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SPECIAL IPL THE ECONOMIC TIMES THE APRIL 11-17, 2018

The cola wars may be over but the Hit Or Miss battle for hearts, Leave The Gun, Take Tata Motors is betting minds and wallets big on the grand continues. Coke's cricketing event - IPL for its newest brand latest salvo? IPL. Nexon. Will this hit a By Delshad Irani The Can Only sixer or be a bouncer?

n 1992, then managing back then, Coke did buy the ten- BY AMIT BAPNA director of Pepsi Foods der document for title sponsor- played. The associa- , Ramesh Vangal ship, but decided not to bid as the tion would be across medi- told The Washington price was too high. Over the next The Indian Premier League ums and encompass the IPost, "This is a vicious few years, Pepsi splurged on the aka IPL has created a funny ecosystem, of dealerships as market, (Cola wars ev- IPL, while Coke was more tight- divide among brands: those well as customers outside. erywhere are nasty) but here, fisted. The former spent several who’ve sworn off finding it The clincher: both BCCI it's genuine Mario Puzo." paign is an often cited speci- hundred crores to get exclusive grossly over-priced - and the and Star TV, the broad- At the time Indians were men of ambush marketing, a deals for team sponsorships firm believers on the other cast partner are aligned drinking an average of just tactic occasionally deployed and beverage partnerships. hand. Count Tata Motors on taking the game three sodas a year. Nothing now, albeit in a far more genteel Pepsi colonised everything among the converts. deeper in the country compared to America’s 380 degree, by brands in our social – from title to pouring rights While its previous asso- – making it re- bottles a year or, for that mat- feeds. In this PC-era however, for all teams except Mumbai ciations with IPL have been gionally more ter, ’s 14 per person a the wanton ruthlessness of the Indians – to keep Coke benched. sporadic, this time the auto attractive and no year. Massive potential for con- 1990s is best left for manage- But the latter didn’t resign itself maker is all in, with its com- longer a metro- sumption, lax copyright laws, ment text books and trips down to feasting on scraps. pact SUV - Nexon, as official only game. "We and Indian business’s fondness memory lane. In 2 013, at Mumbai’s Wankhede sponsor for the en- thought that is the for jugaad, naturally made it a Having said that, cricket, and Stadium, home ground to tire tournament right way to go and high stakes game and ripe ter- now the Indian Premier League Mumbai Indians, Coke bottles and for all nine it would also help give ritory for the Cola Wars. (IPL) in particular, has always and cans with their labels centres where us the entry and reach Pepsi’s 1996 been rich ground for the occa- stripped off were passed around the matches those markets," says Vivek campaign ‘Nothing Official sional flare up between Coke and by players. Not out of undying will be Srivatsa, head – marketing, About It’ against the tourna- Pepsi. In 2012, Pepsi coughed up devotion to the brand, but be- passenger vehicle business ` ment’s official sponsor, Coca- almost 400 crore to secure title cause Coke had pouring rights Vivek unit, Tata Motors, while de- Cola, was a defining moment sponsorship rights for the IPL. for the team that year. Srivatsa clining to comment on the to- in these wars. Today the cam- As The Economic Times reported >Continued on Page 4 Tata Motors tal outlay of this association. >Continued on Page 4

BE in conversation with "If you earn more, you share more" Daredevils' CEO Hemant Dua year, including a major windfall in How is the overall mood at the Delhi Why did GMR decide to sell 50% stake in but also bringing in the right partner BY GAURAV LAGHATE | MUMBAI terms of central revenue pool and a sig- Daredevils (DD) camp this year? the company? so that we can build the legacy of DD. nificant jump in sponsorship money. We've had a pretty successful auc- It’s purely about unlocking the value. Delhi Daredevils, the GMR Group- Additionally, the promoters have un- tion. More than us, I think our fans That is what the group believes in. Delhi is quite a heterogeneous market, owned franchise of the Indian locked the value by selling 50% stake are more excited. It's their energy GMR has unlocked value in different how do you plan to capture the audiences’ Premier League (IPL) may have had in the team at a valuation of `1,100 that's rubbing off on the team. The businesses. We have found a great attention? a below-par run in the league over crore. Will it be a season to remember? coach is happy. The captain is happy. partner in JSW because it’s not just Our campaign is around the theme the last decade. 