Viacom18’s flagship Hindi general entertainment channel Colors has picked the Principal Sponsor title for the Mumbai Indians team in the Indian Premier League that is set to kick-off on March 23 on Star India network channels.
Mumbai Indians will don the Colors logo on the back of their jerseys and showcase their mettle at the 12th edition of the tournament.
Commenting on the partnership, a spokesperson from Viacom18 said, “Cricket is like a religion in India that brings every member of the family together and so does a leading general entertainment channel like Colors. Therefore, associating with the most popular cricketing team of IPL, Mumbai Indians, which enjoys tremendous adulation, is a perfect blend with our brand positioning. Both Colors and Mumbai Indians are consistent, entertaining, ambitious and aggressive and exemplify the same ethos. This is yet another avenue for us to connect with our audiences both on and off the field as well as on air.”
Setting the tone for the IPL fever, Colors will bring viewers closer to the Mumbai Indians players through a series of innovative integrations and contests on air as well as through digital engagement.
A Mumbai Indians spokesperson added, “We are extremely delighted to bring Colors as the Principal Sponsor for Mumbai Indians and look forward to develop a long term, mutually benefiting association. Through the journey this IPL, Mumbai Indians and Colors will create consumer-centric entertaining content, which we hope our global fans will appreciate and associate with.”