’S BIGGEST SPORTS PROPERTY Images courtesy: Jupiter Images ARRIVES t’s early May 2008, year – there was a void and we challenge that the IPL has plays the Kings XI Punjab, and the Indian Premier found things to fill it up with. had to face was, perhaps, in whom would the crowd root League (IPL) is already We had better things to do ensuring that the entertainment for? That’s another battle an acknowledged instead of sitting in front of the elements, and glitz and glam, successfully won by the IPL success. Most marketers idiot box each evening. While did not overshadow the sport organisers, with ample support Iand brands, which bought into that wasn’t such a bad thing, called cricket. Despite the from several communication the event, are happy with their there’s a sports reality show cheerleaders (who have drawn agencies (Advertising, Events, RoI. The Television channel on today, every day – one that more attention to themselves Public Relations, Digital) who airing them is happy too, as are you can come back home to. It than necessary, thanks to the have painstakingly crafted advertisers, with the eyeballs can provide the ambience for ‘moral’ brigade), Shivamani and communicated individual the tournament is delivering. an evening out with friends. It playing the drums to resonate identities that match the teams Most importantly, consumers can be the centre of attention with the crowds, Shoaib with the cities they ‘belong’ to. in the stadia, and consumers for you and your team. Or, it Akhtar’s ‘in and out’ drama, A lot of thought has gone at home, are delighted with can be your companion for the Sreesanth and Harbhajan’s into this identity created for the engagement that the IPL evening. If cricket, Twenty20 ‘slap’ episode, and despite the different teams. Kings XI has provided in its inaugural and being a spectator of live Shahrukh Khan, Akshaye Punjab has a Punjabi track edition. sports in a stadium of tens of Khanna, Katrina Kaif, Preity featuring Daler Mehndi that It would not be unfair to thousands is your calling, you Zinta, Vijay, Nayanthara and helps identify with the team’s state that the dynamic mega could be part of the spectacle Vijay Mallya, cricket has stood city of origin. Shah Rukh Khan event called IPL has clearly in eight cities in India. It would its ground. it is for , but he’s got filled a void that existed. be value-for-money if your It was also suspected that enough Bengali in his team’s Several office-goers stopped team’s playing – or even if loyalty to individual teams anthem. Akshaye Khanna’s pondering long ago, on what a couple of your favourite would be tested, with an array daredevilry at the stadium was would be playing on Television players are. The format seems of Indian players scattered enough to underline the Delhi when they got back home. scripted for success. As several across several teams. It was a team name. It was a stroke Blame it on single Television people have now called it, it’s logical argument. When Robin of pure genius to have Kris households (and daily soaps), ‘sportainment’ at its best. Uthappa plays the Royal Srikkanth as ambassador or blame it on the lack of quality And therein came the Challengers of , and percussionist Shivamani sports properties through the primary issue. The biggest or when Harbhajan Singh playing the drums, for 24 ‘The IPL tournament works on an evolving platform’ – Sabbas Joseph, Wizcraft Wizcraft is handling several the teams. Since the team responsibilities for three manages the venue of its city, It was very important, teams in the IPL. the entertainment on all the For the Delhi Daredevils, days that house a match at that we ensured, that Wizcraft planned and the venue is being taken care the entertainment executed the daring stunt for of by us. That’s approximately does not disturb the Akshay Kumar, the team’s 24 events being handled by ambassador. The stunt saw Wizcraft over the tournament. perspective of the the actor suspended in the I think we’re the only agency game. The objective air over 70 meters from the with such a large portfolio for was how we should ground, sliding on a wire from the IPL. one end of the stadium to the build the fan base for other. For Kings XI Punjab, Describe the journey from each of the teams we Wizcraft is the official Activation Brief to Execution. were working with. partner, also handling Wizcraft is part of the Corporate Hospitality. strategy team for each of EVENTFAQS’ Karishma these, and together with the and martial art performers onto the ground. Hundalani caught up with advertising agency, PR agency in the midst of fireworks is For IPL, we had a very short Wizcraft’s Sabbas Joseph, and the management of each definitely distinct from the turn around time, and also an for a low down on the IPL of the teams, the best strategy expected cheerleaders for event like this is taking place challenge – for the agencies has been arrived at. It’s been entertainment. for the first time. It required too. an advantage to work together detailed co-ordination. I think with every agency to achieve Tell us more about the the spirit and enthusiasm of What is Wizcraft’s role in the a common goal. The brief was entertainment component every party involved has made DLF IPL T20 championship? created jointly by the entire – what were the objectives? it possible. The magnitude of Wizcraft is involved in strategy team for best results Was there a risk of the property itself, together the on-ground activities and in the short turn around time overshadowing the cricket? with the amount of money entertainment for three teams we had. It was very important, involved in the IPL, resulted of the IPL: , Delhi and that we ensured, that the in very high expectations. We . We have managed all What have been the entertainment does not needed to deliver in spite of the entertainment for these innovations from Wizcraft disturb the perspective of the shortage of time. teams at the matches. at IPL? Was there any the game. The objective was The objective has been, conscious effort to how we should build the fan What one could expect, broadly, about how to build the differentiate the offering? base for each of the teams going further into the fan base and position the team The entertainment included we were working with. The tournament ? in the minds of the fans, so that the brand ambassador entertainment was a way of I think the IPL tournament they see sustained support. of the team, for e.g. the achieving this. works on an evolving platform. Our role would include all Akshay Kumar stunt for Dare Each match and elements of performances, stunts (as Devils was a perfect way to What would you term as the the match will teach us about seen in the case of Akshay introduce the team through the biggest challenge with the the audiences and what works Kumar), sound systems, other ambassador. IPL assignment? for them and the matches. technology requirements, Wizcraft’s offering was The challenge was We will need to respond to fireworks, cheerleaders, etc. unique in the sense that we obviously not just delivering this by giving the audiences We’re even in charge of the made it a point to have different world-class entertainment, what they want in terms of hospitality for the corporate types of acts rather than but delivering at the IPL. It’s entertainment, so that we can box for one of the teams. the ones that are expected not easy to plan events for the build a strong fan following for We’re working with to be seen. Trick bicyclists matches because you can’t go a particular team.

