 Welcome to this Power Play series, where we discuss why Tata IPL is a preferred choice of platform for brands aiming to drive impact. Today, we have with us a very special guest, Mr. Lucky Saini, VP and head of brand at Micho, to talk to us about the broadcast sponsorship on Tata IPL 2022. Welcome, Mr. Saini. Thank you, Rohail, and thank you so much for having me. I'm very excited to share my experiences and talk about what's in store for us and IPL anyways is the most exciting time of the year, so can't be better than that. So I will just dive into my first question, Mr. Saini. Tata IPL has returned to home soil and excitement is through the roof. There's no doubt about it. You can see what kind of noise it's making all over. People are thrilled that it's back. Give me a sense of what are your thoughts about the mega event as a brand as well as a viewer? I think I'll take the brand angle first. I don't think it's a better time for a brand to kind of use this opportunity called IPL to kind of get noticed and create mass awareness. So I think as a brand, we are very, very excited for the past few years. I think lots of new additions, 10 teams in the fray, two more teams added. It's happening in one go this year. It's not getting split. Hopefully things go well. And I think the biggest part, fans are back in the stadium. And I think a lot of the feel and the euphoria of IPL is a lot to do with the, it's almost like an entertainment, right? It's like entertainment and combined for a lot of Indians. So I think with all of these three combinations with fans back in the stadiums with two more teams or 10 teams in fray, so it's become well rounded in terms of different parts of India, sharing different teams. So as a brand, I'm very, very excited. I think we really want to, really feels very good to be a part of this event. And as a viewer, I think personally, I think you're always kind of cheering for your team. Rajasthan is my favorite. I come from Rajasthan. I think they have built a fantastic team on paper. They won their first match very, very confidently. So very excited. I'm also toned between RCB and Rajasthan. I've spent many years in Bangalore, so RCB is close to heart. But unless these two kind of fight each other, I'm really kicked about the event. And like I said, I think now watching IPL is a very different field, right? With fans in the stadium, with the waves back in the stadiums, a lot of cheering happening. I think it's probably, after two, three years, we have an event which is in full glory. And I think this year is gonna be fantastic for both brands. And I think viewers personally, yeah. So I think this is gonna be bigger than that. Apsu, you're talking of the fan moment, if you're talking to a KKR fan in that sense. So you know, many online shopping brands in India have leveraged IPL association on broadcast to drive brand impact. We all know how they have done it. Mishu has come on board as a broadcast sponsor for the mega event for his 15th edition. So what are the brand's key motivations behind the brand's broadcast sponsor association with the mega event this season? For us, just as a context, we're the fastest growing e-commerce brand in the country today. And in terms of our value proposition, right? Which is the wider selection at probably the best prices one can get. I think we appeal to a very large cross section of India, right? Almost every value focused Indian shopper who is on internet today, right? Which is by the way, a 550 million plus population of India is who we want to become a preferred shopping brand for. So I think for us, and we are growing very fast. And if these are the ambitions, right? To become the preferred shopping platform for a billion Indians. I don't think there is a better platform than IPL, right? It is probably mass India's largest, most favoriteist, you know, entertainment comes sporting event, right? So in terms of motivation, I think I'll just talk through a few important ones. The first one is of course to kind of widen our reach, right? We have been growing. In fact, our e-commerce journey started about roughly about six months back. We were a social commerce app, you know, till about September last year. And I think from then on, it's been a phenomenal growth, right? Today we have operating 30 plus categories, you know, across board. So we are like a horizontal platform now. So one of the motivations was of course to kind of create very high quality of mass awareness. When I say both are important, I think as brands, we need awareness. We need of course kind of build top of mind. At the same time, the quality of it matters too. So the intent of the audiences in the programming that they watch is very important. And I think IPL is one event slash media property where the viewership's intent is quite high. And I don't think people leave. They kind of stick to the match, right? Because short of format people like don't even probably skip too many ads and all that, right? And also as an event, it is far more than an advertising property, right? You have lots of integrations, on-ground possibilities, commentator mentions, a lot of events, contests being run. So I think it's a very good mix of large scale awareness and a very high engagement that one can create within the event. So that's the motivation number one, which is like really large scale mass awareness and do that at quality of engagement. Second is our journey was actually, if you look at our journey, it's like we were very women focused brand till about September, October, because our journey was a social commerce journey. But as we stand today, we are a very horizontal platform, appealing to a cross-section