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Tag: London Olympics

  • With this win, Narang joins the growing list of noncricket sports personalities whose value of endorsements have got a boost each time they clinch an Olympics medal

    Gagan Narang’s Bronze may well win him endorsements

    By Namrata Singh & Dipti Jain

     

    Gagan Narang (File pic: Fotocorp)

    Indian shooter Gagan Narang may have won a bronze at the London Olympics, but back home it has assured him of a golden opportunity with respect to brand endorsements. With this win, Narang, who was so far not in the spotlight for endorsements, joins the growing list of noncricket sports personalities whose value of endorsements have got a boost each time they clinched an Olympics medal.

     

    After Abhinav Bindra brought home a gold medal in the 2008 Beijing Olympics, endorsement deals worth Rs1 crore are understood to have come his way almost immediately after the win. Given this precedent, Narang, who opened India’s account at the London Olympics on Monday, may well rake anywhere between Rs25 lakh and Rs50 lakh per endorsement , media industry experts told TOI. The endorsement fee of athletes in sports other than cricket is said to be in the Rs10-20 lakh range. So for a nation where cricket is a craze, endorsement values of Rs25-50 lakh for a sport like shooting is certainly laudable.

     

    “After the medal win, Narang’s popularity in the brand world will shoot up 100 times. As of now, Narang has hardly been present in the brand world. This win will give him a push into the endorsement market,” said Navin Khemka, managing partner, Zenith Optimedia, a media agency.

     

    India’s growing list of noncricket stars used in brand endorsements include boxer Vijender Singh, who won a bronze medal for India in 2008, and Rajyavardhan Singh Rathore, who won a silver medal in 2004 Athens Olympics.

     

    “There is a lot more awareness , especially among youngsters and this will help sports like shooting with more endorsements,” said Melroy D’Souza , COO, Professional Management Group, a sports management company that handles Bindra’s brand endorsements.

     

    Supratik Roy, director, Affinity Cinemedia, said: “Considering that shooting as a sport does not have as much mass appeal as cricket, the popularity of sportsmen like Narang will remain concentrated on premium and niche categories like luxury, lifestyle, banking services, computers and such others. If the number of wins from India is not too big, Narang has a shot at earning more brand value.”

     

    Narang’s newfound glory has already attracted Milagrow HumanTech which, in consultation with Narang, will launch a special edition of TabTop PCs and robots in his honour. While this is not strictly a brand endorsement, 5 per cent of the sales proceeds of the products will go to Narang as part of the special promotion, said Rajeev Karwal, founder & CEO, Milagrow Business & Knowledge Solutions.

     

    Samsung, which is a global sponsor for the Olympics 2012, said the win will boost Narang’s image. “Narang is among our Samsung Olympic ‘Ratnas’ and we are sure a lot of brands will want to sign him up after the win,” a Samsung spokesperson said.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • To leverage this association, GCMMF has created a TVC which shows a girl made of milk performing the sports which are part of Olympics

    Amul to sponsor India at London Olympics

    By A Correspondent

     

    The year 2011 saw Amul sponsoring theNetherlandscricket team in the ICC Cricket World Cup and Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix. In 2012,Asia’s largest milk brand will now be sponsoring the Indian contingent at the London 2012 Olympic Games.

     

    Mr. RS Sodhi, Managing Director GCMMF said: “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic sports.”

     

    Explaining the rationale of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.

     

    To leverage this association, GCMMF has created a TVC which shows a girl made of milk performing the sports which are part of Olympics. Liquid simulation was extensively used for generating realistic animation of milk to form the body shape and movements of the girl.

     

    “How many people are aware that milk is actually the world’s original energy drink…. completely natural and loaded with nutrients. The commercial effectively communicates that, while making the connection between Amul and Olympics,” said Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

     

    The TVC is scripted by Haresh Moorjani, Group Creative Director, Draftfcb Ulka. Mr Moorjani said: “As the official sponsor of the Indian team for the 2012 Olympics, Amul’s commitment to health is best defined by its signature product – milk. The film demonstrates the potency of the world’s original energy drink by its lusciousness as it transforms into the ‘milk girl’ making milk magical and appetizing for both, kids as well as adults.”

     

    The new campaign will be aired on more than 50 television channels. It has already started getting very good feedback in social media.

