Vivo’s branding pitch around IPL 11 to promote newest smartphone V9

One of the largest spenders in Indian Premier League (IPL) this season, VIVO is using the platform to increase its visibility among their target audience. Alongside roping in Aamir Khan as their brand ambassador, the Chinese handset maker is running massive campaigns around the league to promote its flagship smartphone, Vivo V9.

The company sure had reasons to retain the title sponsorship rights for IPL from 2018 to 2022 with a whooping bid of Rs 2,200 crore.

“Our association with IPL has given our brand tremendous visibility and resonance, which is why we have renewed our association with the tournament for another five years,” said Kenny Zheng, CMO, Vivo India.

“We have received an overwhelming response as the title sponsor of IPL, which has helped us connect with our customers in a big way. This has enhanced our brand visibility significantly across the country. We are also running a digital campaign —#PerfectFan — which gives fans a chance to win match tickets daily and Vivo smartphones on a weekly basis,” Zheng added.

An important season for the brand, as experts would call it, VIVO is using every branding opportunity to promote the newest offering in their handset range. The brand has organized Fan Parks in 36 cities across India, giving consumers an opportunity to win Vivo smartphones through lucky draws.

And that’s not all. There are more freebies being given away at the IPL this season. Vivo is also running #VIVOIPL contests on social media, giving viewers a chance to win match tickets daily and smartphones on a weekly basis.

While there are other players like Samsung who are also part of the series, it is an important season, especially for VIVO, as they test waters to capture a new market segment. The company, however, is unaffected by possibilities of other brands running ambush marketing campaigns.

"Over the last few years, we have enjoyed the admiration and support of Indian consumers and have emerged as the third largest smartphone brand in the country. Our last flagship Vivo V7+ was an undisputed leader in Rs 20,000-25,000 category with a 35 per cent market share in August-September 2017 according to Counterpoint Research. We are looking at continuing the trend with Vivo V9,” Zheng said.

According to Zheng, VIVO is also implementing a 360-degree marketing approach that covers television, digital, social and OOH to observe and understand the needs of the local market and create a product portfolio that caters to the diverse demands of the customers.