Country’s leading wire & cable manufacturer, KEI Industries Ltd. today announced its second consecutive association with Rajasthan Royals, for the 12th edition of the Indian Premier League (IPL).
Speaking on this
association with the popular franchise, Rajasthan Royals, Mr 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.”
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’
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.
The whole idea
revolved around the concept that there’s a captive audience that’s thinking
cricket, cricket and only cricket all the time. The second step was to launch # Tension free ya Tension Spree Campaign
to carry forward and push our new communication theme ‘Har Tension Sahe, Chalti Rahe’. The strategy was to optimize the
captive audience that was already engaging with the brand as their attention
was being captured with all the exciting content that was put up. The company
optimized this captive audience by challenging them to various games and
engaging conversations on social media regarding cricket to generate a positive
sentiment for the brand.
company engaged the fans of Rajasthan Royals with several interactive and fun
digital contests run across their official handle on Twitter, Facebook and
Instagram. The engaging contests such as ‘Guess the Player’, ‘Guess the playing
Pair’ and ‘Guess to Win’ saw active participation from over 59,794 users, further spreading the
message of the brand’s association with the IPL team.
Adding to that,
KEI 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 exhibiting 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.
the association a notch higher, KEI also released a film on IPL across social
media platforms along with showcasing it on television.
IPL Film is an attempt to amplify the company’s new positioning ‘Har tension sahe, chalti rahe’. The
film depicts the hardships and strenuous training our cricketers go through
before the IPL matches to make them strong enough to face
any challenges that may come their way. Just like the cricketers, the company’s
wires also go through stringent quality standards test (15 tests) before
reaching the end consumers. All the tests that the wires go through make it
capable of handling any tension and ensure safer families.
As a part of this partnership,
Rajasthan Royals team will proudly sport KEI branding logo on their jersey. The
audience too will experience visibility of the brand at the stadium and on
match tickets. In order to connect with the team supporters, present at the
stadium, KEI has also set up a ‘Selfie
Booth’ to boost and cheer their engagement during matches.