Nandini Dairy is sponsoring Ireland & Scotland’s jerseys in this T20 World Cup
But why is a local Indian dairy sponsoring other low-ranked cricketing nations?
The crazy part? It doesn’t even operate in Ireland or Scotland!
THREAD: How Nandini Dairy is playing a masterstroke 🏏
But why is a local Indian dairy sponsoring other low-ranked cricketing nations?
The crazy part? It doesn’t even operate in Ireland or Scotland!
THREAD: How Nandini Dairy is playing a masterstroke 🏏
There was a huge backlash in Karnataka when their local dairy decided to spend money on this.
That’s when Nandini came out with a statement, saying that they are doing this because they are entering the US market with a whey-based energy drink called ‘Nandini Splash’.
That’s when Nandini came out with a statement, saying that they are doing this because they are entering the US market with a whey-based energy drink called ‘Nandini Splash’.
And because the World Cup is being co-hosted by the US, it makes sense for them to find ways of showcasing their brand.
But there’s surely more to this.
But there’s surely more to this.
Look at South Africa, New Zealand, and Afghanistan’s jerseys from the past.
And for that matter even look at Ireland's jersey from last time:
Do you see the pattern here?
Another Indian dairy is endorsing on foreign teams’ jerseys.
This pattern makes us think that Nandini isn’t doing this just to launch an energy drink.
We don’t believe all of this is solely done to reach the US audience.
Another Indian dairy is endorsing on foreign teams’ jerseys.
This pattern makes us think that Nandini isn’t doing this just to launch an energy drink.
We don’t believe all of this is solely done to reach the US audience.
We think that Nandini wants to primarily market its brand to the Indian audience.
But why would they not choose to advertise in India instead or on India’s jersey? Why select two irrelevant teams to achieve this?
You see, 90% of cricket viewers are Indians.
But why would they not choose to advertise in India instead or on India’s jersey? Why select two irrelevant teams to achieve this?
You see, 90% of cricket viewers are Indians.
Most people who will watch this T20 World Cup will be Indians, even if it’s a match involving another country.
So Nandini Dairy seems to have realized that to reach Indians, they don’t necessarily need to purchase the super expensive jersey slot of the Indian team like Dream 11.
So Nandini Dairy seems to have realized that to reach Indians, they don’t necessarily need to purchase the super expensive jersey slot of the Indian team like Dream 11.
They can simply buy any other country’s jersey slot, which is much cheaper.
Now that’s pretty clear, but why even do it in a global tournament like the World Cup?
You see, Indians are more drawn to companies that are global brands.
Now that’s pretty clear, but why even do it in a global tournament like the World Cup?
You see, Indians are more drawn to companies that are global brands.
So when we see their logo on the jerseys of two foreign countries like Scotland and Ireland in a global tournament like the T20 World Cup, it would cement a local brand as a global brand in our minds.
Because when we encounter stimuli that we find rewarding or satisfying, dopamine is released in the brain, creating a positive reinforcement loop.
Similarly, watching a recognizable local dairy like Nandini Dairy on Ireland and Scotland's jerseys can trigger dopamine release in us, reinforcing positive associations with the brand and enhancing brand affinity.
What Nandini did is brilliant because without even spending too much on marketing, they got in front of a global audience, while also positioning themselves as a globally authoritative brand in the minds of viewers in their own country.
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