     

    Gujarat Cooperative Milk Marketing Federation is India’s largest food products marketing organization. It procures 4 billion litres of milk annually from 3 million milk producers in more than 16,000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2011-12 was US$ 2.4 billion.

     

    Credits:

    Agency: Draftfcb Ulka

    NCD: K. S. Chakravarthy

    Creative team: Haresh Moorjani, Mehul Patil

    Client Servicing: Nitin Karkare, Ruta Patel, Rohan Patil, Ruchi Agrawal

    Account Planning: Vidyadhar Wabgaonkar, Mubina Quraisshi

    Films Coordinator: Alpa Jobalia, Stanley Christian, Ganesh Iyer

    Production House: Famous House of Animation

    Producer & Director: Jayant Hadke

     

  • Media planners say official broadcaster ESPN Star Sports hopes to earn Rs95-100 crore by selling advertisement spots during the 17-day event in July-August as well as related programmes

    Olympics countdown: Hero, Airtel etc flock to hockey on rising public interest

    By Ratna Bhushan & Meenakshi Verma Ambwani

     

    Indian marketers are joining the ‘Chak De India’ brigade going to London Olympics. A day after the Indian hockey team qualified for the Olympics in spectacular style, advertisers such as Hero MotoCorp, Bharti Airtel and Vodafone plan to associate with the team and the event while Coca-Cola and Samsung may look to cash in on their official partnerships for the event, say people involved in their media buying plans.

     

    Media planners say official broadcaster ESPN Star Sports hopes to earn Rs95-100 crore by selling advertisement spots during the 17-day event in July-August as well as related programmes that will be spread over five months starting March.

     

    This amount is several times more than Rs5-7 crore that Doordarshan had raked in during the Beijing Olympics in 2008, but experts say three factors will help ESPN Star Sports reach its revenue target.

     

    These are, Indian cricket team’s disastrous performance in recent times that has pushed the sport’s television viewership to new lows; the fact that the Olympics is being shown on a private channel for the first time, leading to aggressive marketing of the event; and, a strong revival in interest in hockey and other sports.

     

    “The hockey team qualifier has changed things. Many companies are now seeing the Olympics as an opportunity to cash in on their global partnerships,” said Navin Khemka, senior vice-president at media buying firm Zenith Optimedia, which buys media for Reckitt Benckiser.

     

    Advertisers game for London

    ESPN Software Executive VP Sanjay Kailash said there is significant interest among Indian brands to advertise on the Olympics. “With the Indian team qualifying for hockey, the interest and buzz around the Olympics among Indian viewers and advertisers will only increase,” he said.

     

    ESPN Star Sports plans to rope in eight partners for the event. Consumer electronics giant Samsung is the official partner of the Indian delegation to the London Olympics while dairy products brand Amul on Monday announced a deal to sponsor the Indian contingent.

     

    “The hockey team’s performance has added muscle to our sponsorship plans,” said RS Sodhi, managing director of Amul brand owner Gujarat Cooperative Milk Marketing Federation, which will provide Rs1 crore for athletes who have qualified for the London Olympics.

     

    A Samsung spokeswoman said the company is yet to work out the specifics of its Olympics campaign. The firm is supporting training expenses of six players. Two-wheeler manufacturer Hero MotoCorp, the title sponsor for the Olympics qualifying tournament concluded in New Delhi on Sunday, is also expected to pick up broadcasting spots.

     

    Others such as telecom services providers Bharti Airtel and Vodafone too have evinced interest in associating with the Indian team, either on ground or on television, say media planners. Sahara Group, which renewed its five year sponsorship deal with Hockey India earlier this month, too may pitch in.

     

    Cricket’s loss helps

    In a strange turn of the wheel of fortune, the Indian hockey team, by merely qualifying for an event it had missed only once since the country’s Independence, has stolen the limelight from the national cricket team that won the World Cup less than a year ago.

     

    Television rating points for India’s ongoing series in Australia have plunged to less than 2, now that India has lost all the Test matches and is almost certain to finish last in the three-nation one-day international tournament.

     

    The downturn started in England last year, when the Indian team lost all its matches and meekly surrendered its top ranking in Tests to the host country. Yet, ESPN Star is expected to have earned about Rs300 crore in advertising revenues from the three-month Indian tour to Australia.

     

    “Family viewership for cricket has dropped and rates are now out of reach of certain brands,” says Shripad Kulkarni, chief executive officer of Allied Media, part of sports entertainment company Percept.

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved