India Cement to cash in on CSK brand

In what is seen as a well-articulated marketing exercise to cash in on the sponsorship of Chennai Super Kings (CSK), which is returning to the Indian Premier League fold after a hiatus of two seasons, The India Cements Ltd. has come out with a sales offer for customers. Channel partners The objective of using its cricketing connect, according to Rupa Gurunath, wholetime director of The India Cements, “is to strengthen the brand association in the mind of the consumer.” This would add up to the “strong relationship we have built with our channel partners,” she added. Unveiling the consumer offer here on Friday, she said the marketing initiative was designed to offer select customers of Coromandel Super Power brand of its cement a chance to win the CSK merchandise range. Under the cricket-related brand promotion titled “veedu kattu, whistle podu”, consumers buying 50 bags or in multiples of 50 bags of 50 kg each of Coromandel Super Power will get a gift from the CSK merchandise range. Also, ICL has come out with other sweeteners including winning match jersey, tickets and a meeting opportunity with CSK captain M.S. Dhoni and team. The offer is open till April 19 and is available to dealers in select districts in T.N. The firm’s brands include — Sankar Super Power, Coromandel Super Power, Coromandel King and Raasi Gold. The India Cements had transferred the IPL franchise rights of CSK to its wholly-owned subsidiary, Chennai Super Kings Cricket Ltd. in 2015. It was done to help shareholders exercise a choice — to own only the cement business or the cricket franchise or both. Now, ICL is the sponsor for CSK.