MAM

When sports became front-page news

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2013/11/08/novmam13_1.JPG?itok=1KJyWH4z

MUMBAI: When ESPN Star Sports changed its identity to Star Sports at midnight on 6 November, it was part of a mission to put sports first.

Which is exactly what came through when readers of national newspapers in some cities discovered that their morning reads did not have the usual masthead.

It didn’t end there. The front page had only sports news. People were left wondering why. The answer came when two full page ads greeted them announcing the launch of the six new Star Sports channels. The motive of this disruption was simple- ‘sports first’.

It was less print campaign, more (new) brand announcement for Star India.

“It was a statement of purpose. A mission to put sports first,” as Star India executive vice president marketing & communications Gayatri Yadav puts it.

The network was aware that delivering such a powerful brand promise required a high-impact strategy. “In a bold and innovative campaign, we asked India to imagine a world where sport comes first. For the first time in history - Star Sports has enabled sports to move to the front page of a newspaper in India,” exults Yadav.

The print campaign covered all editions of The Times of India, Maharashtra Times and Ei Samay, Dainik Jagran (all editions), the Madhya Pradesh and Chhattisgarh edition of Nai Duniya and the Chennai, Hyderabad and Bengaluru edition of The Hindu. It targeted six metros and the HSM markets like Uttar Pradesh, Madhya Pradesh, Bihar and the PHCHP region (Punjab, Haryana, Chhattisgarh and Himachal Pradesh). It is learnt the network spent around Rs 5-7 crore on the print ad releases.

“The time for the campaign is perfect. With Sachin playing his last series before retirement, we knew there will be a whole buzz around this match and so, for us, it was a good time to bring it up front for maximum impact,” informs Star India's media agency's Mindshare principal partner, client leadership Anita Kotwani.

Getting the sports section to the front page was a strong innovation. “We needed to bring sports to the forefront and what better way to bring the back page to the front page. The live edit of the sports page was upfront and there was no repetition of the sports section in the latter pages. We have been able to execute this innovation with the top publications having the best sports coverage. And this in itself is an achievement,” she says.

In fact, the one-point brief to Mindshare was - ‘How can we bring sports to the forefront? “Given the fact that it’s sports, the male audience becomes our main target group and naturally, newspapers and publications became the right medium to communicate,” explains Kotwani.

Asked about the response to the disruption, Kotwani says: “We are talking about the leading newspapers in the country, so of course we couldn’t go wrong with our plan. When the consumers opened the newspaper and saw the sports page upfront, wondering where the masthead was: our job was done. In short, we have achieved the impact that we wanted to create among consumers.”

Says Maxus managing director south Asia Ajit Varghese: “Rebranding and repositioning the Star Sports network as the sports destination is surely very good messaging. They have four channels and one cannot miss any action across sporting events. It is something that sports lovers will clearly connect with.”

A media observer points out that Star India still has its work cut out with viewers. Says she: “India is a one sport nation - cricket. With so many channels on offer, there could be some confusion in viewers' minds: how is each of them different from the other? And will they have to pay additionally for each of them? How much and why? Star India will have to address these issues separately through some promos and advertising later.”

That probably should give the marketing folks at Star India some food for thought!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/Digital.jpg?itok=LM0bBxXP
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/voda.jpg?itok=llTNSmks
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/smart.jpg?itok=5qxiMtZr
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/rs.jpg?itok=cJF-fG9v
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/rajiv.jpg?itok=gbuyOtMO
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/arpila.jpg?itok=Ea7gQg73
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/mentos.jpg?itok=_nB6UHxV
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/rising.jpg?itok=wfrpl5-l
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories