Intex marches to the tune of the IPL trumpet

Looks to leverage association with Gujarat Lions, beat back advancing footprint of Chinese labels

It is Intex’s second year as owner of Gujarat Lions, one of the two youngest teams in the Indian Premier League (IPL), but the impact of the Rs 10-crore buy on the brand has been dramatic, says Keshav Bansal, director of Intex Technologies. Cricket has brought visibility, trust and acceptability he says as it is only now that people know Intex even though the company has been around for over a decade. However, even as the brand gears up to exploit the full potential of its ownership of an IPL team and expand the portfolio of sports-led brand alliances, the