IPL Mania : Chirag empowers Kolkata Knights

Pulling up its ante for branding activities during the DLF-IPL 2012, RP Infosystems, under its brand Chirag, has recently signed a non-apparel sponsorship contract with the home team Kolkata Knight Riders.

Although the signing amount has not been disclosed by either of the two parties, RP Infosystems is providing the notebook to the Kolkata Knight Riders (KKR) match analyst with an enhanced configuration.

"The deal will definitely benefit us in having a recent higher brand recall. Sales target is not the sole priority for the sponsorship activity; however, with the association with KKR, we are sure to register a good sales increase," said L Verma, VP, marketing and business development, RP Infosystems.

Under the terms of the contract, the computer manufacturer will be providing necessary equipments to KKR in return for a branding right over the merchandise and tickets under the sponsor quota.

RP Infosystems will be redistributing the KKR merchandise and tickets with various schemes and offers targeted towards the end-users and has started using the KKR logo and reference in its marketing communications targeted towards its channels and end-users.

"We are arranging grand activities with KKR brand-name and goodies at key locations in the city to promote both the parties and have received good response. In the days to come, such activities will increase for sure," Verma added.

According to RP Infosystems, the company thought of sponsorship for KKR only, being the home team and the sentiment for support went to KKR only. This was despite the fact that RP Infosystems had good terms with Saurav Ganguly (former KKR skipper and brand ambassador for Chirag); but it did not ever consider sponsoring Team Pune in DLF-IPL 5.

"Like all cricket enthusiasts in Kolkata, we expect KKR to win the league and am happy with the performance so far despite some unfortunate losses," Verma concluded.