In the race to increase brand visibility and strengthen consumer brand recall, Arvind Lifestyle Brands Ltd is now exploring various alternative platforms to connect with Indian consumers. Exploring various marketing avenues, the company aligns itself to the seventh season of India's most extravagant cricketing frenzy - the Indian Premier League (IPL 7).

Through these associations and sponsorships with IPL cricket teams, Arvind Lifestyle Brands Ltd highlights its commitment towards engaging with its consumers on a platform they feel so passionately about the IPL.

These strategic associations consist of Flying Machine and Ed Hardy as one of the sponsors each for Kings XI Punjab and Royal Challengers Bangalore, and U.S. Polo Assn. as one of the Principal Sponsors for Kolkata Knight riders.

Sharing his thoughts Mr. Alok Dubey, COO, Arvind Lifestyle Brands Ltd., said, "We are very excited about these partnerships with IPL cricket teams. This format of cricketing has single-handedly glamourized the sport making it possible for aspirational fashion brands like ours to be a part of it. While conventional advertising in traditional media helps showcase merchandise and drive functional benefits, these associations help brands make a lasting emotional bond with consumers. And this, given today’s fast changing consumer preferences, is invaluable.”