Brands
The WPL brand saga: Why women-centric brands only?
Mumbai: Since time immemorial, cricket has been called the gentleman’s game. But not anymore. The flagging off of the Women’s Premier League (WPL) is proof of that. But there are questions galore.
The Indian Premier League (IPL) has been a lucrative investment for brands for the past 15 years, and it’s like everyone wants a bite of it. But, how and why is it so that women’s cricket wasn’t given any impetus prior to now? Also, the demarcation of men-centric brands or women-centric brands has become more like a sexist game of brands too with WPL clearly attracting more women-centric brands in the very first go. Will that continue or could we witness a change in the minds of CMOs who would be willing to associate their ‘masculine’ brands with women’s games, especially women’s cricket?
Indiantelevision.com got into a quick chat with ad industry mavericks and raised these questions and more.
Talking about the recognition of women in sports, especially women’s cricket, has seen an uptick. But why so late?
Bang In The Middle (BITM) co-founder & managing partner Naresh Gupta is of the view that this is how following for sports evolves. “It is a slow process. The Indian women’s team was there, but wasn’t playing enough. More games, more TV and recognisable players made the difference. Also, the team started to do well. It won medals at the Commonwealth Games and the ICC championships, and this became the foundation.”
Communications strategy consultant Karthik Srinivasan highlights that the first-ever WPL is only happening in 2023. “Women’s cricket, overall, and women in sports are most definitely making their mark. I don’t think the recognition is late, but our expectation that they would instantly zoom into collective attention to rival men’s cricket is perhaps misplaced.”
WPL drawing primarily female-centric brands?
Putting things into perspective, a slew of female-centric brands have been associated with the WPL, be it through the broadcaster or through the teams. Viacom18 Sports, the official broadcaster of the tournament, has World Gold Council as a sponsor. Navyasa and Joy Personal Care are key sponsors for the Delhi Capitals team. Mia by Tanishq, Vega Beauty and Himalaya Face Care are the key sponsors for the Royal Challengers Bangalore team. Lotus Herbals is the principal partner for Mumbai Indians.
There is no demarcation in the men’s IPL with regard to male-centric or female-centric brands being associated with the game. Then why is the WPL essentially attracting only female-centric brands?
Gupta feels that like the game, brands also take time to evolve. “Most brands out there will stick to the formula they know. “Not just cricket, almost every woman sport finds it hard to get corporate sponsorship. Despite being new, WPL has done well to get the kind of brands it has got. Women-centric brands might have found it easier to weave into their brand world. I also think that’s how it has been sold by the broadcaster. Brands also have hedged it with IPL, and the commitment for IPL is much larger.”
Also, viewership for the WPL comes from across genders. Then what makes male-centric brands feel that they would not be fit for associating with the WPL?
Though these are mostly observations, Srinivasan ponders whether this is validated with accurate data. “If it is, the only reason could be the presumption that WPL may perhaps have a tad more women viewers than IPL and hence may possibly make for an appropriate event to advertise women-centric brands.”
Gupta is positive about the scenario. “Having seen the success of WPL, I would think more brands will join in. I do think more auto brands, handset brands, tech-driven categories and fintech players will start to look at women’s cricket and not just WPL.”
WPL’s potential for brands and as investment opportunity
Gupta understands, “It’s a bit like the Pro Kabaddi league. It was slow to start, but it did pick up. Women’s cricket will offer a great opportunity to brands as we live forward. I do see many more brands joining the party.”
“I’d assume there’s nothing different about WPL, and there shouldn’t be either. Like IPL, this too is a sporting event, and it has to be made exciting through exciting matches and excellent gameplay. But brands would consider larger viewership numbers without going into whether it’s IPL or WPL or Kabaddi league or Kho-Kho league. All brands would bother about is total viewership and the demographics within that without going into who is playing the games. If those numbers look attractive, any and every brand would want a piece of that,” Srinivasan concludes.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
