”, concluded Gaurav.