Games24x7 Director Brand and Marketing Strategy Avik Das Kanungo has revealed that during the last edition of the Indian Premier League, their product saw a two-fold increase as they onboarded twice the number of people they had on the platform.
MY11Circle roped in names like Sourav Ganguly, Rashid Khan, Shane Watson, VVS Laxman, and Ajinkya Rahane so far to promote the brand on social media and TVCs to become one of the most growing brands in the country at the moment. So much so that their ROI touched a new high to emerge as one of the most successful fantasy sports brands in the country and their Director Brand and Marketing Strategy Avik Das Kanungo revealed that it was made possible by the IPL 2020 with people going crazy for the same.
"Last IPL was, of course, a little different for the fantasy sports category as Indians were starved to see live cricket action for almost five months. Therefore the interest levels were very high, which got reflected in the TV and digital viewership numbers of IPL 2020. Our success in the last IPL was not only for the carefully planned 360-degree marketing plan but also the product innovation we had in the form of Play with Champions. As a brand, we believe in the need to promise our players to give them something new, fresh and exciting every IPL and this time also we are heavily banking on our new proposition that we have planned for fantasy players in India. We are bullish about this year's brand new campaign. We think this IPL will be equally big in terms of interest level as it is back to India again, and there is also a World Cup to follow."
"If you are talking about the association in terms of advertising on IPL matches, then, of course, we have seen a very good ROI on our IPL spends. In IPL 2020, we doubled our player base during just the tournament period, which shows the potential of such a big event for a brand like us." he added.
The IPL 2021, once again, is set to have a huge interest from the advertisers but Kanungo is confident of the brand's planning and strategy to leverage on the interest and gaining new users on the platform.
"As we have mentioned earlier, we believe in product innovation, and our strength is to translate that innovation into a well-structured marketing campaign. This IPL also we have planned a fresh proposition for the fantasy players. We have also planned our creatives in a very interesting way that we are confident the fantasy audience will like and relate to very quickly. However, at this point in time, we can't reveal more details about the campaign." Kanungo added.