MUMBAI: A new shuttle star is on the rise and IOS Sports and Entertainment is ready to back her all the way to the podium. The agency has signed 16-year-old badminton sensation Tanvi Sharma as an exclusive athlete, adding the Hoshiarpur-based prodigy to its elite roster that already includes names like Mirabai Chanu, Manika Batra, and Lovlina Borgohain.
Fresh off her Super 300 US Open finals appearance, Tanvi brings more than just promise to the table. She’s already got a stack of medals: Silver at the Badminton Asia Youth Championships 2023, Gold at the 2024 Asia Team Championships, and an impressive Silver at the Senior Nationals last year where she held her own against India’s top adult talent.
“Her work ethic and achievements at just 16 speak volumes,” said IOS Sports and Entertainment COO Rahul Trehan. “We see tremendous potential in her and are committed to supporting her rise in global badminton.”
As part of the deal, Tanvi will receive comprehensive management and development support as she sharpens her game for bigger stages national and international.
With a training base in Hoshiarpur, Punjab, and a dream to make it to the world’s biggest badminton arenas, Tanvi’s journey is only just beginning. But with IOS backing her, it’s clear she’s not just playing to participate, she’s in it to win.
And if her medal count is anything to go by, it won’t be long before Tanvi Sharma becomes a household name in Indian sport.
MUMBAI: In a career-defining rally that started from the squash courts of India, IOS Sports and Entertainment has launched a vibrant new logo to mark its 20 anniversary—an era that has seen it shape the trajectory of Indian sports management.
Founded in 2005 by former squash player Neerav Tomar and industrialist Sanjeev Khandelwal, IOS has grown from a modest operation into one of India’s leading sports management agencies. The firm has managed over 150 elite athletes and partnered with 500+ brands.
The new logo, revealed on 27 May, features a striking ’20’ in gradient hues, symbolising the breadth of sports it represents. It sits alongside the bold ‘IOS’ typography and the dates ‘2005 – 2025’, underpinned by the tagline ‘SPORTS & ENTERTAINMENT’.
“This new logo represents not just our journey, but the evolution of sports management in India”, said MD & CEO Tomar. “The vibrant colours symbolise the diversity of talent we represent, while the modern design reflects our forward-thinking approach”.
Over the years, IOS has transformed how Olympic sports are perceived and monetised in India. It began its innings with Olympic boxer Vijender Singh and went on to represent top names like Suresh Raina, Lovlina Borgohain, Mirabai Chanu, Saina Nehwal, Geeta Phogat, and Ishan Kishan.
Singh reminisced, “My journey with IOS began when they were just starting out, and we’ve grown together over these 20 years. They believed in me when Olympic sports athletes had limited commercial opportunities in India”.
IOS also provides services to sports bodies including the Indian Olympic Association, Athletics Federation of India, Paralympic Committee of India, and Weightlifting Federation. Beyond athletes, the firm has overseen franchise operations like the Gujarat Lions in the IPL.
Its entertainment credentials are equally robust, having delivered brand integrations in films like Mary Kom, Toofaan, and Rock On, seamlessly blending sport and cinema.
With a refreshed identity and a legacy to match, IOS is entering its third decade at full sprint. The new branding will roll out across platforms from 27 May, kicking off a year of celebrations.
Mumbai: Committed to helping athletes achieve their goals, adidas launches the next chapter of its global campaign ‘You Got This’. The campaign comes together in a series of nine 15-second films that showcase the resilience of athletes and how each of them navigates the weight of expectations ahead of the Paris Olympics 2024. The campaign focuses on helping athletes activate the ‘backyard mindset’ that shifts their focus from negative pressure and invokes a sense of joy for their individual sport.
Set against the song ‘Under Pressure’ by Queen & David Bowie, the ‘You Got This’ film delves into the minds of adidas Olympics qualified athletes Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Charu, Manika Batra, Tajinderpal Singh Toor and Jyothi Yarraji, and Para Olympics qualified Sumit Antil, Palak Kohli and Nishad Kumar, showcasing their individual journeys in disarming negative pressure. Over the years, adidas has stood strong with each of these athletes and reinforced its support with the ‘You Got This’ campaign, as they step closer to their dreams.
As they compete on the global stage, adidas aims to reinstill a sense of confidence and motivation among the athletes through its empowering message ‘You Got This’.
Speaking on the new brand campaign, adidas India GM Neelendra Singh said, “At adidas, we understand the immense pressure the athletes feel just before stepping onto the global stage. We take pride that our athletes will represent India at one of the most watched events globally and are dedicated to investing in their growth at every stage. Everything we do is rooted in sports and through the empowering message ‘You Got This’, we encourage athletes to ease pressure and just focus on the sport and the joy they derive from it.”
The athlete films will be launched across a diverse range of media platforms to reach consumers across the globe and amplified through retail store activations.
Mumbai: Thums Up, the homegrown billion-dollar beverage brand under The Coca-Cola Company, is thrilled to announce its new campaign, ‘Utha Thums Up, Jagaa Toofan’ for the upcoming Paris 2024 Olympic and Paralympic Games. The campaign is based on a simple but powerful idea: the motivating effect of a ‘thumbs up’ on athletes which encourages them to give their best performance. Our athletes are dynamic ‘toofans’ themselves, they inspire the nation to trust in their inner strength. But a champion is not made overnight. Every time an athlete deals with a setback or feels a moment of hesitation, a simple thumbs-up from their supporters, coach, friends, and family helps them regain confidence and keep pursuing victory – and this is precisely the essence of the campaign.
As part of The Coca-Cola Company’s enduring partnership with global sports events, Thums Up has been committed as the official global partner for the 2024 Olympic and Paralympic Games. Thums Up has consistently and continuously cheered for the perseverance, courage, and determination of both able-bodied and para-athletes who showcase India’s talent on the world stage. Featuring Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, the campaign film illustrates a series of compelling narratives and visual storytelling, showcasing real-life moments where athletes relive the power of a thumbs-up.
Commenting on the campaign, Coca-Cola India, and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past 4 years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of a thumbs-up can make any moment a powerful turning point – not only for athletes but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination.”
Commenting on her association with the campaign, Sift Kaur Samra said, “I’m humbled to be a part of this campaign. Knowing that countless people are cheering us with a thumbs-up gives us the courage to perform our best on the world stage. It’s a testament to the support we receive from our nation.”
Commenting on her association with the campaign, Lovlina Borgohain, “It’s a pleasure to be associated with Thums Up. Being a boxer, I’ve experienced the value of encouragement, especially during tough matches. A simple gesture of support can be incredibly motivating, and this campaign truly emphasizes that.”
Commenting on her association with the campaign, Nikhat Zareen, “In the ring, every thumbs Up fuels my determination to jab harder and go the distance. It’s great to have Thums Up as a brand acknowledge the importance of support and belief in athletes like us.”
Commenting on her association with the campaign, Rubina Francis, “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”
Commenting on her association with the campaign, Sakshi Kasana, “As athletes, the power of supporters is a force which helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”
Ogilvy India (North) chief creative officer Ritu Sharda said, “There is great power in one thumbs up. It can awaken a storm inside you, and lift you just when you are about to give up. Now imagine, what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”
The campaign will use a 360-degree marketing approach, using different channels to reach and engage consumers, such as television, digital, print and OOH. The brand has created a series of films that capture the story of the athletes and their historic journey to Paris.
Mumbai: Shyam Steel has launched a new digital campaign featuring Olympic medallists Lovlina Borgohain and Manpreet Singh. Designed by Creek Creatives, the campaign will be promoted heavily through social and digital media.
With tagline ‘Neev Se Pravesh Tak,’ this campaign aims to create awareness about the holistic solutions provided by the Shyam Steel Apna Ghar App amongst the individual home builders and send across the brand message that strong foundation is achieved through a perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT bars.
The digital film with Lovlina shows her playing with a little girl and knocking out toys for the child. Once she knocks down a stationary toy, the little girl asks Lovlina to knock out a toy that bounces back. The little girl is curious about why the toy bounces back, and Lovlina teaches her that when strength is paired with flexibility, one can bounce back from any knockout, similarly when houses are built with Shyam Steel flexi-strong TMT bars, the house is protected from any possible threats.
