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Skipper Rohit Sharma's unbeaten 56 guided Mumbai Indians to a five wicket victory against Royal Challengers Bangalore (RCB) in a thrilling encounter of the <keyword id="6354831" type="ORGANIZATION" weightage="20" keywordseo="Indian-Premier-League">Indian premier League</keyword> (IPL) on Monday.

IPL 2017: Top 5 plays from
Mumbai vs Bangalore

Two of the most prolific batters in Indian cricket in the last decade <keyword id="6354486" type="General" weightage="20" keywordseo="virat-kohli" source="Orion">Virat Kohli</keyword> and <keyword id="13937" type="General" weightage="20" keywordseo="rohit-sharma" source="Orion">Rohit Sharma</keyword> will be up against each other on Tuesday. But both iconic batters are going through contrasting journeys in the ongoing competition. Rohit has been struggling for runs this season but Virat is in brilliant form and scoring runs prolifically. Former India cricketer <keyword id="7567" type="General" weightage="20" keywordseo="virender-sehwag" source="Orion">Virender Sehwag</keyword> reckons Rohit's problem isn't technical and a lot mental. Speaking on Star Sports' Cricket Live, Sehwag said, "Rohit Sharma is not battling with the bowlers but with himself. There is a mental block. There's no problem with his batting technique. Some confusion is going on in his mind. But the day he gets going, we will make up for all the previous matches." Former South Africa cricketer <keyword id="93360" type="General" weightage="20" keywordseo="Imran-Tahir" source="Orion">Imran Tahir</keyword> has lauded Kohli for consistently scoring runs and termed it a result of his hard work and dedication. "Virat Kohli has always had the urge to score runs. You can score maximum runs in one season, two or three seasons, but if you are successful in doing this for 15 consecutive seasons, then it can be attributed to the result of your hard work and dedication. What Virat has done in the last 15 years is really commendable." Former Australia cricketer Aaron Finch claimed Mumbai Indians' opening batters look confused and that they need to learn from the way CSK opener <keyword id="4238575" type="General" weightage="20" keywordseo="Ruturaj-Gaikwad" source="Orion">Ruturaj Gaikwad</keyword>. "MI's opening combination looks confused they are taking a lot of risk. They were looking to hit all the balls. They should learn from Ruturaj Gaikwad, he remains so calm in the middle and hits the loose balls." RCB find themselves at the bottom half of the points table but former India cricketer S Sreesanth has backed Faf du Plessis &amp; Co. to bounce back and regain their form. "RCB still has many matches. This team will definitely win. You look at Delhi itself. After losing six matches, this team is now winning. RCB is already winning. I think RCB will regain its rhythm." Meanwhile, the match between KKR and PBKS ended in the latter's win in a last-over thriller and it was their star duo of Andre Russell and Rinku Singh who took KKR home with the latter hitting the winning run on the last ball of the match. Former India cricketer Mohammed Kaif hailed Rinku Singh for continuously growing his stature. "Credit to Rinku for asking a player like Russell to rotate strike on the fifth ball of the delivery. An uncapped Indian player like Rinku Singh asking a finisher like Russell to come to the non-striker's end shows the confidence this player has in his game. This for me, is a story of IPL." Harbhajan Singh, meanwhile, claimed Russell finding his form back is good news for KKR. "The win against PBKS will give a lot of confidence to KKR. Their star players Andre Russell and Rinku Singh finished the game for them. Russell regaining his form is big news for them." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/condom-maker-mankind-pharma-lists-at-20-premium-beats-grey-market-expectations/articleshow/100090002.cms">Condom maker Mankind Pharma lists at 20% premium, beats grey market expectations</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/fy23-scorecard-tvs-motor-fares-better-than-bajaj-auto-hero-motocorp-on-profits-and-margins/articleshow/100082560.cms">FY23 Scorecard: TVS Motor fares better than Bajaj Auto, Hero MotoCorp on profits and margins</a>

