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Karbonn eyes 10 per cent market share; to spend Rs 200 crore

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Home grown mobile brand, Karbonn mobiles is the title sponsor for this year’s Champions League Twenty 20 (CLT20), to be held in South Africa during October. The cricketing event, called Karbonn CLT20, is in association with its commercial partner ESPN Star sports.

Pradeep Jain, Managing Director, Karbonn Mobiles says that the company is looking at Rs 2,500 crore revenue this year with a 10 per cent market share in the Indian mobile market. “Last year our marketing budget was Rs 135 crore and this year we are investing Rs 200 crore including the Champions League Twenty 20,” he adds.

The tie up with ESPN Star sports has been an obvious choice as Aloke Malik, Managing Director,ESPN Software India, cites that the sports channel has been associated with Karbonn across its cricketing properties. When Karbonn expressed interest in this venture its past equation came into play. The figures of the contract have not been disclosed but the term of the contract is for a year.

According to the company estimates, CLT20 reached out to 7.7 crore, 9.5 crore and 10.2 crore viewers in the first, second and third editions of the series, respectively. Both the second and third edition has shown an increase in TVR of 33 per cent and 10 per cent respectively.

Karbonn Mobile’s Jain adds that the brand is getting good mileage out of the association and there is no better way than this platform where the brand can tap 15 crore viewers.  Apart from cricket Karbonn is looking to invest in other sporting events such as hockey and boxing. Jain also says that the brand is interested in Bollywood and Tollywood movies. As a matter of fact, Karbonn being the official partners for events like IPL had invested heavily in past cricketing events.  In fact the brand gained immense popularity and a great deal of consumer recall due to its association with such cricketing events.

Jain says for CLT20 the communication mix will have a 360 degree approach, focusing on TV, print and digital. “Last year we invested in the World Cup, this year we are not taking out any cricket centric models but are going to launch cricketing apps on our mobiles. Karbonn had also launched a new brand extention called ‘Karbonn Smart’ during IPL5.

About the author / 

Abhinav Mohapatra

Correspondent, Pitch & Pitchonnet

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