Mumbai: When India's premier automobile brand collaborates with the foremost digital destination for cricket enthusiasts, it sparks a dynamic partnership that transforms the fan experience into an extraordinary journey. Maruti Suzuki, the nation's leading car manufacturer, has joined forces with ESPNcricinfo to elevate the thrill of the cricket season for avid fans seeking an immersive experience.
The two brands meticulously outlined a comprehensive plan to captivate the attention of young fans actively searching the internet for high-quality, value-driven content throughout these four months that promised a remarkable lineup including the WPL, IPL, and the T20 World Cup 2024.
The excitement began with "Maruti Suzuki Arena presents ICONS, Made for More" – a captivating series of insightful and entertaining conversations with the legendary Mithali Raj. The entire series was shot in the stylish Maruti Suzuki S-PRESSO, where Mithali and popular sports presenter Bhavna Balakrishnan were engaged in heady discussions, as they explored modern-day icons of women's cricket, who are truly made for more.
From Harmanpreet Singh to Smriti Mandhana, Jemima Rodrigues to Sneh Rana, the duo delved into the journeys of these cricket stars, focusing on their hunger for more. The Maruti Suzuki S-Presso philosophy provided a perfect backdrop for these conversations, examining how these icons have led exciting lives on and off the field.
As we moved to the IPL, fans witnessed a series of content integrations for Maruti Suzuki as the presenting sponsors on ESPNcricinfo’s daily video show – Timeout. This show featured top international and Indian cricket experts as they discuss the day’s happenings from the IPL. From Steve Smith and Irfan Pathan to Ian Bishop, Tom Moody, and Varun Aaron – the flagship show saw a power-packed combine of much-followed voices that came together for this year’s edition.
The T20 World Cup began with a singular event, Maruti Suzuki Arena presents T20 Rendezvous in association with JBL, where two reputed thought leaders from the game – celebrated Indian pacer, commentator and analyst Irfan Pathan and legendary Australian batter Mathew Hayden – came together in a unique setting that was enriched by the presence of a live audience. The duo presented their views on the much-awaited World T20 extravaganza that was to unfold in US and the Caribbean Island, even as cricket fans witnessed robust, unflinching, and even unconventional opinions laid bare for them to consume, share, and debate about. As the two luminaries discussed every nuance and argued on topics like their chosen Playing XIs, fan-favorite matchups, records and milestones, and even the impact of variables like new venues, teams and players – fans were in for a feast, especially when Pathan and Haydos announced their predictions for the World Cup winners.
As the World Cup began, we saw leading voices from the game, the likes of spin legend Anil Kumble, ex-England, IPL and PSL coach Andy Flower, NZ captain, IPL and BBL coach Stephen Fleming, 2-time World Cup winner Tom Moody, ex-Pakistan skipper Urooj Mumtaz, popular commentator and ex-WI pacer Ian Bishop, and World Cup-winning Australian captain Aaron Finch lead our Timeout panel. They were joined by famous names like Morne Morkel (SA), Tamin Iqbal (Bangladesh), Nick Knight (England), Daren Ganga (WI), Farveez Maharoof (SL), Samuel Badree (WI), Niall O’Brien (Ireland), Sanjay Manjrekar, Varun Aaron, and Wasim Jaffer among others. Together, they brought alive the most-consumed digital show Maruti Suzuki Arena presents ESPNcricinfo Timeout, as we presented every match, every crucial happening to fans. Legendary spinner and former India captain and coach, Anil Kumble says, “I believe that many years of international experience with the Indian Cricket team and subsequent association with the current players through coaching and playing in the IPL, enhances one’s ability to evaluate any team's performance on the field, especially in the ever-evolving T20 format. Sharing these insights with the audience on Timeout and other ESPNcricinfo shows makes for a rewarding experience, with the need to provide insightful and in-depth analysis to passionate fans. This role keeps me connected to the sport I cherish while offering enthusiasts a deeper appreciation and understanding of cricket's intricacies.”
Also continuing from the IPL was Maruti Suzuki Arena presents Safe Hands, a daily topical post-match video feature where experts pick their favorite fielder for the day who acted as the true safety net for his team.
That’s not all – the coming weeks will see a unique content strand being added to this collaboration, as India’s Under-19 team prepares to take on England in July. Maruti Suzuki Arena presents Road to the Future, will be a series of short videos focused on talented youngsters like Sachin Dhas, Arshin Kulkarni and others that hold true potential and promise, to become tomorrow's cricketing sensations. The young players will be seated in a Maruti Suzuki Swift, where they talk us through their journey so far, the key support pillars and their vision on the road ahead.
Maruti Suzuki India Ltd senior executive officer, marketing and sales Partho Banerjee opined, “India's rich tapestry of cultures finds a common ground in the nation's profound love for cricket. Maruti Suzuki takes pride in forging a deep connection with its diverse customer base, a sentiment mirrored in the country's passion for Cricket. Our long-standing collaboration with ESPNcricinfo, strengthens our commitment to resonate with Cricket lovers. This partnership reflects Maruti Suzuki's core philosophy to create brand affinity and maintains a strong connect with our customers by consistently delivering excellence.”
Maruti Suzuki Arena continues to lead the way in innovation by sponsoring the ESPNcricinfo Gameboard, launched during the T20 World Cup 2024. This state-of-the-art feature provides fans with a customizable and interactive live scorecard experience. Fans can select widgets based on their preferences, from commentary and player stats to detailed score breakdowns. The Gameboard offers a visually stunning and highly interactive experience, placing fans at the center of the action and allowing them to tailor their cricket viewing like never before.
This collaboration with ESPNcricinfo is an all-encompassing campaign designed to capture fans’ attention at every touchpoint. Through brand banners, content partnerships, custom content, and innovative initiatives, Maruti Suzuki Arena ensures continuous engagement and reinforces its commitment to cricket fans across the nation.
Speaking on the association, ESPNcricinfo director - revenue Akshaya Kolhe said, “Our association with Maruti Suzuki is today one of the longest-running brand partnerships in the history of digital media in India. It is our continued endeavor to create the best of fan-centric content, with an aim to connect Maruti Suzuki with their audiences in the most organic, seamless manner possible. By aligning with the brand’s campaign objectives, we aim to deliver entertaining and awe-inspiring insights and stories to our new-age consumers who are continually looking for quality content and powerful storytelling.”
As ESPNcricinfo continues to evolve, it promises to uphold its legacy of excellence and innovation in cricket coverage. Yet again, this has been validated through the diverse, enriching, and entertaining series of content in partnership with Maruti Suzuki, that leads its stellar coverage of the T20 World Cup this year. Through this coverage, it is well and truly living up to its communication of “Scores Se lot More”.
