HIL to ‘whistle’ for Chennai Super Kings

CK Birla Group firm to debut as IPL sponsor

Building materials maker HIL Ltd (formerly Hyderabad Industries Ltd) is all set to make its Indian Premier League (IPL) debut as a sponsor — it will back Chennai Super Kings (CSK) from the forthcoming season of the cash-rich league.

Behind the decision to associate with IPL is the CK Birla Group firm’s emphasis on connecting its brands to a wider customer base. This focus comes in the backdrop of the asbestos maker adding new capacities to grow the pipes and fittings business manifold and launching a non-asbestos roofing solution.

“We thought this would be the ideal proposal... excite our branding,” CEO and MD Dhirup Roy Choudhary said about partnering with CSK. The team, returning to the IPL fold after two seasons, has already roped in M.S. Dhoni, Suresh Raina and Ravindra Jadeja.

“The brand recall, loyalty, followers of our products are quite symbolic to what CSK has... we believe we are a champion as well,” he said.

Birla Aerocon and Charminar are the major brands of the seven-decade-old company that is into roofing solutions, panels, walling blocks, plywood substitutes, pipes and fittings and industrial insulation. The recently unveiled non-asbestos roofing product, under Charminar Fortune brand, targeted at institutional customers like railways, is expected to get a big boost from the company partnering with CSK.

“We are there as a product, we want to now come up in developing the brand of HIL as a company,” Mr. Choudhary said, adding the company has signed a two-year contract with CSK. The IPL season, he said, syncs well with the peak demand period for roofing solutions and as new capacities, with an investment of ₹130 crore, for UPVC and CPVC pipes and fittings in Surat and Faridabad come on stream.

HIL is confident of the popularity of CSK and players such as Dhoni, Raina and Jadeja to help it connect with new customers and grow association with the 6,500-strong dealer network. He hinted at a series of commercials and events on the cards involving star players for dealers, retailers, plumbers and employees.

On the financial aspect of the sponsorship, Mr. Choudhary said, “It is a reasonably good expenditure... it’s an investment for future growth.”

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Printable version | Jun 2, 2020 11:48:04 PM | https://www.thehindu.com/news/cities/Hyderabad/hil-to-whistle-for-chennai-super-kings/article22399915.ece

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