Mumbai: Electric vehicle makers are seeking to leverage the Indian Premier League (IPL) to broadcast the viability of the green powertrain, which will now jostle with conventional cars for eyeballs during live screenings of the world’s richest cricket tournament.
In the upcoming season of the tournament, EV makers will be seen using the biggest event in the nation’s annual sporting calendar to create awareness, enhance appeal around battery operated vehicles and build a narrative of viability around the nascent category.
For instance, with Tata Tiago’s electrified version, Tiago.ev, the official partner of Tata IPL 2023, Tata Motors is looking at mainstreaming EVs.
The Tata group flagship, which has been associated with the IPL for six straight years, the move this year, goes beyond just brand promotion, says Vivek Srivatsa, head- marketing, sales and service strategy, Tata Passenger Electric Mobility. “Partnering with India’s largest media property is going to signal that EVs are serious business and here to stay. One peripheral benefit is that when people see the EV face of IPL, there’s going to be a larger trust in the category itself,” Srivatsa, told ET.
With the association the company expects its Tiago EV bookings to go up by almost 25% and have a more sustainable volume run in the years ahead.
This is by far the largest marketing spend by the company since it entered the segment in 2021. In addition to the regular activities focused on early adopters and owners, the company plans to have a series of humorous but informative, TV advertisements that will bust the myths around EVs.
Others EV makers have chosen association with the participating teams. For instance, Ampere, the flagship electric two-wheeler brand from Greaves Electric Mobility has collaborated with Royal Challengers Bangalore as their official EV Partner. “The collaboration with cricket helps us to connect with our customer’s at large, while we continue to democratise smart & sustainable mobility solutions, through our range of electric 2 wheelers for the masses,” said Sanjay Behl, CEO & Executive Director, Greaves Electric Mobility.
Ather Energy, the Bengaluru based e-two-wheeler maker, which signed a multi-year deal with the Gujarat Titans last year to rapidly drive awareness and familiarity of the brand across the country, will also be engaging in on-ground activities.
Mahindra & Mahindra has announced official SUV partnership with four T20 league teams – Royal Challengers Bangalore, Delhi Capitals, Mumbai Indians, and Rajasthan Royals.
