Indian Premier League franchise Lucknow Super Giants (LSG) have announced Valvoline as their Official Lubricant Partner for the ongoing IPL season.
The deal will see the LSG sport the Valvoline logo on their helmets and caps during training sessions as well as matchdays.
The partnership was secured via Havas Play, a specialised sports, entertainment, and content division of Havas Media Network India, which brought the two parties together.
Col. Vinod Bisht, CEO, Lucknow Super Giants, commented:
“We are thrilled to join forces with a distinguished brand like Valvoline, a true leader in the lubricant market. Valvoline’s unwavering commitment to excellence mirrors our own relentless pursuit as a team. The shared synergies between Valvoline and the Lucknow Super Giants are unmistakable – as we are driven by a common goal of achieving recognition as performance-driven and passionate champions. This partnership, orchestrated by Havas Play, exemplifies the essence of brand relatability and a value-driven proposition.“
R Venkatasubramanian, President – Investments, Havas Media India and MD, Havas Play, said:
“Leveraging Havas Play’s expertise in experiential marketing and content creation will serve to amplify the reach and impact of this collaboration. By harnessing its proficiency in crafting immersive brand experiences, we will create compelling narratives around the partnership, resonating with fans both on and off the field. Through innovative storytelling and captivating content, Valvoline will cultivate deeper connections with the audience, ensuring that the brand experience extends beyond traditional advertising avenues.“
Ipshita Chowdhury, CMO, Valvoline Cummins, added:
“Evidently, cricket holds a significant place in Indian culture, with millions of passionate fans across the country. The IPL, with its colossal viewership and widespread popularity, serves as a prime platform for Valvoline to amplify its brand identity. Partnering with a property as popular as the IPL enables Valvoline to extend its reach to various segments of its target audience, including dealers, mechanics, and other key stakeholders within the automotive industry. The collaboration emphasises Valvoline’s commitment to quality, performance, and innovation in automotive lubricants. This partnership not only enhances brand visibility but also fosters deeper engagement and loyalty among consumers, solidifying Valvoline’s position as a trusted and influential player in the market.“
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