MxMIndia

Category: NEWS

  • Seeing how viewers lap up myths and legends on TV, it's not surprising an entire channel dedicated to folklore etc is coming up. Will it be a tale with a happy ending?

    Will Mythology 24×7 work for Epic?

     

    By Meghna Sharma

     

    In the beginning there was Ramayana. It was the day, or rather the Sunday morning, when the world stood still as millions watched the televised dramatization of one of India’s best-known epics. Close on its heels was the sweeping soap opera of Indian mythology, the Mahabharata, and then came Bharat Ek Khoj which gave us facts laced with dramatized enactments of India’s myths and legends.

     

    Those were the days of Doordarshan. With the explosion of cable and DTH, and technological strides enabling better and better CGI, viewers are now spoilt for choice in the realm of mythology. The most popular currently is the magnetic Lord Shiva on Life OK, with the delectable Parvati and cutesy Ganapati capturing hearts of all ages.

     

    It is this raging popularity which has led Mahesh Samat, former Walt Disney India head, to plan an entire channel based around mythology. For someone who is has a passion for history this may seem an obvious move. “With digitization, today, people have access to various channels and hence, an availability to launch new genres. We did a lot of research and dipsticks before taking this decision. People want to have a connection with history,” says Mr Samat when asked about his decision to launch India’s first genre-specific Hindi entertainment channel – Epic.

     

    “Epic stands for story-telling. Here we are not just going to rehash history but create new characters from our history,” he adds.

     

    But is there really enough TG of this genre to launch a channel? “I think for such a genre, the TG is universal. Anyone who is in the mood to watch the genre will switch to our channel. Of course, we know that people won’t be watching the channel all the time. We would be an important part of people’s choice wherein they choose to watch us when they feel a need to watch something mythological or from our past,” believes Mr Samat.

     

    Pratap Bose

    According to Pratap Bose, COO, DDB Mudra group, for any genre, be it action or mythological, content is important for a channel to be a hit or a miss. “If the content is 10/10, nothing else matters. People should like what you give them and they will come to you if it appeals to them.” However, he does believe that apart from great content it is important that one effectively distributes and promotes the channel so that more and more people know about it.

     

    The channel launch is being planned for August, provided all regulations are cleared. And a 360-degree marketing mix has been planned for it. Aparna Pandey, who will be looking after content and packaging, will also be in charge of the channel’s marketing. Ravina Raj Kohli is the development head. The team is already in talks with various producers, though a lot of development work will be done in-house.

     

    Very few know that Mr Samat is a comic book writer and has authored a comic called The Adventures Of Vanayu – The Spirits Of Ixora. Will he be lending his talent to the channel, too? “I would leave that to my very talented and professional team. However, I wouldn’t deny I have a very good sense for such content.”

     

    With various networks launching regional channels or dubbed feeds, the Epic Television Networks Pvt Ltd knows the importance of regional space. However, they want to take things slowly. “We would like to build the brand in Hindi first and then go ahead… step by step,” says Mr Samat.

     

    And what about syndication? With Indians spread across the globe and an interest in Indian history at an international level, one cannot rule it out. “Syndication is a very good revenue option as well. But we will only think about it after we get it right here,” reaffirms Mr Samat.

     

  • The FAB Awards is an international awards programme focused entirely on work done for food and beverage brands.

    McDonald’s wins FAB Brand of the Year 2013

    By A Correspondent

     

    The International Food and Beverage Creative Excellence Awards have named McDonald’s as the 2013 Brand of The Year. The brand bagged 13 nominations across the various categories.

     

    This is the only award that is publicized in advance and is based on the number of nominations that McDonald’s achieved this year. The calculations include performance at both the Creative Awards and the Effectiveness Awards. The rest of the nominees will find out their outcome on the night of the Awards Ceremony.

     

    Some of the nominated work includes ‘We all make the Games’ campaign, which was implemented during last year’s Olympic games in London; McDonald’s ‘Our Food. Your Questions’ campaign that focused on making the company more transparent; and the ‘Small Currency’ project from Indonesia, which tackled the problem of no small currency in the country.

