After Manchester United, now Team India? Know why the owner of a tire manufacturing company is interested in cricket

News India Live, Digital Desk: If you keep an eye on the world of business and branding, you would know that big companies invest their money where the public’s eyes are. After being associated with the football giant club ‘Manchester United’ for years, India’s famous tire company Apollo Tires has now set its sights on cricket. Neeraj Kanwar, Vice Chairman and MD of the company, believes that if a brand has to be taken to every household in India, then there can be no better way than cricket. After all, why is a tire manufacturing company so interested in the game of bat-ball? Let us understand Neeraj Kanwar’s thinking and the story behind this ‘big bet’ in simple words. Cricket: The Great Unifier Neeraj Kanwar has said a very deep thing. He says that India is a country of diversity, the language, food and clothing changes here, but there is one thing that connects everyone from Kashmir to Kanyakumari – and that is cricket. He believes that cricket is the “biggest unifier” of India. When the match is going on, no one cares which state he belongs to, everyone just shouts for ‘Team India’. As a brand, Apollo wants to be associated with this emotion so that it can make its place in the hearts of the people. From global to ‘local’ but premium. We all know that Apollo Tires sponsored the global football club Manchester United for years. This gave him recognition in foreign countries. But now Neeraj Kanwar’s focus is on the ‘premium’ customer in India who watches cricket and also wants good tires for their vehicles (SUVs). “We want to look premium, and today cricket has also changed. It is no longer just a game, but has become a glamorized and high-tech event which completely matches with our brand image,” says Neeraj. The way to reach the youth: Today’s young generation (Gen Z) watches football. But cricket is in his blood. Be it IPL or World Cup, the kind of madness seen in India is not seen in any other sport. Neeraj Kanwar has recognized this pulse. He believes that if you want to attract the next generation as your customers, you have to be where their eyes are set – on the cricket field. Will this mean giving up football? It is not that he is giving up football. He remains associated with ‘Chennaiyan FC’ in the Indian Super League (ISL). But, now their “big budget” and “big focus” is turning towards cricket.