In a higher league: How SIX5SIX is tapping IPL & KKR for merchandising success

As the boundaries of the cricket pitch blur with the lines of marketing strategy, the Indian Premier League (IPL) emerges as a roaring colosseum for brands aiming to hit a six with their audience. This isn’t just a tournament; it’s a meticulously crafted playing field where brand narratives are bowled over to millions, and partnerships are forged with the kind of fervor usually reserved for a last-over thriller. For franchises, each match is a golden opportunity to stump the competition, not just on the scoreboard, but in the hearts and wallets of fans. With every boundary and wicket, brands find fertile ground to pitch their products, leveraging the electric atmosphere to catch the eye of a diverse and passionate audience. In the realm of IPL, it’s not just about playing the game; it’s about playing the brand game, where every partnership has the potential to be a runaway success.

Avni Aneja, Co-founder and Creative Director of SIX5SIX, is spearheading a dynamic shift in the sports apparel landscape, particularly within the electrifying realm of the Indian Premier League (IPL). As the ‘Official Kitting Partner’ for Kolkata Knight Riders (KKR), SIX5SIX is not just outfitting a team; they’re crafting a narrative that resonates with millions of fans.

In this exclusive interview with Adgully, Avni Aneja delves into the strategic intricacies of leveraging this high-profile partnership, the brand’s design philosophy, and the evolving dynamics of fan engagement in the digital age. She shares insights into how SIX5SIX is navigating the competitive market, building brand equity, and shaping its long-term vision within the vibrant ecosystem of Indian sports.

What specific marketing strategies is SIX5SIX employing to leverage its ‘Official Kitting Partner’ status with KKR during the IPL season?

We heavily utilize our social media for marketing, focusing on relatable content. We invest significantly in planning content, from announcements to collaborations. This has resonated well with our loyal fan base. We prioritize our own platform over other e-commerce sites, allowing us to connect with a genuinely interested audience.

KKR has also provided invaluable support, including player shoots and access to their resources. Engaging with fan groups has been insightful, influencing our product planning. For example, the black jersey launch was driven by fan demand. We’ve been fortunate with the access KKR has provided, and we’ve adapted our strategies accordingly.

How does the partnership with KKR enhance SIX5SIX’s overall brand positioning within the sports apparel market in India?

Partnering with a legacy IPL team like KKR elevates our brand significantly. Their established presence and branding are instantly recognizable. This collaboration has enhanced our design approach, as we’ve always positioned ourselves as a design-first company. KKR’s history and culture have been a rich source of inspiration.

Furthermore, KKR has given us creative freedom, allowing us to experiment with product design and social media content. This has positioned us in a higher league than before.

Beyond just providing the kits, how is SIX5SIX actively engaging with KKR fans both at the matches and through digital platforms during the IPL?

We’ve engaged extensively with KKR fan pages, fostering direct interactions on Twitter and Instagram. The positive reception of our jersey design is a testament to this engagement.

We also participated in the Knights Unplugged event, showcasing our black jersey and fan merchandise. We will continue this engagement at home games with stadium stalls. Social media facilitates close interactions, allowing fans to share feedback on designs, quality, and pricing. We prioritize accessibility and responsiveness to fan requests.

How does SIX5SIX’s creative process differ when designing for an IPL franchise like KKR compared to other sports teams you've partnered with?

SIX5SIX remains a design-first brand, focusing on creating the best for teams and fans. Our founders’ sports background informs our approach to jersey design. We aim to create jerseys that resonate with both athletes and fans, telling a story through each design.

While the scale of the IPL and KKR’s legacy is unique, our core design philosophy remains consistent across all our partnerships. This collaboration has enhanced our existing practices.

How does SIX5SIX measure the success of its marketing efforts related to the KKR partnership during the IPL?

Social media content is a primary metric. We assess our ability to connect with the audience, with or without player imagery. The success of the black jersey launch demonstrates the effectiveness of our content strategy and KKR's event integration.

Strong content and strategic execution drive success. Other factors, like the high demand for specific products, also contribute.

How are digital platforms like social media and e-commerce transforming the way SIX5SIX engages with IPL fans and sells merchandise?

As a young brand, we operate exclusively in the digital space. Social media enables us to create a feedback loop with fans, understanding their preferences and needs. This direct interaction is crucial for our bootstrapped operation.

The quality of engagement from our dedicated followers is invaluable. We strive to create a consistent, responsive presence across digital platforms.

What are the key challenges and opportunities in navigating the competitive landscape of sports apparel and streetwear during the IPL season?

The IPL’s fast-paced environment presents challenges in maintaining authenticity. As a second-year participant, we are learning and adapting. Distribution and the need for pervasive presence are significant hurdles, especially for a bootstrapped company.

However, the IPL’s massive viewership offers unparalleled exposure. The support from KKR has enabled us to exceed our expectations.

Do you think the fake market, where people get things for cheap, is also a major challenge for you as a brand?

We acknowledge the fake market, but focus on our target audience. We address online counterfeiting through legal channels. However, we recognize that customers seeking low-cost alternatives are not our primary demographic.

Partnering with a supportive organization like KKR is crucial in managing these challenges.

What are SIX5SIX’s long-term goals for expanding its presence in the IPL and other major sports leagues in India?

Our long-term goal is to become a leading sports team brand in India. We plan to establish flagship stores in major cities to enhance the fan experience. We aim to expand our collaborations in international leagues.

Ideally, we aspire to a league-wide sponsorship model, similar to the BBL. We are committed to continuous growth and innovation.