New Delhi Chennai-based fast-moving consumer goods (FMCG) company KevinCare has announced a partnership with the Indian cricket team for its domestic season in 2021-2022. As part of the partnership, the company has entered into a one-year agreement as an exclusive ‘Third Umpire’ brand partner.
The multi-crore partnership, organized by ITW Sports Consulting, is valid for all home matches – T20, ODI and Test – for the next season. As part of the deal, the company has a right of first refusal for subsequent seasons.
As part of the deal, Cavincare will promote its flagship brands at Team A Indian men’s team home ground, with 21 matches during the India International Cricket Home Season 2021-2022 and subsequent matches as decided by the BCCI.
The partnership with the company’s hair care brand ‘Indica’ has started during the T20 series of the India-New Zealand cricket series.
In addition, the corporation will display branded content from its flagship brands on a variety of properties on the ground, including vision screens, LED perimeter signage, LED large screen logos and ‘CK Exclusive Super Six’ (Super Six with CK branded creative. Sixes every time a batsman hits a six in all formats).
Venkatesh Vijayaraghavan, CEO and FMCG, CEO of KevinCare, said, “Cricket is a shared spirit that immediately unites people from across the country, and our brands rightly reflect the spirit of togetherness.”
Vijayaraghavan said the partnership can increase brand visibility in new areas, especially amongst a global audience for the company.
KevinCare sells personal care, dairy, snacks, foods, beverages and a variety of packaged goods in the salon. Its brand portfolio includes chick and nail shampoo, talc powder under Spinz, snacks under the Garden brand, hair colors under Indica, among many other brands.
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