Indian Premier League is as vast in its sponsorship range as its reach among the masses – Indian and far beyond the geographical boundaries of India. The sponsors range from multi-billion multinationals to young start-ups to a ‘brass band’. A brass band indeed. The band that has an unparalleled reputation for decorating barats and religious and social congregations.
But a band’s presence as a sponsor brand during the Indian Premier League would appear a far-fetched thought until not very long ago. But no more now. A franchisee and a band have found some brand value in each other. The partnership is there for everyone to see – loud and clear.
In India nothing connects masses better than the Indian Premier League. The biggest commercial venture is more impactful than the conventional competitions of cricket in terms of brand activation reach. If the nation’s richest person Mukesh Ambani connects with the IPL as a franchisee owner, a common man on the lowest economical pedestal would connect with the richest cricket competition as a die-hard fan, who breathes, drinks, sleeps, eats and lives cricket.
This die-hard fan is the need of the brands who spends crores of rupees to associate with the teams. This wide reach also widens the IPL bazar. The fact is evident in the range of brands that associate with the IPL – from Samsungs, Oppo’s to Byju’s to ₹50-a-burger brand. And dd to that a band. A brass band to describe more respectfully.
This band is a new addition to IPL’s range of sponsors. The band that has carved a niche for itself for the quality of performance and goods for playing on streets during the marriage processions (barat), is among the Principal Sponsors of an IPL franchisees. It is the Chawla Band and Rajasthan Royals sponsorship tie-up. No mere barter deal is this to play celebratory tunes during the matches. The Chawla Band logo is prominently displayed on the team jersey sleeve.
Burger and cricket may still go hand in hand for their English connect. But the brass band has literally widened the commercial reach of the IPL.