2018 however is go- Hemant Dua, CEO, GMR Sports, Everyone feels that we have got a an investment. They believe in sports. of #DilDilli, which translates to "my ing to be a turnaround year for the sheds light on the team’s plans. pretty balanced team. At the end of They have invested in a lot of other heart is Delhi". We are taking it to the company, management tells us. There Edited excerpts. the day, what matters is the boys' sports properties. There is synergy next level and it will be everywhere are many positives for the team this performance on the ground. I think from that point of view. - billboards, radio, etc. We have a beau- we are in a good space. In the past 4-5 tiful film and song that brings the city "IN THE PAST WE LACKED IN SOME OR THE OTHER DEPART- years we lacked in some or the other Are you happy with `1100 crore valua- together. There is a lot of migratory MENT. THIS TIME WE HAVE COVERED ALL BASES" department. But I think this time we tion? population so to build that passion have covered all the bases. We were The group is very happy with the valu- around the team is what we are trying. — HEMANT DUA,CEO, DELHI DAREDEVILS never so confident. ation and it was not just about money >Continued on Page 4

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“One thing I’ve missed growing up IPL SPECIAL 42 ECONOMIC TIMES with is sporting culture:” – Virat Kohli THE APRIL 11-17, 2018

BY INVITATION Football club Mumbai City’s Indranil Das Blah says franchise-based leagues owe their From The Aam Janta’s Desk existence to the IPL, but also raises a red card. Brand Equity spoke with IPL enthusiasts about commercial breaks, dream teams, and #ProTips for brands. By Priyanka Nair ‘Don’t kill the Vishal Kamerkar (32) is an Dear Brands... you have the attention of the nation, entrepreneur who spends his don’t shove your product down its throat. Create weekends playing cricket. The concepts that connect and make the break a little less vice-captain of a local team in boring. Mumbai gets annoyed when the golden goose’ Kavita Iyer (28) channel slips into an ad break is a chartered at crucial moments during IPL accountant who gets irked when matches. “Why do they do that,” he asks rhetorically. ads cut into the rhythm of the game. My Dream Team: I would name them Mumbai Cheetahs, and have Amazon sponsor us. I’d keep Rohit Sharma as My Dream Team: It would be called our captain. Bindass 11 and MS Dhoni would What I’d do differently: Nothing. be the captain. I will get Ariel as a sponsor and clean up A Spot To Remember: The series of ads by Pepsi. I also everything. recall the Jio and IPL brand promotions very well. What I’d do differently: It would be great to get teams Dear brands... IPL is not just about cricket. There is a from smaller cities to promote domestic talent, and lot of glamour associated with it. I think brands need have just one round of matches before playoffs. to make the best use of these two worlds and create A Spot To Remember: Vodafone’s Zoozoo ads. content that is more interesting. What we see currently Dear Brands...make your marketing interactive for the is very bland or OTT. Can we see some local flavour in IPL fans. your communication and more regional content? Megha Shrimali (26) Radhakrishna works with The Brown Scooter, Adyanthaya (63), who is a digital magazine. The ad-gal the president and COO (fans and in her suggests teams need to appliances) of Polycab Wires, better connect online and offline ANIRBAN BORA ANIRBAN spends most of his free time activities, to pump up their fans. Without the Indian Premier takes precedence over anything talking about cricket with his son. League (IPL), none of the other else. If the product is good, the Adyanthaya is of the opinion that My Dream Team: I’d start a team from Lucknow and get franchise-based leagues in audience will stick. Irrespective the relevance of a lot of ads during the IPL season is OnePlus and Tata on board. I would love Virat Kohli or India, such as the Indian Super of the multiple controversies missing; it is either forceful or tasteless. to take charge. League (ISL) that I am a part of, that have hit the IPL year on What I’d do differently: I don’t think IPL needs any would exist. The IPL is the big- year, the brand hasn’t suffered. My Dream Team: I’d re-brand RCB. I’d keep Virat Kohli re-branding. All I want is to see more regional players gest disruptor Indian sport has And that’s because of the qual- to lead the Royal Conquerors Bengaluru and get Rahul come and play. ever seen and it has changed the ity of action on the field. The Dravid to coach. As far as brands are concerned, I’d A Spot To Remember: I really liked IPL’s brand song way sports is brought to us. The lesson from this is that leagues bring onboard dominating, stylish and powerful brands ‘Jumping Jhapak’. combination of the world’s