In order to leverage this association to the maximum extent, DHFL is promoting its relationship with the Mumbai Indians on-ground as well as in the social media and online space. Commenting on their mandate, Aliasgar Munshi, Director, Convergence Events and Promotions said: "Our key deliverables are to create two kiosks inside the stadia for all Mumbai Indians home matches during the tournament, for which we are managing the fabrication designing and logistics. We are also responsible for promoting the DHFL India Facebook page with innovative ideas."
Two kiosks of 10x10ft. are fabricated inside Wankhede Stadium with player cut-outs, plasma TVs, a PA system, laptops and promoters. Specially designed co-branded banners of DHFL and Mumbai Indians are also distributed to all the spectators who come to view the matches. The Convergence team pulls the crowd towards the kiosk through the banner distribution and encourages the walk-ins to write their messages on the kiosk walls, play the Facebook games in the kiosk, and be photographed with the life-sized player cut-outs.
The online campaign aims to increase the interactivity quotient between the fans and the Mumbai Indians team. The DHFL page allows the fans to interact, engage with each other and have fun on Facebook. The page has three games - Mumbai Deewane, Match & Fix, and Mitto. In Mumbai Deewane, participants can have themselves photographed in the wildest and wackiest ways at the booth in the stadium and post their pictures online. In Match & Fix, which is a specially designed application on Facebook, participants have to put pieces of a jigsaw puzzle together within a stipulated time period. In Mitto, participants have to predict the Mumbai Indians' score before the match, and ones who predict the right answer win. The winners of these games are given free Mumbai Indians match tickets and a chance to meet the leading players of the Mumbai Indians squad.
Mudit Bhatnagar, Head Marketing & International Business, DHFL concluded: "This has been our biggest brand association with one of the most popular teams in the IPL and with a sport which has a mass following. DHFL, being a home finance company catering to the masses at large, saw great synergies in this association. We firmly believe that 360 degree efforts amplify the communication. Hence, a mix of in-stadia activations, online interactions specially on social platforms, along with heavy employee engagement tools have been deployed for higher prospect / consumer connect and brand recall. The response so far has been phenomenal and we are very glad to be a part of this association."