Mumbai: Vivo Pro Kabaddi League (PKL) season 8 has roped in Dhani app as its strategic timeout partner in collaboration with Professional Management Group (PMG) and Madison Media Ace.

The association will provide Dhani with differentiated visibility during the Live matches of PKL. Strategic timeout is taken twice, at the 10th and 15th minute of the game’s second half. Dhani has further strengthened its on-ground association with Vivo PKL 8 through inventory buys on TV as well as Hotstar.

The 90-second ‘strategic timeout’ fits in seamlessly with Dhani's proposition of providing the OneFreedom Card to customers in less than two minutes, said the brand in a statement.

“Getting to be a part of a homegrown sport that brings the entire country together is truly exciting for us at Dhani," Dhani CMO Ankit Banga remarked. "Since a majority of our customers also stem from the heartland and other smaller pockets of India, we believe it is a great fit for us. Also, it resonates fantastically with our product proposition of giving our customers a timeout from making full payments by splitting their transaction into three interest-free parts."

"Dhani - OneFreedom Card is the first kind of a product and needed a unique way to drive benefits of the product beyond standard inventory buys," stated Madison Media Ace COO Vandana Ramkrishna. "We leveraged PMG’s expertise to get the STO created for the first time ever on Kabaddi for Dhani to help bring out the brand benefits seamlessly. Kabaddi as a sport, has significant unique viewers and driving visibility through both on-air and on-ground will not only help Dhani garner incremental audiences, but would also drive significant business results.”

“Both Vivo PKL and Dhani are only growing bigger and better in terms of stature and popularity. We have no doubt that the relationship between these two institutions will go the same way in the weeks and months to come,” said Professional Management Group COO Melroy D’Souza.