best need to get their product right. like Maruti Suzuki and Apple. Dear Brands...please make ‘breaks’ worth our talent, Bollywood stars, great Without that, all the marketing What I’d do differently: I think the format needs to be while. And “let’s get a celebrity” is not creative marketing and slick packaging will fail. cleaned. If the IPL wants audiences and brands to stick idea or solution. has made it the biggest enter- Thirdly, the IPL has managed around, it needs to enforce stricter rules. tainment property in the coun- to ensure a strong financial A Spot To Remember: I like the way IPL as a Amit Rao (28), a management try; a property so big that stu- model for its franchises. Despite brand has changed its promotional style and consultant, tells us his interest in dios are hesitant to release mov- the astronomical player acqui- themes. My favourite one is the “India Ka the IPL has dropped. One of the ies during the IPL and brands sition costs, all franchises will Tyohaar”, even the “Pistah” song was catchy. reasons is ad clutter and jingles, wait for the tour- be profitable by Dear Brands... make relevant content using the which are a major turn-off. nament to launch “IPL PLAYERS the end of the elev- property and not just use the players in your ads their campaigns. enth edition of the because you are a team sponsor. For brands that are My Dream Team: I would call it Getting into its SHOULDN’T IPL. In fact, the not sponsors, content is the key. Please understand Navratna Tel Chandivali Champions, because why not? eleventh year, valuation of the your audience and create an interesting mix of content, I’d keep Virat Kohli as the captain of the team. I can’t think of BECOME franchises has in- rather than running the same ad for two months. What I’d do differently: I would like teams to do a any global sports BILLBOARDS creased manifold makeover every year (in terms of their uniforms, property to have every year and Tania Suri (38) is an events merchandise, etc) for freshness. changed the en- AND THE with the new STAR and artist management specialist. A Spot To Remember: Vodafone’s Zoozoo ads. tertainment land- TV broadcast deal Suri wonders “Can we have ad- Dear Brands... associate with social causes. It’s a great scape of a country ADVERTISING struck by the BCCI, free matches?” No? Then what’s platform do some good. Also, create ads which are so drastically, franchises should the next best option? (See ‘Dear interactive rather than making fans just watch all your so dramatically BREAKS CAN’T now meet their Brands’.) communication, which, quite frankly, makes us feel a and so quickly. It operating costs little like a zombie. would be fair to BE LONGER through the cen- My Dream Team: The Punjabi in me would love to see say that sports in THAN THE tral revenue itself a team from Amritsar. I’d call them Amritsari Gold Pratik Barve (28), a pharma- India can be divid- and spend money XI. Shikhar Dhawan would be the captain, and Rahul specialist, makes sure he watches ed into two phases OVERS” from sponsorships Dravid the coach. a match or two at a stadium, every – the pre IPL and on marketing and What I’d do differently: I’d go back to the original IPL season. the post IPL eras. INDRANIL DAS BLAH advertising. format. It was straight forward and easier to Why has the Finally, the IPL understand. My Dream Team: I will call it IPL succeeded the way it has? has been monetised incredibly A Spot To Remember: All I recall are team anthems. Theory of 11, with Rohit Sharma I can think of the following well. Not just traditional sourc- None of the ads stuck. as captain. I’d probably speak to Britannia for the reasons: Firstly, it features es of revenue like sponsorships Dear Brands... Please make three-four cuts of sponsorship part. As I recall the brand did many the world’s best talent compet- and FCTs have been monetized your main film. It is a bit irritating to see the same interesting activities during old World Cup matches. ing against each other. Virat to the very maximum, but ev- commercials again and again. Also, keep it real. What I’d do differently: The schedule of the matches c Kohli, MS Dhoni, Joe Root, ery season new categories have an be made tighter. Since each season goes on for , etc. the list been added, be it branding on Parampara Patil Hashmi almost two months, there is a high chance that you may goes on and on. Secondly, the umpires, cheerleaders and (24) makes short films, writes see a drop in viewership. The best way to fix this is to positioning of the league as not match-screening partners. The blogs, and has her own digital have action-packed weekends. just a sports property but an IPL has thought outside the box marketing venture. She believes A Spot To Remember: Vodafone’s Zoozoo campaign. entertainment property which when it came to delivering rev- cricketers must be more discerning Dear Brands... please make good use of the stadium. goes well beyond the sports enue and that has worked out when it comes to their brand deals. There is so much you could do just before the match pages. Thirdly, the production brilliantly for all stakeholders. starts, or during. 