An interview with Sudhanshu Pokhriyal, CEO of Hindware Limited

We at SportsKhabri recently got the chance to speak with the CEO of Hindrware Limited, Sudhanshu Pokhriyal.

During the interview, we learned about the idea behind Hindware’s partnership with Indian Premier League (IPL) franchises Royal Challengers Bengaluru (RCB) and Punjab Kings (PBKS). We also learned about Hindware’s current campaign plans and other ideas for the future.

1. Could you explain how Hindware’s journey began in sports, particularly the current association with the Royal Challengers Bengaluru and the Punjab Kings?

Hindware’s journey in sports began around three years ago with our initial association with the Punjab Kings team. Building on the success of this partnership, we have continued our foray into the cricketing arena by entering into our second year of association with the Royal Challengers Bengaluru team along with the Punjab Kings team. Our advertising presence during major events like the World Cup 2023 and Asia Cup 2023 underscores our dedication to leveraging sports as a means to engage with audiences, marking significant milestones in our journey.

2. Could you detail the manner in which you secured deals with the Royal Challengers Bengaluru and the Punjab Kings?

After conducting thorough research on sports, specifically focusing on cricket, we pinpointed two teams: Royal Challengers Bengaluru and Punjab Kings. These teams not only command immense respect but also boast a fervent fan base. Recognizing the immense potential of collaborating with these iconic teams, we strategically decided to tap into their fan communities to ensure widespread engagement and influence.

Our decision was grounded in a meticulous evaluation of several key factors, including team performance, fan involvement, geographical outreach, and brand prominence. Royal Challengers Bengaluru and Punjab Kings emerged as prime candidates due to their consistent track record of success over the years and their remarkable ability to attract a diverse spectrum of supporters.

3. Could you explain the impact these sponsorships have had on your company?

These sponsorships have significantly enhanced our brand’s visibility among the cricket-watching audience. Through increased exposure and brand recognition gained from being associated with RCB and Punjab Kings, we have reached a broader audience and strengthened our presence in the industry. This heightened visibility has translated into greater brand awareness, expanded customer reach, and, ultimately, increased business opportunities for us. 

4. Could you tell us some of the activations carried out as part of these deals?

We have seamlessly integrated the “5 Star Bathrooms” tagline in our latest TV commercial featuring some of the biggest cricket icons from Royal Challengers Bengaluru, which is already on air, and we couldn’t be more excited about it. Our other two TV commercials with them, which recently went live, aim to raise awareness about water conservation for a sustainable future, spotlighting the brand’s latest innovation – the Aqua Pro Water-Saving Nozzles.

Our campaign strategy is all about reaching our audience wherever they are, ensuring maximum exposure and impact. Whether it’s catching their attention on connected TV news segments or dominating digital and social media channels, OTT platforms, and print media, we are making sure our message reaches our audience.

Furthermore, on the ground, our branding presence at Chinnaswamy Stadium in Bengaluru and Mullanpur Chandigarh is extensive. From perimeter boards to side screens, seat covers, and fence branding, we are ensuring that our message reaches fans directly during live matches. Additionally, for in-store promotion, we have strategically placed danglers and standees at our brand stores to further reinforce our campaign message and enhance brand visibility.

With our multi-platform approach and robust on-ground branding efforts, we are geared to deliver an immersive and impactful campaign experience.

5. Could you share with us your plans for the 2024 IPL season?

We are excited about the ongoing season and are looking forward to an electrifying display of cricket. As part of our plans, we have launched multiple TV commercials in collaboration with the Royal Challengers Bengaluru, capturing the essence of the sport and our partnership. Additionally, we will be running advertisements across various platforms, ensuring widespread visibility of our brand and engagement with cricket enthusiasts. Our integrated social media campaign aims to connect with audiences online, fostering meaningful interactions and building excitement. Furthermore, we will be organizing contests for both fans and customers, offering them the opportunity to actively participate and celebrate the spirit of cricket with us.