Challapalli.kalyan@gmail.com Strategy.

transcript

Strategy

• Every ball of IPL was broadcast on 267 hours of live television

• There were more than 50 million page views on the official website in 14 days

• Indian newspapers devoted 530,000 column cm of space on IPL coverage

“With IPL, cricket took a fresh guard…it was like starting the game all over again!” Sundar Raman, CEO, IPL.

“With IPL, we want to do to cricket what PVR did to movies.” Amrit Mathur, vice-president of GMR Sports,

the company that owns the franchise of the Delhi Daredevils

“IPL was the biggest reality game show that India ever saw” Ambika Srivastava, CEO of

media agency, Zenith Optimedia.

TEST MATCH FAN

One day fan

IPL Fan

“The ingredients in the success of IPL were that it provided ample after-work entertainment, made for TV-centric family entertainment and saw the

participation of foreign players and film stars. The irony, Krishnamachar said, was that 30,000 Indians were cheering for Pakistani bowler, Mohammed Asif

in Delhi, but this also defined the success of IPL.”

& ignited regional loyalty, that even Ranji failed to do.

A deep dive under the skin of IPL!!

8 region-based teams8 region-based teams

3 managed go beyond their regional barricades & generated a pan-nation appeal

A national level appeal!!

How did the Kolkata Knight Riders

manage to appeal across India?

The “X” factor

Glamour of Bollywood (Transferred to the team)

Fan base goes beyond men (traditional Indian Cricket fan) & includes children & women also (Brought new Cricket fans to IPL & hence team)

Nation wide appeal (Transferred to the team)

NRI – market appeal (Possible merchandise revenue source)

Wide range of exisiting brand endorsements (Transferred to the team)

The SRK Charm!Badhshah of Indian Cinema

Result: Did’nt make them the IPL ChampionsBut did make them the most profitable IPL-08 team

How did the Chennai Super Kings

The “X” factor

Bringer of a world Cup to India (after 14yrs – since 83)

– was the underdog team & the under dog captain

(Transferred to the team)

National ODI team Captain (Transferred to the team)

Glamour Appeal (girl adorers) – the hair style, ads etc; (Transferred to the team)

Wide range of exisiting brand endorsements (Transferred to the team)

The boy from small town India – hope for millions of up-country Indians (Transferred to the team)

Represents 3 IPL- orphan states (Bihar / Jharkhand – home ground, MP, UP & others) (Transferred to the team)

The Dhoni Effect!The new breed (Gen X) of Indian Cricketer

Result: almost – but not IPL ChampionsDon’t know about IPL – 08 profitability, but good IPL 09 - potential

How did the Rajasthan Royals

The “X” factor

Started as an underdog – hence people did not perceive them as a threat – hence were neutral

Winning – gained empathy (garnered the support of the women folk – pan India)

A hungry Captain – never the Aussie Captain

Shane Warne’s Glamour Appeal (girl adorers) (Transferred to the team)

Rooting for the Under Dog!Not a threat at the start & empathy as IPL progressed

Result: the IPL ChampionsDon’t know about IPL – 08 profitability, but might be a better IPL 09 - potential

Faceless team – under dog

A nation wide ‘X’ factor (Sharukh, Dhoni & Under dog tag)

In Summary…

The nation wide ‘X’ factor?No (Sharukh or Dhoni & Under dog tag is endowed not claimed)

Only a Symonds (fresh from the “maaki / monkey” controversy) – attention grabbing – not endearing

Deccan Chargers…

Others tried at a larger reach and for a few tricks to glamorize & draw attention…

But Failed!!

Paid stars not as passionate or ever present as stars who own…other stars who own not big enough or stars who are inconsequential.

Raises the question – did anybody calculate SRK’ss time as a Star spent on the brand to arrive at the final profitability of KKR

What did the “X” factor actually do for:

Analyzing the X factor further:

Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

Analyzing the X factor further:

Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

A few key questions: How long shall SRK charm last?

will it continuously create support – even if they lose? won’t other teams toughen-up their connects?

A few key questions: How long shall Dhoni charm last?

will it continuously create support – even if they lose? won’t other teams toughen-up their connects?

A few key questions: No more the Underdogs?

Can they repeat their performance?

&What was the effect on other fans

who had a team to root for?

Did it convert the loyalist?

Let’s check…

Fan – check:(23 consumers)

Why Mumbai Indians?

I am a huge Shahrukh Khan fan. So KKR were my first favorites. But when the games started I realized that there is nothing like seeing your home team win. Also, everyone around me was cheering for Mumbai Indians so its very difficult to ignore your team. Thirdly when Sachin came back then obviously you can’t help but cheer for him.

zQH Why Chennai Super Kings?

I am a Bihari and unfortunately there is no team from Bihar. Bas, Dhoni jahaan Bihar wahaan

zQH Who is your favourite cricketer?

Sachin Tendulkar. He is the Baap of cricket.

Then how come you are backing Chennai Super Kings?See, today I am talking in English but I learned my mother tongue, Tamil, first. So Chennai will always come before Mumbai. Sachin is my favorite but he is playing for Mumbai.

Did it convert the loyalist?

Our vision…Using it to check some people have broken this barrier:

103 yrs

61 yrs

106 yrs

107 yrs

52 yrs

109 yrs

Undying loyalty of the fan

Passed on from generation to generation - became a

hereditary (DNA) loyalty & also continuously recruited new fans from all over the

world.HO

103 yrs

61 yrs

106 yrs

107 yrs

52 yrs

109 yrs

Undying loyalty of the fan

Passed on from generation to generation - became a

hereditary (DNA) loyalty & also continuously recruited new fans from all over the

world.HO

By winning consistently (inspite of a few ups & downs)

However…

in 1905

was…

of 2008

in 1947

In 1901

of 2008

in 1905

was…

of 2008

in 1947

In 1901

of 2008

Did they have the global fan following that the have today?

Did they whip-up the obsessive following that they generate today?

Did they stand for such great ethos that they command in peoples minds

today?

Were they such huge phenomenon that they are today?

So how have these super-clubs evolved

March 14, 1905

(W) London

England

1952 / 2008

Los Angeles

Boston

zQH The big learning:

Root yourself in your roots &

establish an ever-loyal fan

Keep winning & appeal to the next circle of possible fans

Potency of being a winner & increasing loyalty of fans, shall bring new fans – as your fan base grows larger, you start

becoming an iconic brand & new fans becomes automatic

Even Stellar clubs have retained their roots:

103 yrs Chelsea (2008)

61 yrs Los Angeles (2008)

106 yrs Manchester (2008)

107 yrs Boston (2008)

52 yrs Chicago (2008)

109 yrs Milan (2008)

103 yrs Chelsea (2008)

61 yrs Los Angeles (2008)

106 yrs Manchester (2008)

107 yrs Boston (2008)

52 yrs Chicago (2008)

109 yrs Milan (2008)

Retained their strong local roots till date

retained their roots, even post evolution:

Boston Red Sox Logo1909-1911

Boston Red Sox Logo1962-Current

Two of the teams which managed to go global, made sure they also were strongly glocal:

Even in our very own IPL:

This was by a national brand – PEPSI – celebrating local culture & pitching in behind a team (on national television).

The way ahead:

Deccan Chargers

The double edged sword…

• No Localized Rooting• Potential to become a national team, but footfalls

& immediate revenues will come only from localites

Hence, also need for a strong local fan following

Hence…Appeal to 3 clusters

Hyderabad Andhra Pradesh

Rest of India

zQH Our Approach

HyderabadA strong attitude that

emerges from our roots & can pan across

National Attitude

IN SEARCH OF THIS ATTITUDE…

A root that emanates from the Cricket of Hyderabad itself

The intended Vision

But…

Los Angeles

Great Clubs have taken time to evolve

Boston

Great Clubs have taken time to evolve

Hence the key question…

…Using modern day mass media do we need to take that long?

In search of that answerHow do we become a brand with national/international appeal without

alienating the local (ticket & merchandise giving first & natural loyalists)?

IPL Fan – Deccan chargers

Hyderabad

Andhra Pradesh

Rest of India

Anyone who loves cricket

Need to appeal across (neither only regionally nor only nationally)

Our approach:Rooted to origins – yet with an appeal across

Hyderabad

Pan India

IN SEARCH OF THIS ATTITUDE…

Our Approach

A strong attitude that emerges from our roots & can pan across

Starting from our roots (Hyderabad):Seeking an appeal for across – India & the world

Hyderabad is a city that forever

mixes cultures, cuisines, religions

and languages. Here, Persian turned

alloy with Telugu, Marathi and

Arabic to yield a special version of

Urdu, Dakhini. And here, as Andhra

mingled with Telangana, a smiling

mildness has survived, disarming at

every turn, just as

grace under

pressure.

Understated & muted

Hence, NEEDS to be given AN EDGE

(which again is rooted in Hyderabad)

(too soft) not enough to instigate people & stir up passions

Grace under pressure

What is new (young) Hyderabad like?

