AskMe Grocery partners with Kings XI Punjab for IPL
Mumbai, April 21, 2016: AskMe Grocery, the hyper local grocery delivery arm of the AskMe Group has partnered with Kings XI Punjab as an official sponsor for the ongoing 9th edition of Indian Premier League. Through its digital space, AskMe Grocery has been constantly cheering for the team, and has helped the KXIP trend on social media among the team’s fans.
This association also brings a complete package of live cricketing experience with wide range of munchies available at AskMe Grocery, enhancing the entertainment quotient for viewers at home. AskMe has brought the on-field excitement to its digital space through interesting and engaging social conversations running on its Facebook, Instagram & Twitter pages. The social conversations plays on the close relationship between munching and matches, and the feed is peppered with food puns, tied with the hashtag #KaunKiskoKhayega. The buzz starts before the match and continues through it, with live tweeting on the action on the field. Good-natured digs at rival teams and one-liners act as catalysts for users to get involved in the conversation with the brand.
Speaking on the development Mr. Manav Sethi, Group CMO & Head Digital Strategy, AskMe.com said, “AskMe Grocery is essentially a brand that is about value and incredible convenience, while leaving the consumer free of the groceries chore to do things they really enjoy, like watching cricket. Also, Punjabis being traditionally associated with love of food and celebration, we thought it was an interesting brand fit.”
“As we aggressively drive scale in India, cricket and T20 is the right vehicle for us to get brand recognition at the mass level.” Manav added further.
Sports sponsorship in India grew 12.3% to Rs. 5,185.4 crore in 2015 from Rs. 4,616.5 crore in the previous year, according to the ESP Properties- SportzPower report released recently. Of the total ground sponsorship spend, cricket accounted for 51%. A synergetic marketing relationship has emerged within the sporting ecosystem in India. Also, digital media and mobile has offered a fillip to sports sponsorships.