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Lodestar UM leverages IPL for Kit Kat and Tata Motors

Nestle Kit Kat and Tata Motors are amongst the leading advertisers in the Indian market. IPL, being one of the biggest sport properties in the world has been taken by the same advertisers for the past 3 years. By associating Kit Kat with Kolkata Knight Riders and Tata Motors with Delhi Dare Devils, Lodestar UM took the challenging task of generating exceptional results.

The Kit Kat promotions went into multiple formats starting with the back of the helmet promotion tie-up with KKR team for all KKR matches, OOH banners and on-pack meet-and-greet promotion active throughout India. Lodestar UM went a step ahead by roping the leading KKR team players Brett Lee and Yusuf Pathan in the two recently launched TV commercials "Break leke dekh!' based around the thought of "cricketers taking a break'. On the other hand, Tata Motors' 'Test Drive Karo Dare Devil Bano¦' campaign targeted the Delhi market encouraging them to take a test drive of either Tata Vista or Tata Manza and meet the DDD team. Lodestar UM targeted IPL viewers for Tata Motors by securing the back of the helmet/ caps branding of DDD team in all DDD matches.

Dhruv Jha, Business Head, Brand Experience, Lodestar UM says, "We proposed the activities which aided the brand's demand. Each proposition delivered accurate results generating not only brand recall but emphasized more on brand experience. The idea is not to just associate but make it beneficial for both the brands to make it a successful marketing activity."

The Kit Kat SMS contest winners will actually be flown to Kolkata to meet their KKR team. Tata Motors guaranteed the lucky winners to not only win a chance to meet their favourite home team players but also a host lot of merchandize including the team jerseys, caps and signed bags.


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