     

    “McDonald’s truly deserves this accolade for an outstanding year of Creative Excellence across several communication disciplines and markets. Their outstanding nominations are from the UK, Sweden, India, USA, Canada, Indonesia and range from TV Advertising, Integrated, Collateral and Sales Promotion to Packaging Design,” said FAB Awards President, N.Nayar.

     

    The award will be presented in London on May 30.

     

  • The mandate includes integrated marketing approach for internal and external communication

    Focus assigned creative mandate for ICA

    By A Correspondent

     

    Focus Circle (Creative arm of Focus), Kolkata, has bagged the creative mandate for ICA (Institute of Computer Accountants). Post a multi agency pitch, Focus was announced as the agency chosen for undertaking the entire brand initiative for the finance and accounting training institute. The agency will be looking after the strategic planning and designing for ATL and BTL activities.

     

    N.K. Shyamsukha, Chairman, ICA ,The Institute of Computer Accountants said, “With the growing number of applicants for training in IT education segment year on year, there is a need for identifying apt training solution providers across various courses in this category. ICA being one of the oldest organisation, delivers training on Computerised Accounts, Banking, Finance and Taxation wants to create a distinct identity for taking the brand to next level.  Focus came to us with a fresh and effective approach to reach a wider set of target audience. And we look forward for a successful association with them.”

     

    The primary objective of ICA behind hiring a new creative communication agency is to break the clutter and build the brand ICA distinctly. The responsibility will also encompass strategizing with intent to educate and increase the awareness amongst the aspiring students to boost admission inquiries for their programme.

     

    Suchinto Tarafdar, Branch Manager, Focus Circle, Kolkata said, “We are really enthusiastic on working on this mandate, as it gives us an opportunity to work with a niche segment on a national level, adding another feather in our cap. Our team has already started working on the strategy for the brand campaign for ICA and are looking for a long standing association with the brand.”

    ICA has engaged Metamorphosis and Ogilvy in the past.

     

  • The 18-member jury comprises four judges from India: Ajay Kakar, Siddhartha Loiwal, BV Pradeep and Partha Sinha

    4 from India in Warc jury for Asian strategy prize

    By A Correspondent

     

    Warc has unveiled the judging line-up for the 2013 Warc Prize for Asian Strategy, a cash prize for the case study that demonstrates the most insightful marketing strategy in the region. The judging panel consists of 18 senior marketers and strategy experts from around the world. It will be chaired by Leanne Cutts, VP Marketing, Mondelez International.

     

    The panel of 18 senior marketers and strategy experts that will judge Warc Prize for Asian Strategy includes:

    • Leanne Cutts, VP Marketing, Mondelez International, Asia Pacific (chair)
    • Steve Blakeman, Chief Executive, OMD, Asia Pacific
    • Tim Broadbent, Global Effectiveness Director, Ogilvy & Mather
    • Damien Cummings Regional Marketing Director, Digital & Social Media, Samsung Asia
    • Mike Ewing, Professor of Marketing, Monash University
    • Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group
    • Bessie Lee, CEO, WPP China
    • Siddhartha Loiwal, Head – Marketing Development and Strategy, Marico
    • Richard McCabe, Regional Strategic Planning Director, McCann Worldgroup Asia Pacific
    • Rohini Miglani, Director, Brand Building Integrated Communication, P&G Asia
    • Madeline O’Connor, former Chief Marketing Officer, OCBC
    • BV Pradeep, VP Consumer & Market Insight for D&E markets , Unilever
    • Fredrik Sarnblad, SVP, Group Strategy Director, Mullen
    • Partha Sinha, Managing Partner, BBH India
    • James Thompson, Chief Marketing Officer, Diageo Asia Pacific
    • Joanna von Felkerzam, Director, Research and Insights, Asia-Pacific, Starcom MediaVest Group
    • Martin Weigel, Head of Planning, Weiden + Kennedy Amsterdam
    • Andy Wilson, Head of Strategy, BBDO/Proximity Asia

     

    The entries will be competing for a US$10,000 prize fund, including five new awards for 2013. The competition, now in its third year, offers a Prize fund of US$10,000. In addition to the $5,000 Grand Prix for the region’s best strategy case study, Warc has introduced five $1,000 Special Awards that recognise brands and agencies responding to Asia’s biggest strategic challenges.

