Star Sports launches firstnew promo, signs on two new associate sponsors

The official broadcaster has roped in Kamla Pasand and Frooti The official broadcaster of the Indian Premier League (IPL) Star Sports has signed two new sponsors for the upcoming edition. Kamla Pasand and Frooti have been roped in as associate sponsors. They will join th

by Team PITCH
Published - March 15, 2021
4 minutes To Read
Star Sports launches firstnew promo, signs on two new associate sponsors

The official broadcaster has roped in Kamla Pasand and Frooti The official broadcaster of the Indian Premier League (IPL) Star Sports has signed two new sponsors for the upcoming edition. Kamla Pasand and Frooti have been roped in as associate sponsors. They will join the ranks of Bingo, and Mutual Funds- Sahi Hai, the existing associate sponsors. Vivo is the title sponsor and Dream11, Phonepe, Byju’s, and Just Dial as co-presenting sponsors. The names of these eight sponsors were released by Star in a promotional campaign for IPL launched on Sunday.     Last week, Star& Disney India announced the list of 10 sponsors for IPL 2021 on Disney+Hotstar. For the digital medium, Dream11 is the co-presenting sponsor, and Upstox & Vimal Elaichi are co-powered by sponsors. PhonePe, AMFI, Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro have been signed on as associate sponsors.   As earlier reported by exchange4media, according to the highly placed sources close to the development, the value of co-presenting sponsorship is in the range of Rs 110 crore to Rs 125 crore while associate sponsorship costs Rs 65 crore to 70 crore. Meanwhile, the official broadcaster is kick-starting the VIVO IPL 2021 with their new campaign – ‘India Ka Apna Mantra’. Through the aperture of VIVO IPL, the campaign is seen saluting the attitude of a generation that is redefining conventional rules of the game to overcome seemingly insurmountable challenges. VIVO IPL stars too, faced with on-field challenges, have set aside conventional wisdom to devise their own 'Mantra' to achieve glory. From Rohit Sharma's hunger for continued success to Virat Kohli channeling his aggression to be called 'King', VIVO IPL has spawned many such mantras. Speaking about the VIVO IPL 2021 campaign, Sanjog Gupta, Head – Sports, Star India, said, “VIVO IPL 2021 is returning to Indian soil with a lot of anticipation across the country. Fans are excitedly looking forward to what promises to be a very different IPL. Our campaign ‘India Ka Apna Mantra’ reflects the resilience, determination, and enterprise of the nation. We believe VIVO IPL is a platform for the expression of the same ‘nothing is impossible’ spirit on the field. Hunger for success in the VIVO IPL inspires players to take risks and challenge conventional wisdom. And it is their inner belief and indomitable ‘must do’ spirit that drives their commitment. We see this as a ‘capturing the mood of a generation’ campaign – one that reflects a more confident, enterprising, entrepreneurial attitude of the country. With the campaign launch, we are geared up to engage millions of fans and offer them high-quality content clubbed with innovative and immersive experiences.” Star Sports has launched two promotional films as a part of the #IndaiKaApnaMantra campaign featuring ‘Captain Cool’ MS Dhoni in two completely new avatars. The films capture the emotions and the success mantras of the players in their pursuit of excellence and success. Conceptualized by the creative team of Star India, the first film opens in a martial arts training camp with students playing cricket. Dhoni is seen teaching the kids how the continued hunger for success can be a driver for excellence. The Chennai Super Kings (CSK) captain cites his Mumbai Indians (MI) counterpart Rohit Sharma’s track record of winning five IPL trophies and his hunger to add on to his tally in 2021. The second promo opens in a summer camp with youngsters ready for a drill led by Team Leader Dhoni. Dhoni narrates the story of Virat Kohli. He delivers the message that aggression when channelised in the right way, can help achieve success. The VIVO IPL has evoked intense emotions and exhilaration amongst its vociferous fans and this time too, Star Sports promises to bring back the same thrill as the marquee tournament returns to the country after nearly two years. The cricket tournament will begin on April 9, 2021, in Chennai with the first match between Mumbai Indians and Royal Challengers Bangalore. The final match will be played on May 30, 2021.

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