of men, women, kids, everyone. And therefore we wanted to create this affinity slash appeal, which is more inclusive. Male or men unlock, if I were to call it, is an important lever for us. So I think for us, second motivation is to get that awareness going for us from the male consumers point of view and create awareness about so many of the options and possibilities of shopping with us. At IPL 2022, we just got bigger this season with UP and Gujarat teams becoming part of the sleep. So tell me, what are your thoughts about the opportunity now that it presents with the two inclusion of these two new teams, which also represents massive TV and consumer markets in UP, Gujarat for a brand like yours. Yeah, I think it's like a good addition, I would say. And I think like about five or six franchises were in the fray out of which two were selected, right, overall. And I think these open up with new markets, new fan followers, new conversations, like, like now our UP opening up is like the heartland of India opening up, right? And it's a very, very big market. If I combine UP and the adjacent areas, right? So massive market, in fact, UP is also in the top five markets for us, very growing market, both from population strata point of view and also coming on e-commerce online point of view. Gujarat, of course, western part of India, you know, where Rajasthan already there, now Gujarat being in the fray and then Maharashtra in Mumbai Indians, I think is a big chunk of West now represented in the IPL. Absolutely. You know, we also saw recently Misho Super Save segment on Byju's cricket life. Can you elaborate a bit on the idea behind the concept and the messaging that you wanted to put across? It's actually coming from our value proposition. So Misho, if you've seen our last few months of, you know, communication or brand communications less positioning, right? We stand for the right price or the best price across a wide variety of selection. So, you know, across e-commerce, we provide the probably the lowest or the best price one can get across, you know, a lot of products. So I think we were in a space where we call that proposition saisei laga hai. So it used to be like, you know, when you come to Misho and I think the consumers talk like that, right? When you go shop something, you'll say abhaya saisei laga do. So essentially everybody's seeking for the right value. Everybody's trying to do that because they want to save more and probably buy more things in their budget, right? So predominantly I think for the value-focused masses and I think everybody, there's a lot of people out there who are value-focused value-focused shoppers. I think saving becomes an important part of that so that they can buy more, the budget can do more for them, right? They can buy for the family and all that. So I think predominantly because of our value proposition, because people ended up saving a lot more, I think we kind of looked at the segment and we said, hey, if we stand for this value proposition, I think nothing is better than kind of calling it super saive, right? Because from a cricket point of view, it's like a big deal in T22 to save a few runs or, you know, those players are like very valuable, those moments are very valuable. And from a brand point of view, I think it fits right in because if you shop on Misho, you get such great prices that you end up saving so much. So I think the combination of these two comes together and the segment therefore becomes super saves. So it's like, you know, it works for the brand, it works for the category, it works for the segment, it works for, you know, content. Absolutely. So my final question is around, you know, we've seen many online shopping brands leveraging IPL on TV as a launch pad to connect with consumers. And not only for one season, for multiple seasons of the tournament. When do we see Misho leverage this association in a similar way going forward? We're in the long race, right? And we are in the long haul. We have a long way to go. We've just started our journey. Like I said, you know, for us to become a brand that's gonna be preferred for a billion Indians and we've just started the journey. We're looking at upwards of 300 phone and be million people shopping on Misho in the next few years. I think it's almost like we are taking the same journey as IPL took like many years back, right? So I think this association will definitely, you know, be there and we would definitely wanna look at next year also strategically. Like I said, it's once in a year opportunity for a brand like us to kind of talk to all of India in the same time, right? I think this is like a match which will be there for a few years, coming years. And we're personally very excited to kind of, you know, be entertained through IPL personally as a viewer and also as a brand, I think go just beyond presence but also take a role of, you know, how can we also entertain people with an IPL? So if you, I don't know if you've seen our campaign if you get time, please do what is called Arriva and the kind of responses I have received so far it's hugely entertaining, right? So it just fits the bill right in. So when people see the brand talking, I think it's not just about making a, making aware of what we do or what we sell but it's also about how we say that, right? So we've made it very, very entertaining and fun. So I think as far as we can do that, I think people should have fun both on IPL and watch me show on IPL. Thank you, Mrs. Sani, for joining us on this first episode of Power Play Series where we discuss why Tata IPL is a preferred choice of platform for brands. Thank you so much. Thank you, Rohil. Thank you so much.