In search of this edge…

Looking for this edge in:

Nagesh Kukunoor

Indian School of Business

The IT industry

Sania Mirza

Short Films

IT industry

Westernization

Competitiveness seeping in

aggression

Easy going & staying calm + New found aggression =

Dil pe mat le, haath mein lemaaro mat…adab se maaro

the new Hydrabadi attitude (andaaz)…

= stay cool & win

THIS HYDERABADI ATTITUDE SEEMS TO BE SEEN IN THEIR CRICKET AS WELL…

MOHAMMAD AZHARUDDIN

5th ODI of the series… the only hope for India reaching to the finalsZimbabwe won the toss and decided to field…

India’s top order failed miserably… top 3 batsmen collapsed within the 1st 10 overs with a score of 26!

SC Ganguly c A Flower b Streak 13SR Tendulkar c A Flower b Mbangwa 1VVS Laxman lbw b Mbangwa 0

FOW: 1-8 (Tendulkar,3.3ov), 2-8 (Laxman, 3.6ov), 3-26 (Ganguly, 8.3ov)

Pepsi Triangular series – 5th match, India v/s Zimbabwe9th April, 1998, Babarbati Stadium, Cuttack

… Then Azhar came to bat

There could’ve been a zillion thoughts in his head…

My kids must be watching… I

can’t fail in their eyes

All the top order batsmen have

collapsed within 10 overs…

If we lose this match we may be out of the

series…

We have 40 overs and only two batsmen

left…

The other side is as determined to win as us… they need it just as

much…

I fail if my team fails… I’ll face the public

wrath…

but…

M Azharuddin not out 153

India won by 32 runs“Azhar - man of match”

‘STAYED COOL’

Tension, apprehension, pressure, nervousness… But what he actually did was…

VVS LAXMAN

Day 1: Australia 291/8 (SR Waugh 29*, Gillespie 6*, 90 overs)

Day 2: Australia 445, India 128/8 (Laxman 26*, Raju 3*, 46 overs)

India had to follow on

Border – Gavaskar Trophy, 2000/01, 2nd Test, India v/s Australia, Eden Gardens, Kolkata

Laxman comes back to bat in the 2nd innings…

we lost the last test by 10

wickets

My recent records are

poor, people don’t think I can do much

this test we’re way behind

with a follow on already…

there’s no one else to take the

match ahead after me

Their confidence is high, they

look like warriors…

what if I fail again… what’ll happen to my

career…

But…

India 589/4

(Laxman 275*)India won by 171 runs

Laxman declared man of the match

‘STAYED COOL’

HyderabadiCricket

New Hyderabadi?

Stay Cool seems to be the attitude of the Hyderabadi cricketer

Is this also the attitude of the

ADAM GILCHRISTMeet the new Hyderabadi cricketer

First time under the captaincy of Ricky Ponting

1st innings:Bowled out for 120 runs in the 1st innings

Sri Lanka took a lead of 211 runs

2nd innings:Hayden and Langer both failAustralia at a disastrous 26/2

Australia’s tour of Sri Lanka in 2004, 2nd test match at Kandy

That’s when Gilchrist was sent in to bat at number 3

How many people will I disappoint if I

fail…

3 days to go, hardly any runs

and only 8 wickets in hand…

We’re losing terribly…

Wonder what my family is doing… would they be

watching?

I’m tired after the wicket keeping… my hand hurts…

I’ve never played at

number 3 like this…

But…

Gilchrist hits 144 off 185 ballsHe scored at a run a ball of Vaas (whom the Australians had

been unable to get away in that series) and Murlitharan

Australia won the test by 23 runs

‘STAYED COOL’

HERSCHELLE GIBBS

Australia won the toss and chose to bat

Australia breaks all records till date…Makes the highest ODI score ever

Total: 434 / 4 overs:50

South Africa out in the field to chase this mammoth total…

Everyone says it’s a one sided match… Everyone singing praises about Australian cricket…

Australia’s tour of South Africa, 5th ODI, 12th March 2006,New Wanderers Stadium, Johannesburg

Gibbs walks to the crease…

There could’ve been a zillion thoughts in his head…I know the fielder at

slip is trying to distract me… I can’t

be distracted…

We can’t lose to the Aussies again that too on our home ground

It’s the only chance to win

this series… and no one thinks we

The controversy having tarnished my image… don’t

know what people may say if we lose

again…

I may be out of the next series if I

don’t perform today…

We’re chasing the biggest

total in history of cricket…

But…

Herschelle Gibbs: 175 runs in 111 balls

Total: 438 / 9 overs: 49.9Breaks Australia’s just created new world record

for the highest ODI score ever

South Africa won the match by 1 wicketHerschelle Gibbs declared man of match

The match regarded as the greatest ODI match in the history of cricket

‘STAYED COOL’

Hence,

Hyderabadi New Hyderabadi

Stay Cool is the attitude of the Hyderabadi cricketer

Stay Cool is also the attitude of the new

Hyderabadi cricketer

IS “STAYING COOL” TRUE TOHYDERABADI CRICKET & CRICKET ONLY?

