Category: Sponsorship

ICC enlists Prabhakaran Thanraj as VP-commercial & operations

MUMBAI: Prabhakaran Thanraj has reasons to be pleased. He’s just been appointed as the vice-president – commercial & operations at the apex global cricket administrative body – The International Cricket Council based in Dubai. For three years he was at the Asian Cricket Council (ACC), first as head of events & commercial, then being promoted as general manager – events and commercial in 2024..

At the ACC, along with the team, he helped monetise the Women’s Asia Cup, a 70 per cent higher value from Sony Pictures Networks India for the ACC media rights for the 2024-2031 cycle.

Prabha, as he is called by colleagues, began his career as a signage and branding coordinator at IMG Reliance for the Aircel Chennai Open from 2009-2012. It was onto the desk as a graphic designer for around two years with Cognizant Technology and hew switched to IMG Reliance as a graphic designer for a year. It was here that the Board of Control for Cricket in India (BCCI) spotted him and hired him as sponsorship manager for the Champions League 2013 and 2014. IMG Reliance once again lured him away as assistant sponsorship manager and he stayed put there for almost four years.

And then came the shift to the ACC which was a huge leap for Prabha. But he has proved himself. Today, he has a track record driving revenue through strategic partnerships, managing high-impact events, and leading successful marketing campaigns. And he is known for guiding teams, maximising brand impact, and advancing the sport’s reach on an international scale.

The ICC congratulated him and wishes him all the best for his innings with them. We, at indiantelevision.com, are sure Prabha will negotiate the googlies as well as the short-pitched deliveries well. And even pull some of them over mid-wicket for a six.

January 7, 2025
How Durex got folks in the wrong mood at IIT Mumbai’s Mood Indigo

MUMBAI: Humour in advertising can really strike a funny bone and have us doubling over in laughter! It can be a great conversation starter, leader and silence breaker. And a great ad re-caller. However, it all depends on where the humorous advertising is being placed.

The Indian Institutes of Technology are known to be filled with the super intelligent young folk, actually young adults, but they are also the places where the most amount of things that should not happen, happen. Especially after studying and assignment time are over.

Fun, gags, leg pulling, and several other un-mentionable things take place as some of the mild engineering students in the day turn into evil Hydes late in the evening. Surely, they will know how to take a joke, right?

Wrong! As the condom brand Durex from the Reckitt Benckiser stable discovered.

Durex chose to sponsor the very famous IIT Moodi Indigo festival in Mumbai in a bid to create awareness about safe sex with protection. (During Mood I fest really, where smoking up is pretty common and you find folks cozying up in hidden nooks and crannies, at least it was the case at one time – the professors and the dean would never guess!).

Durex decided to take the ‘pun’ning route to educate the young ‘adult AI, ML, LLM-obsessed students, many of whom are culturing and nurturing unicorn start up ideas in their heads.

The Durex standees had tongue in cheek (pun intended again) slogans: “Always up for a good screw,” “Mood U and I. Play with Durex,” “Here the Feelings are always real! We don’t fake around!,””Here because we found the Jee spot. Play with Durex,””Tonight Won’t Come Twice,””I am always a late-comer” and so on.

Guess the slogans were, and are worth a laugh.

Or at least a giggle.

Not for some students though. They rose up as a crowd and voiced their complaints against the so called “vulgar” jokes.

And guess what?

While Durex condoms offer protection, no one came forward to protect Durex. The standees had to be prematurely withdrawn and stacked up in a corner hidden from sight.

The joke really backfired on Durex.

So did Durex go wrong?

Some like experienced marketer and brand custodian Arpita Yadav think so.

“Everyone, including me loves the quirk that Durex brings on to their social media, even ads. But not sure if I have ever seen it in an outdoor setting, let alone on a college campus. I am all in for educating kids, but don’t think campus authorities could have ever approved this. Imagine the backlash from parents, teachers, and some students. I am actually on the fence about this one: humour might be the best way for spreading awareness, but is it?,” posted Yadav on Linkedin. (Her post on Linkedin has started quite a discussion on whether Durex was right or wrong; the scales seemed to be weighted in favour of wrong place, at the time of writing.)

So agency executives and brand managers, hope you will learn from this. It’s different strokes for different folks. (once again, pun intended).

(A big thank you to Arpita Yadav for the pictures as well. No copyright infringement is intended)

December 25, 2024
IPL2025 Auction: The action heats up on day two

MUMBAI: With limited purses at their disposal, some of the team managements moved cautiously while making their purchases on day two of the IPL2025 mega auction at the Abadi Al Johar Arena in Jeddah, Saudi Arabia. Royal Challengers Bengaluru had a piggy bank with Rs 30.65 crore; Mumbai Indians, Rs 26.1 crore; Punjab Kings, Rs 22.5 crore; Gujarat Titans, Rs 17.5 crore; Rajasthan Royals, Rs 17.35 crore; Chennai Super Kings; Lucknow Super Giants, Rs 14.85 crore; Delhi Capitals, Rs 13.8 crore; Kolkata Knight Riders, Rs 10.5 crore and Sunrisers Hyderabad, Rs 5.5 crore.

The day was a bit of a shocker with some rather good players not finding any takers in the first round of the auction, but getting picked up in the first or second round of the accelerated auction later in the day. Among the cricketers who were left out figured: Kane Williamson, Glenn Phillips, Ajinkya Rahane, Mayank Agrawal, Prithvi Shaw, Shardul Thakur, Daryl Mitchell,Shai Hope, K.S. Bharat, Alex Carey, Akeal Hosein, Adil Rashid, Keshav Maharaj, Fin Allen, Moen Ali, Umran Malik, Mustafizur Rahman, Umesh Yadav, Steve Smith, Sikandar Raza, Sarfaraz Khan, Kyle Mayers, Navdeep Saini, Lungi Ngidi Kwena Maphaka and Shivam Mavi. Some of these were once celebrated as stars and sure shots who were paid big bucks in previous IPLs.

It’s almost as if some of the teams were looking to take major risks and take on new talent, instead of recruiting players who have put up mixed performances. While others went about putting in big bucks to retain their squads of yesteryear.

Kolkata Knight Riders got the train moving by offering Rs 1.5 crore for West Indies skipper Rovman Powell, which was his base price. Delhi Capitals then got into the act by acquiring Faf du Plessis for Rs 2 crore, his base price. But the big story of the day was the Rs 1.1 crore which Rajasthan Royals shelled out for the 13 year old tyro and hard-hitter Vaibhav Suryavanshi, making him the youngest ever player to be picked up for the IPL.