     

    Leanne Cutts said, “With the ever-growing influence of emerging markets in Asia, this year’s entries promise to reveal inspiring ideas, informed by fresh local perspectives, to ignite creative approaches in targeting new markets, addressing changes in consumer behavior and contending with bigger competitors.”

     

    Free to enter, the contest is open to brand owners and agencies in any discipline. Entrants must submit a case study detailing an example of strategic thinking making a difference to a brand. Further details can be found on the Prize website, www.warc.com/asiaprize.

     

    The deadline for entries is June 14, 2013, and the winner will be announced in September. All cases that win an award will be showcased in the inaugural Asian Strategy Report, a study of smart strategic thinking in the region published after the competition has ended.

     

  • Longhand 2.0, conceived by Bodhisatwa Dasgupta, Associate Creative Director, Grey Worldwide, culminated recently and the winners were announced yesterday

    Longhand 2.0 winners announced

    By Ananya Saha

     

    Click to enlarge

    It is a free, open to all, ad contest that tests your ability to write long copy. Conceived by Bodhisatwa Dasgupta, Associate Creative Director, Grey Worldwide, the Longhand 2.0 culminated recently and the winners were announced yesterday. (Read more about Longhand 2.0 here: http://www.mxmindia.com/2013/01/longhand -2-0-getting-better-and-longer/)

     

    While Longhand 2.0 did not receive as many entries as last year, according to Mr Dasgupta, the submissions were better and more refined. He said, “We got about 430 entries or so. Last year we got 500. But this time we got entries from US, Canada, UAE Singapore, London etc.” The entries were subjected to critical eyes of who’s who of advertising industry including client judges such as Rahul Kansal, Executive President, BCCL and Mohit Hira from JWT. Apart from the client judges, there were known names such as Prasoon Joshi, Executive Chairman & CEO of McCann Erickson Worldgroup India; Agnello Dias who co-founded Taproot and David Shanks - a copy-based Creative Director who runs his own one-man company called Clear Brand Essence from London; and guest judges Ed McCabe, co-founded Scali, McCabe, Sloves and advertising legend Tony Brignull. “Why I chose different jury this time was because I wanted a higher standard of entries, which came through too. So while the entries were lesser this time, the kind of entries that came in was far better and professional,” claimed Mr Dasgupta.

     

    Q&A with David Shanks, Jury, Longhand 2.0

    When you were asked to judge Longhand 2.0, what was your initial reaction?

    Well, delighted obviously. I’m a copywriter so I have to believe that good storytelling is central to what we do. I was also curious to what we would get.

     

    Judging the copy: was it a tedious or a good sign of people getting interested in writing long copy?

    It’s not tedious at all and I think you have to give credit to every writer who is going to take the time to put his thoughts down about a zoo or a bunch of flowers. I think Indian writers are inherently interested in long copy, perhaps more than other countries. But they need to absorb more.

     

    Would you agree that writing long copy, and good long copy, is a dying art?

    Well it seems to be, but it could be that as we become more immersed in technology long copy might actually re-invent itself in a whole new way. See my thoughts about that below. I hope so because I am more interested in preserving the ability of people to write and hold a thought.

     

    If you have to revive the interest of creative people and clients in long copy, what would you say to them?

    Our business needs intelligent people who can distil complex messages down to simple thoughts, delivered in a manner that is both engaging and entertaining. Those creative people who wish to impress on clients their ability to think and deliver ideas must be able to express their thoughts in a way than demands to be heard.

     

    Writing a long-copy ad (and art directing it) is a good way of showing you can combine intelligence, discipline and creativity for any length of time.

     

    Your words of advice for the winners and the participants?

    I feel too many Indian writers wrote their ads with little direction or inspiration from how the best writers in the world would have tackled the same briefs. So they came across as ads written in isolation.

     

    In all honesty, many needed a lot more work. This may sound silly, but too many writers simply do not understand the importance of art direction and typography in a good long-copy ad. I killed most of the entries purely because of these distractions.

