Strategic Timeout in Wpl Is a Powerful Association, Says Ceat Cmo

Storyboard18 caught up with Indian women’s cricket captain Harmanpreet Kaur on the set of a Ceat commercial. Kaur explained how the future of women’s cricket looks bright with an increase in viewership and brand interest in the sport.

Kaur said: “Nowadays we have more viewers, most of the matches are live and we as cricketers also enjoy it. We used to barely get to see each other on TV and now this thing is here and we all have fun and I think that’s something as cricketers, that we always missed. It’s good to see that so many brands come to approach us.”

Lakshmi Narayanan B, CMO of CEAT, said, “Diversity and inclusion is part of the culture of the organization and in Chennai, around 25% of the workforce we have is fully diverse. This is the bigger story and the investment in the Women’s Premier League (WPL) is an extension of our investment in the Indian Premier League (IPL). CEAT Strategic Timeout has been a powerful partnership and it was only natural for us to extend it to WPL as well.

CEAT has been associated with cricket since 1995. Narayanan said his company was very proud to be associated with Harmanpreet Kaur.

Meanwhile, iconic fashion brand Benetton is on a mission to bring back its cool quotient and chart a new growth trajectory. During a visit to India, Benetton Group Global Managing Director Massimo Renon sat down with Storyboard18’s Delshad Irani to explain Benetton’s new vision and creative direction, as well as the transformation of the legendary brand.

MasterCard partners globally with sports properties and recently the brand has also taken a keen interest in sports beyond cricket in the country. MasterCard has chosen 22 children to walk alongside the Indian team with potted plants ahead of the first India-Australia ODI match in Mumbai’s iconic Wankhede Stadium. The initiative was part of the MasterCard Priceless Planet Coalition (PPC), which aims to highlight the importance of reforestation to combat climate change. Storyboard18’s Shibani Gharat spoke with Manasi Narasimhan, Vice President and Head of Marketing and Communications for South Asia at Mastercard.

For the full show, watch the accompanying video


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