Among the players who were picked up during the day included: Akash Deep (Lucknow Super Giants, Rs 8 crore); Lockie Ferguson (Punjab Kings, Rs 2 crore); Deepak Chahar (Mumbai Indians, Rs 9.25 crore); Bhuvneshwar Kumar (Royal Challengers Bengaluru, Rs 10.75 crore); Gerald Coetzee (Gujarat Titans, Rs 2.40 crore); Tushar Deshpande (Rajasthan Royals, Rs 6.50 crore); Josh Inglis (Punjab Kings, Rs 2.60 crore); Nitish Rana (Rajasthan Royals, Rs 4.20 crore); Ryan Rickelton (Mumbai Indians, Rs 1 crore); Washington Sundar (Gujarat Titans, Rs 3.20 crore); Krunal Pandya (Royal Challengers Bengaluru, Rs 5.75 crore); Marco Jansen (Punjab Kings, Rs 7 crore); Sam Curran (Chennai Super Kings, Rs 2.40 crore); Allah Ghazanfar (Mumbai Indians, Rs 4.80 crore); Xavier Bartlett (Punjab Kings, Rs 80 lakh), Yuvraj Chaudhary (Lucknow Super Giants, Rs 30 lakh); Pyla Avinash (Punjab Kings Rs 30 lakh); Eshan Malinga (Sunrisers Hyderabad, Rs 1.2 crore); Devdutt Padikkal (Royal Challengers Bengaluru, Rs 2 crore) ; Luvnith Sisodia (Kolkata Knight Riders, Rs 30 lakh); Shreyas Gopal (Chennai Super Kings; Rs 30 lakh); Ajinkya Rahane (Kolkata Knight Riders, Rs 2 crore); Glenn Phillips (Gujarat Titans, Rs 2 crore); Donovan Ferreira (Delhi Capitals, Rs 75 lakh); Anukul Roy (Kolkata Knight Riders, Rs 40 lakh); Vansh Bedi (Chennai Super Kings, Rs 55 lakh); Moeen Ali (Kolkata Knight Riders, Rs 2 crore); Umran Malik (Kolkata Knight Riders, Rs 75 lakh); Sachin Baby (Sunrisers Hyderabad, Rs 30 lakh); Arshin Kulkarni (Lucknow Super Giants, Rs 30 lakh); Matthew Breetzke (Lucknow Super Giants, Rs 75 lakh); Kwena Maphaka (Rajasthan Royals, Rs 1.5 crore); Praveen Dubey (Punjab Kings, Rs 30 lakh); Manvanth Kumar (Delhi Capitals, Rs 30 lakh); Karim Janat (Gujarat Titans, Rs 75 lakh); Bevon Jacobs (Mumbai Indians, Rs 30 lakh); Tripurana Vijay (Delhi Capitals, Rs 30 lakh); Madhav Tiwari (Delhi Capitals, Rs 40 lakh); Kunal Rathore (Rajasthan Royals, Rs 30 lakh); Arjun Tendulkar (Mumbai Indians, Rs 30 lakh); Lizaad Williams (Mumbai Indians, Rs 75 lakh); Abhinandan Singh (Royal Challengers Bengaluru, Rs 30 lakh); Kulwant Khejroliya, (Gujarat Titans, Rs 30 lakh); Ashok Sharma (Rajasthan Royals, Rs 30 lakh); Vignesh Puthur, (Mumbai Indians, Rs 30 lakh); Mohit Rathee (Royal Challengers Bengaluru, Rs 30 lakh).

Below are some moments from the auction interspersed with the final squads of each of the teams and the prices that were paid for them. Happy reading and viewing! (pix courtesy screen grabs from JioCinema’s stream of the auction)

The price mentioned in the second column is the amount paid to the player to acquire him for
the team.

November 25, 2024
Tops joins Horn OK Please festival as presenting partner

Mumbai: GD Foods MFG (I), the company behind Tops, has announced its partnership with the Horn Ok Please Festival as the ‘presenting partner’ for the 13th edition. The festival will take place on 16 and 17 November 2024 at JLN Stadium in Delhi, featuring a vibrant lineup of Punjabi superstars, rappers, and hip-hop icons.

As the presenting partner, Tops will play a key role in curating an exciting mix of food, music, and cultural experiences that reflect the energy of today’s youth. Known for its diverse range of products that combine taste, quality, and trendsetting appeal, Tops sees this collaboration as a great way to connect with a dynamic, culture-driven audience. The brand has been associated with the Horn Ok Please Festival since 2019.

“We are thrilled to partner with Horn Ok Please as the Presenting Partner,” said GD Foods vice chairman Dr Nitin Seth. “Our brand has always embraced the enthusiasm and creativity of young people, and this festival embodies that same spirit of innovation, self-expression, and cultural celebration. This association offers an exciting opportunity for us to engage with the vibrant youth of today, supporting an event that reflects their versatile talents and passions, and their love for music and food. We are committed to delivering a brand experience that resonates with the ever-evolving tastes of our consumers, and this collaboration aligns perfectly with our mission of delivering India ka top taste to our consumers.”

As part of the collaboration, Tops will also introduce a series of exciting activations and engagements at the event including a specially curated menu of delectable dishes prepared with Tops products, further enhancing the festival’s immersive vibe and offering fans a chance to engage with the brand in new and innovative ways.

