MAM
ICC ropes in MRF Tyres as global partner in four-year deal
MUMBAI: The International Cricket Council (ICC) has roped in MRF Tyres as a global partner for ICC events for a period of four years from 2016 to 2020.
Over the next four years, the ICC events include eight tournaments, including the ICC World Twenty20 in 2016, an ICC Champions Trophy in 2017 and an ICC Cricket World Cup in 2019.
The ICC and MRF Tyres recently completed a partnership at the ICC Cricket World Cup 2015.
ICC CEO David Richardson said, “I am delighted that MRF Tyres has decided to continue its support of cricket by extending its partnership with the ICC for a further four years. Our aim at ICC events is to create an exceptional experience for all involved and I am confident that not only will MRF help us enhance that aim but that the forthcoming ICC events will help MRF promote its brand and expand its reach to other parts of the globe.”
“MRF is already an active promotor and supporter of cricket with a number of domestic and international fast bowlers benefitting from its MRF Pace Foundation. I am excited that MRF has elected to be cricket’s global partner and I am confident that this will be the start of a long relationship,” he added.
MRF Tyres chairman and managing director K M Mammen said, “This is a proud moment for MRF and this association is a testimony to our commitment to cricket. Twenty20 is the most popular form of the game today and it is a matter of great pride to be associated with the ICC World Twenty20 2016. Association with the ICC and the game of cricket presents a great opportunity for brand MRF to reach markets across the world. We are indeed proud to bring this thrill-a minute tournament to the millions of fans in India and all over the world.”
Also present at the announcement event at MRF Tyres headquarters in Chennai was former India captain and MRF brand ambassador Sachin Tendulkar.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
