Nimbus ropes in Vodafone, Imperial Blue as WSH sponsors

MUMBAI: Nimbus Sport, the marketing partner of Indian Hockey Federation promoted World Series Hockey, has roped in Vodafone and Imperial Blue as associate sponsors for the tournament which went underway Thursday.

Nimbus Sport COO Yannick Colaco said the organisers are talking to two more companies for sponsorship. The company had recently signed Japanese tyre manufacturer Bridgestone as the title sponsor of the tournament for the first season.

"We have done one year deals with our sponsors and partners. They will have the first right to renew the deal for four more years. Once people see the proof in the pudding, they will see value in associating with the event,” Colaco said, adding that the aim is build associations with premium brands.

The organisers are targeting a viewership of 1 TVR in the first year and are hopeful that Indian team’s recent win in Olympic Qualifiers will boost interest in the tournament. He draws a parallel to the Indian Premier League (IPL) which benefitted after India won the first edition of the Twenty20 World Cup.

"In terms of television viewership we are targeting a TVR of 1. India‘s performance in the Olympics qualifiers has created interest in the sport,” Colaco asserted.

Colaco adds that advertisers associate with the event as they believe in the project. At the same time they look for ROI. He adds that the big challenge for the agency has been the politics that has been going on while issues like logistics have been taken care of.

Stated Vodafone India Sr. VP Consumer Insights and Communications Anuradha Aggarwal, “We have been associated with marquee sporting properties like IPL and F1. There is a definite upswing in terms of awareness and sentiments for our national game (Hockey). WSH has tremendous long term potential and we would like to create interesting and engaging outreach programmes for our subscribers around this property.”

Offering a media buyer‘s take, Lodestar UN COO Anamika Mehta says that the league is a good idea. At the same time over the years there has been little effort to grow the sport at the grassroots level. Mehta feels that the older TG will tune in who have watched Indian hockey in its glory days. The challenge is that youth don‘t have an emotional connect with hockey unlike leagues like the EPL in soccer.

"A lot of work has to be done to bring the youth into the game. The parties in this initiative have to be in it for the long haul. At the same time the negative publicity around the event hasn‘t helped. While clients haven‘t been extremely enthusiastic, it is the first time that the event is being held,” she says.

Mehta adds that WSH cannot be just about the event taking place once a year, contending if that happens then the buzz will die down. It is important that franchises do marketing and promotional activities regularly across the year.

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories