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April 17, 2012, 3:39 pm UTC
Where IPL is casting its spell over masses, the teams are coming up with new and innovative promotion techniques. Rajasthan Royals is one such team which who along with its star studded players has come into the limelight for its latest campaign.
The ‘Sar utha ke jiyo’ campaign by HDFC Life for the Rajasthan Royals team is one of its kinds. It is built on the mutual belief of self-respect. Sanjay Tripathy, CMO, HDFC Life, is the brain child behind the campaign. Talking about his association with the team, exclusively to iMedia Connection he said, “Our focus on 'long-term' reflects in our association with Rajasthan Royals since the last three years. Our journey with Rajasthan Royals has been very eventful and momentous. A team known for their self-belief, pride, and confidence, Rajasthan Royals continues to epitomize the values of resilience, commitment and intensity and never say die attitude. This spirit goes well with our brand thought – Sar Utha ke Jiyo. With a young and energetic team along with Rahul Dravid as captain and mentor and other top players, this year too Rajasthan Royals has entered the competition as underdogs and their self-belief and self-confidence have helped perform to their best potential.
The new ad campaign is already on air featuring Rajasthan Royals players, the theme of which revolves around the spirit of ‘Never Giving Up and Moving Forward to face all challenges’. Elaborating on the promotion strategy Tripathy said, “We are driving a focused TV campaign on the news genre, followed by the movies genre to derive maximum visibility for the campaign on account of regular news updates on the IPL property. The campaign will be running along with exciting contests across prime multiplexes in India (Fame, Fun, Big Cinemas, Inox and Cinemax).
IPL teams are banking on the current robust rage of internet, smartphones and digital media. Tripathy’s take on it, “On the digital medium, the company will leverage all channels -- search, display, social, mobile and video -- to reach out to IPL fans across the country. HDFC Life will leverage on the cricket frenzy season and drive users to a very engaging contest on Facebook. Users will not only get a chance to interact with other cricket fans, but also get an opportunity to win exciting IPL Rajasthan Royals merchandise.”
Even though players win the prestigious awards from IPL, HDFC wants to reward these players and give them a special recognition. Giving his incepts about the idea Sanjay said, “The company in partnership with Indiatimes Youtube IPL will roll out a unique HDFC Life Zone to feature the Man of the Match, best batting innings and best bowling innings as the 'Sar Utha Ke Jiyo' moments of the day. HDFC Life will continue with 'Sar Utha Ke Jiyo - Most Valuable Player’ award instituted during the first year of association. The Rajasthan Royals coaching staff along with the team captain will select the Most Valuable Player from the Rajasthan Royals team, who will receive this honor along with a cash incentive”.
The company is also associating with various NGOs across the countries that are involved in promoting and raising awareness about 'every children's right to education.' 'Children and Education' is one of the core themes of HDFC Life’s overall CSR framework and the company aims to enable under privileged children to bring the children closer to their dreams by witnessing the matches and spending time with their favourite cricketers.
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