Mumbai: IVM Podcasts is happy to announce that leading Indian tyre brand CEAT, owned by RPG Enterprises, is now the lead sponsor of one of the most popular cricket podcasts in India, Edges and Sledges.
Hosted by Ashwin Garg, Dhananjaya Chak (DJ) and Varun Garg, the podcast focuses on Indian cricket with new episodes releasing every week. The three hosts are hardcore cricket fans living in Singapore, London and the USA. Edges & Sledges is where they come together to talk about the week’s biggest cricket stories.
Speaking on the association, Amit Tolani, CMO CEAT, commented, “We are proud to associate with Edges and Sledges. As a medium, Podcasts are very engaging and reach out to a wide customer base. The engagement of the listeners is extremely high. At CEAT, we are always on a lookout to explore new mediums and this is one of those partnerships. Also, CEAT is a global brand and because of the massive reach that podcasts have internationally, we will be reaching out to newer audiences as well.”
He added, “Edges and sledges are perhaps one of the most exciting podcasts in the field of cricket and given our brands associated with the sport over the last 25 years, we see this a natural fit. We hope this long-standing partnership continues to evolve going forward” “We are excited for this partnership which is a great strategic fit for both Edges & Sledges and CEAT. Globally, brands have seen a lot of success partnering with Podcasts, and CEAT is a leading brand within the field of Cricket, so partnering with India’s #1 Cricket Podcast was a natural fit”, said host, Ashwin Garg.
Sanjeev Mehta, Business Head, IVM Podcasts said, “We’re glad to partner with a leading brand like CEAT for what is one of our most popular shows. We hope that this paves the way for a long association, one that demonstrates the true value of podcast advertising.” Isobar India, the digital agency from the house of Dentsu International, was instrumental in cementing this association, “It’s great that media solutions agencies like Isobar India are helping brands build faith in podcasts as an effective promotional medium.”, added Mehta