Videocon d2h is title partner, Kings XI Punjab

Videocon d2h will be the ‘title partner' for Kings XI Punjab team in IPL 5. An announcement to this effect was made by the DTH service provider today.

The brand had teamed up with Kolkata Knight Riders (KKR) during IPL 3, but had not been the title partner then.

Responding to

Business Line , Mr Saurabh Dhoot, Director, Videocon d2h, said, “When we associated with IPL in season 3, we were a new entrant in the DTH sector. We had just expanded our operations to pan India levels a few months before IPL. We were looking at a property with presence across the country that cut across all ages and SEC.”

He explained that return on investment exceeded expectations in IPL3, prompting the company to re-invest in the pan-India ‘cricketainment' property in this edition.

The company did not respond to whether and why it chose not to leverage IPL 4 (last year). But industry sources point out that the then prevailing rates and lack of options in 2011 may have kept some sponsors away.

On the current association with the Kings XI Punjab team, Mr Anil Khera, CEO, Videocon d2h, added, “North India is a very critical region for Videocon d2h and more so, the Punjab market.”

Videocon d2h will tap various experience points to engage consumers and leverage its IPL association this season. “The brand's push and pull strategies at the retail level as well as online sales have geared up to the challenges that lie ahead. The other mediums and their plans are being worked out,” Mr Dhoot said.

The contract with King's XI Punjab is for a year.

Those watching the business of IPL closely suggest that there could be more last-minute deals for some of the teams, even as the tournament gets underway on April 4.