Godrej to leverage IPL platform

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Yet another Indian corporate, the Godrej Group has joined the IPL (Indian Premier League) bandwagon with a big bang. In a bid to gain high visibility for its brands, the Rs 9000 crore Godrej group has made sound investments in the ongoing IPL cricket tournament. Increasingly, Indian corporates are investing in cricket tournaments to connect with young consumers across the country, according to industry analysts.

On the group’s new move, Adi Godrej, chairman of the Godrej Group said: ‘‘We have taken sponsorship of television in Indian Premier League’s matches. In fact, we are a core sponsor of IPL television broadcast.” Broadcaster Sony Max’s other sponsors include, Coca-Cola, Hyundai, Vodafone, Max New York Life and Citibank.

Incidentally, the Godrej group has just kick-started a major rebranding exercise to make its brand identity relevant to young consumers." We will use the IPL matches as a platform to launch our new products too. We have invested around Rs 16 to 18 crore in IPL matches. This move is also a part of rebranding exercise,” he explained.

To announce its new brand identity and positioning, the group has just kick started its mass media advertising campaign starting with IPL matches from April 18 this year. "With our rebranding exercises and new investments, we want to achieve a profitable growth of 25-30 % annually. Our objective is to accelerate growth by maximizing the value of the Godrej brand and its constituent business thorough an aggressive brand and portfolio strategy,” said Godrej.The Group has already begun beaming its brand new logo(tri-coloured) during the telecast of IPL matches on Sony Max.

In sync with its growth strategy, the group has recently roped in matinee idol Hrithik Roshan to endorse its flagship brand Cinthol.