Killer, the denim brand from one of the biggest fashion houses in India Kewal Kiran Clothing Ltd. recently acquired the presenting rights for Ekta Kapoor’s Box Cricket League (BCL) 2018 – Season 3. BCL is a tournament of celebrity cricket matches that are played amongst 10 teams including Mumbai Tigers, Ahmedabad Express, Jaipur Raj Joshiley, Kota Royals and Chandigarh Cubs, Delhi Dragons, Lucknow Nawabs, Chennai Swaggers, Kolkata Babu Moshayes and Goa Killer.
In an interview with EVENTFAQS, Vikas Jain, Director, Kewal Kiran Clothing Ltd reveals more details about the marketing strategy of the brand and their marketing budgets.
How did the association with Box Cricket League come through and what was the rationale behind it?
Killer is a brand for the Youth and Box Cricket League is a clutter breaking content giving the audience a dramatic sports extravaganza making it a perfect association for the brand to connect with the youth.
Is the brand planning any activations or on-ground experiences as part of the league?
The target audience for Killer is the Tier 2 and Tier 3 Market youth for which Digital is the best medium of engagement and capturing their attention. So, with the league, we have also rolled out digital contests and video campaigns for the audiences.
Given that this is our first year of association with the league we want to invest in the year one and probably next year is when we will have an enhanced participation in terms of customer engagement.
Most other brands that are competing with Killer in the market have transformed their marketing strategy and are now using more of experiential marketing and event-based campaigns. Is Killer following the same strategy?
For us digital is the most important medium of communication and engagement as part of the overall marketing strategy is concerned. Events and BTL are important too as traditional media is on its way out in the modern marketing ecosystem. We heavily use IPR’s for other brands under our umbrella like- Integrity, Lawman Page 3 and others.
What is the marketing budget for Killer and how is it allocated across different marketing mediums?
This year we had the marketing budget of 22 Cr. out of which Digital as a medium is given priority. We also use Newspapers, OOH and BTL to market ourselves. What we have noticed over the years is that TV as a medium of marketing has completely lost out its steam.
Any upcoming campaigns from the brand stable in the year ahead?
Yes, there are multiple campaigns and brand narratives in the pipeline that we are very excited about. 2018 promises to be a big year for us as the new marketing budgets will also come in place this financial year.