     

    On the writing side, too many writers still think it’s an exercise in wordplay. It’s about an interesting thought, delivered through an ad that talks to you, with enough wit or notions in there that makes you think. And yes, it must be easy to read. I felt that maybe 10 ads delivered this, no more.

     

    What are your views on the work in India in terms of Longhand copy?

    India has some excellent writers and art directors, but I fear they may be few and far between. I feel that writers really must start getting the D&AD books out and start copying the copy of the best writers. I think Indian writers need to open their minds a bit more about how to get there in a different way. I felt many of the ads were written in isolation rather than “How would Indra Sinha or Neil French have tackled this brief?”

     

    Where do you see the future of long copy in India?

    We may as well ask that question about anywhere in the world. I generally think keeping long copy alive is good because it preserves and encourages the ability for people to hold a thought for more than 140 characters. As business people and storytellers we must be comfortable with words. But long copy needs to find its place again. Perhaps as we become more deeply immersed in technology, we might find that long copy resurfaces in a completely different way. Through an ad that talks to you, for example. I hope so.

     

    This time’s gold winner is Lyle Shemer from JWT, New York – an entry that Neil French and David Shanks gave Gold to. And it won. However, no Silver has been awarded this year. “We had initially given out a Silver. I spoke to Neil and we decided not to award silver to that entry because there were lots of errors in that ad. So we decided not to give it silver but gave it a bronze.” (Winners Showcase here: http://longhandawards.com/winners/). Last year the winners received ‘Sorry for The Lobsters’, a book written and signed by Neil French. This time around, the winners will have to wait for the surprise!

     

    Mr Dasgupta aspires to get sponsorship for Longhand 3.0. What can we say? Some things only get better with age!

     

    Q&A with Edward McCabe, Guest Judge, Longhand 2.0

    Were you aware of the Longhand contest?

    I really didn’t know anything about it and had never heard of it but since long copy (in fact ANY) copy in advertising is becoming more and more rare.

     

    As a judge, did the process become tedious?

    It wasn’t tedious because I only had to look at the seven entries left after the regular judges had done their work.

     

    Would you agree that writing long copy, and good long copy, is a dying art?

    Absolutely agree.

     

    How can one revive the interest of clients in long copy?

    Saying won’t do much. It’s doing that counts. And then getting good results.

     

    What would you say to young creatives interested in long copy?

    If it’s long it had better be VERY interesting and rewarding to read.

     

    Your personal favourite from the winners.

    I thought the best of these BY FAR was the “Rape Joke” ad.

     
  • Mr Rohit Khullar believes the media has gone unregulated for far too long and TRAI regulations are law…

    1 Minute View: The TRAI chairman thinks the media has had a f***ing free-for-all

    The Hoot editor Sevanti Ninan’s column in today’s Mint makes for interesting reading (May 16). It talks of TRAI chairman Rohit Khullar, his views on the media and what he plans to do to those who don’t adhere to the TRAI’s regulations.

     

    Sample this quote from Mr Khullar: “I don’t have to win a f***ing election. I am a regulator, I am answerable to Parliament, my job is to enforce the law. Once the regulation is issued, it is law. The telecom guys know this. The broadcasting guys are learning it late.”

     

    Note the asterisks are inserted by us, the quote, as published on the newspaper’s website, has the entire ‘f’ word. The TRAI chairman, Ms Ninan writes, is “short, feisty and bursting with expletives to describe the scenario that has been permitted to take hold here”.

     

    Ms Ninan says Mr Khullar believes the media has gone unregulated for far too long.

     

    Now, if TRAI really gets tough on the media, there will be a bloodbath. To start with, the ad duration regulation. All those who aren’t adhering to it, can get severely reprimanded and even lose their licence. The message that we get from the Mint article on Mr Khullar: F*** around with TRAI regulations and get f***ed.

     

    From what he tells Ms Ninan, there’s going to some tough policies on cross-ownership too.

     

    If Mr Khullar and his predecessors were able to be stringent with telecom players, the going will not be that easy with media biggies. It won’t be simple to get some of the big players to exit established interests in other media domains and/or entities.

