Lotus Gets Sporty: Nitin Passi Talks About IPL Sponsorship
LOTUS Herbals has always been at the top of its game with Suncare and Skincare. With the sponsorship of the 2019 IPL team – Delhi Capitals, it seems to have done a marketing coup catching eyeballs like never before. The sports sunblock equity was waiting to be grabbed. Beauty Launchpad caught up with the brand’s Joint Managing Director Nitin Passi to talk about the brand’s association with the Delhi Capitals team, this year.
Please tell us about your association with IPL 2019?
Lotus was the principal sponsor of Delhi Capitals this year. We are excited about this partnership since Delhi Capitals is a young and a promising team. Lotus stands for purity and performance, which are also the attributes of Delhi Capitals team; we happy with the successful season.
Any special product range launch for the cricketers?
Coinciding with the IPL, we have launched an exclusive range of Sports Sunblocks, which includes LOTUS Herbals Super Stay Sun block SPF70 and LOTUS Herbals Duo Defense Sun block SPF100, under our sub-brand LOTUS Safe Sun. This is India’s 1st Sports Sun Protection range, which delivers high UVA & UVB protection and is also anti-pollution as well as sweat/water-proof.
Does this association entail a bigger focus on Men’s category from Lotus?
The Indian Premier League is as much popular among women as it has been among the male cricket fans. Female viewers comprise more than 40% of total IPL viewership. While our core focus target group continues to be women, men also get exposed to the brand and its products via IPL.
Apart from IPL, will LOTUS be looking at any other sports leagues?
It would depend on the relevance of the platform with our core target group.
What are your expansion plans for 2019?
We are excited with the new categories we shall be entering in 2019. Like, we just entered sports sun protection, we shall be entering some high growth categories across our brands and geographies.
