MUMBAI: ESP Properties has enabled key deals for ISL’s Chennaiyin FC by roping in BharatBenz and Himalaya Men as jersey sponsors. Through this deal, BharatBenz comes on board with an ISL team for the first time and Himalaya Men continues their path breaking campaign of – Pimple Story.
After the successful collaboration of Himalaya Men and IPL (with RCB team), ESP Properties has continued Himalaya’s Pimple story campaign with PKL (with Patna Pirates team) and now ISL (with Chennaiyin FC team). As an activation, for the first 2 matches of Chennaiyin FC during ISL 2016, the back of jersey would have ‘Pimple’ written on it and from 3rd match onwards, it’s going to change to ‘Himalaya Men.’ A key idea which was implemented through a unique sports marketing led campaign than vanilla advertisements!
For BharatBenz, it would be their first foray into sports sponsorships. They have crafted a unique campaign to spread their ‘Safety First initiative’ roping the kids who accompany the players to the field at the start of the game.
ESP Properties business head Vinit Karnik said, “The strategy is being seen as a move to leverage ISL as a platform to target Himalaya's and BharatBenz’s key consumers by associating with the Chennaiyin FC. ISL marks the beginning of the festive season in India where brands are looking to increase their share of voice need clutter breaking and engaging platform to occupy consumer mind space."
Chennaiyin FC co-owner Vita Dani said, "We are delighted to welcome Himalaya Men as the Co-Sponsor of Chennaiyin FC."
Himalaya Men's Ashwani Gandhi said, "Sports lends itself as a perfect platform for us to connect with our TG, the youth. After fruitful associations with IPL and PKL, we are hoping to continue our success run by associating with the Chennaiyin FC."
“Chennaiyin FC, the club is young, dynamic and a powerful force in the league – just like what BharatBenz is in the commercial vehicle segment. We also share a strong affinity with Chennai being our home ground,” added BharatBenz, Daimler India Commercial Vehicles general marketing manager Apar Bansal.
