TCL-SRH partnership at IPL looks to cement stance as industry leader: Vijay Kumar Mikkilineni, TCL

TCL has reiterated its commitment to officially sponsor Sunrisers Hyderabad (SRH) at Tata IPL for the third time in a row. As a part of the contract, the TCL brand logo will appear on Upper Non leading arm right of the player jersey.

TCL is a fast-growing consumer electronics brand and has clocked revenue of nearly USD 30 billion in the first three quarters of the year 2021. In 2022 the brand would continue to work towards its vision of enhancing R&D capabilities in terms of display technologies, smart manufacturing and artificial intelligence. 

Vijay Kumar Mikkilineni, Marketing Head, TCL India, tells us more. He is a sports enthusiast, represented handball and basketball at state level. Excerpts from an interview: 

DQ: Please give us a background of the association with Sunrisers Hyderabad for the IPL.

Vijay Kumar Mikkilineni: We have always loved to associate with sports and use it as a strategy to reach out to the masses. For a cricket-loving nation like India, there is nothing better than IPL to create these collaborations. 



TCL is partnering with the Sunrisers Hyderabad (SRH) team for the third time in a row, which is itself an impressive feat for us, and underlines our commitment to promoting sports across India. Undoubtedly, the pandemic brought some speed bumps, but we managed to sail through it. This year, we aim to make the most out of our association. We also aim to bring together the sports community in India, widen our consumer reach and cement our stance as a leader in the industry.

DQ: Now, what are you hoping to achieve through this association?



Vijay Kumar Mikkilineni: We aim to maximize our sales, widen our consumer base, and cement a leadership position in the market. SRH team has a huge fan following, and partnering with them will help us bank on this opportunity. We look forward to making the fans a part of the TCL family through this association. 

We will also use this opportunity to introduce and unveil custom-made products for Indian consumers. TCL aims to take the viewing experience to the next level with TVs that are designed keeping in mind the needs of the viewers who prefer fast-paced sports and action-packed movies, and that too, without burning a hole in their pockets. 

Since its inception, the brand has focused on devising and delivering cutting-edge products that exactly meet the evolving needs of Indian consumers at affordable price points.  



DQ: What can the audience expect out of the association?



Vijay Kumar Mikkilineni: We would look at this opportunity to launch new products in India towards the end of May, when IPL would be reaching the finale. From our past observation, we have seen that the consumer retention rate is higher towards the end of the season, and that’s why we are focusing more on the IPL’s finale. 

We have invested heavily in India through our largest overseas panel factory to cater to the growing demand for our products. Our association with the SRH team will help us further build on this vision, and take TCL to new heights. 

DQ: What was the idea behind the partnership campaign?



Vijay Kumar Mikkilineni: As a brand, TCL believes in promoting sports worldwide, and we have been doing it in other countries, too. In India, we have seen immense love for cricket, and we believe that this partnership will help us reach out to more consumers and boost brand awareness. IPL serves as a great platform to amplify our brand voice and let more people know about our unmatched offerings and how these can cater well to their evolving needs.  

DQ: How is TCL going to benefit?



Vijay Kumar Mikkilineni: We hope that SRH performs well and wins the IPL trophy. It is true that brands associated with the finalists gain maximum traction, but others that don’t make it also drive visibility to a great extent. Brands can also make the most of their partnerships by focusing on their marketing strategies through which they can not only build awareness but also leave a unique impact on the minds of consumers. This actually increases the chance of turning prospects into loyal customers. 

In sync with this vision, we are laser-focused on our marketing strategies to drive maximum customer traction while also establishing our stance as a sports-loving brand in today’s ever-changing business landscape.