Arise looks to rise with Asia Cup; says media investments impact revenue ‘slowly and steadily’

Electrical and electronic products manufacturer Arise India has bagged the title sponsorship rights of Asia Cup 2014. Campaign Indiaspoke with Avinash Jain, MD, on the association with Asia Cup, focus on ‘national and international’ campaigns, measurability of such associations and the company’s marketing budget. Edited excerpts:

Why did Arise choose Asia Cup?

This tournament is known for witnessing the most competitive cricket in the sub-continent, and herein with our association with the event, we seek to create an even stronger audience connect for the brand.The association with Asia Cup is a part of Arise India’s ambitious national and international advertising and media campaigns.

Can you please elaborate on the national and international advertising and media campaigns?

Yes, we intend to come up with International advertising campaigns too but can’t mention much about it at this stage. Nationally, the most recent associations by Arise India include India-New Zealand Cricket Series, India-South Africa Cricket Series and the association with Kings XI Punjab in the Indian Premier League; along with the association with the Filmfare Awards 2014 and with Balaji Telefilms for their movies.

We are also present on news channels. Since all our products are consumer products, we are already a known brand pan-India and the advertising is aimed at giving a good push.  We are spending Rs 50 to 60 crore towards establishing the brand.

And what will be the spends during Arise Cup?

It will be Rs 25 crores.

Can you share your media plans for the Arise cup?

It will be a multimedia campaign. We would advertise on electronic media including GECs and news channels, outdoor hoardings, print media including newspapers.

Would digital form a part of the campaign?

We are new on the platform but we are trying to build our base there. Prior to this, we haven't advertised much on digital. It helps in connectivity with youth. We began with print, and went on to advertise on electronic media. Since decisions relating to inverter and pump is taken by head of the family who might not be very active on digital, we did not consider this medium as a significant one. But with our forthcoming products, which are mostly consumer durables, we feel the need to be present on digital media as well.

When would these campaigns begin?

They should begin by 20 February, starting with hoardings, promos.

Coming back to the Asia Cup, which of your products will be highlighted the most?

The main product that we are focussed on is inverter battery.

Is the impact of these associations measurable?

Media investment is done simply to build the brand. But from the channels and employees that get in touch with us due to this exercise, you can see the immediate impact. It does impact the revenues slowly and steadily, but cannot be calculated there and then.

Does the brand plan to increase marketing budget after this financial year? 

Yes. It will be Rs 100 crores in 2014-‘15.