November 13, 2024
Chinese Wok joins as RVCJ Media’s Wrong Number Reboot co-sponsor

Mumbai: Chinese Wok, a quick-service restaurant chain specialising in Chinese cuisine, has collaborated with RVCJ Media as a co-sponsor for the Wrong Number Reboot web series. This partnership marks one of Chinese Wok’s recent initiatives to broaden its reach and engage audiences through creative content and media integrations.

In Wrong Number Reboot, Chinese Wok is woven into the storyline, showcasing its youth-oriented cuisine and fostering a direct connection with viewers. This collaboration allows the brand to engage with content-driven audiences, aligning itself with relatable digital entertainment to enhance its visibility and appeal among young consumers.

Lenexis Foodworks founder Aayush Agrawal said, “We’re thrilled to collaborate with the creators of the series for Wrong Number Reboot. At Chinese Wok, we are constantly exploring new avenues to connect with our audience in meaningful ways. This partnership allows us to bring our brand to life in a unique setting, showcasing the essence of Chinese Wok in a format that’s fresh, engaging, and memorable. Our aim is to merge the appeal of digital entertainment with our love for Desi Chinese cuisine.”

This collaboration follows Chinese Wok’s debut movie integration with the film Bhool Bhulaiyaa 3, where the brand connected with audiences through its association with the popular franchise and lead actor Kartik Aaryan. The campaign showcased Chinese Wok’s signature flavors and included a custom Instagram filter, ‘Balance the Wok,’ where users balance a virtual wok while collecting Desi Chinese ingredients.

Through these campaigns, Chinese Wok continues strengthening its brand presence by combining food and entertainment, creating experiences that engage audiences across India.

November 11, 2024
Sa Re Ga Ma Pa 2024 attracts 23 brand partners on Zee TV & Zee5

Mumbai: Celebrating nearly three decades, Zee TV’s music reality show Sa Re Ga Ma Pa has made a grand return with a new season, featuring mentors Sachin-Jigar, Sachet-Parampara, and Guru Randhawa alongside hosts Vipul Roy and Salman Ali. Contestants’ performances have captivated audiences and received praise from visiting celebrities, including Kartik Aaryan, Vidya Balan, Tripti Dimri, Shilpa Shetty, Annu Kapoor, and Kumar Sanu.

Sa Re Ga Ma Pa 2024 has attracted 23 sponsors across various industries, making it a key platform for advertisers. This season’s title sponsor is Birla Opus Paints, with Chocolate Horlicks and Cadbury Celebrations as co-presenting sponsors, and Smith & Jones Pasta Masala, Catch Masale, and Clinic Plus Shampoo as co-powered by sponsors. Additional sponsors include Vicks Double Power, Garnier Super UV Sunscreen, India Gate Basmati Rice, Dish TV, BKT Tires, Yamaha Racing, Mastercard, Voltas Beko, and Merino Laminates.

On Zee5, the show has partnered with Birla Opus Paints, Catch Masale, Dish TV, Manyavar Mohey, Lux Lyra, Luxor Writing, Airtel, and Saudi Arabia Tourism, featuring brand integrations during festive showcases. The show’s 360-degree media strategy ensures high visibility across television, digital, and social media:

● Television: Sponsors are featured in live performances, judging segments, and contestant stories.

● ZEE5: Interactive ads and branded content connect with younger, digital audiences.

● Social Media: Campaigns on Instagram, Facebook, Twitter, and YouTube drive engagement with viewers, enabling sponsors like HUL, Capital Foods, Yamaha, and BKT Tyres to reach targeted demographics effectively.

Zee Entertainment Enterprise chief growth officer – digital & broadcast revenue Ashish Sehgal said, ‘We are proud to have driven the return of Sa Re Ga Ma Pa with an impressive lineup of 23 esteemed sponsors this season. Our innovative approach to integrating brand partnerships across television, digital, and social media platforms enables us to create meaningful connections between brands and audiences. By strategically aligning our sponsors with the emotional journeys of the contestants, we not only amplify viewer engagement but also provide our partners with standout opportunities in a competitive marketplace. Securing such a diverse range of sponsors underscores our team’s commitment and ability to deliver impactful solutions. We are glad that the new season of Sa Re Ga Ma Pa is reigniting musical passion among millions of viewers while delivering significant value to our partners.”