Super Kings. Nothing else and merchandise, to building could have communicated the Teams and Event Management / On ground Agencies and nurturing fan clubs, there’s team’s roots better to the rest of Mumbai Indians – Wizcraft, Kyazoonga.com (Ticketing) a lot left to do. IPL, after all, is the world, even as actors Vijay Delhi Daredevils - Wizcraft only in its first year. and Nayanthara, arguably the Kings XI Punjab - Wizcraft But as a sports property, hottest on-screen idols of the Royal Challengers - DNA Networks it is already the biggest that present day youth, reached out Kolkata Knightriders - Red Chillies has been created in the to audiences in the home state. Deccan Chargers – In House Team, Ogilvy Action country, yet. The primary One readily sees the difference (launch, pre-tournament promotions, credit for that should rest this in the cheerleaders and their road shows) game that India is crazy about. outfits too. If one doesn’t see It might be Twenty20. It might the cultural fit (of outfits) with owners’ personalities – at least the inaugural ceremonies as be bold. And it’s beautiful too. the cities, one surely sees the in some cases. Event agencies one might have expected. But it’s still cricket. The BCCI, match of the cheerleaders’ have had a lot to do through From taking the teams to the and Lalit Modi, have ensured identities with the franchise the series – and not just at masses in terms of imagery that. 25

The Team Identity The IPL has seen many creative, media and BTL agencies getting involved, contributing to India’s largest sporting property. Lessons from the English Premier League and other franchisee-owned team formats would show that marketing a team (or shall we say a brand), takes precedence in the formative stage of the league. The concept of an Indian league with city-centric teams, but having both national and international players that are owned by Bollywood or industrial hotshots, would be confusing even for the ad frat to grasp. The creation of team brands and marketing strategies obviously has been a mammoth task. Each team turned out to be competitive right from the stage of choosing an agency to work with and for good reason. Each team emerged with a strong brand identity and a marketing strategy that left little room for any cricket enthusiast but to pick a favourite team and be part of the fan club. However, like Lalit Modi, Vice President BCCI also admitted, “It’s not going to happen overnight, it will take years; creating emotions and rivalry is a real challenge for us.” O&M set high standards in terms of creative thought with their two-stage ad campaign for the IPL tournament as a whole. The first of which was the Karma Yudh (the battle of skills) that set the pace for the tournament and familiarized audiences with the concept of the league, showing both Indian and international players alongside each other. The second stage, aired just days before the tournament began, clearly invited audiences to choose their side and instilled a sense of pride in being a team loyalist.

