Aims to drive the association through brand activation and social & digital media , Association to foster CSR initiatives towards child welfare in a big way
New Delhi, April 2, 2012: HDFC Life announces its association with Rajasthan Royals for the fourth consecutive year as the Associate Sponsor in the fifth season of the Indian Premier League (IPL 2012).
Talking about its journey and association with Rajasthan Royals, Mr. Sanjay Tripathy, EVP & Head – Marketing and Direct Channels, HDFC Life said, “Our focus on ‘long-term’ reflects in our association with Rajasthan Royals since the last three years. Our journey with Rajasthan Royals has been very eventful and momentous. A team known for their self belief, pride, and confidence, Rajasthan Royals continues to epitomize the values of resilience, commitment and intensity and never say die attitude. This spirit goes well with our brand thought – Sar Utha ke Jiyo. With a young and energetic team along with Rahul Dravid as captain and mentor and other top players, Rajasthan Royals will enter the competition as underdogs. But I am confident that their self belief and self confidence will help perform to their best potential.”
HDFC life will continue with ‘Sar Utha Ke Jiyo – Most Valuable Player’ award instituted during the first year of association. The Rajasthan Royals coaching staff along with the team captain will select the Most Valuable Player from the Rajasthan Royals team, who will receive this honour along with a cash incentive.
Mr. Raghu Iyer, CEO, Rajasthan Royals said, “We are delighted to continue our association with a brand of the stature of HDFC Life as we have always looked at building long term relationships with our sponsors. I truly admire our association till date with HDFC Life as it goes beyond mere brand visibility. HDFC Life through its innovative communication has managed to capture the true essence of Rajasthan Royals – tremendous self belief & confidence. What they do is not merely deriving value out of the association like traditional sponsors but adds a lot of value to the equity of Brand Rajasthan Royals.”
Speaking on the occasion Mrs. Shilpa Shetty Kundra, co-owner Rajasthan Royals said, “With HDFC Life backing us for this season of the IPL, we are looking forward to an exciting relationship with them, as we share our passion towards cricket and the values of Sar Utha Ke Jiyo.”
HDFC Life plans to drive the core essence of the association through different platforms and intensify the brand experience. Apart from television, digital and social medium will have significant focus. On the digital medium, the company will leverage all channels — search, display, social, mobile and video — to reach out to IPL fans across the country. All the activities on the digital medium will enable HDFC Life to bring the huge fan following of Rajasthan Royals closer to the players and offer them an exciting experience of the game.
The company is also associating with various NGOs across the country that are involved in promoting and raising awareness about ‘every children’s right to education.’ ‘Children and Education’ is one of the core themes of HDFC Life’s overall CSR framework and the company aims to enable under privileged children to dream big. Throughout IPL, there will be diverse initiatives launched to bring the children closer to their dreams by witnessing the matches and spending time with their favorite cricketers.
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