Mahesh Bhupati's Globosport banks on celeb & entertainment deals for growth

MUMBAI: After starting out as a sports firm handling the likes of Sania Mirza and Zaheer Khan, the Mahesh Bhupathi-promoted sports and entertainment firm Globosport recently forged some crucial deals in the entertainment space in a span of four months.



With assignments ranging from a reality TV show to a deal involving South India's top heroine Trisha Krishnan to the upcoming big release Dhoom 2, Globosport is targeting growth of over 400 per cent over the next 12 months, states an official release.

Among the coups that Globosport has pulled of recently are the Ajay Devgan and Kajol endorsement with Tata Indicom and the Hritik Roshan Endorsement with John Players, as well as Maruti's launch of the Swift in Yash Raj Film's movie Bunty aur Babli. Earlier this year Globosport had a breakthrough with the Whirlpool campaign using Ajay and Kajol in an ad for the first time ever, states an official release.



"The business in based on relationships which is something many of the older agencies and media buying houses do not realize," says Globosport associate vice president-Cinema, for Afsar Zaidi. "That's why we have earned the trust of people like Ajay Devgan or Kajol or firms like Yash Raj Films. That is why Saif Ali Khan became the first big Bollywood actor to sign exclusively with a celebrity management firm. All of them have had offers before but they chose to work with people they trust".

According to Globosport's vice president Anirban Blah, "Companies were looking for someone that understood how to use entertainment to reach out to their consumers in a manner that is personalized and memorable. With our industry relationships and breadth of services, we are then able to help brands identify and acquire the very best entertainment properties in the country."



Globosport works with more than 50 of India's leading brands and companies including Tata Indicom, Maruti, ICICI Bank, Pepsi, Coca Cola, Hyundai, HPCL, LG, Whirlpool, John Player, FritoLay and Sunfeast, the release adds.

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