Mohali - Kings XI Punjab McCann was the creative Sudarshana Chakra with the team’s name engraved in it. agency for the team. The The anthem of the Mumbai Indians is ‘Rock the World’, biggest challenge was penned by lyricist Javed Akhtar, with music by Anu Malik. The considered to make the anthem and music video depicts the team’s determination to fight team popular. The intent it out in the tournament. was to use Punjab’s inherent The team’s jersey is a two-tone blue with three stripes in cultural qualities of warmth, orange. Adidas has partnered with Mumbai’s Indian Premier passion and colour in the League team as the Official Kit Supplier. communication. McCann Team’s official website: http://www.themumbaiindians.com developed the team’s brand identity; anthem, jingle and Delhi- Delhi Daredevils multimedia launch campaign. Leo Burnett is the creative agency for the offline campaigns of The team colours are Red and White/Silver, while the logo the Delhi Daredevils. It has created the team’s logo, slogan and has the image of a shield with roaring lions. ad campaign. The anthem for the team is ‘Live Punjabi, Play Punjabi, It has launched a website called www.Delhidaredevils.com, Punjabi being state of mind…’ which has been used in the song designed by Arc Worldwide, the integrated marketing services for the music video. Team Uniforms have been designed by Surliy Goel in Silver and Red. They leverage the flaming red of the brand logo in the uniform. Spice is the team sponsor. Rajesh Metal Industries has the licensing rights agreement with Kings XI Punjab to produce select merchandise and market them through their own network of malls, supermarkets, book stores, cafes, music shops, multi brand outlets, gift and novelty stores under the HotMuggs Brand. The initial range of merchandise includes Lassi Glass, Mugs, Badges, and Special autographed merchandise and Collectors’ merchandise. Team’s official website: http://kingsxipunjab.com

Mumbai - Mumbai Indians Commune Marketing Pvt. Ltd. is the agency handling marketing and sponsorship for the team. Bollywood superstar Hrithik Roshan is the brand ambassador. The team logo has the agency of Leo Burnett. Arc Worldwide is using both the online and offline media to promote the site. The team colours are Black and Red. The significance of the brand colours and logo is that they are reflective of Delhi’s passion, aggression and love for the sport and cricketers. Akshay Kumar is the brand ambassador. The slogan reflects the aggression for which Delhi is well known: ‘Hum Dilli ki Team Hain Boss, Front Foot Pe Khelenge’. Team’s official website: http://www.delhidaredevils.com

Hyderabad - Deccan Chargers Deccan Chargers tied in Ogilvy’s Activation division, Ogilvy Action, for a unique on ground promotion for the team. A road show was sanctioned with the objective to create awareness and a strong fan base for the team in and around . 28 Lee. The main theme of the team, ‘Korbo, Lorbo, Jitbo Re’ (We will do it, Fight for it, Win it), has been created by the Vishal- Shekhar duo. The Knight Rider album with several singers and music composers including Usha Uthup and Bappi Lahiri has become popular, with SRK in the lead for help. The team’s jersey has been designed by Bollywood designer Manish Malhotra. It is a combination of black, representing the colour of goddess Kali, and gold, because the team aims for gold. Team’s official website: http://www.kolkataknightriders.com

Jaipur - Rajasthan Royals

The team colours are beige and black. A charging bull, the mascot for the chargers, signifies strength, power and aggression. The gold bands on the flag stand for dominance and victory. The logo also includes the line, ‘The Unstoppables’, capturing the very feeling the logo tried to communicate. The team has its sponsor in the . Team’s official website: http://www.deccanchargers.com