     

    Needess to say, it will be interesting to see who f***s whom. Ufff. Enough of swearing 🙂

     

  • MxMIndia editors pick links of must-read stories from across the Indian business and trade media

    Links of the Day (16 May)

    Taproot’s Agnello Dias #59 in Fast Company list

    http://www.afaqs.com/news/story/37505_Taproots-Agnello-Dias-features-in-Fast-Company-list

    Afaqs.com

    The Taproot co-founder and CCO is in the business magazine’s Most Creative People in Business List.

     

    Digitization will heavily impact media stocks: Experts

    http://www.exchange4media.com/51005_digitisation-will-heavily-impact-media-stocks-experts.html

    Exchange4media.com/Abhinav Trivedi

    Analysts are bullish about the media sector post-digitization

     

    I&B Ministry launches multi-media campaign prepared by DAVP on flagship schemes

    http://www.indiantelevision.com/headlines/y2k13/may/may84.php

    IndianTelevision.com

    The ministry via the DAVP releases several TV, radio and print ads highlighting some of the schemes of the present government

     

  • Ketchum's 2013 Leadership Communication Monitor reveals interesting findings

    Leadership tables rank business leaders at the top in the year 2013

    By a Correspondent

     

    In the year 2013, Indian business leaders are the most effective leaders in the country across categories covering political, business, non-profit organisations, local community, and union leaders/leaders of labour organizations as per the Ketchum’s 2013 Leadership Communication Monitor study.

     

    As per the findings of Ketchum’s 2013 Leadership Communication Monitor for India:

    • Business leaders are seen as the most effective with 49 % (8% increase since 2012) of Indians rating business leadership as excellent. This is in line with global trends which rank business people as the most effective leaders.

     

    • Leaders of non-profit organizations rank high at no. 2 with 33%, followed by local community leaders at 28%, political leaders & Union leaders / leaders of labour organizations at 27%.

     

    • As compared to 21% of global citizens, Indian consumers (52%) have more confidence in business leaders moving into 2013. Indian business leaders are nearly on par with expectations, as their performance often matches consumer expectations as compared to other global counterparts.

     

    According to Ajay Sharma, Managing Partner, Ketchum Sampark Pvt Ltd, “The Ketchum Sampark Leadership Communication Monitor was launched last year, to study trends in effective leadership across various spheres – political, corporate, religious or community-based. We have received an encouraging response to our annual study that examines attitudes to today’s leadership in India, and explores the fundamental role of communication in informing and delivering the same.”

     

    He further added, “The current year’s findings are similar to last year, as people continue to show more confidence in Business leaders Vs Policy makers, as effective leaders who help the country steer through economic uncertainty.”

     

    Other findings of the study include:

    • India, more than any other country, thinks that the technology industry demonstrates effective leadership (62%, compared to 43% globally).They are also much more likely than others to feel that banks (54%) demonstrate effective leadership (28% globally).

     

    • Unlike many other nations, Indians are just as likely to be influenced positively by company’s leadership as they are to be influenced negatively. In the past year, 56% of Indians have purchased less of a company’s products and services and 57% have purchased a company’s products and services for the first time based on the behavior of a company’s leadership.

     

    • The majority of Indians (66%) feel that leaders aged 35 to 50 are most likely to navigate through challenging and rapidly changing times over the coming three to five years. However, 22% of Indians (more than any other country), feel that Millennial leaders aged 18 to 34 are most likely to navigate through the upcoming years (10% globally).

     

    • Within the business community, knowledge-based industries were perceived as communicating more effectively. Ranked highest on leadership effectiveness was technology, with a 65 % approval rating, followed by Entertainment (62%) and Telecom (58%). Banks rank fourth in the poll with 57%. Media ranks fifth with 55% and Hospitality ranks sixth with 54%. Mining is at the bottom of the rankings with 38%.

     

    • Print media ranks the highest on credible media to build leadership with score of 42% followed by TV media at 39%. Globally, though TV and print media have slid in rankings to 3rd and 4th respectively with press releases and televised speeches ranking higher as credible media. Although it decreased by 7 percentage points from 2012 to 2013, In-person contact continues to be the most credible source at 43% when forming opinions about leaders.

