Brand Insights

KEI partners with Rajasthan Royals for IPL branding

As part of the contract, the brand will showcase identity via stadium branding

Published

April 26, 2019

Leading wire & cable manufacturer KEI Industries Ltd has announced its second consecutive association with Rajasthan Royals for the 12th edition of the Indian Premiere League (IPL). As part of this partnership, Rajasthan Royals team will sport KEI branding logo on their jersey. There will also be brand visibility at the stadium and match tickets. KEI has also set up a ‘Selfie Booth’ to boost for the team during matches.

Speaking on the association, Akshit Diviaj Gupta, Director- KEI Industries Ltd. said: “I am delighted to announce our partnership with Rajasthan Royals for the second consecutive year. Our company is committed towards encouraging and elevating the realm of sports in India. The association will further enhance our visibility in Rajasthan, which is a strong market for our house wire vertical. This engagement will further strengthen our relationship with the customers and we are positive about exploring more opportunities to expand our business.”

KEI Industries’ first association with the team in 2018 had their social media campaign ‘Halla Bol!’ This year, the company has carried forward its association with the team. As the exclusive partner, they will be promoting the safety USP of KEI wires- ‘‘KEI Wires-Har tension sahe, chalti rahe’

Making the engagement holistic, social media platforms with digital contests, branded pages with gamification were also incorporated. KEI ran a series of exciting contests to get the users engaged through the IPL Matches.

KEI also plans to launch an interesting ‘Live Tension Metre’, a social listening tool used to monitor positive and negative keywords within social conversations around cricket and IPL in general, thereby exploring if the fans are ‘TensionFree’ or on a ‘TensionSpree’. This initiative will amplify the messaging of KEI’s new positioning, ‘Har tension sahe, chalti rahe’.