INDIA’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 Kolkata, 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 Bangalore, and percussionist Shivamani sports properties through the primary issue. The biggest or when Harbhajan Singh playing the drums, for Chennai 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: Mumbai, Delhi and that we ensured, that the in very high expectations. We Mohali. 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.