On the eve of the launch of its 8th season, the Vivo PKL roped in Dhani App as its Strategic Timeout Partner in collaboration with Professional Management Group (PMG) and Madison Media Ace. Dhani is India’s leading super-app, which through its flagship financial offering ‘OneFreedom Card’ gives its customers the opportunity to take a ‘timeout’ from making full payments, by dividing their payments into 3 parts. The Strategic Timeout, which is 90 seconds in length, also fits in seamlessly with Dhani’s proposition of providing their OneFreedom Card to customers under 2 minutes.
The association will provide Dhani with a differentiated, clutter-breaking, and strong visibility during the LIVE matches of the PKL. The strategic timeout is taken twice in a game – at the 10th and 15th minute of the second half of the game. Dhani has further strengthened its on-ground association with Vivo PKL 8 through inventory buys on TV as well as Hotstar.
“Getting to be a part of a homegrown sport that brings the entire country together is truly exciting for us at Dhani. Since, a majority of our customers also stem from the heartland and other smaller pockets of India, we believe it is a great FIT for us. Also, it resonates fantastically with our product proposition of giving our customers a timeout from making full payments by splitting their transaction into 3 interest-free parts.” – Ankit Banga, CMO, Dhani, remarked.
Says Vandana Ramkrishna, COO, Madison Media Ace – “Dhani – OneFreedom Card is a first kind of a product and needed a unique way to drive benefits of the product beyond standard Inventory buys. We leveraged PMG’s expertise to get the STO created for the first time ever on Kabaddi for Dhani to help bring out the brand benefits seamlessly. Kabaddi as a sport, has significant unique viewers and driving visibility through both on-air and on-ground will not only help Dhani garner incremental audiences, but would also driver significant business results.”
“Both the Vivo PKL and Dhani are only growing bigger and better, in terms of stature and popularity. We have no doubt that the relationship between these two institutions will go the same way, in the weeks and months to come,” Melroy D’Souza, COO, Professional Management Group said.