Research Radar BRANDS SPIKE UP IPL FEVER

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This IPL (Indian Premier League) season saw Indian brands making their way through the noise into the minds of the cricket fans with their disruptive and innovative marketing strategies. Here is an overview to the top three brands for IPL’s Season 8 until Mayl, 2015 

of sub-regions. “It took
15-20 years for digital to
take off in some markets.
But markets today don’t

have to wait. A lot of the
power shifts are already
taking place bringing
decentralisation back.
This will help PHD in
Asia because the focus
now is to sell the strate-
gic part across markets.
Clients who are now ask-
ing agencies to challenge
thinking, which will then
automatically result into
creativity, are looking for
these solutions,” points
out Tsui.

In 2014, PHD APAC’s
focus was to build the
brand. This year it is look-
ing to build new business.
“We are building on our
momentum in sectors
such as luxury, FMCG,
pharma and hitting these
categories harder. We
are new in most of the
mass markets. We have
spent time building in
Australia, New Zealand,
China, Hong Kong. This
year will be all about
Southeast Asia and India,
which are the big op-
portunities. Across the
region, we will also focus
on partnerships, working
closer with creative sister
agencies and bringing-
in a lot more integrated
approach. Where we
have affiliates, we are
aggressively looking to
put a stronger foothold,”
explains Tsui. 33 

AROYALTOUCH

HUAWEI’S smartphone brand Honor launched its first television commercial for Honor 4X in India. The campaign, concep­tualised by L£K Saatchi £ Saatchi, features players from the India Premier League (IPL) team of Royal Challengers Bangalore.

The target consumers of Honor are the digital natives, people who spend more than one third of theirtime online shopping, studying or simply staying connected.

“Our recently launched brand Honor resonates the philosophy of’For the Brave’, for the ones who dare to dream and follow their passion, much like the team and play­ers of Royal Challengers Bangalore. With

this ad campaign, we wantto reach outto theyouth of Indiawho areourrealambas- sadors,”saysAllen Wang, president of Consumer Business Group atHuaweilndia and Honor.

The partnership between Huawei and Royal Challeng­ers Bangalore is a continuation oflast year’s collabora­tion that resulted in creating mass aware­ness for Huawei and achieving excellent sales for Huawei’s devices’ business. This partnership testifies Huawei’s commitment towards India and market localisation.

Russell Adams, vice-president for Com­mercial, Operations and Cricket Academy of Royal Challengers Bangalore, says, “We are excited about our renewed partnership with Huawei forthe next three years.” 33