     

    • Facebook continues to be a pleasant surprise. Facebook with a score of 38 % is marginally behind print (42%) and broadcast media 39%). This is in sharp contrast to global rankings where Facebook scores low at 17 % and no 10 in the rankings.

     

     

  • The IPL is being streamed live by Times Internet Ltd, the official digital partner of IPL, in partnership with YouTube

    IPL 6 records 52% growth in online viewership

    By A Correspondent

     

    The IPL’s sixth season is proving to be a smashing hit online. The 20-20 cricket tournament is being streamed live by Times Internet Limited (TIL), the official digital partner of IPL in partnership with YouTube. As per the viewership numbers recorded at 38 matches, which is 50 per cent of the tournament – IPL online across both www.boxtv.com and www.youtube.com/indiatimes combined recorded a 52 per cent growth viewership over 2012 (75.2M vs 49.3M last year.). Furthermore, the combined viewership of users watching highlights and clips saw a whopping 480 per cent growth in watch hours over 2012. That’s a staggering number and no other live event has ever created this kind of reach in India.

     

    In India, Bangalore and Hyderabad lead the viewership with 14 per cent each, with Delhi coming in a close second at 10 per cent. The matches that registered the maximum online views were: RCB vs PW on 23 April and MI vs RCB on April 25.

     

    “Over the last two years, we’ve offered IPL fans across the world a superior experience online and steadily grown a loyal viewer base. For IPL 2013, we’ve worked hard to make the online experience more social and interactive than ever before, and our traffic numbers so far are proof enough that IPL fans are loving it,” said Satyan Gajwani, CEO, Times Internet.

     

    Speaking about the response to IPL season 6, Praveen Sharma, Head of Media Sales, Google India said, “Better streaming experience, increased mobile and tablet device access and growing awareness about the availability of IPL online is fuelling the growth in viewership. In the past, we usually saw rise in the first two weeks of the tournament and then it picked up again during the final week. But this year, the growth has been consistent through the tournament. At this rate we are hopeful of registering strong growth in total viewership by the end of the tournament over last year.”

     

  • MSLGroup India, Publicis Groupe's strategic communications and engagement company, has announced the launch of its global digital and social practice in the country, Social Hive

    MSLGroup India launches Social Hive

    By A Correspondent

     

    MSLGroup India, Publicis Groupe’s strategic communications and engagement company, has announced the launch of its global digital and social practice in the country, Social Hive.

     

    Jaideep Shergill

    Jaideep Shergill, CEO, MSLGroup India, said, “While MSLGroup India has been a leader in digital and social engagement for years, the launch of Social Hive means that we are taking the practice to a new level, with even tighter connections across the globe. Digital and social capabilities are central parts of idea -based and fully-integrated client communications solutions. Our top talent at Social Hive makes us well positioned to continue to create award-winning work for our clients across all platforms”.

     

     

     

    Parveez Modak

    The Social Hive team in India is led by Senior Vice-President Parveez Modak and Vice-President Narendra Nag. The team comprises of more than 40 consultants in Mumbai and Delhi who manage 5 million people across communities. Social Hive’s strategic storytelling approach helps brands create stronger connections and relationships with the consumer.

     

    Glenn Osaki, MSLGroup Asia president, added, “In this fast-moving industry, keeping up is not enough. We have to lead. This large investment in Social Hive might be surprising given that we are already an industry leader in the digital and social space in India. But if we want to continue to attract the best talent and create the best campaigns for our clients, we have to constantly innovate and invest. Our expanding content creation capabilities, tools and insights will drive our digital and social leadership into the future.”

     

    Alongside Social Hive, MSLGroup has also launched a new proprietary and social tool: the Social Hive Index, which can benchmark a company’s social engagement and compare it to its peers.

     

    MSLGroup India’s social and digital communications is the leading practice of its kind, advising clients such as Sony, Monsanto, Volkswagen, KPMG, Singapore Tourism Board, Australian High Commission (OzFest), Whirlpool and eBay. The network has also won several international awards which showcase world class, outstanding performance in digital and social media, such as the International Business Awards (Bronze, Social Media Focused Campaign 2012, Sony Mobile) and the Bees Awards (Winner, Best Social CRM 2012, eBay India).

