Baba Ramdev is considering bidding for the Indian Premier League (IPL) title sponsorship slot vacated by Chinese smartphone maker Vivo.
“We are considering the IPL title sponsorship for this year, since we want to give the Patanjali brand a global marketing platform,” Patanjali spokesperson SK Tijarawala confirmed to ET, adding Patanjali is considering making a proposal to the Board of Control for Cricket in India (BCCI).
Market watchers said while
Patanjali comes with the rub-off of being a staunch nationalistic brand
replacing a Chinese one, it lacks the star power of a multinational or a
heavily-invested unicorn brand.
“Patanjali as a title sponsor
for IPL will do more for Patanjali than for IPL. While the caste hierarchy
among brands could play out, Patanjali owning the title sponsorship would be
contextual from a nationalist perspective, since there is an enormous
anti-China sentiment prevailing in the country,” said brand strategist Harish
Bijoor.
Despite being played out of
the country and possibly to empty stadiums, the IPL remains a high-visibility
property that media buying firms say is likely to mark the return of big
numbers in advertising.
While
BCCI is scrambling to find a new sponsor after Vivo’s sudden exit at short
notice, several names including Jio, Amazon, the Tata group, Dream11, Adani group and education
start-up Byjus have been doing the rounds as potential candidates for the IPL
sponsorship title.
The Baba Ramdev-led Patanjali
Ayurved, which sells a range of grocery products including toothpaste, honey
and noodles in the ayurveda and natural products space, has been losing ground
in large categories like biscuits and noodles over the past two years, owing to
trade disruptions and allegedly inconsistent quality from time to time.
Earlier in June, the company
was embroiled in controversy after Ramdev claimed its newly launched Coronil
kits can cure Covid-19 patients, which led to Ayush ministry directing
Patanjali to sell the product only as an immunity booster but not as a cure for
Covid-19.
Vivo, which had struck a deal
with the world’s richest cricket board to pay Rs 440 crore a year for the
five-year sponsorship deal in 2018, may return as the main sponsor next year.
The Chinese company opted out this year after an intense border clash between
Indian and Chinese troops in June led to nationwide calls to boycott Chinese
products.
Sandip Ginodia , CEO
ALTIUS INVESTECH PVT LTD
We deal in over 60 unlisted companies with 15 years of experience
For latest prices visit : www.abhisheksecurities.com/unlisted.htm / call : 09830271248 .
Email : ginodiasandip1@gmail.com
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