Bangalore - Royal Challengers Rediffusion DYR has the advertising duties for the team. Ogilvy & Mather (O&M) had won the account for the team The communication plan involved and planned a 360-degree campaign. A TVC, radio spots and creating a unique identity for the outdoor activities were among plans for promotions. The agency team that would include a brand also planned a school, college and mall activation campaign in name for the club, designing , Delhi NCR, and Gujarat. uniform, logo, kits, besides a The idea behind the campaign was to appeal to people at a music video, TVC and other BTL local level and make them want to support the Rajasthan Royals. activities. The team colours are blue and gold. The team’s mascot is a lion The team colours are Red and named Moochu Singh, while its anthem, ‘Halla Bol’, has been Golden Yellow. sung by Ila Arun Vijay Mallya wanted to associate Reebok is the sponsor for the team jerseys and merchandise. one of his top-selling liquor brands, either No. 1 McDowell’s or The merchandising mainly constitutes of fan gear and replica with the team. The latter was chosen, hence the jerseys. name Royal Challengers. The logo consists of the RC emblem Team’s official website: http://www.rajasthanroyals.com with ‘Bangalore Royal Challengers’. Rediffusion also created a music album with director Sanjay Chennai - Chennai Super Kings Gupta of ‘Kaante’ fame directing. Dr Mallya also features in the The team has appointed music video. a Chennai-based ad The jersey colours are the same of the flag: red agency, Salt, to handle it’s and golden yellow. advertising campaigns. The Reebok and Louis Philippe for the sporting gear and formal Chennai team’s campaign attire respectively have chosen to rise on the Royal Challengers. is very confident and talks Designer Manoviraj Khosla is said to have created outfits for the about Chennai Super cheer leaders, who have made heads turn since day one. Kings emerging as the only Team’s official website: http://www.royalchallengers.com possible victor at the end of the tournament. Kolkata- Knight Riders Team colours are yellow Nokia is sponsoring and blue. The name ‘Super the team and took it upon Kings’ honours the rulers themselves to create a of the golden era of Tamil 360 degree approach to culture. The team logo, a communication with a mix Lion, is the insignia of the Pallava dynasty, which ruled Southern of electronic, print and India including the areas that constitute present day Chennai. digital media. This included The star ambassador for the team is the Tamil film star Vijay. a TVC, a muti-city print Actress Nayantara, who was initially appointed as a co-brand campaign and road shows ambassador, was reported to have been dropped later as she was in Kolkata over weekends unable to meet the commitments of regular match appearances. during the IPL series. Big Music and Entertainment has created a music album in The team’s colours are Tamil and Hindi that comprises of the official theme song and black and gold. victory anthem of the team, together with songs on celebration The logo of the team consist of a blazing golden viking helmet and victory. against a black background, with the name of the team Kolkata Reebok is the official apparel sponsor. As the team sponsor, Knight Riders written in gold. Aircel gets branding rights on the players’ uniform including their The tag line of the team is ‘All the King’s Men’. shirts and hats as well. The mascot, a Royal Bengal Tiger, has been named Hoog Team’s official website: http://www.chennaisuperkings.com 29

