‘IPL will help us build brand image at no cost’

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: we can do. So, we responded to the situation in a positive manner both at an individual as well as the company level.

You have recently become the Indian Premier League (IPL) franchisee for Chennai. What is the gameplan?

India Cements has been promoting and managing many games including cricket over the last 40 years. The company is involved in the development of cricket by sponsoring tournaments, maintaining a number of teams participating in local league matches, identifying talents at young age and giving them opportunity to make it big at the national level. So, it is only natural for India cements to be associated with IPL, which will help the company to bring quality cricket to Chennai. As it is, everyone is very excited about the league.

What kind of impact will your association with IPL bring to the company’s table?

It provides an excellent platform to build corporate and brand image at virtually no cost especially at a time when the company is planning to be a pan-India player. It also provides an opportunity to galvanise the supply chain and the large dealer network of the company by involving them, which will result in increased goodwill and loyalty of these constituents to the company. Apart from this, the association with IPL represents an exciting value creation opportunity and finally it is a revenue positive proposal for us.

You named the team as the Chennai Super Kings. Why ?

Everyone is excited about Chennai Super Kings. In fact the people of Chennai have suggested 26,000 names for the team. This shows the public involvement in this game. India Cements believes this will be a great sporting event and a source of entertainment for the public, particularly since world’s top cricketers are participating in the league.

What are your future plans for Chennai Super Kings?