60-second ads, honestly, doesn’t and marketing are world class. But what I would like to end My Dream Team: Champions XI with Virat Kohli as the create any recall value, unless you are a big name. Fourthly, and perhaps most with though is a word of advice captain. I’d pitch to Boost for sponsorship. Why not make longer formats of your films even importantly, it features Indian for the IPL – don’t kill the golden A Spot To Remember: Vodafone’s Zoozoos series and for TV? heroes like Virat Kohli, who are goose. The IPL is a fundamental- Kingfisher’s ‘Good Times’. [email protected] aspirational and iconic figures. ly strong property both on and If any league can have these off the field. Let’s not devalue four elements in place, it will be it by over-commercialising it. well on their way to being suc- The players shouldn’t become IN IPL DETAIL cessful. billboards and the advertising IPL SALARIES OVER 11 SEASONS TOP EARNERS What has the IPL taught us? breaks can’t be longer than the Everything! Firstly, it showed overs. The IPL has shown the (2008 - 2018) Mahendra Singh Dhoni (`107.84 cr) that we can completely repack- way for other franchise-based Rohit Sharma (`101.60 cr) age an existing sport and do leagues in the country and needs Gautam Gambhir (`94.62 cr) it well. Great stadium experi- to carry on playing its leadership 426 `2,354 cr Virat Kohli (`92.20 cr) ence, premium hospitality, mu- role. After all, a job well begun is Indian players Indian Players’ sic, cheerleaders, et all. This is only half the work done. contracted salary `4,284 cr (`83.60 cr) how the greatest sports brands 694 54.95% of overall salaries Suresh Raina (`77.74 cr) like the NBA do it and the IPL The author is CEO, Mumbai TOTAL PLAYERS TOTAL AB De Villiers (`69.52 cr) proved that it can be replicated City FC (ISL) and co-CEO, CONTRACTED BY 268 `1930cr SALARY with success in a market as di- Kwan Entertainment. ALL THE TEAMS GIVEN OUT Shane Watson (`69.13 cr) verse as India. Views expressed are person- Overseas players Overseas players’ Robin Uthappa (`65.88 cr) Secondly, the IPL has taught al. Views expressed contracted salary Shikhar Dhawan (`59.70 cr) us that the content on the field are personal. SOURCE: MONEYBALL, A SPORTS SAL ARY C ALCUL ATOR BY INSIDESPORTS CRICKET HEATMAP

A VIEW OF WHERE CONVERSATIONS ABOUT Top 5 Tweets related to CRICKET ARE HEATING UP cricket by engagement - Likes, RTs, Replies. (Between 9th March ‘18 TWITTER TIMELINES and 6th April ‘18) CCI NG 3.7 Product: ETMumbaiBS PubDate: 11-04-2018 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandeep.dutta Time: 04-07-2018 01:19 Color: CMYK

“The time is not ripe for a IPL SPECIAL 43 THE ECONOMIC TIMES women’s IPL” – Mithali Raj APRIL 11-17, 2018 GAME THEORY A Social League How IPL teams stacked up on key social media platforms in 2017 INDIAN PREMIER PRO KABBADI INDIAN SUPER Sharma with MI, Dhoni with CSK LEAGUES and, until recently, Gambhir with LEAGUE LEAGUE KKR helped maintain fan loyalty),” Social Conversation 2,224,905 316,198 475,372 Gupta said. The IPL brand itself has evolved Search 398,268,425 42,187,775 19,861,425 through many avatars. There was a Facebook 20,639,654 1,500,000 4,200,000 time when IPL was called by many names - Indian Paisa League, the Twitter 5,380,000 241,000 649,000 cricketertainment (cricket enter- Instagram 1,500,000 80,600 326,000 tainment), the cricket extravaganza and the cash-and-controversy rich TVR 2.7 1.5 0.3 league. Yes, there Reach 411,083,000 312,679,000 158,866,000 were controver- sies almost every season, even this year (remember IPL teams are taking #sandpapergate and unceremoni- franchise and fan ous removal of Steve Smith and David Warner from engagement to the not just captaincy but also their re- next level. spective franchises), but as they say – the show must go on. In fact, the show By Gaurav Laghate is only getting bigger. Some of the teams are also broad IPL FRANCHISE basing activities to connect with their n 2007, Lalit Modi was having fan base. Mumbai Indians have been Knight Royal Challengers Rising Mumbai Indians trouble selling the concept of using their brand for various CSR Riders Supergiant a Twenty20 cricket league in activities, which has endeared them Social Conversation 651,182 448,201 326,000 218,804 India. Within a decade, the only three – Mumbai Indians (MI), said that Mumbai Indians and KKR with their fans. Also, MI and KKR, 19,446,950 8,856,900 15,748,125 