The Board of Control for Cricket in India Tuesday announced Campa and Atomberg Technologies as official partners for the BCCI domestic and international season 2024-2026.
Campa, a legacy brand under the Reliance Consumer Products umbrella, will leverage this association to announce a “range of products and provide fans with a new-age experience at the stadiums”.
Atomberg – a fast growing Indian consumer appliances brand – are market leaders in smart fans and have recently ventured into smart locks and other home appliances.
A Reliance Consumer Products Limited (RCPL) spokesperson said: “We are delighted to become the official partner of BCCI for India-based cricket events. This partnership not only gives us an opportunity to forge a strong connection with a billion Indian fans but will also help us reach cricket lovers and communities worldwide. With Campa being an iconic heritage homegrown beverage brand, which offers the Great Indian Taste, it is uniquely positioned to push the boundaries of cricket fandom and bring authentic Indian taste to cricket fans.”
Arindam Paul, founding member and chief business officer, Atomberg Technologies, noted: “There is no comparison to the reach and credibility that any association with cricket brings to brands looking to scale up pan India. Atomberg with its revolutionary products have captured the imagination and love of consumers across the length and breadth of the country and built a Rs. 1000 crore ARR business in less than a decade.
“Looking at the excellent results in both brand and business metrics by being broadcast sponsors for many marquee cricket series, this official partnership with BCCI was the next strategic step for us. We are optimistic that the visibility offered by the sport and the association will go a long way in building brand awareness and brand love for Atomberg.”
The Indian cricket board has declared confidence “that the collaboration with Campa and Atomberg Technologies will add significant value to the home cricket season, making it a memorable and enjoyable experience for cricket fans nationwide. The two new partnerships will be mutually beneficial for Indian cricket, the brands and the fans alike via immersive activations, content and stadium experiences”.
