The IPG Group Pakistan’s league management team has successfully launched the T10 Dubai league, along with complete management of the Pakhtoon, Punjabi Legends, and the Sindhis team. They received the most recent accolades in winning the bid for the sales media & and management rights for Lanka Premier League (LPL) and Singapore T10 League, expected to be launched in 2024.

The activation and digital arm of the company functions under ‘Out & About’ with a specialized cell for activation, LIVE streaming, digital highlights, ball-by-ball update technology, and sports social management.

After the success of the first-ever official HBLPSL Fantasy League, the IPG Group Pakistan’s in-depth digital sports experience continues to come up with innovative integrations such as virtual cricket activations and offer customized digital sponsorship opportunities in major leagues such as HBLPSL and LPL.

The IPG Group Pakistan launched its first-ever night cricket tournament in the UAE in 2017, targeted towards the blue-collar residents in the month of Ramzan. The response and effectiveness of the activation were undeniable.

“We were all quick to realize that cricket once again can serve as a unifying sport for our people,” observes Jawad Ghulam Rasool, CEO, The IPG Group Pakistan & Out & About.

In the following years, the IPG Group Pakistan, along with Out & About (partner company), initiated a specialized cell dedicated to refining communication and access to the labor camps targeting the KPIs of the remittance industry.

“When our friends from HBL approached us to take on our first-ever remittance project in the UAE, we knew that this is a special market and that a simple kiosk and a handful of BAs won’t be enough. The brief was simple – educate blue-collar Pakistanis on the legal money-sending channels to Pakistan. The approach needed thought and understanding of the targeted community. We quickly realized the gap for light moments for the blue-collar worker. This is a sector that makes a considerable contribution to Pakistan’s economy but unfortunately is also the most neglected. This required a sensitive approach.” Added Jawad Ghulam Rasool.

The concept of HBL KA HERO came to life, and the second leg of the campaign was launched in March & April this year. HBL officials shared their views on the remittance drive.

“The effort is to recognize the contribution of the overseas Pakistani Diaspora in channelizing the legal flows. This is the first time that we have combined a festival with sports. The IPG Group Pakistan has served as a great partner to execute this vision and supported us in creating inroads whilst building a relationship with our customers-being a specialist in sports and events. The success of the drive is a true testament that commemorates well with our ethos of enabling dreams….” commented, Syed Ahsan Abbas – Head Global Remittance – HBL.

About HBL KA HERO with Jawad Ghulam Rasool (CEO, The IPG Group Pakistan & Out & About)

Tell us a little about the event strategy?

Tape ball cricket culture is at the heart of Pakistan. It made sense to bring a format that originated from the streets of Pakistan back to its people.

The basis of our event strategy was to execute an event as a reminder to our countrymen of the proud heritage that we carry with cricket. Who better to represent it than the products of tape ball with international recognition – Imran Nazir and Mohammad Irfan?

This has been the first of its kind, in terms of the high level of tournament management with LIVE streaming providing access to the global market viewership.

What was the thought behind choosing Imran Nazir and Mohammad Irfan?

Imran Nazir and Mohammad Irfan were the ideal campaign ambassadors to lead the campaign. The participation of cricketing heroes representing tape ball contributed to the spirit of Pakistani cricket. Their popularity was evident in the response we received from the Pakistani
diaspora.

What is your company’s vision for taking this further?

Tape ball night cricket has age-old roots in Pakistan and, frankly, not practiced enough on international grounds. The IPG Group Pakistan started to tap into conscious sports for blue-collar workers through night cricket with the first execution in the UAE in 2017. We have, since then, refined our systems with lessons learned and each year take it to a bigger scale with more innovations. So onwards and upwards!

What is special about this corporate drive?

I mean, this is professional cricket league management involving team naming /kit designs & reveal /referees/ commentators and ground branding with corporate intentions behind it. Our cricket management team and corporate events cell work hand in hand to deliver a drive of this scale. The marketing pre-hype build-up was spanned across over three countries (UAE – Muscat KSA), generating a high-spirited impact on the target audience.
What digital strategies were applied to the campaign?

Live streaming and ball-by-ball automated scoring of the matches opened up global corridors for viewership with access to a vast number of Pakistanis, not only in the GCC region but also in Europe, America and South America. The possibilities of corporate integrations, specifically in the remittance industry, become limitless with this feature.

How would you gauge the success of the HBL KA HERO Drive?

A total of 30,000 Pakistani diasporas have been accessed and have participated in the three HBL KA HERO campaigns across the GCC region, not to mention the brand relation that has strengthened with the HBL customer. We can confidentially claim that this campaign has not only been a success but also has also demonstrated the potential for future campaign growth.

The IPG Group Pakistan plans to develop conscious sports specializing in cricket activation in the GCC region whilst serving the remittance industry.

“With this opportunity to serve the remittance market consistently, whether it be for PRI, Roshan Digital Account Initiative, or GRB, we have realized the true power of serving our community and working towards our nation’s prosperity. It has been a privilege to contribute to the future with our biggest two national assets — the people and cricket!”, Jawad Ghulam Rasool concludes.

