North India Statesman
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News India Live, Digital Desk: If you follow the world of business and branding, you know that big companies put their money where the public’s eye is. After being associated with the legendary football club ‘Manchester United’ for years, now India’s famous tire company Apollo Tires Eyes are fixed on cricket.
Vice Chairman and MD of the company, Neeraj Kanwar believes that if a brand has to be taken to every home in India, then there can be no better way than cricket. After all, why is a tire manufacturing company so interested in the game of bat-ball? Let us understand Neeraj Kanwar’s thinking and the story behind this ‘big bet’ in simple words.
Cricket: The link that connects India (The Great Unifier)
Neeraj Kanwar has said a very deep thing. He says that India is a country of diversity, here the language, food and clothing changes, but there is one thing that connects everyone from Kashmir to Kanyakumari – and that is Cricket,
He believes that cricket is India’s “biggest unifier”. When the match is going on, no one cares which state he belongs to, everyone just shouts for ‘Team India’. As a brand, Apollo wants to connect with this emotion so that it can make its place in the hearts of people.
Global to ‘local’ but premium
We all know that Apollo Tires sponsored global football club Manchester United for years. This gave him recognition in foreign countries. But now Neeraj Kanwar’s focus is on the ‘premium’ customer of India who watches cricket and also wants good tires for his vehicles (SUVs).
Neeraj says, “We want to look premium, and today cricket has also changed. It is no longer just a game, but has become a glamorized and high-tech event which perfectly matches with our brand image.”
way to reach youth
Today’s young generation (Gen Z) watches football, but cricket is in their blood. Be it IPL or World Cup, the kind of madness seen in India is not seen in any other sport. Neeraj Kanwar has recognized this pulse. He believes that if you want to attract the next generation as your customers, you have to be where their eyes are set – on the cricket field.
Does this mean football will be missed?
It is not that he is leaving football. He remains associated with ‘Chennaiyan FC’ in the Indian Super League (ISL). But, now their “big budget” and “big focus” is turning towards cricket.
