ICL pins hopes on cricket-based brand recall

Rakesh Singh, Executive President, ICL, offered a few insights on the company’s branding strategies that have evolved over a decade. He said, “The popularity of Chennai Super Kings (CSK), two-time champions of IPL, had a lot to do with how brand ICL was viewed in its non-core markets. CSK managed to pull ICL from its  southern stronghold and position it as a pan-India player.” 

Singh said, “Tamil Nadu (TN) and Kerala contribute to over 52 per cent of the ICL’s turnover. Of this, 75 to 80 per cent comes through retail sales with small traders  selling five to 20 bags a day.” ICL’s traditionally strong brand is Sankar Super power, which figures among trusted brands customers in TN and Kerala. Coromandel Super Power is another brand that has given ICL stronghold in Chennai and other parts of TN. 

After a two-year-ban, CSK is back in action, and the cement major is going all-out to leverage the brand’s magic to drive its growth trajectory. “The Tamil Nadu Premier League (TNPL) gives us a platform to capitalise on grassroots level loyalty,” Singh said, noting that ICL is keen to move away from traditional or routine brand building methods to differentiated branding exercises. Fan parks, taking its dealers and sales force to the cricket grounds and sporting CSK team jerseys are a few of the promotional activities lined up for the TNPL that begins on July 22, when Dindigul Dragons lock horns with Tuti Patriots. 

The matches are being played in Tirunelveli (13), Nattham (11) and Chennai (8). “In rural areas, it gives another advantage for us as the games will be played in ICL grounds right where the plant is also located,” Singh said. Following the TNPL title sponsorship, ICL’s marketing expenditure would have gone up by 10 per cent a year or Rs 4 to 5 crore more annually. However, Singh added there is not yet a formal mechanism to measure the brand’s impact on the overall sales.