MAM
CSK eyes 15-20 per cent revenue growth from IPL 6
MUMBAI: The economic slowdown notwithstanding, the Indian Premier League (IPL) franchise Chennai Super Kings (CSK) is eyeing a revenue growth of 15-20 per cent.
The franchise has a roster of 16 sponsors which includes Nissan and VGN who came on-board this year.
“We expect revenue growth of 15-20 per cent led to an extent by sponsorship. We have a roster of 16 sponsors this year,” says India Cements joint president marketing Rakesh Singh.
Apart from KKR, CSK has been the only franchise whose lead sponsor Aircel has continued with the team since the inception of IPL. The franchise had also de-risked itself from slowdown by doing long-term deals.
“The good news for us is that brands have stayed on with us through the years. Aircel has been there with us from day one. Deals that we do are generally for three years and after that they get renewed,” avers Singh.
Singh adds that local sponsorship and central revenue put together account for 75-80 per cent of CSK‘s total revenue which last year was said to be around Rs. 1.5 billion.
“Ticket sales account for 15-20 per cent. This year there will be more seating as three more stands have opened. So there is more capacity which we expect will lead to more revenue. Licensing and merchandising accounts for around five per cent but we expect this area to grow by 30-35 per cent for us this season as we are being more aggressive on this front,” reveals Singh.
The franchise has launched cricket kits this year. The main focus is Tamil Nadu. The team has tied up with Switcher, a European company owned by Tirupur-based PGC for merchandise.
The cricket gear for all age groups will be available from 15 April. These kits will include kit bags, batting gloves, leg-guard, thigh-guard, arm pad, abdomen guard and English willow bats will be sold through retail sports stores, gift shops and whole sale stores in Tamil Nadu ranging from Rs. 3800 to Rs 9900.
CSK has also launching their new range of merchandise strategically dividing them into categories such as fan gear and fashion wear. The new range includes school bags, sippers, and key chains along with a variety of home, office products and other accessories.
“Our aim is that at least every second month there should be an activity. The Chennai Super Kings cannot be just about two months. So we do things across the year that touches different segments of society,” adds Singh.
As part of its on-ground activities, CSK had organised a multi discipline tournament called Super Cup before the IPL involving corporates. The franchise had also organised a cricket event with schools a few months to find a CSK junior team. It had also associated with a chess tourney as the game is very popular in Tamil Nadu.
“We feel that it is important that when the CSK brand engages with constituents it should not be only about cricket. This way CSK will be built as a sports brand,” explains Singh.
For fans, there is a loyalty programme called Kings Club which has an estimated 18,000 paid members. They get to avail of special offers like meet and greet events with players, match tickets etc.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
