The Rs 2,000-crore Godrej Appliances may have stayed away from sponsoring IPL this season as a group. But its premium brand Eon is banking on its association with the Kings X1 Punjab team to boost its AC sales this summer.

With the weather in North India staying cool this summer, the Mohali team might just help the durable company garner some eyeballs for its new range of Godrej Eon ACs that comes with ‘green balance technology.' “Since we launched our ‘green' ACs last month, we hope Kings X1 Punjab will drive home the message about using low energy products to consumers. This is the best time to use the IPL for our air conditioners,” says Mr Kamal Nandi, Vice-President, Sales & Marketing, Godrej & Boyce.

The Godrej Eon brand is at present seen on the caps of the players of the Kings XI team.

Godrej Eon was launched in 2006 with products such as air conditioners, refrigerators, washing machines and microwaves. At present, the Godrej Eon brand has a turnover of Rs 600 crore, while the balance comes from its mass brands, Edge and Neo.

Last year, the Godrej Group had associated with Mumbai Indians and Kolkata Knight Riders as their ‘preferred partners.' Apart from being a regular sponsor during the previous IPL season, it had also launched a consumer initiative under Godrej Power Play to build loyalty for its brand.

This year, by contrast, it has chosen to stay aloof from IPL. “There is no plan to buy airtime on the property as its viewership has been going down while the cost of the property has been increasing,” said Mr Nandi.

purvita@thehindu.co.in

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