     

     

  • Ajit Balakrishnan, Founder and CEO, Rediff.com, will speak at the IAA Webinar on 'World Goes Digital', on May 23 at 3 pm, using Google Hangout

    Rediff’s Ajit Balakrishnan on IAA webinar on May 23

    Ajit Balakrishnan

    By A Correspondent

     

    Close on the heels of the successful inaugural webinar, the International Association of Advertisers (India Chapter) has announced its next webinar on ‘World goes Digital’. Ajit Balakrishnan, Founder and CEO, Rediff.com, will be the speaker at this webinar, being held on Google Hangout. The webinar with Mr Balakrishnan will happen on Thursday, May 23 at 3pm *(see Disclosure).

     

     

    Srinivasan K Swamy

    Srinivasan Swamy, President, IAA India Chapter, said, “IAA’s first webinar with Rajan Anandan, in April, was an impressive success. We had nearly 200 people participating and more than 1000 people seeing it on our YouTube channel later. Going by that, I am confident that this second webinar will have at least twice the number. A small service, that IAA is providing, for young professionals and others to learn more about the digital medium.”

     

     

     

    Abhishek Karnani

    Abhishek Karnani, Director, Free Press Journal and Manish Advani, Head – Marketing & Public Relations, Mahindra Special Services Group, are co-chairing this IAA webinar series.

     

    * Disclosure: MxMIndia is partnering IAA’s webinar initiative

     

  • Oh Yes Abhi, writes Pradyuman Maheshwari in MxMIndia Comment. Hurt them where it hurts most… turn the tap off the monies!

    Time for sponsors to pull out of IPL?

    The front pages of select dailies with the news on the arrest of the tainted cricketers

     

     

    By Pradyuman Maheshwari

     

    I don’t know about you, but I couldn’t get myself to watch last evening’s Kings XI Punjab-Delhi Daredevils encounter. No, not because I thought it was fixed, but purely out of a loss of faith in the way the sport is played.

     

    The crisis of confidence is so much that one is now questioning all the bizarre-yet-not-impossible things that we’ve seen thus far in the sixth edition of the Indian Premier League. An ace fielder’s consecutive dropped catches, bad performances by various stars and of course the many batting collapses.

     

    We’ve just heard of spot-fixing with one team’s players, but one wouldn’t be surprised if there’s news of more cricketers and even entire teams dirtying their hands.

     

    Good money has raised the profile of the game (and hence the stakes) so much that it also brought in the bad money (fixing). Loads of it.

     

    I’ve read the reactions of some advertisers, including a few of the sponsors. They’ve given a mature response, as one would possibly expect of them.

     

    But what they haven’t fathomed is the anger of the average Indian.

     

    What they haven’t factored in is that the resentment against the sport (and sportsmen) could also turn against them.

     

    If Pepsi, Yes Bank, Star Plus et al indeed care for the sport, they must give it back to the sports organizers and sportsmen. Hurt them where it hurts the most. Withdraw the sponsorship! One is sure that there is a fine print in the sponsorship terms and conditions which can allow for this to happen.

     

    If Sahara really believes in national pride, they too must put the Indian team and Cricket Board on notice.

     

    I don’t know what the headquarters of organizations like Pepsi, Newscorp, Vodafone, Coca-Cola, Voltas etc which otherwise value integrity and the ‘spirit of the game’ think about this. I wonder whether their shareholders and Boards will be fine with their brands be associated with a tainted sport.

     

    While there’s nothing wrong in making money, it appears that a section of the administrators and players wouldn’t mind compromising on the sport for their gains.

     

    My suggestion is hence harsh and extreme, but that’s the only way in which cricket will be played like a sport: withdraw the sponsorship and the ads. Let IPL 6 continue without the money. If the TV channels want to continue to show it on telly, let them do it, but without the ads, one isn’t sure if they will spend the money on the coverage.

     

    Once we are sure that the clean-up has happened, the sponsors can come back.

     

    For me, Star Plus will show a ‘Nayi Soch’ if it does this. Ditto with Pepsi. Oh Yes Abhi!