Rohit Sharma's struggle with the bat is mental, not technical: Virender Sehwag

<ul><li>Myntra is expecting a 2x growth in sales compared to last year’s Big Fashion Festival. </li><li>To drive more engagement and bring in a new set of audience before its big sale day, Myntra has made its debut partnership with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword>’s <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, Royal Challenge Banglore and <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, which are also the top most important markets for the brand. </li><li>Achint Setia, Vice President, Marketing, Myntra speaks to us on how Myntra is using IPL as a platform to strengthen their presence.</li></ul>With the Big Fashion Festival around the corner, fashion ecommerce firm Myntra is leaving no stone unturned to bring in more audience. It is expecting a 2x growth in sales than last year’s Fashion Festival. Since Indian Premier League brings in a huge opportunity for brands to ride on the wave of blitz and fervor in the country, Myntra has partnered with IPL’s most-talked about teams such as <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword>, Mumbai Indians and Chennai Super King. Myntra is the official fashion sponsor for RCB and its logo can be seen on the right chest patch of their jersey. Mumbai, considered the hub and trendsetter for fashion and style, is one of the most crucial markets for Myntra. So the brand is the presenting partner for Mumbai Indians and has placed its logo across MI’s team branding and communications. MI’s team merchandise and memorabilia, including autographed bats and jerseys, are up for grabs on Myntra. To engage with these viewers on social media and on its platform, Myntra is offering daily prizes for participating in its interactive contests around the cricketing extravaganza. The fashion firm is also targeting women with its branding activity by featuring female fan influencers on its platform. The idea is to not only drive conversational content about the brand, but also bypass any notion of cricket being only a ‘gentleman’s game.’ We caught up with Achint Setia, Vice President, Marketing, Myntra to understand the thought behind partnering with three IPL teams, marketing strategy to leverage IPL’s buzz before its Big Fashion Festival and plan to target women through the match. Excerpts: Q. What was the thought behind partnering with Mumbai Indians this year? Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market ahead of the festive season. This partnership will help Myntra cement itself as the go-to fashion destination in Mumbai, considered the hub for everything fashion and style in India, and leverage Mumbai Indians’ huge salience with cricket fans across the nation. Factors such as team popularity and style quotient were also given great consideration when opting for team partners this IPL season. Q. What kind of response are you expecting for MI’s team merchandise and memorabilia, including autographed bats and jerseys, that are up for grabs on Myntra? MI’s team merchandise and memorabilia will go live on Myntra soon. However, to entice the biggest customers of Mumbai Indians, Myntra does have a limited selection of autographed bats and jerseys up for grabs on its platform for lucky fans. Q. What do your marketing plans look like for IPL? Myntra has ensured to implement a multi-pronged holistic approach, to drive higher brand relevance not only in the key metro markets but also in T2/T3 and southern markets. Our key goal is to ensure Myntra has a prominent space in the key touch points with potential customers ahead of its blockbuster sale events for the festive season. Within that strategy, we believe that cricket in general, specifically the IPL makes for a key touch point and will help Myntra expand into newer markets. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country, including a strong influence in Tier II and Tier III markets. Positioning Myntra as a style expert, the latest campaigns clearly bring out Myntra as one of the leading fashion destinations in the country while showcasing our tech capabilities through key differentiators such as Myntra Studio, Size &amp; Fit Recommendations, and Photo search. Q. Myntra also intends to integrate itself more naturally to the ‘Virtual Wankhede’ concept by featuring women fan influencers. Have brands finally started recognising/accepting the fact that IPL also has a female audience? Do you think more traditional brands will start catering to them now or are we still far away from that? Interactive and unique concepts such as ‘Virtual Wankhede’, which was developed in association with the Mumbai Indians, has ensured Myntra leads the way in terms of virtual fan engagement innovations. This platform provides MI’s army of fans with an opportunity to cheer their favourite team alongside fellow supporters, connected virtually. IPL is among the biggest sporting events in India and brands have always recognized the vast women fan-base for the event. Brands featuring women fan influencers and women-centric concepts have already been visible through the years and are not something new. With IPL being a co-viewing event, the type of brands sponsoring the tournament usually tends to have a sizable female customer-base. We feel it is important for both legacy brands as well as millennial brands to engage with women in some form, to build loyalty and stay relevant among its TG. Q. The format is different this year. So how do you think things will be different for you as a partner? As a partner, what are your expectations from IPL 2020? The IPL is the biggest cricket league in the world and among India’s most-anticipated sporting events in any given year. This year, there is even more reason for brands to be associated with the IPL as the competition overlaps with the upcoming festive season, which is the most important and biggest period for shopping. Furthermore, Myntra is keen to form deep connections with users across the country and firmly believes that engaging with prospective customers at all possible and relevant touch points is crucial to this vision. Cricket is a key touch point as it is the most popular sport in India and has intricately weaved itself into an important part of the history and culture of the nation. The IPL has generated significant traction since its inception, and its popularity and viewership continues to rise. The viewership numbers from the first week of the tournament are extremely promising despite no audiences being allowed at stadiums. Q. How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? There has been strong user engagement through social media, via the RCB, CSK, MI and Myntra handles, where customers can win unique daily prizes by participating in interactive contests around the cricketing extravaganza. We have also revamped the IPL store on the platform to drive further conversations among our customers with unique offers and deals as well as providing contextually engaging and reliable content which includes the use of appropriate cricketing terminology. IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, and creating a perception for viewers that there is enough support for their teams.

How Myntra is using IPL to build deeper connections and drive brand salience before its Big Fashion Festival

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IPL 2017: Top 5 plays from Mumbai vs Bangalore

Gaurav Sangwani

Rohit Sharma's struggle with the bat is mental, not technical: Virender Sehwag

IANS

How Myntra is using IPL to build deeper connections and drive brand salience before its Big Fashion Festival

Karuna Sharma

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