Championship League ’07 – Semi Finals

United had far more possession in the second half. Man U was up by 2 goals to nill by fst half.

Championship League ’07 – Finals

Milan were under siege from Arsenal.

But…

Championship League ’07 – Semi Finals

But Man U never really managed to threaten a calm and composed Milan defense nor did they manage to test Milan's out-of-form keeper Dida.

Championship League ’07 – Finals

To Milan's credit, they never panicked at the back when they were under siege, they were as cool, calm, and composed as you would expect them to be.

He is an extremely calm and composed boy who is never prone to either euphoria or

depression," says his coach at AC Milan, Carlo Ancelotti.

Kaka, AC MilanFIFA’s World Player of the Year ‘07

‘STAYED COOL’

Tension, apprehension, pressure, nervousness… But what he actually did & what AC Milan did was…

PETE SAMPRAS

A four hour and nine minute long match

Match goes into a fifth set tie-breaker

Just after the 4th set, Sampras out of dehydration and nausea, vomits on the court…

Exhaustion and pain take over him… but the game has to go on…

US Open, 7th Sept’96 – Quarter FinalsAlex Corretja v/s Pete Sampras

Pete Sampras resumes his show and goes on to play the longest match in the tournament and emerge a winner, qualifying for the semi-finals.

‘Pete Sampras handles himself in a way that can only be described as gentlemanly and reserved. He goes on the court to win a match, not to impress the crowds. He enters tournaments to win them. And when he wins them, as he so often does, his posture gets a little straighter, his eyes get a little brighter and a shy, timid smile of pleasure spreads across his face. It is a truly beautiful moment to watch history be made.’ (Written: Year 2000) - Sally Turkovich (Pittsburgh, PA, USA)

Pete Sampras- Tennis Legend

‘STAYED COOL’

WE BELIEVE…Therefore,

Just Do it Keep walking

Stay Cool has the ethos of a great brand,

Stay Cool

Hyderabad

Pan India

STAY COOL as a brand philosophy…

Works for all three

&Internationally

(everywhere) as well

HOW DOES IT PAN ACROSS?

Stay Cool!

• National TVC in English / Hindi

• Viral, activation and tactical activities using mass media

Pan India

(Nationally)

NATIONALLY: Stay Cool translates to a thought & philosophy & without the reference to any local rooting – is baggage free & hence enjoys universal appeal.

Stay Cool, Andhra style!

• Local language TVC on Telugu channels • Outdoor • Activities and tactical campaigns to build strong local connect

Andhra Pradesh: Stay Cool laced with local nuances & language connects with the Andhra audiences & since the ads shall be placed only on regional Telugu channels – shall not create a dissonance with the National thought & actually extends itself to

Andhra naturally & seamlessly

HyderabadStay Cool, Hyderabadi andaaz

• Outdoor • Local press• Radio & other interactive initiatives• Ticket, merchandise & footfall driving tactical initiatives

Hyderabadi: Stay Cool laced with Hyderabadi nuances & language connects with the Hyderabad audiences & since the communication is restricted to outdoor & press only– shall not create a dissonance with the National thought & actually extends

itself to Hyderabad naturally & seamlessly

Hence…

Hyderabad

Pan India

STAY COOL builds love & rooting

Without compromising us regionally or nationally/internationally

Also to be kept in mind…

TEST MATCH FAN

One day fan

IPL Fan

Hence need to appeal to the entire family (not just the man).

Hence, need to appeal to the sports fervor of the man & the sport + entertainment value of the women (& rest of the family)

This is where Stay Cool Andhra Style Films and the Stay Cool Hyderabadi Style press & outdoor bring in the

entertainment value of Bolly/Tollywood

Reference: The Pepsi – Dhoni – Rajnikanth Style TVC, Shreeshanth – Punjabi munda – Chakde film, SRK KKR album etc;

Stay Cool

Challapalli.kalyan@gmail.com Strategy.

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