It’s a rich man’s game There are several issues that have cropped up since the announcement of the IPL, which have serious commercial implications. But what took the imagination of the country (and the world) by storm was the player auctions. The team franchisee bids didn’t excite as much as the player auctions, but that was to be expected. But there was action all around, and all the time. Pepsico was understandably unhappy with Coca Cola being given TV spots on IPL. As the IPL’s official beverage, Pepsi had on- ground sponsorship rights to the tournament. While Coke’s deal is only for a year, Pepsi has a five-year contract. And for the first time, we had commentators plugging sponsor brands LIVE. Praise for Pepsi from the commentary box on air didn’t go down well with Coca Cola. There was this other cricketing issue that cropped up too. ICC refused ‘international status’ to IPL matches. Said ICC spokesman James Fitzgerald: “The IPL is not international cricket, it is a domestic tournament. Therefore, the matches do not have Twenty20 international status.” So runs scored and wickets taken by players in the tournament will not be added to their first class records. The only zeroes that will count are the ones added against their names in the pay cheques. We don’t see too many players complaining. Franchisees have also applied for entertainment tax waiver as they are playing ‘serious cricket’. But most state governments are not impressed. Not yet. Team and Player Auctions The saw Indian city team franchise rights go under the hammer, in an auction that gathered interest from industrialists, Bollywood and the media alike. On January 24, 2008, eight teams comprising of a minimum of 16 players each, were sold to franchisees. The IPL, on the lines of the English Premier League, is a professional Twenty20 cricket league created and promoted by the BCCI. (It seems so silly to even say that now, but we have to for the uninitiated.) The franchisee-based system involves buying and transferring players. The highest from amongst 90 bidders won the franchise for the eight teams. Bollywood stars were not the only one’s lined up for a slice of the IPL pie. Hollywood star Russel Crowe was one of the names in the list of bidders together with business honcho Anil Ambani. There were also talks of one bidder offering to buyout a franchise after losing out in the auction. The auction, which set out with the base price of $ 400 million, ended up fetching $ 723.59 million to make IPL the richest cricket league in history. Some of the highest valued teams were: Mumbai Indians, which was won by Reliance Industries Ltd. owned by Mukesh Ambani, valued at 111.9 million dollars. According to business magazine Forbes, this amount is not even a tenth the value of top American baseball team, the New York Yankees. Bangalore Royal Challengers closely followed, with a team value of 111.6 million dollars, owned by another billionaire businessman Vijay Mallya. Meanwhile Deccan Chronicle won the Hyderabad Deccan Chargers for 107 million dollars. Each of these amounts is for franchise ownership for a ten-year period. Experts predict the team owners to break even within four or five years depending on how lucrative that city is in terms of advertising and entertainment revenues. The player auctions took place on February 20, 2008, in Mumbai. The event was attended by the franchise owners, present to bid for the 77 players on the auction list. Each team needed to have at least four players from their respective ‘Catchment Areas’ and four Under-22 players. The players from Catchment Areas could be an iconic player, a Ranji player or an Under-22 player. Each team could have a maximum of eight overseas players but only four would be able to play in a single match. Players were bid for according to their annual base price, skill sets and whether they were expected to be available for the inaugural year. There were sets of 12 players in each bid. First on auction were what the IPL termed as the ‘marquee players’. These included Australians Ricky Ponting, Adam Gilchrist, Matthew Hayden and Andrew Symonds. The icon players – some designated city players – were to get 15 per cent more than the highest paid player in their teams. This put Sachin Tendulkar of Mumbai, Saurav Ganguly of Kolkata, of Bangalore and Yuvraj Singh of Mohali also above the $1 million per annum earnings mark. Trophy players are to receive a fixed sum of $50,000, while the under-22 players, who have not played any first class match, will receive a fixed sum of $20,000. Each team was required to spend a minimum of $ 5 million towards building their team of players. The Jaipur team was therefore penalized for spending less than the mandatory sum and the difference was to be paid to the organizers. 31 What kept the IPL BUZZing? BY Karishma Hundalani

Not OUT! Luck seems to be on his side. After a rollercoaster ride, we are now told that Shoaib Akhthar, who was bid for by Shah Rukh Khan for the Kolkata Knightriders, can now play. The Pakistan Cricket Board had earlier imposed a five-year ban due to Shoaib’s repeated violation of the player’s Code of Conduct, compelling the IPL to disallow him from playing. The governing council of the IPL had barred him from the tournament, stating that he would not be allowed until the ban is lifted. Now however, the scenario is different. An exuberant SRK and happy Modi have welcomed Shoaib in the ongoing IPL Twenty20 tournament on May 4, 2008. After the player’s appeal, the Pakistani appeal tribunal suspended the five-year ban. Currently undergoing fitness and health tests, its all green signals for the Pakistan fast bowler, who insisted on staying, ‘NOT OUT’! From : Mumbai MIrror

Preity to the rescue! Sreesanth and Harbhajan stayed tight lipped, except for making the right noises, after the much talked about ‘slap’. Understandably, in order to avoid the issue from flaming up. Preity was quick to cool down the situation by coming onto the field to console her player, Sreesanth, who burst out in tears in front of the cameras and the spectators. The Bollywood star giving her team captain Yuvraj a congratulatory hug has also done the rounds in the news recently. And to think that it was the same Preity who was accused of showing discriminatory behavior towards some of the players in her team, by putting them up in a sub standard hotel in !

From : Hindustan Times

Sivamani spreads magic Percussonist Sivamani had the stadium moving to his beats, at the match between hosts Chennai Superkings and the Mumbai Indians. Though he played for only fifteen minutes before the match, he had both the young and old moving to his beat. And in all the Chennai Super Kings matches, it was his rhythm that kept the cheerleaders going. Sivamani was also caught running out into the stadium after Chennai’s victory over Bangalore. The percussionist, with his drum kit, ran out into the stadium and was stopped by security personnel until Dhoni intervened and asked them to let the drummer in. The ecstatic Sivamani followed this up with a killer drumming set.

From : Hindustan Times 32 What kept the IPL BUZZing?

From : Mumbai MIrror

Dada Warne(d) The IPL was also witness to two captains having a go at each other with unrestrained aggression. Shane Warne and were tailor made for this script. Warne launched into a stinging attack on Dada, captain of the Kolkata Knight Riders, for what he perceived to be a blatant disregard for the spirit of the game. The issue was that Ganguly had refused to walk for a catch taken by Graeme Smith. Ganguly, never one to hold back punches, dismissed the criticism and even questioned Warne’s moral right to comment about the spirit of the game. IPL decided to fine both of them 10 percent of their match fees, while Pratap Kumar, the on-field umpire, was suspended for a game following the catch controversy. All this, despite the Airlines fair play award. Now imagine, if we didn’t have such an incentive to respect the spirit of the game…

Case of the lengthening hemlines Cheerleaders, inspired from other global sporting events, made a significant mark at the IPL with no shortage of controversies. Cheer girls, from India and abroad, ensured that the entertainment levels surged up with their performances and dangerously low hemlines. With a couple of states (West Bengal and Maharashtra) suggesting a ban terming it ‘vulgar’, compromises were quickly agreed upon. As a result, hemlines came down further and Indian folk dances like Bhangra and Lavani were also included in the itinerary. Yet another statement on whose tune we all dance to in this country.

From : Hindustan Times 33

Ogilvy gets into Action BY Karishma Hundalani gilvy is one the team’s brand identity and agency that has logo, the on-ground promotion been closely of the team through road associated with shows before the tournament, the IPL, ever and the launch of the team’s Osince it won the pitch to become uniforms and merchandise. the official advertising agency The launch of the Deccan for the IPL tournament. The Chargers logo and team’s agency’s focus was to create flag was through an action- the required awareness, and packed event at the Novotel more importantly, the buzz in Hyderabad. The event was around the tournament. attended by V V S Laxman O&M built the momentum and also included some with the initial campaign heavy duty entertainment of ‘Cricket ka Karmayudh’, surrounding the unveiling of (cricket’s ultimate battle zone) the team logo. Sidhesh Pai, followed by a campaign that Business Head, Ogilvy Action, literally invited audiences to West and South, said, “The base and create awareness to potential sponsors, the team chose their favourite team. It event saw a performance by among audiences about the uniforms and merchandize simply asked them, ‘Who’s Taufiq Qureshi’s band Mumbai team and the upcoming IPL were launched through a high side are you on?’ Stamps as a precursor to the tournament. A three-city road profile fashion show at the Taj The jingle featuring Hrithik Logo reveal. This was followed show was carried out to take Krishna, Hyderabad. Roshan for the Mumbai Indians by a dance performance by the brand to audiences. Ogilvy “The who’s who of and the outdoor work featuring Bollywood actress Sameera Action planned an engaging Hyderabad were on the Tendulkar are also popular Reddy who kept the pace format of interaction with the guest list for this event. The images by now, courtesy going at the glittering event.” public, while creating initial franchise owners and their Ogilvy. Ogilvy’s Action didn’t stop impressions about the team managements invited potential There was also news of there. Its commitment to the and IPL. sponsors to this event and it the Ogilvy Group signing up team was to build up a fan Pai explained, “We engaged made for a great promotional with Emerging Media group, audiences in a contest which ground for the team” explained which is the franchise owner involved questions about the Pai. Ogilvy also designed of Indian Premium League’s The other teams had players and the T20 format the uniforms of the Deccan Jaipur team. The agenda was entertainment because of the tournament. Winners Chargers team. to manage the communication were gifted T-shirts with the The Hyderabad team didn’t strategy for the team. of their partnering a Deccan Chargers logo on see much hullabaloo on the day “The media group plans brand ambassador and it.” The Deccan Chargers’ of the matches as many of the to roll out major brand and the entertainment was branded float went through rival teams. Pai clarified, “The marketing activities to create Hyderabad, Vishakapatnam other teams had entertainment awareness and enhance brand around that Bollywood and . because of their partnering a IPL Team Jaipur,” Emerging star. Since the Deccan As an additional effort to brand ambassador and the Media said in a statement. Chargers had no build up the excitement and entertainment was around But the not-so-talked about anticipation for the tournament, that Bollywood star. Since the work by Ogilvy (Ogilvy Action) such association, we and also to promote the team Deccan Chargers had no such is for the Deccan Chargers didn’t see the need for association, we didn’t see the team, as the activations entertainment at the need for entertainment at the agency. Ogilvy’s activation match venue.” division, Ogilvy Action, was match venue. The challenge after this responsible for the planning - Sidhesh Pai initial T20 tournament is much and execution of the launch of greater, stated Ogilvy Action President Anurag Gupta. He said, “Now we need to see how we can sustain the fan base for a team after the tournament is over. We need to plan on how to create such a strong fan base for a team, that it will lead to an individual adorning their walls with that team’s merchandise.” Whether the agency will continue working with the Deccan Chargers team even after the tournament, to build this sustained fan following, is not yet decided. 35 On Ground...

