Delhi Daredevils aspires to rise with merchandise

Delhi Daredevils unveiled its new logo on 12 March. The IPL team has also revamped its website. The intent is to engage the fans in innovating ways across digital platforms. Campaign India caught up with Hemant Dua, CEO, for more on the re-branding and marketing efforts for IPL 2014 and the rest of the year. Edited excerpts:

What was the idea behind re-branding, which comes after six seasons of IPL?

It has been six years that we have been in this space. We wanted to revisit and understand how the brand was and how it was doing at this stage of its life, and how the identity was resonating. We did a survey with our fans, and stakeholders internally, and the key message that came out was that everybody likes the name Delhi Daredevils, but they could not connect with the identity. This was the key reasons to re-brand.

Our (new) logo resembles a kite, the idea being that it is moving upwards. Though you fly it, the control is in your hand. But sky is the limit - you can go as far as you want. We have a theme - Aspire to soar - to go all the way and win the trophy and also that the brand is recognised. The logo was almost a seven-month exercise.

The previous logo was very cricket-dependent. Now, if I choose to go into other sports or some other verticals, I can carry this logo forward. As a vertical, we are taking sports seriously and are currently evaluating various proposals and opportunities. The logo in itself gives us an opportunity expand beyond IPL and do stuff in licensing, merchandising and the digital space.  We are pretty excited about that.

Which agency has handled the re-branding for Delhi Daredevils?

Re-branding has been done by UK-based company FutureBrand. They are design and copyright specialists. It is part of the IPG Network. They have also worked on the London Olympics logo and the Cricket World Cup that will take place in Australia.

Can you elaborate on the marketing efforts in 2014?

We did an innovative launch on the identity. We used digital a lot, and then we advertised through print. One of the most exciting parts was our call to action where the print and digital were connected. There was a QR code, which people could then use on digital to experience the new logo. We also did a lot of ground activation.

Does the re-branding mean more marketing spends?

Traditionally, teams spend three to four per cent of their total turnover (on marketing). Of the overall revenues that we generate, we are looking at six to seven per cent spends on marketing activations. It might sound like a small budget but the League is only for two months. We are looking at activities beyond the League. We started a cricket tournament two years ago within NCR for school children. It now covers 64 schools. It is going to grow bigger next year. We are seriously looking at merchandise.

Can you elaborate on the focus on merchandise?

We will be coming up with a very large portfolio of merchandise in the upcoming season. We are looking at 60-odd SKUs. We will have a footprint offline too. They will be sold through seven or eight exclusive stores and boutiques that we are creating across NCR. There will be an online push. We will be selling through our website and different e-commerce websites. We have aligned with some partners and you will see innovative designs in our merchandise. The idea is it will be limited to cricket but have aspirational, fashionable items that the youth wants to own. My goal is to establish the merchandise range as a brand in itself so that people are buying throughout the year and not only in the cricket season.

Which media vehicles are you heavily relying on?

Print will always be there as a support medium. I am fairly kicked about digital as a space. We have just launched a new application, which will be launched soon. The application that we launched last year had a decent response of 10,000 downloads. We have not re-formatted it and are launching it in a completely new space; it will link with a loyalty programme to motivate people to buy our merchandise, to communicate with us.

You are working with Cheil on digital campaigns...

Yes, they support us with digital campaigns on Facebook, Twitter and ATL. On the loyalty programme, we have tied up with MobiQuest.

Is a TVC or promo in pipeline as well?

We are working on it. Set Max gives me space across channels to promote my team. We are on the verge of making a new anthem, which will capture our new identity and aspiration.