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BW Businessworld

‘IPL Is A Combination Of Sports And Entertainment’

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The daring 'devils' of Delhi may not be able to register much appreciation in terms of their ongoing performance for this season of IPL, but that doesn't hold them back from bouncing back with vast marketing plans. The earlier seasons of IPL clearly witnessed a case of heavyweights (read high profile) garnering much attention in terms of merchandising and branding strategies. In IPL season 6, Delhi Daredevils aims to combat its tag of a 'struggler'. Hemant Dua, CEO, Inspiranti Sports & Head Marketing, Delhi Daredevils, spoke to BW Online's Tanuja Chatterjee about the team's marketing plans for this year.
How has Delhi Daredevils as a team grown over the past few seasons of IPL? 
Daredevilry is an approach that just develops with time, and not just an act of impulse. After a devastating season last year, our team has already experienced the worst. Now, Delhi Daredevils can only proceed towards one direction i.e. upwards. Every person associated with the team has always put in their best efforts to let Delhi Daredevils flourish as a team.  This season we have gone beyond our abilities and tried to connect with our fans and supporters in the best possible manner.
What are your marketing and advertising strategies for IPL season 6?
We have lots of things happening this year. With the tagline- 'Kasam Daredevils ki' and our anthem 'Mundey Dilli Ke', our latest campaign 'Yeh Hai Apne Munde' will give an opportunity to the fans to feature as models on the official website of Delhi Daredevils.
This year, our sponsors are keenly involved in our monetisation plans. The Muthoot group is leveraging its sponsorship with our team by launching a huge golden bat and ball where people can sign up to educate a child. Apart from that, 'Muthoot Dus Ki Toli' campaign will give some poor children a chance to be on the field, while Delhi matches take place at our home ground Ferozshah Kotla ground.
We also carried out a fundraising event to support the upcoming and unrecognised artists. The participant artists have specially painted 15 different large bats for our team, which will be displayed at the T3 airport terminal, Rajiv Chowk metro station and Feroz Shah kotla ground. All the funds generated will be handed over to Arts for all residency programme.
Then there is our campaign 'Dare to care' sponsored by Unicef that concentrates on the girl education hazard of our society. A certain percentage of our ticketing and merchandising sales and auctions would be handed over to UNICEF to support this deed.
How profitable has IPL proved to be for Delhi daredevils? Are you coming up with any new monetisation plan for IPL 6?
IPL is broadly a combination of sports and entertainment. Previous years have been beneficial for Delhi Daredevils. We have been able to build quite a large fan base for ourselves and were also able to keep their interest alive throughout the other seasons. The team sponsorship has been growing 10-15 per cent year on year.
Cashing on the capability of ecommerce, we have launched a virtual shop for Delhi Daredevil team's fans and supporters all over India. This will enable them purchase all the personal Delhi daredevil merchandise online. These merchandises will also be available at all the leading Adidas(our sponsors) showrooms in Delhi. On the social media front, along with regular updates on Facebook, Twitter and Youtube, we have launched a special Hindi website to cater our supporters in a much better manner. Our lead sponsor Panasonic will also undertake our promotional activities for this season. On the whole we have decided to integrate our brand sponsors majorly in our marketing campaigns.  
Gate collections have been the frontrunner as always. For the same, we have introduced a new Marquee segment that will serve the best hospitality to the concerned viewers. It is organized by our lead sponsor Nissan.
Do you expect to do better business in IPL 6 as compared to earlier seasons?
Of course we do! I think this year as a team we have been completely geared up and have managed to put our best foot forward.

What are the main revenue channels you would be focusing on? What are your revenue expectations this year?
There are mainly three revenue sources for us - sponsorship, licensing, gate collections. Of course Muthoot group is our team sponsor. Our principal sponsors are Panasonic and Idea. Our associate partners are GMR, Air India, Adidas Kingfisher, Raindrops, Brylcreem, Amity University, Coco Cola and Royal Challenge. Our licensee partners are Fever 104, JCDecaux, Fast trax, Fortis along with CSR partner UNICEF.
For gate collections, we have our special marquee segment for IPL fans where they will be served in the best possible manner, also mentioned on BookMyShow.
This year too, our expectations are not much. We consider it more as an investment. I think we are concentrating more on the building the affinity between our team and their supporters.