NEW DELHI: TCL Electronics, the leading multinational consumer electronics company, has been named as the official sponsor of Indian Premier League (IPL) franchise Delhi Capitals (DC) for the upcoming 2019 season.
The association taps into the synergies between TCL’s global legacy of over 38 years as a pioneering company in the industry as well as being India’s 5th largest television brand as per the current market share – and Delhi’s rich cultural, social, economic, and political heritage as the national capital.
Leveraging IPL’s massive reach and viewership, the brand aims to further cement its leadership position within the Indian market.
The company inaugurated its GIANT Panel factory in Tirupati, Andhra Pradesh, in 2018 which is its first such manufacturing facility outside of China. Expected to commence operations this year, the Tirupati unit will create more than 8,000 jobs to revitalise economic activity within the region, in addition to helping the brand provide innovative India-centric products at the most value-driven price points to customers across the country.
TCL India head Mike Chen stated on the DC partnership: “As one of the biggest sports hubs in India, the Delhi/NCR region has a massive base of cricket fans devoted to Delhi Capitals. Our decision to partner with the T20 team, however, is influenced by more than just the end-consumer reach. Both TCL Electronics and Delhi Capitals have distinguished brand legacies and are known to be game-changers and pioneers in their respective domains. This mutual core synergy is why we have tied-up with Delhi Capitals as a team sponsor.
“IPL is an India-centric intellectual property and is present across the country, while New Delhi is the country’s power centre as its Capital. Our association with Delhi Capitals and, by extension, IPL 2019 will help us to tap into India’s passion for cricket and deliver newer experiences to customers on a pan-India level.
“Having emerged as a game-changer in the consumer electronics space, we will further leverage the mileage from this association to introduce new products and categories to TCL’s portfolio for the Indian market. We will be looking to further build on our India-first approach and bolster our emphasis on creating products ‘for the people, by the people, with the people’.”
Delhi Capitals CEO Dhiraj Malhotra added: “We are delighted that a top global brand such as TCL Electronics has come on board as the team sponsor for Delhi Capitals. As a team, we aspire to engage, delight, and entertain cricket fans across the country. The association with TCL will help us elevate that engagement to another level through novel cross-channel initiatives.”
During the two-month long tournament, TCL Electronics will also run an integrated brand campaign across multiple online and offline channels.
As part of the campaign, the brand will also launch new products and categories to the Indian market, and promote its current offerings across various channels with special offers and discounts to its customers. This will include social media engagement, on-ground activations, strategic website banner placements, and a ‘Cheer for the Brand’ selfie contest, as well as a recognition of ‘Best Fan Moment’ in collaboration with Delhi Capitals.