6,007,825 Ileag ue Modi launched in 2 0 0 8, Super Kings (CSK), and also noticed CSK and followed the other than being involved in some Search Indian Premier League (IPL), Kolkata Knight Riders (KKR) – that same path with Rohit Sharma and small incidents over the years, have Facebook 12,000,000 15,000,000 9,000,000 17,00,000 became the third most expensive have actually become big brands. Gautam Gambhir. “Another impor- largely been controversy free. Gupta Twitter 4,300,000 3,690,000 2,750,000 2,98,000 sports property in the world and now They may not be comparable to tant factor is targeted communication added that CSK has courted quite a lot 1,500,000 469,000 1,400,000 2,81,000 in its eleventh edition, has become a say Dallas Cowboys or New York to the fans. CSK did it very well with of controversy, which could have been Instagram case study in the world of sports. Yankees, or even Manchester United ‘Whistle Podu’, and KKR with ‘Korbo avoided. “It has been involved in some TVR 3.2 2.8 2.8 2.8 And what makes IPL India’s answer FC. But these brands find mentions Lorbo Jeetbo’ while many other of the major scandals that have rocked Reach 270,000,000 256,000,000 249,000,000 256,000,000 to the Superbowl (okay, we may not be among the top Indian sports brands. leagues tried to have a spill over other IPL over the years. This has certainly there yet) is its sheer star power, pres- But what makes these brands tick? Is cities. This doesn’t work too well.” harmed its brand value despite great Sunrisers Kings XI Delhi ence of global cricketing talent, the it players or is it fans? Ramakrishnan Franchises are trying social media on field performances,” he said. Punjab Daredevils Lions nail biting games, the frenzied fan fol- R, director and co-found- too to have a direct con- Success of sports franchises can 196,629 122,636 37,098 133,705 lowing, the incessant media coverage er at sports marketing TEAMS THAT nect with fans. As per have a big impact on the teams and Social Conversation and all the hoopla around games. And firm Baseline Ventures, TAP INTO LOCAL Varun Gupta, manag- in some case also the cities. In the 90s, Search 7,048,900 3,464,925 4,314,225 6,573,175 yes, IPL has turned into a money spin- feels that one can’t just ing director – South East such was the impact basketball legend Facebook 5,700,000 8,400,000 4,500,000 11,20,690 ner too. The franchises have become buy 11 good players and Asia at Duff & Phelps, Michael Jordan had on Chicago Bulls CULTURES AND 1,690,000 1,640,000 1,060,000 2,66,000 big brands in themselves, reaching a support staff and build a these IPL franchisees that not only did he end up changing Twitter brand value of almost $100 million. great team. “You have to CITY PRIDE ARE have effectively utilised the trajectory of the team but also Instagram 382,400 501,900 307,100 2,69,000 Starting this year, all franchises build a culture. Look at IN A LEAGUE OF social media to ensure changed the culture of Chicago. Led TVR 2.5 2.5 1.5 2.5 will stop paying a franchise fee, which 90s Manchester United that their fans’ interest by Jordan, the Bulls won 6 out of the 10 246,000,000 245,000,000 250,000,000 they used to pay over the last 10 years, or Barcelona. They had THEIR OWN is maintained through- championships in the decade and fans Reach 249,000,000 but instead, start sharing 20% of their a core group of people. out the year (especially soon came out in hordes to support total revenues with the BCCI as li- So consistency is very important during the off-season). “They have their team making it one of the most cence fee. Also, this is the year when which we first saw in CSK. They had also ensured that local fans are con- successful teams in NBA. Similarly, all of the franchises will make profit, Dhoni and the core group for 8 years nected to their respective teams by given the trajectory of IPL in its first many for the first time, courtesy a jaw- continuously and even now they have adding local flavour in marketing. decade, the next ten years will surely dropping media rights deal between retained him.” Smart buys and the presence of mar- see IPL break new records on league Star India and the BCCI. Other teams have also followed a quee players also helps ensure that as well as franchisee level. Out of the eight franchise, there are similar strategy. Ramakrishnan fans stay loyal to their teams (Rohit [email protected] Source: GroupM

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“Man, it doesn’t matter where you come in to IPL SPECIAL 4 THE ECONOMIC TIMES APRIL 11-17, 2018 bat, the score is still zero:” – Dear Jury, Show Me What Say You? In two days time, the final jury will gather to decide the winners of the Brand Equity Marketing The Merch! Awards. What will it take to impress these judges? BE finds out.

