Roff, a prominent tile adhesive brand in India, belonging to Pidilite Industries Ltd., has recently embarked on a significant partnership with the Pro Kabaddi League (PKL) for its 2023 season. This partnership represents a strategic initiative by Roff to broaden its audience base and enhance its brand visibility across diverse demographics.
Manish Dubey, the Chief Marketing Officer at Pidilite, expressed enthusiasm over this collaboration, highlighting a unique synergy between the brand’s core promise and the sport of Kabaddi. According to Dubey, Roff’s promise of a strong grip, which is crucial in its application for tiles, resonates well with the gripping action intrinsic to Kabaddi. This similarity in attributes made the Pro Kabaddi League an appealing platform for Roff.
The 2023 season of the Pro Kabaddi League commenced on December 2nd, 2023, in Ahmedabad, and features matches in various cities, each hosted by the respective franchise teams. Through this collaboration, Roff is set to boost its brand presence with a multifaceted visibility strategy. This includes squeeze-ups (one per match), static LED perimeter boards, upper-tier branding, replay screen branding, and logo displays during key moments like presentations, award ceremonies, and end slates.
In a move to integrate the brand seamlessly into the fabric of the game, Roff’s presence is notably visible during the ‘Super Tackle’ segment, a critical part of Kabaddi matches. This includes visibility during actual super tackles and potential super tackle situations. Additionally, Roff’s tagline, ‘Magar ki Jakad,’ is also integrated into the game commentary, further cementing its association with the league.
Overall, this partnership marks a significant step for Roff in expanding its market reach and reinforcing its brand identity through the dynamic and popular sport of Kabaddi in India.
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