IPG Mediabrands India’s digital agency Interactive Avenues has won the social media mandate of the IPL team Rajasthan Royals.
The agency headquartered at Mumbai was awarded the digital and social media mandate for the team post, a multi-agency pitch. The mandate includes strategising and executing video-first content to engage and interact with fans over the social media platforms of the team. IA will be further responsible for creating content and running social media campaigns across Facebook, Twitter, Instagram with special focus on Youtube.
To be globally present, Rajasthan Royals is focused on creating a unique brand positioning before the Indian Premier League 2020 through customised content across social media platforms. The primary objective is to renew its connect with the current fan base and acquire new supporters and audiences.
Talking about the win, Amardeep Singh, CEO, Interactive Avenues, said, "We are excited to be working with the Rajasthan Royals, the team that believes in the digital-first approach to reach out to their fans. We look forward to leveraging our experience and sharing some disruptive ideas to scale up brands online presence further. Look forward to an exciting inning with the Royals.”
Interactive Avenues will strengthen RR’s online presence in India and strategise on extending the brand's reach in new markets like the US, UK and Australia, countries with massive admiration for the sport.
Commenting on the development, Stuart Cope, Head of Digital at Rajasthan Royals, said, “We welcome Interactive Avenues to the Royals family. The team is quite innovative and extremely driven in their approach. We are confident of their expertise to effectively channelise our digital narrative, to reach out not just to Royals fans but cricket fanatics globally, through entertaining content and deeper digital integrations."