On Friday, an elite batch of mar- BWO’s Bhavik Vora BY INVITATION keters will gather to deliberate on how to convert and to pick the winners for the inaugural edition of the Brand bandwagon fans into Equity Marketing Awards. Apart from their skills as judges, die-hard consumers of what they are sharing with us is the brand insights gleamed from an expert understanding of consumers and PL has now completed more than marketing in the 21st century, a decade in India and has created which will appear in forthcoming tremendous value not just for tour- editions of Brand Equity and The nament, but also for each team and Economic Times. THE FINAL JURY franchise brand. It is a well-known First up: Sameer Satpathy who I Shanti Ekambaram, fact that for any sporting event to is FMCG major ITC’s chief execu- be successful and keep churning out con- tive (personal care). Speaking of president - consumer sistent numbers in the stadiums and on what it takes to impress him, he banking, broadcast viewership, they need to have says: Work that “moves business Kotak Mahindra Bank a strong foundation, a community called and delights consumers.” But, he Sandeep Kohli, “fans” SPORTS LICENSING IS adds the filter of “newness” to executive director, Fan loyalty, particularly with respect to identify and award marketing personal care, team sports, is different from brand loy- THE SECOND BIGGEST campaigns that truly outclass the Hindustan Unilever alty. competition. One will usually abandon allegiance CATEGORY UNDER Never mind media, category Ananth Narayanan, to the brand if they find that the brand is or budgets, in order to win at CEO, Myntra compromising either on product or in com- LICENSING AFTER the Brand Equity Marketing Piyush Pandey, munication. However, fan loyalty goes way ENTERTAINMENT Awards, the work, in addition to beyond just pure team performance. Of being true to the brand, creative executive chairman course, for every sport there are die-hard and effective, also must have “a & creative director, Ogilvy South Asia fans, and then there are bandwagon fans, unity when they participate in group in the process keep creating new fans. This wil l help in long term al legiance to the sense of originality and applica- (people who support a different team every consumption of their favorite brands Sports licensing is the second biggest cat- team irrespective of the absence or pres- tion of mind and insights”. We Sumit Sawhney, year, mostly favorites). 4. Proudly wearing the brand on the egory under licensing after entertainment ence of any player. Investing in creative ask Satpathy who heads one of MD, Renault India After 10 years of high octane entertain- sleeve across all touch points in their and it is estimated to reach USD 48 billion assets that depict this is the first and most ITC’s largest divisions, if original- CVL Srinivas, ment which has led to huge highs and lows day-to-day lives by 2024. It has seen massive success in in- important step in building a plan. RCB is ity in this age of over-exposure is on the emotional front, a base of die-hard ternational markets. Some of the big case one of the first teams which has initiated hard to come by. Exposure if you chief executive, GroupM South Asia fans has emerged, especially for those IPL has been hugely successful in the top studies are major teams in the NBA, MLB, a long-term strategy for this business by look at it another way, he tells us, teams that have been consistent with their two aspects, but 3 and 4 have been big miss- NFL, EPL and La Liga. Dallas Cowboys, launching a fashion range which depicts gives marketers the knowledge Devendra Chawla, communication, players, performance es especially considering that this is one New York Yankees, Manchester United the culture of the team. Their apparel for of what not to do. “Today’s mar- EVP & COO, Walmart India and culture. Teams like Royal Challengers of the biggest sporting events in the world, and FC Barcelona are the top most valued example is therefore not just slap-on logo keters have the kind of flexibility Bangalore, Chennai Super Kings, Mumbai that too in a country obsessed with cricket. teams in the world and the brand extension led but is a well-designed aspirational that no other marketer in any Sangeeta Pendurkar, Indians and Kolkata Knight Riders have Picture any public place like a shopping part of their business has played a huge range, that can be flaunted outside of sta- other generation had. They have CEO, Pantaloon Retail built a sizeable community of fans, and mall, an airport or a cafe. It is common role in creating this value. diums as well. multiple mediums and technolo- their individual social media foot print is to find kids using Minions or Spiderman Similarly, the IPL body and franchisees Kids are big followers of this sport so gies. They have more degrees Ajay Srinivasan, testimony to that fact. Bags, young girls sporting Barbie or should look at the next 10 years to build creating a grassroot level consumer of freedom. Previously people CEO, Aditya Birla Capital So how do these die-hard fans typically Princess fashion accessories and young on the consumption community of these product program will lay a strong foun- made one film in a year or one show “allegiance”? adults wearing Game of Thrones or teams. Create a strong brand extension dation for the brand from a long-term in two years and that was 1. Turning out in huge numbers at the Avengers t-shirts. Infact, you will see program which will not only play a big role perspective. And finally, curbing piracy, it. There were no second some of the finest minds across stadium to cheer for their teams several young men in interna- in taking these teams to the next level as especially outside the stadium; most im- chances. The current industries and companies. (See 2. Expressing the emotions that tional football team jerseys like far as the loyalty base is concerned but will portant for any authentic licensing pro- generation of market- The Jury) Together they will evalu- they go through, based on Manchester United’s red and also help in continuously widening the gram to be successful. ers has multiple ways ate the final round of entries at the the performance of the team, Chelsea’s blue. current fan base. Ultimately, 11 players can represent a of making the same Brand Equity Marketing Awards, through different social plat- Minions, Star Wars, Avengers, Getting there is not easy. Every strong team on the ground but with the right point, so, they should which, in its maiden edition, forms, whether online or Batman, Superman and many big merchandise program starts with build- consumer product strategy, millions do much, much better counts Google as title sponsor and physical entertainment brands make billions ing an aspirational product range which can show their support to their favorite than their pre- Mathrubhumi as associate spon- 3. Being a part of con- of dollars just on their merchan- the fans would be proud to flaunt not just team by flaunting an authentic piece of decessors. sor. The winners will be awarded at sumption com- dising business and have during or around matches, but also in their it, and that in turn helps create tremen- They can’t a grand ceremony on April 20th in munities also successfully created day to day lives. dous value. complain.” Mumbai. In the mean time, watch where mem- consumption communities The program should be built around the The author is founder & CEO of Black Satpathy this space for more on the judges, bers feel a Bhavik which keep building the culture of the team and the city that it be- White Orange Brands. Views ex- Sameer will be their thoughts and a behind-the- sense of Vora legacy of these brands and longs to and not just around the players. pressed are personal. Satpathy joined by scene view of the jury in action.

