From Vodafone Zoozoos to Byju’s, Swiggy, Cred, the most memorable ads are usually released when the Indian Premier league (IPL) is on. Every year, the viewers are treated to a two-month-long ‘cricketainment’ that includes their favourite players.
“We look at sports and fitness together. There have been many legendary cricketers in the Indian team. Kohli has led from the front and made India win on foreign shores. So, there’s a lot of value that he brings to the brand,” shares Gaurav Mehta, CMO, Noise.
“We’re looking at the IPL, because of its large scale and our business objectives,” mentions Mehta.
The campaign is targeted towards individuals aged between 18 and 35 years. This is not the first year of the brand’s association with the IPL.
Through its latest campaign, the brand plans to expand its smartwatches category.
“Our objective is to make more and more people aware about smartwatches, as a category, and what it can do for them in their life,” reveals Mehta.
Speaking on the consumer insights, he shares, “Within the first 7-8 days of the campaign’s release, we saw that people were getting more aware of smartwatches. The brand scores are trending upwards. The branded searches are also rising.”
Co-founded by two brothers, Amit and Gaurav Khatri from Gurugram, in 2014, Noise has become a notable gadget brand for smartwatches, taking on players like OnePlus, Fire-Boltt, realme, etc. It started out by selling smartphone cases, and later diversified into smart wearables and wireless headphones.
The wearable market in India saw around 47% year-over-year growth in 2022. According to an International Data Corporation (IDC) report, 100 million units were shipped in 2022. Smartwatch shipments in 2022 stood at over 30 million, growing by 151% since 2021. The report suggests that Noise led the smartwatches market, with a 27% share.
Noise Premier League
The NPL will also make accomplishing one’s fitness goals more exciting, as users can guess the winners of matches, meet their step count goal, weekly fitness goals and much more, and be rewarded with thrilling prizes using Noise coins. The campaign will run through the IPL season.
Source: Afaqs, The Economic Times, Business Insider India