MUMBAI: In a bid to build the brand in the after-market segment, TVS Tyres has come on board as the official associate sponsor for Star Sports Pro Kabaddi League’s Telugu Titans.

The move also comes in the wake of introducing a new brand identity at the beginning of this year.

With Pro Kabaddi League being the second most watched sport show last year, TVS Tyres’ aim is not only to popularize the sport through this partnership, but to also utilise this platform to enhance the brand’s visibility across Andhra Pradesh and Telangana.

The brand will be supporting the team throughout all the matches, which will go on till 23 August. The matches in Hyderabad are being played from 4 - 7 August. 

TVS Srichakra director P Vijayaraghavan said, “With the new mantra of our brand ‘Nayi Soch Nayi Pechaan,’ this initiative is taken to support a traditional sport, which is now being presented with a lot of freshness and indeed has tremendous prospect and possibility to become one of the most popular games.”

As a part of this partnership, the company has adopted various marketing strategies to promote the brand. To gain prominence, TVS Tyres’ logo is used in the Telugu Titans official website, in-stadia digital display and perimeter boards and BTL activations. The jerseys and shorts of players will also sport the TVS Tyres logo. Special autographed merchandise and mementos by players as well as VIP match tickets are being given to after-market dealers to endorse the brand as well as the sport.

To further strengthen and re-enforce the new brand identity amongst  customers and dealers, the brand carried out on-ground activations that included a meet and greet session with the players as part of the consumer campaigns and promotional events. The products of the brand are displayed at the team’s home stadium in Hyderabad along with distribution of co-branded cheering merchandise and freebies.