Kent RO has invested 50 crores on IPL 2018, says MD, Mahesh Gupta

There’s no denying the fact that the Indian Premier League (IPL) is now seen by many as the best means to publicize their brand considering the popularity of the tournament in the country. Entering into its second decade, IPL is highly banked in terms of its expectations to get even bigger in its eleventh edition. The association with this mega brand of cricket is an opportunity for many sponsors to up their stocks by many folds.

On a similar note, continuing its association with the two-month long extravagant cricket season under IPL, Kent RO is one of the few sponsors who will look to carry forward its uninterrupted journey with the league even in the eleventh edition. In an exclusive chat with the insidersport.co, Kent RO Chairman and Managing Director Dr. Mahesh Gupta revealed about the ties between his company and the league.

Spending overall 50 crores on IPL this year

The market leaders in water purifying systems have tied up with Kings XI Punjab as their title sponsor. The brand will also be seen during the IPL preview and review studio shows on Star Sports network before and after the match and during the innings break. The chairman in his chat relished as he mentioned about the decision to invest more than 30 crores understanding Star’s proposal to have dedicated Telugu, Tamil and Kannada language feed this IPL season.

“That is a bonus for us as a brand. That was one strong reason to persuade Kent RO to invest more than ₹30 crore on the IPL Studio Show broadcast sponsorships. Overall we will be spending around ₹50 crore on the IPL this year. The numbers also include the KXIP deal and statutory taxes,” he said.

His take on not investing in South India

The fact that IPL will now be covered in as many as six languages, does a whole lot of good to the sponsors to reach out to a bigger audience riding on the back of this explicit coverage of IPL this season. Gupta further added,  “I do not advertise in Telugu, Tamil, Kannada or Malayalam media. Still, I am getting 20% of my total business from South India. So there is some effort that is helping me. Cricket or IPL is that one property which is giving me this strong return.”

Kings XI Punjab squad for IPL 2018:

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