Sameer Golatkar, an EMDI trainee, on his experience with Kyazoonga.com, handling ticketing for all the Mumbai team matches for the ongoing IPL tournament:

‘At Kyazoonga.com, I take care of the online ticketing before the matches. I’m also in charge of the ‘will call’ section of the site. This section allows an individual to book the tickets online and collect them at the box office after confirming a number and showing photo identification. I feed in the data of the person and check for the required proof and then hand over the tickets. During the matches, I supervise the Maharashtra Home Guards. They help scan tickets with a scanner. In case a scanner isn’t working it is my responsibility to have it replaced with another one. I also look into F&B. Even though I’ve worked guards and look after all the 10 an opportunity. I am also proud these departments, I’ve got an for the Beyonce Concert with stadium entry gates including to be a part of team kyazoonga overall knowledge about how Ticketpro previously, this the VIP entry. while they break records match it all works. This kind of work experience has been very Being a crazy cricket fan after match through higher is very different to what I’ve different. The Beyonce concert and working with such a great sales. experienced so far. involved only one day’s work, team is simply fantastic. The I’ve learnt a lot, I now It’s too early in the where I had to scan the people tournament so far has been a know exactly how the ticketing tournament to talk about areas coming for the concert. I had to successful and high prestige department works. There are of improvement, but I would supervise only one gate, and tournament. It’s really a big various departments through like to request the organizers fortunately, it was the gate for achievement for me to be a which ticket sales are done: to consider a better place higher priced tickets, through part of such a tournament the cash counter where direct for ticketing in the stadiums. which Aishwarya Rai and and I feel very proud and sales are done, the courier Wankhede has a small and other celebrities entered the very enthusiastic working on department and the ‘Will congested ticket booth where concert. At the IPL however, this. I’m grateful to EMDI and Call’ window. Since I had the as D Y Patil had trouble with I have to supervise the home Kyazoonga for giving me such opportunity to work in each of fluctuating electricity.’

Nitya Bagri, an EMDI trainee, on her experience working with DNA, for the IPL matches: I am looking after the local accreditations at the during the IPL matches. This is the first time I have worked on anything like this. It seemed easy at first. However, with such a high number of accreditations to be made, it involved lots of hard work but it was also fun. As the finals come closer, work’s getting tougher but the experience has been great so far. I have learnt that I need to work till the very last minute as there are changes occurring constantly. I would have liked for the matches to be a little spaced out and there are still many matches to go, but the experience has been great!

