Nilesh Malani, Executive President and chief marketing officer, Polycab India, commented, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council. The game is a passion for millions of fans worldwide, and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are delighted to partner with ICC to support cricket and together we will create a memorable experience for our patrons, Madison and PMG’s expertise and innovation have revolutionized our partnership, ensuring maximum visibility and impact.”

Sam Balsara, Chairman of Madison World, has also expressed his approval of this partnership and Polycab’s decision to aim for ground sponsorship and broadcast sponsorship. He characterized it as a bold and intelligent move, indicating its ability to make powerful ripples in every area, from manufacturing and building capacity to apply chain and dealer relationships, and said that the scale of its new, recently launched brand identity, with “glitz and glamour”, speaks volumes of the company’s energetic and aggressive plans for the near future.

He said: “I have no doubt that this initiative will pay rich dividends in the years to come. With India’s brilliant undefeated performance to date and given the nation’s enthusiasm and interest in the tournament augur well for the Brand’s continued meteoric rise.”

Earlier this year, Polycab India collaborated with Madison Media and PMG for an opportunity to get into a strategic partnership with International Cricket Council (ICC), making Polycab the official partner of the prestigious tournaments. Additionally, Madison Media collaborated with Polycab in extending its on-ground association with on-air TV sponsorship on Star Sports TV during the World Cup. This partnership thus marks yet another instance of collaboration, cementing the powerful collaborative efforts of the brands in question.