Reflecting on the success of the event Mohammad Irfan states, “It has been a great experience working with the IPG Group, Pakistan, and HBL. Living in Pakistan, one tends to forget the patriotism that exists overseas for our great nation and how cultural representation creates an atmosphere of patriotic driven unity. What a treat to watch Pakistanis battle it out in a format that is so close to my heart (tape ball) as it has made me who I am today. If I really think about it, tape ball cricket is where it all began for me.”

“This is the second time that I have had the pleasure of representing Pakistan Ka Hero in the GCC. The IPG Group Pakistan and HBL have created an opportunity for cricket lovers like myself to have a day filled with moments that remind them of home.” Imran Nazir- World Class Cricketer

The story of Pakistan is intertwined with the story of HBL. With the inception of Pakistan in 1947, HBL was the first commercial bank to be set up in Pakistan. It is fitting that Pakistan’s pride, Pakistan Super League (PSL) is supported by HBL, the largest commercial bank in the country.

The unflinching support that HBL has provided HBL PSL since its inception, is a reflection of its commitment towards this national initiative, from 2016 onwards the sponsorship is something that is unheard of in the history of Pakistan cricket.

It also serves as a testament to HBL’s vision of ‘Enabling Dreams’ as it enables the development of youth and the discovery of new talent in Pakistan.

With the support of the title sponsors, the HBL PSL has grown manifolds, earning a 50 percent increase in television rights for 2022 and 2023.

The Bank believes that its support towards HBL PSL is an extension of its brand identity.

HBL’s Marketing & Corporate Affairs unit is one of the key-drivers of this initiative, exploring avenues for leveraging the partnership to build brand equity for the Bank as well as the platform. The man heading the department is the ever-agile and energetic, Ali Habib who reiterates the commitment.

“HBL PSL has played a major role in building a positive image of the country,” Ali Habib, Chief Marketing & Communications Officer – HBL, told SCORELINE.

“HBL’s renewed commitment with PCB for another four years, brings us to celebrate ten years of HBL PSL since its inception in 2016 till 2025. Both HBL and PCB believe in enabling dreams of the youth and HBL PSL is doing that for the young cricketers in Pakistan.” said Ali.

Asked why HBL believes in investing in HBL PSL he said, “HBL is part of the nation’s fabric and its commitment towards cricket remains as strong as ever. HBL’s title sponsorship of the HBL PSL, over the last six years, reflects our passion for the development of youth and the discovery of cricketing talent in Pakistan. HBL PSL has given an opportunity to countless young cricketers to display their talent at a national and international level.

This has led to an unprecedented talent pipeline for Pakistan cricket and has played an instrumental role in discovering players who are now star performers in the National team.

He added, “HBL is about ‘enabling dreams’ and synchronizes perfectly with HBL PSL’s philosophy to provide an enabling environment to the emerging cricketers of Pakistan. Through HBL PSL, HBL remains committed to playing its part in promoting Pakistan through the sport across the world.”

Ali is of the opinion that HBL PSL has been the true enabler for bringing international cricket back to the country.

“It started with hosting the tournament in Dubai and then slowly and gradually over the years, all the matches shifted back to Pakistan.”

About the philosophy behind ‘Jahan Fans Wahan Stadium’, he said this year, the Bank’s motto ‘Jahan Fans Wahan Stadium’ was based on the notion that the game of cricket is where its fans are, whether in the stands or at home; through television or social media, HBL PSL reaches every household in Pakistan and across the world.

“HBL has been committed to the platform since the beginning and we have now further strengthened this partnership for a further four years. In 2025, Insha Allah we will celebrate a decade of this phenomenal journey and the prominent brand that is now recognized as HBL PSL across the world.

Ali said according to statistics more than 93 million people in the country either watch or play cricket.

HBL PSL has played a key role in reigniting the passion for the game in Pakistan and enabling dreams of young cricketers to be a part of the international cricket circle. “We are very proud of what the tournament has achieved so far and will continue to provide a platform to enable the dreams of young talent as we re-ignite the passion for the sport in the country,” he added.

Ali said HBL PSL has played a major role in building a positive and depicting a softer image for the country.

“HBL PSL brings international cricketers to Pakistan who then become ambassadors of the country. Not only that but since HBL PSL6, the franchises have also welcomed international talent to become their brand ambassadors and promote the cross-cultural ties between different countries.”

“We are also constantly embedding the HBL PSL brand in our products and services, especially the Roshan Digital Account (RDA) to give a well-rounded user experience to our international clients. Promoting the experience and services that the country has to offer to Pakistani ex-pats around the world.”

“The successful execution of the tournament in the past is a testament to Pakistan being a peace-loving and hospitable country, full of great potential and possibilities for the rest of the world,” he said.

Ali said all Pakistanis should support this national initiative.

“Throughout these years, HBL PSL has become a major event on the international sports calendar and a platform for cultural exchange from across the world. The Bank believes that no matter which team wins, the real winner is Pakistan!”, he concluded.