If the inaugural edition of the IPL T20 provided it an opportunity to project the brand, India Cements believes this year’s event being held in South Africa gives it a chance to grow its corporate image. India Cements owns the Chennai Super Kings franchise.

Last year, the team’s players had Coromandel King (Coromandel being one of India Cements’ brands) on their shirts, giving this predominantly southern player in the cement industry a national presence. The company even said it would ride piggyback on the Chennai Super Kings franchise as it expanded its national footprint in the cement industry.

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The Chennai Super Kings, led by skipper M.S. Dhoni, who at $1.5 million was the costliest buy in last year’s players auction, this year bagged England cricketer Andrew Flintoff at $1.55 million, again among the costliest buys this season.