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#2 Britannia
Britannia is a very familiar name in Indian households for its food products, especially for its wide variety of biscuits. Britannia and Parle, both giants of the Indian food industry, have always competed fiercely with each other in terms of variety offered, quality, pricing and marketing.
Sponsoring cricket bats was a fresh marketing strategy in the 1990s and not many had dared to use it to improve brand recognition and thus sales. Britannia decided to go ahead with it and started a full-fledged bat sponsorship campaign on boarding the goliaths of Indian batting - Rahul Dravid, Virender Sehwag, Sourav Ganguly and VVS Laxman.
This idea of tapping in on Indian audience's new love for watching its favorite game on TV paid off for the food giant Britannia and gave the brand great visibility and recognition.
Although Britannia has not sponsored bats since quite some time now, it is considered to be one of the pioneers of this novel idea.
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