The digital film with Manpreet highlights his journey through perseverance, strength and determination, which are also affiliated with Shyam Steel’s core brand philosophy. The dream to win is achieved by having the perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT Bars.
Speaking about this campaign, Shyam Steel Industries director Lalit Beriwala stated, “It is crucial to pay attention to durability, which depends on flexibility, in addition to strength. The campaign reflects the brand’s thought in connection with Lovlina and Manpreet’s grit and determination to overcome every obstacle and achieve their dreams. The campaign will also help us in making the consumers aware of the Apna Ghar App and its benefits. Lovlina and Manpreet’s success as an Olympian and top athlete inspires viewers of all ages, which helps the brand build a stronger connection with its target audience in the national market.”
Speaking about the collaboration, Creek Creatives’ Sudipta Chatterjee said, “It was a wonderful experience to work with team Shyam Steel. The campaign was focused to showcase the strength and flexibility that Shyam Steel has been delivering for the last 69 years. It was really a privilege to be associated with Shyam Steel as a production house and create a digital campaign for them with national prominent stars of Indian sports like Lovlina Borgohain and Manpreet Singh.”
Mumbai: Producers and manufacturers of primary TMT Bars, Shyam Steel launched its new TVC campaign featuring former captain of India national cricket team Virat Kohli and actor Anushka Sharma. The new TVC is the extension of Shyam Steel’s ‘Hamesha Ke Liye Strong’ campaign.
The campaign aims to send across the brand message that a strong bond of relationship is achieved through a perfect balance of strength and flexibility just like Shyam Steel Flexi Strong TMT Bars. The TVC has been created by Rediffusion Brand Solutions and the production house is Cornerstone. The TVC is directed by Abhishek Burman.
The balance of strength and flexibility keeps the foundation of the relationship strong which is also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT Bars they represent a correct balance of strength and flexibility which keeps your home strong forever.
The TVC Campaign showcases Virat Kohli and Anushka Sharma sitting near the dining table and their uncle joins them for dinner. While Virat and Anushka start eating with their spoon and fork their uncle starts eating with hand. Seeing his uncle, Anushka and Virat also start having their dinner with hands and they both look at each other smiling. When one has a correct balance of strength and flexibility, the relationship is built upon a strong foundation like steel, thus sustaining for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT Bars, such houses are more sustainable.
Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “Sometimes small gestures can make a big difference in our relationships. The relationship we share with family at home forms the crux of the strong foundation. The campaign narrative embodies the principle of what Shyam Steel stands as a brand with strength and flexibility at its core. The star power of Virat Kohli and Anushka Sharma will help the brand to establish a deeper connection with our target audience, especially in the regional markets.”
Rediffusion Brand Solutions’ Sreeparna Gupta said, “The film narrates the story of simple everyday situations to highlight how flexibility in relationships keeps the bond strong over years. Just like the perfect balance of flexibility and strength present in Shyam Steel, TMT Bars keep the structure strong for years. Virat Kohli and Anushka Sharma add their own charm and star power that helps to connect with the audience till the last mile.”
Shyam Steel will launch two more TVC films with Virat Kohli and Anushka Sharma in the month of August and September 2022, respectively. The TVC campaign will be promoted through a 360-degree approach. The TVC will be showcased in digital platforms along with news, sports, entertainment and GEC channels in TV and cinema halls. This will be followed by outdoor and print campaigns to sustain the communication until the current financial year.
Shyam Steel with an annual turnover of Rs 4,500 crores is now on a steady expansion mode braving the disruptions caused by Covid-19 pandemic. The company, an integral partner of building new India, is committed to meaningfully contribute to the realisation of the target of 300 million tonnes steel production by 2030-31. Shyam Steel have also signed Olympic medallists Lovlina Borgohain and Manpreet Singh as their Build India brand ambassadors, in addition to Sonu Sood. The brand is also associated with Virat Kohli and Anushka Sharma as the face of the company.
