Neo Cricket still swears by its willows... Will the innings last long? Pallavi Srivastava wonders...
At a time when pundits were busy predicting the slow but sure death of India’s cricketing frenzy (both in stadia and on TV sets), the team at Neo Sports was quietly sniggering. After all, they were happily adding to their ad revenue coffers throughout August, September and October, even as advertisers were fleeing from rival ESPN Star Sports’ Champions Tropy and Champions League for lack of any TRPs. Champions Trophy (the ODI tournament with eight international teams where India made an early exit) got an average of 1.1 and Champions League, which was betting big on the T20 format, got an average of just 1.7 TRPs. Even ESPN’s Rs.100 crore marketing buzz failed to give a push to the tournament ratings.
The enthusiasm and quiet sniggers at Neo Sports however were not entirely unwarranted. Advertisers have teamed up in hordes and Neo’s strategy to buy up rights of all cricket extravaganzas in India has seemingly paid off. So how did Neo Sports try to liven up the damp mood of both the viewers and advertisers and give a boost to its six month-long cricketing season (which started just after the champions league)? Verma replies, “We had a burst of ad and marketing activities just before the beginning of the Hero Honda Cup to light up the mood and promote the event.” Neo has spent Rs.5 crore on the marketing of Hero Honda Cup. The company’s advertising kitty focussed largely on print and television (a 60:40 ratio). It also roped-in controversial yet popular cricketer Harbhajan Singh as the brand ambassador to promote the tournament... And it was not just advertising!
Neo has activated a lot of PR activities. “We organised lots of media interactions with players and other key people. This generated extra interest amongst the audience and boosted their confidence in cricket.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
At a time when pundits were busy predicting the slow but sure death of India’s cricketing frenzy (both in stadia and on TV sets), the team at Neo Sports was quietly sniggering. After all, they were happily adding to their ad revenue coffers throughout August, September and October, even as advertisers were fleeing from rival ESPN Star Sports’ Champions Tropy and Champions League for lack of any TRPs. Champions Trophy (the ODI tournament with eight international teams where India made an early exit) got an average of 1.1 and Champions League, which was betting big on the T20 format, got an average of just 1.7 TRPs. Even ESPN’s Rs.100 crore marketing buzz failed to give a push to the tournament ratings.
The enthusiasm and quiet sniggers at Neo Sports however were not entirely unwarranted. Advertisers have teamed up in hordes and Neo’s strategy to buy up rights of all cricket extravaganzas in India has seemingly paid off. So how did Neo Sports try to liven up the damp mood of both the viewers and advertisers and give a boost to its six month-long cricketing season (which started just after the champions league)? Verma replies, “We had a burst of ad and marketing activities just before the beginning of the Hero Honda Cup to light up the mood and promote the event.” Neo has spent Rs.5 crore on the marketing of Hero Honda Cup. The company’s advertising kitty focussed largely on print and television (a 60:40 ratio). It also roped-in controversial yet popular cricketer Harbhajan Singh as the brand ambassador to promote the tournament... And it was not just advertising!
Neo has activated a lot of PR activities. “We organised lots of media interactions with players and other key people. This generated extra interest amongst the audience and boosted their confidence in cricket.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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