‘MX Taka Tak’ is a name that will soon be on everyone’s lips as they glimpse their favourite cricketers acting and dancing to the tunes of the short video platform launched by MX Media & Entertainment in July 2020, following the ban on TikTok by the Indian Government. Besides bearing a resemblance to the name, Taka Tak has very similar features compared to TikTok. The content creation app has gained immense popularity with more than a billion downloads in such a short space of time, considering which it has signed a deal with all the IPL teams except Chennai Super Kings(CSK), adhering to which the teams will be creating exclusive content on MX Taka Tak.
However, the homegrown content creation app is not the first one to hop on to the multi-team tie-up and sponsorship trend. ‘Balkrishna Industries ( BKT Tires)’, too has managed to tie up with 7 teams of the star studded tournament and is the official partner of all teams except Sunrisers Hyderabad (SRH). BKT tires seem to enjoy its association with sporting leagues across the globe. It had employed a similar partnership strategy for IPL 2020 and has also been linked to LaLiga, Pro Kabaddi League TNPL, Monster Jam, Big Bash League and many more global events.
Flipkart owned ‘PhonePe’ seems to be following in the footsteps of its competitor ‘Paytm’, which is associated with almost every cricket series and tournament played in India, as besides co-presenting with official broadcasters Star India and being the associate sponsor with Disney+Hotstar, the Bangalore based digital payments app is also sponsoring 4 IPL franchises- Mumbai Indians, Chennai Super Kings, Royal Challengers Bangalore and Delhi Capitals. Sameer Nigam, founder and CEO, PhonePe said that this is their most aggressive national marketing campaign ever and that the company has invested even more heavily in IPL this year.
Reliance Jio will once again be seen in association with multiple teams for IPL 2021, continuing it’s heavy marketing strategy with it’s catchy taglines and colourful advertisements.