The franchise that has been most featured in the recent news is Delhi Daredevils. They have had their much loved Captain Gautam Gambhir step down from his position mid-way through to the tournament. Young lad Shreyas Iyer has taken the position now. DD also lost Chris Morris due to an injury. Also, they have lost five out of their seven matches. All and all the season has been miserable so far.
The thing that has kept Delhi Daredevils cool this season though in literal means is their title sponsor Daikin AC. The same company has been associated with Delhi Daredevils for the last four seasons and has featured prominently on all their team jerseys so far. This year they have taken a different route to get their promotion across the fans.
If you notice all other team jerseys, you will find the center portion occupied by the title sponsor with its brand name and logo. In case of Delhi Daredevils, their jersey features a hashtag “#itscool”. If you check this hashtag on Twitter, you will find the page of Delhi Daredevils and Daikin AC. Also, the tweets supporting DD for this season.
The idea is innovative in the way that no other team has adopted the funda of Indirect marketing and exposing people to a wider platform. With social media becoming more and more relevant in recent times, this move from Daikin will cater to the net savvy janta.
KJ Jawa, the MD and CEO of Daikin India, said “This is the first time that players were made part of an on-ground activation by a brand during the entire match. This echoes the brand’s sentiments and its promise of being the coolest AC brand in India. This is yet another way to ‘fill the air with goodness’,’ he was quoted as saying by Inside sport.
“Daikin India has been a valuable partner for DD over the years. It is indeed a cool way to come up with an activation of this nature. The message, we hope, will reach the wider audience in a unique way,” the CEO of Daredevils Hemant Dua said regarding Daikin’s association with them.
Delhi Daredevils comfortably defeated Kolkata Knight Riders yesterday at home. This was their second win of the season and first while playing under the new captain Shreyas Iyer. The team will now travel to Pune to face Chennai Super Kings at the MCS Stadium Pune.