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LeagueOne puts Delhi Daredevils on store screens

The Premier League cricket craze in India is spreading in-store through digital signage, following GMR Sports' choice of the  LeagueOne Marketing Services Advantage Outlet screen network to sell tickets for  matches involving GMR's Delhi Daredevils team.

The tie-up gives the team a presence on the 600-plus screens of LeagueOne's network in Delhi and the National Capital Region (NCR).

According to LeagueOne, it has approximately 500 LeagueOne Advantage outlets in Delhi and around 100 in the NCR, the main catchment area for Delhi Daredevils. Each outlet has a 32-inch LCD screen airing the team's one-minute promotional video 20 times a day.

LeagueOne is also providing specialised retail support in managing ticketing kiosks at select locations for Delhi Daredevils until 1 June, when the tournament concludes.

Shriram Ramdas, head of marketing for  GMR Sports, said it chose to partner with LeagueOne because of its effectiveness in terms of retail reach and ability to bring the Daredevils brand to the residents of Delhi and the NCR at convenient retail locations.

LeagueOne is building a multi-branded in-store network via traditional independent stores that have a strong bond of trust with their consumers. Each of these outlets pays a significant deposit to be part of the network for a minimum of three years, during which LeagueOne focuses on increasing consumer interaction with store staff and making it more meaningful through the company's Bull's Eye Advertising Medium (BEAM), which mixes video and audio and gives each brand a full minute every 15-30 minutes to engage with consumers.

The new Daredevils campaign complements other GMR strategies for promotion and ticket sales, including outdoor advertising on hoardings and bus shelters.

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