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conceptualised by FCB Ulka. Leave The Gun, Take... Hit Or Miss The films, 11 in all and 15 second each, would all be having some However outside stadiums However, he is clear on the busi- connection to the game of cricket across the country, Coke set ness objectives: “Tata Nexon’s as- and terms used like cheerleaders, up kiosks, finding fans, some sociation with the largest sporting bouncer, power play etc. According sporting Pepsi t-shirts, to sip on property in the country will pro- to Ambi Parameswaran, brand their drinks at “invitational” vide a large viewership and reach, strategist and founder, Brand- prices of Rs10 for 400ml. over 60 matches and 48 days, deep Bui lding.com in many ways Nexon In 2015, Pepsi abruptly and into India.” The association, which fits the 20-20 IPL bill – “it is an ex- prematurely terminated its is for the next three years, will help citing compact SUV, with strong five-year contract. The com- us derive great synergies with IPL shares Srivatsa. The uptick is on the tic about. The segment created design features, is meant for the pany cited “concerns about as well as the broadcaster and pro- back of launches like Tiago, Tigor almost six years ago by Ford with younger car buyer, may be even a ethics in the IPL tour- vide a unique and differentiated and Hexa. The break from the past its ambitious Ecosport now in- first-time car buyer. And the avid nament”. Chinese experience to our customers and included getting a global brand am- cludes Suzuki Brezza, launched fans of IPL will fit the target audi- phone maker Vivo equally importantly, accelerate the bassador for its passenger vehicles two years ago, as the leader. Nexon ence description.” didn’t, it seems, consideration set for the product, in the form of the Argentina–born launched about 6 months ago is The challenge for Tata Motors is share Pepsi’s he adds. The key challenges for the soccer icon Lionel Messi. Mayank clocking 5000 cars and is clearly a to try and get the ‘non-traditional concern when it unlike more sense than an outright company have been two-fold: get- Pareek, president at the passen- good product to gain volumes on, is Tata’ buyer into the Tata Motors picked up where previ- ad blitzkrieg. Four years ago, ting new customers in the fold and ger vehicle business unit of Tata the Tata Motors belief. showroom, and that calls for some the cola brand ous Coca-Cola set up the Live Wire getting the younger and young at Motors, had said in an interview Mid-way through the IPL, Nexon bold marketing moves that go be- left off. years, room to track and react to hap- heart customers. with Brand Equity, “The biggest is planning to launch an AMT (au- yond the obvious. Towards the end is super penings in real-time during The last couple of years were spent challenge being addressed is that tomatic transmission) variant, of the season, we’ll have a clearer EVERYTHING personal- the FIFA World Cup. It plans rejigging Tata Motors’ overall port- we want customers to associate our a very sporty car in an exclusive idea of not just which of the sporting OFFICIAL ized and to do the same for IPL 2018 to folio, with a slew of new launches on brands with the ‘cool’ quotient.” colour. There is a huge demand leagues teams and players can be ABOUT IT segmented. catch said moments and not be the back of its contemporary design Nexon marks the maiden foray for AMT and Tata Motors feels it counted among the contenders, but Coke’s been back in the Coke will speak caught napping. philosophy. Last year, the market of the legacy auto company into will particularly appeal to women also if Tata Motors’ IPL gambit has game or manoranjan, call it more languages than When we asked Shekhar share in passenger vehicle segment the compact SUV segment, a sec- drivers. The brand has launched played off. what you will, since 2016. But there are on India’s legal ten- about the possibility of an am- was 4.8% and this year it is 6.8%, tor that the company is optimis- the IPL themed brand campaign [email protected] IPL 2018 will see some height- der, in a bid to seem more ac- bush, a little pay-back from ening in activity as it uses one cessible in markets across Pepsi perhaps, she dismissed We will be selling merchandise in of the biggest events in the the country. The ad campaign the notion. Even marketing India through online channels and marketing calendar to roll out itself has been translated into experts feel brands today need “If you earn more...” in Delhi and NCR through 10-12 out- the company’s flagship global almost a dozen languages. In to attract consumers and not lets. We will be selling in Nepal also, marketing program, ‘Share A a country where familial ties be distracted by competitors. We are