During the 12th edition of IPL, Rajasthan Royals will sport the logo of KEI Industries. This is the second time the cable and wire manufacturing company will be consorting with the Royals. In 2018, they first associated with the cricket team with their social media campaign ‘Halla Bol’.

Akshit Diviaj Gupta, the director of the company said in his official statement, “I am delighted to announce our partnership with Rajasthan Royals for the second consecutive year. Our company is committed the association will further enhance our visibility in Rajasthan, which is a string 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.”

Last year, KEI run a number of successful schemes to engage the fan base of IPL. The company optimized this audience by challenging them to various games and contests. KEI also launched a social media campaign called ‘#Tension free ya tension spree’ to carry forward the communication theme of the company ‘Har tension sahe, chalti rahe’. All these helped them to form a positive image in the popular psyche.

This year, KEI is planning to introduce a social listening tool called ‘Live Tension Metre’ to monitor positive and native keywords within social conversation around cricket and IPL general. This is to boost the message of KEI’s new stance ‘har tension sahe, chalti rahe’.

KEI has other cards up their sleeves apart from social media. They have released a film on IPL. The film is broadcasting on social media as well as television. The film is about the hardship our cricketers go through to take the strain of the tournament. Through the film, KEI coveys message of its well-built wire that are meant take any blow.

As part of the partnership, Rajasthan Royal players will don jerseys embalmed with the logo of KEI branding. The company will set up a ‘Selfie Booth’ in the stadium for more fan engagement. All these strategies are expected to give KEI a better visibility.

Jayita Sardar
Author

Aspiring journalist working for sportzbusiness.com and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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