IPL teams rope in celebrities for promotion
It all started when Shah Rukh Khan (Kolkata Knight Riders) and Preity Zinta (Mohali) became IPL franchise owners. The rest of the team owners immediately realised the marketing and publicity potential of having Bollywood (or Tollywood) actors associated with them, and went about star-hunting.
The Indian film fraternity is being actively woed by the franchises as the Indian Premier League (IPL) dates approach. The latest to join the crowd is Akshay Kumar, who has just been appointed brand ambassador for Delhi Daredevils captained by Virender Sehwag.
In a bid to give new vigour for the parting teams, the owners of IPL franchises have already appointed high- paid film stars to endorse their brands. The owner of the Chennai Super Kings, India Cements started the trend by roping in south Indian matinee idols Vijay and the sexy Nayanthara as their brand ambassadors. These stars are now in the frame to popularise the Indian one day team captain Dhoni-led Chennai Super Kings. The stars were heavily paid by the India Cements for endorsing the team.
The other IPL teams are also thinking about roping in big personal brands in film field to popularise the game and promote themselves. There is news that actors Katrina Kaif and Deepika Padukone might endorse the Bangalore IPL team, Royal Challengers. Rahul Dravid, former Indian captain, is the captain of Bangalore Royal Challengers.
The Delhi Daredevils team is owned by infrastructure developer GMR Group. Akshay Kumar belongs to Delhi and has big star value in the Hindi heart land. The Virender Sehwag-led Delhi team will now get a new face to promote their brand in the coming Twenty20 matches. Gautum Gambhir, Mohammed Asif and Shoaib Malik are also members of the Delhi IPL team.
Shah Rukh Khan’s ownership of Kolkata Knight Riders automatically lends it publicity. Preity Zinta on the other hand has given a new face to her Mohali IPL team by appointing Daler Mehndi, and music duo Sajid-Wajid to endorse the team. They will come out with a new album promoting the Mohali team. SRK’s Kolkata Knight Riders has signed up Vishal-Shekar and dance master Ganesh Hegde for its promotional activities.
It is expected that IPL will become a big business and additional revenue source for film stars as the cricket war enters the next phase. Different companies and individuals owning IPL franchises are ready to spend as much as money possible to popularise the IPL tournament and reap the financial rewards.