Delhi Daredevils play #ItsCool for their brand commitment

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Delhi Daredevils, facing heat from all quarters, still feel #ItsCool when to fulfill the commitments with their title sponsors Daikin. The brand and the Indian Premier League Delhi team indeed conveyed #ItsCool as they hosted Kings XI Punjab at the Feroz Shah Kotla ground on Monday.

The air conditioner brand, Delhi Daredevils lead sponsor for the fourth successive season, is using the hype around IPL to expand their market base. The IPL season happens to be the peak marketing period for the Delhi Daredevils title sponsors – Daikin Air conditioners. The brand and the franchisee agree for a unique on-ground, on player campaign to drive home the message #itscool. An ideal tagline for the product with a promise to douse the heat when mercury soaring to unbearable limits.

In their home game against Kings XI Punjab on Monday, the Blue Brigade jersey up front supported the message #itscool, instead of the regular title sponsor brand’s name – Daikin. This was an eye-catching experiment for on-ground activation.

KJ Jawa, MD and CEO, Daikin India, was excited with the unique on-ground, on-player activation. “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’,’’ says Jawa.

“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,” says Delhi Daredevils CEO Hemant Dua.

The idea was an attempt to harness the power of collaborative media to create buzz among the target audience. The brand and the franchisees in their attempt has succeeded in driving home the advantage. #ItsCool has been an effective tool to create some noise for the brand that market itself with the “Complete Silence” feature.