Building material company HIL today announced its first association with the Indian Premier League (IPL) by partnering with the Mahendra Singh Dhoni-led Chennai Super Kings (CSK) team which is making a comeback after two years.
As part of this engagement, all the CSK players’ uniforms will carry the Hyderabad-based HIL company logo and its Super brands Birla Aerocon and Charminar logos. HIL, a part of the diversified CK Birla Group, aims to boost its reach among its consumers, dealers and influencers with the association.
Dhirup Roy Choudhary, MD & CEO, said: “HIL and CSK are champion brands. We are confident that it will bring in a new wave of awareness for HIL and its products and provide a fresh take to evolve the market for HIL.”
"HIL has brands like Charminar and Birla Aerocon under its ante, just the way we have Dhoni, Suresh Raina and Jadeja in our team,'' said a spokesperson of CSK.
This investment is supported by the launch of its non-asbestos roofing solution - Charminar Fortune and expansion of its PVC pipes and fittings business, recently.