36 Cricket rules, riding on entertainment BY Jagadeesh Krishnamurthy the name of famous bowlers he crowds have or batsmen. The names of given their verdict. relatively unknown players BCCI’s mega show, are not even mentioned by the Indian Premier the announcers and it’s a League (IPL), is bit problematic for us as we Tan out and out entertainment cannot identify the players from package, built on the a distance. Moreover, there are foundations of a religion called no proper arrangements for food cricket. It’s more than just a and beverages, considering sporting extravaganza. Even that one is not allowed to bring as purists cry hoarse about the in any outside food,” elaborated bleak future of ODIs and Test Vishwanathan. On the other matches, the paying crowd hand, Sanghadia stressed on has given the ‘blink, and miss the need to improve delivery action’ a thumbs-up already. mechanisms for tickets. Citing With music and cheerleaders his case, he added, “I had to pep audiences up between Jatin Sanghadia Vivek Vishwanathan booked the tickets online, overs, and boundaries hit off but did not receive the ticket almost every other ball, the at home as promised. Due crowd is kept at its feet for to catch the action of Mumbai the whole package was good, to which, I had to reach the most part. Indians at both the stadiums but added that there was stadium at 2 pm for collecting The tourney has hogged – Wankhede and DY Patil. scope for some improvement. the tickets of an 8 pm match.” the limelight since the time Terming the facilities at Cheerleaders have been When questioned on the of its inception, with constant Wankhede as ‘pathetic’, a talking point for many. future of this format, Sanghadia action being off the field till vishwanathan noted that the Sanghadia labeled them as is of the opinion that Twenty20 the actual event began in basic amenities at Wankhede a welcome break between cricket is here to stay and feels April 2008. Controversies had to improve by leaps oversthat cheerleaders were it will be a threat to the 50 over surrounding any event has and bounds. He observed not an interference and were a ODIs and not Test cricket, as become the norm, invariably that DY Patil was at par with welcome break. the Test format is enjoyed by offering more mileage to the international standards. “While “That said, with my cricket purists, irrespective event, and thereby ensuring getting guaranteed seating is a experience at watching the of ages. He further believes more eyeballs. The Indian problem at Wankhede, thanks matches held in Mumbai and that even T20 will evolve over Premier League has been an to the numbered seating , I believe that Mumbai the next editions. “The format exceptional conformist to this arrangement at DY Patil the crowd supports good cricket might have to probably allow norm. process is far better and easier and derives entertainment more substitutes to come in during Eventfaqs spoke with for spectators,” Vishwanathan from sixes and fours than from game play, akin to ODIs,” he couple of spectators who explained. cheerleaders. If given a choice, suggested. witnessed the IPLT20 Sports in itself is matches, and had previously entertainment, yet the ‘Indian also watched ODIs and Tests A majority of pundits, punters and purists are of the Paisa League’, as dubbed by a at stadiums, for a comparison blogger, has been more about between the formats on the live view that T20 and IPL are both here to stay. the celebrities endorsing the entertainment front. game than the game itself or its The writing on the wall players. Cricket and Bollywood is clear. IPL is fun, exciting Calling the IPL T20 I would choose to watch a test have been the biggest fortes and much more entertaining format a treat for 2-minute match as I like watching and of Indian entertainment over than the traditional matches. noodle entertainment lovers, appreciating cricket, rather than many years. With a confluence Though not appreciated for its Vishwanathan ranks this format enjoying off-field entertainment of both, entertainment has cricketing content, spectators a couple of notches higher at cricket matches,” he said. already reached a crescendo. appreciated the ‘entertainment than the traditional (long) Despite the many positives, Things might sustain or drop package’ consisting of music, cricket formats. “In this current several spectators felt the in the coming years. Initial entertainers and fast-paced age and scenario, where need to improve some facilities response does not guarantee cricket offered by the format. people are constrained for time and features on offer at the long term acceptance or profits. Mumbai based Jatin and looking for wholesome stadiums as well as in the Having said that, one must Sanghadia, a cricket enthusiast entertainment, they will spend format. add that a majority of pundits, who caught the action live money on this rather spend a “There is a lack of proper punters and purists are of the at the newly constructed DY whole day watching a match. communication mechanism view that T20 and IPL are both Patil stadium, comes away This format allows me to spend in the stadiums regarding the here to stay. pleased with facilities on offer. 2 to 3 hours with a group of match being played, as the To attract consumers, “I managed to get inside the friends and get more fun and display screens in Mumbai are create hype and constantly stadium and get to my seat entertainment in a quicker not big. The announcements innovate – that’s the process. in just 10 minutes, “he said. time,” he added. during the match and in- If IPL manages to do that Agreeing with him is Vivek Agreeing with him, between overs need to share consistently, the joy dances Vishwanathan, who managed Sanghadia pointed out that more information than just will continue. 37