Comics seem to be the medium of choice for IPL teams and sponsors to connect with their fans this season. Chennai Super Kings (CSK) made a beginning last year. This year, Puma, a sponsor of Rajasthan Royals and Deccan Chargers, is bringing out two comic features called ‘Rock 'n' Royals' and ‘Electric Chargers'. The Delhi Daredevils feature in Diamond Comics' special series where they join the latter's characters Chacha Chadhury and Sabu.

Puma's version is a quirky look at the game. The illustrators at Brewhouse, Puma's advertising agency, meet for a conference call after a match and come up with a super hero comic strip that's uploaded on to Puma's web site and that of its partner ESPN Cric Info as well as Facebook after a day or two. “It's a humorous take on the events of the match,” said Mr Rajiv Mehta, Managing Director, Puma, South Asia. For instance, Rahul ‘The Wall' Dravid is pictured as a brick wall, while Kumar Sangakkara, known for not letting any ball get past him, is depicted with super-flexible rubber arms.

Puma will bring out limited editions at the end of IPL 5, which will be autographed by the players. Fans who download these strips and compile their own comic book will get signed copies. The books will also be given to fans at some key stores and on e-shops. Puma intends to print 1,500 copies initially (none for sale). For IPL-5, Puma launched the Red Pulse Convertible Spike shoe, which also features in the comics. “This is a 45-day event and we need to create a buzz and cut through the clutter as soon as possible. Comics help us do that, and they appeal to all age groups,” Mr Mehta said. So far, there have been about 12 cartoons.

CSK, which is selling its comics this season too, sold about 18,000 copies last year. It printed over 25,000. “That's a good sales figure as each copy cost Rs 100,” said Mr Chandrabhan Singh, General Manager (Marketing), CSK, India Cement.

CSK finds this graphic medium a good way to connect with young fans. The comics focus on the team's and Chennai city's brand equity and attempt to use the game to inspire and teach the young ones the values of life in subtle ways, he said.

sra@thehindu.co.in

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