confident that the stadiums with PayTM, which opens up a lot as we have got good response from Coke’. From supply to social, matter a great deal, Coke chose Veteran branding consultant will get full. To test the interest lev- of access in terms of PayTM mall, there with a player in our team. We every cog in Coke’s massive to play up relationships instead Jagdeep Kapoor has seen it all, els, we ran a campaign with PayTM cashbacks, etc. will also be selling merchandise in marketing machinery will of individual names like it does the heating and thawing of the for pre-booking. We got 400,000 North America. work toward occupying im- elsewhere for Share A Coke. Cola Wars. He says the time registrations in four days. I am hop- Tell us about sponsors’ response to DD portant moments during the Thus bottles and cans will of ambushes has passed, but ing that if that is the interest, it will this year? How much money will DD be receiving IPL, leaving Pepsi little room carry the words Papa, Amma, doesn’t imply brands lose their translate into great ticket sales. We are at a pretty sound space and from BCCI in terms share in revenue to rain on its parade. These big Didi, Bhai and Maccha (a South edge. If one must create excite- sponsorship deals are done at an in- pool? moments could be on the pitch Indian colloquial term), among ment he tells us, let it be for How has been the occupancy for your crement of 30-40% over last year. With Star India’s media rights deal – winning partnerships, mas- others. This level of nuance is consumers and not competi- home matches and what kind of rev- We have Daikin as main partner, being front-loaded, so the first year sive hits, and Orange Caps - or a defining characteristic of tors. Today the IPL has become enues are you expecting from ticket they have been with us for the past is a lot more money. In the first year, on social timelines and feeds. Coke’s IPL offensive, which is a “Fast Moving Consumer sales? three years and they chose to carry every team will get between Rs 200- “Every moment that counts, also a departure from previ- Service brand”, says Kapoor, Last year we had 92% capacity. We on for the next three years. That 250 crore.Now that the franchise fee Coke will be there,” says ous year’s summer campaigns the canvas has never been have been amongst the top stadi- shows their faith in the brand. How is the merchandise business is fully paid over the 10 years, what Asha Shekar, director media which were anchored in mega bigger as it transcends bound- ums with the largest hospitality We have got two new big brands shaping up for the team? will be the licence fee structure? (Marketing), Coca-Cola India budget TV spots. As Shekar aries of age, gender, towns, segment. If we sell well, we can be on board – Suzuki Motorcycles Last year we partnered with Tten, Now there is no licence fee, but a and South West Asia. Share A tells us, consumers are effort- classes and valuations. Don’t anywhere north of Rs 35 crore from under Gixer and Cargill under which is a local manufacturer and revenue sharing mechanism with Coke, a global initiative and lessly straddling several me- squander the opportunity, is ticketing. For ticketing we have Naturefresh. we are continuing the partner- the BCCI, wherein each franchise one of Coke’s most “revered” diums today. The game is not his advice to the colas; “don’t partnered with Insider and PayTM. Jio also has taken ‘lead arm’. ship. They are a local, home-grown will be sharing 20% of their topline. marketing programs, began just on the pitch. It’s also on be anti-competition. Be pro- We are pretty excited about the Narolac is on helmet. ‘Non-lead arm’ company and so helping them grow So if you see, our revenues have in Australia in 2011 and has Twitter, on Hotstar and at the consumer”. And remember, PayTM partnership because it will we have chosen not to sell and kept is also great for us.They are going gone up, but so is payout to BCCI. since been transplanted in neighborhood bar. Thus “seed- it’s not personal. It’s strictly give a lot of opportunities for fans it for GMR and JSW.Air India and to create all the merchandise with But that’s okay. If you earn more, several key markets. ing the idea” and maximizing business. to engage at different levels.We will Coca Cola are also on board, along us. They have worked very closely you share more. Brand Coke’s 2018 IPL strategy, “moments” of happiness makes [email protected] also launch a loyalty club initiative with The Lalit and DTDC. with us on fabric, look and feel, etc. [email protected]

Regn.No.MAHENG/2002/6711Volume 17 Issue No. 15 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at The Times Of India Building, Dr. D.N.Road, Mumbai 400 001Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.