Daikin and Delhi Daredevils sway this IPL with #itscool attitude
In the soaring heat of Delhi and the ever rising temperature at Feroz Shah Kotla, we saw Delhi Daredevils' players wear something that expressed the complete opposite, #ItsCool jerseys. Daikin India along with Delhi Daredevil came together for the biggest ON PLAYER & ON GROUND Activation during this year’s IPL.
To market their range of air conditioners, Daikin along with Delhi Daredevils carried out a never seen before activation with this IPL. The on ground activation was seen on Delhi Daredevils 1st Home Match with Kings XI Punjab wherein the team played their 1st Home Match with #ItsCool mirroring on the Team Jersey for the entire match.
TV is the media where people would see and Digital remains the platform where people talk, discuss & share. And Daikin understands the value and power of both, hence in this very attempt to harness the power of collaborative media in creating a buzz amongst its target audience through this never before brand activation.
Commenting on the recent activity, K J Jawa, MD & CEO, Daikin India said, “This is the first time that a PLAYER is made part of an ON ground activation by a brand during the entire match time, that echoes the brand sentiments & promise of being the coolest AC brand in India. This is yet another quirky way to –“filling the air with goodness”.
Sharing his views on the recent innovation by Daikin India, Hemant Dua- CEO GMR Sports said, “Daikin has been a valuable partner for DD over the years. It is indeed a 'cool 'way to come up with an activation of this nature. The message, we hope, will go through in an unique way to a wider audience.”
Daikin India cheered their players on and also there was a contest for its Fans on Social. Delhi Daredevils also showed its love for its sponsor 4th year in a row with its communication for the entire day being woven around #ItsCool. #ItsCool trended at no. 2 during the match. The cover video saw a total of 45,000 views and the social contest saw over 30,000 entries. Twitter saw nearly 300 million impressions and almost 14,000 tweets in a span of 3 hours with 52,000 engaged users across platform.
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