Zee TV chief channel officer Mangesh Kulkarni added, “The 2024 season of Sa Re Ga Ma Pa has truly struck a chord with audiences, thanks to the fresh panel of mentors who bring their unique musical styles, and the exceptional caliber of talent that graces our stage week after week. The format has evolved with thoughtful content innovations, ensuring that each performance resonates deeply with viewers. This captivating blend of music, emotion, and storytelling has not only delighted our viewers but also attracted a strong lineup of advertisers who recognize the power of our platform. I’d like to thank both our viewers as well as sponsors for their continued faith and support towards Sa Re Ga Ma Pa. Going forward, it will remain our constant endeavour to create significant value for our partners through creative brand integration strategies.”

With a powerful combination of musical brilliance, content innovation, and a robust 360-degree media strategy, Sa Re Ga Ma Pa continues to set the bar higher for music reality shows in India.

October 29, 2024
ITC Bingo! onboarded as Fankar-E-Kashmir 2024’s title sponsor

Mumbai: ITC Bingo! has announced its partnership with Fankar-E-Kashmir as the title sponsor, supporting an initiative to preserve and promote Kashmir’s folk and Sufiana music traditions and provide regional youth with opportunities in the music and cultural industries. The event is taking place on 26 October 2024, at the Sher-i-Kashmir International Convention Center (SKICC) in Srinagar.

With deep-rooted influences from Persian, Sufi, and Central Asian cultures, Kashmir’s music faces a risk of fading away. Fankar-E-Kashmir seeks to preserve this heritage by giving young artists a platform to showcase their talent and gain recognition. Bingo!’s involvement reinforces its commitment to supporting local artisans and creating avenues for emerging artists.

The event features a live talent hunt music contest, workshops on intellectual property rights and sound technology, and a grand finale performance by a renowned artist. Winners will receive cash prizes of Rs 25,000 for first place, Rs 15,000 for runner-up, and Rs 2,000 for all participants. Additionally, the winner will have the opportunity to become a ‘Bingo! artist’, with Bingo! producing and promoting their original song for a Bingo! Tedhe Medhe music video.

ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “ITC has a long and rich tradition of supporting our nations’ musical heritage with the ITC Sangeet Research Academy. We are working on developing interesting regional musical content for our brands, such as Bingo! Tedhe Medhe and Bingo! Mad Angles. We are proud to be a part of this exciting event which celebrates the musical tradition of Kashmir and provides a platform for the youth of the region to showcase their talent”

The event is organised in collaboration with ShowCase Events, The Eagle, and The Rabab Academy, organisations dedicated to conserving and promoting India’s rich folk music traditions. With an eminent jury comprising legendary Kashmiri musicians Gulzar Ganaie, Ustad Abdul Rashid Hafiz and Noor Mohammad, the event is set to be a remarkable celebration of culture and talent.

The Eagle founder Angelina Fernandes said, “I have been closely working with multilingual national and international award-winning artists and my curiosity for Kashmiri talent brought me on to be passionately involved with Fankar-E-Kashmir”.

“Folk Music is very close to my heart, and I want to be able to do whatever I can to help keep it alive,” said ShowCase Events (a company that has worked towards promoting artists) chief executive Nanni Singh.

Music Journalist and The Rabab Academy founder Nazir Ganaie said, “Being a Kashmiri myself and a musician, I feel for our dying art and want to help with initiatives such as this to conserve it.”

Workshops will be held from 10:00 am onwards, followed by the live talent hunt contest from 4:00 pm to 7:00 pm, culminating in the grand finale performance. The event promises to be an unforgettable experience, filled with music, learning, and celebration.

October 26, 2024
Red Bull is PKL season 11’s official energy drink partner

Mumbai: As the Pro Kabaddi League (PKL) gears up for an exciting season 11, Disney Star has teamed up with Red Bull as the official energy drink partner.

Joining a stellar roster of sponsors including Dream11, Shriram Finance, ROFF, Parimatch Sports, HP Lubricants, and Mother Dairy, Red Bull boosts PKL’s status as one of India’s top sporting events. Fans can anticipate a season filled with thrilling Kabaddi action, innovative partnerships, and engaging content that enhances the viewing experience.

PKL Season 11 kicks off on 18 October 2024, at the GMC Balayogi Sports Complex in Hyderabad, featuring a three-city format with matches in Noida and Pune. The opener sees the Telugu Titans take on the Bengaluru Bulls, followed by U Mumba facing Dabang Delhi K.C.

October 17, 2024
Lubi Industries is Telugu Titans’ associate partner for PKL season 11

Mumbai: Lubi Industries has partnered with the Telugu Titans for the 11th season of the Pro Kabaddi League (PKL) as an associate partner. This partnership provides Lubi with a platform to engage with the Telugu Titans’ fan base and strengthen its presence in the sports industry.

The collaboration is particularly focused on Andhra Pradesh and Telangana, where the PKL enjoys strong viewership in both rural and urban areas. With Lubi’s established presence in the domestic and agricultural pump sector, the partnership aligns with the company’s market reach in these regions.

As part of the agreement, Lubi Industries’ logo will be displayed on the shoulder blades of the Telugu Titans’ playing kits throughout the season, ensuring prime visibility for the brand.

The management at Lubi Industries said, “Kabaddi is a popular sport followed by many of our customers across rural and urban markets. This partnership allows us to celebrate the shared values of resilience, endurance and agility qualities that define both the sport of kabaddi and our products. We are excited to be associated with the Telugu Titans and wish them the best for the upcoming season.”

Telugu Titans CEO Trinadh Reddy said, “It’s a privilege for us to have an associate partner like Lubi Industries. Both the Telugu Titans and Lubi Industries share a common drive for success and have a strong presence across regions, making this partnership a powerful one. We look forward to an exciting season ahead.”

October 17, 2024
Gravolite partners with Pro Kabaddi League 2024

Mumbai: Gravolite, a sports mat manufacturer in India, has become the official supplier of Kabaddi Mats for the Pro Kabaddi League scheduled to be held from 18 October to 29 December 2024. These state-of-the-art mats have been approved by the Kabaddi Federation of India.

The eleventh season of the Pro Kabaddi League starts on 18 October 2024, with twelve teams, namely Bengaluru Bulls, Puneri Paltan, Jaipur Pink Panthers, U.P.Yoddhas, U Mumba, Bengal Warriorz, Tamil Thalaivas, Patna Pirates, Dabang Delhi K.C., Haryana Steelers, Gujarat Giants, and Telugu Titans.

Gravolite Kabaddi Mats will be used throughout the tournament considering the infrastructural requirement recommended by the federation as per international standards and keeping in mind the safety and well-being of the athletes.

Gravolite director Paras Maheshwari said, “Kabbadi as a sport has been gaining prominence over the years and we are thrilled to announce that Gravolite is the official supplier of Kabaddi Mats for this prestigious Pro Kabaddi League 2024. This esteemed event, hosted by India, serves as an invaluable platform for athletes to showcase their exceptional skills and for organizations like ours to provide sportspersons with the opportunity to experience our technologically advanced mats.”

“At Gravolite, we are committed to manufacturing world-class mats that not only enhance the overall sports infrastructure experience but also prioritize the health and well-being of the players to avoid injuries. Our Gravolite Kabaddi mats offer the desired cushion base and floor padding, enabling athletes to perform their maneuvers effortlessly. Practicing and competing on professional mats like ours empowers sportspersons to elevate their performance and excel in international tournaments. We are honored to contribute to the success of Pro Kabaddi League 2024 and the advancement of Kabaddi as a sport,” he added. He further added that Pro Kabaddi League is a long tournament, and providing high-quality international mats is our priority.

October 16, 2024