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Tag: Vinit Karnik

  • Will Brand Sachin take a beating?

    Will Brand Sachin take a beating?

    Sachin Tendulkar has had his way with the BCCI after all. His legions of fans and his family will be able to watch the Master Blaster bat one last time on his home ground as he plays his 200th and final match at Mumbai’s Wankhede Stadium next month.

     

    While this is a small compensation for millions of cricket-crazy Indians who look up to him as almost God, one might argue that they can continue to watch him on television, post retirement, as the face of the many brands he endorses. And, others might question if advertisers will continue to cough up astronomical sums to have Sachin advertise their brands even after he retires from all form of international cricket.

    Watch the video: Boost pays tribute to Sachin’s 23 years of stamina!

    GroupM national director of sports and live events Vinit Karnik feels Sachin’s retirement will make no difference to his brand value. “Sachin appeals emotionally to at least four generations if not more. These are the people who have grown up watching him play and do not mind more of him. Post retirement, if he is seen endorsing a brand, these people would love ‘catching up’ on him, even if it is in the ‘brand’ space,” he says.

    Harish Bijoor feels post retirement Sachin’s brand value will diminish

    On the same thoughts, CAA Kwan’s COO Indranil Das Blah, thinks that though there will be a decrease in number of brands he endorses, his brand value won’t get affected. “Brands will continue to associate with him, especially the ones with older target audience. Post retirement, they will be known for stability, loyalty etc.”

    Having said that he adds that there can be a marginal decrease, around 10-15 per cent, on the brand value. However, this will and shouldn’t impact the price he charges for endorsing a brand.

    Brand consultant Harish Bijoor says: “Sachin’s retirement means a setback to Sachin’s brand endorsement money value for sure. Sport stars are always evaluated on the basis of the last three matches they have played. Add to that the heritage value of the bat that has been wielded.

     Despite it all and despite Sachin being the God of Cricket, endorsement money is bound to go just one way… south.”

    Indranil Das Blah feels that though there will be a decrease in number of brands he endorses but his brand value won’t get affected

    Whichever direction Sachin’s brand endorsements may be headed, most of the industry agrees that it doesn’t get any better than the cricketing legend’s current brand value. “Statistically speaking, with earnings in the range of $18 million, solely from endorsements across categories, even at the age of 40, he is ranked 51 on the Forbes World’s Highest Paid Athletes List for 2013. This places him ahead of the likes of Wayne Rooney, Didier Drogba, Serena Williams, Neymar, Sebastian Vettel, Zlatan Ibrahimovic and Steven Gerrard – all of whom are younger than him,” emphasises Karnik.

    Independent communication consultant Ganapathy Viswanathan, says: “Boost, the beverage drink, is one of the early brands that he endorsed which was followed by several other brands as he grew popular. One of his longest associations has been with MRF Tyres. Sachin almost had a 10-year long relationship with MRF, which proves the trust the brand reposed in him. Besides, there are several other brands he has endorsed that just went well with his personality and fit the brand well.”

    Ganapathy Viswanathan points out that after Boost he endorsed several other brands as he grew popular

    Collectabillia.com that sells Sachin Tendulkar’s memorabilia, informs that post his retirement announcement, the sale of Sachin merchandise and personally autographed products has increased significantly. “Sachin autographed products are selling like hotcakes. A personally signed cap by Sachin which costs Rs 7,500 provides a great investment opportunity for avid collectors and lovers of the game. Besides, Sachin branded T-shirts which starts from Rs 699 onwards are selling very fast,” adds a spokesperson from the portal.

    The overall view is a brand ambassador must fit the bill as he/she is the best way to put a human face to a product or service. Hence, brands must be careful about choosing their ambassadors rather than just going for famous faces to advertise their products. For instance, Virat Kohli is the hottest name right now and most brands want to cash in on him, feel many.
    In Sachin’s case, brands have just about a month to cash in on the phenomenon. Only time will tell which brands choose to stay in action and which try to get away from the clutter…

    Brands endornsed

    Boost (1990–present)
    Fiat Palio (2001–03)
    G-Hanz (2005–07)
    Pepsi (1992–2009)
    TVS (2002–05)
    Sanyo BPL (2007–present)
    Action Shoes (1995–2000)
    ESPN Star Sports (2002–present)
    Toshiba (2010–present)
    MRF (1999–2009), Adidas (2000–10)
    Sunfeast (2007–13), Canon (2006–09)
    Colgate-Palmolive, Philips, VISA, Castrol India (2011–12)
    Britannia (2001–07)
    Airtel (2004–06), Reynolds (2007–present)
    Ujala Techno Bright and Coca-Cola (2011–13)
    He has also been a spokesperson for National Egg Coordination Committee (2003–05),  AIDS Awareness Campaign (2005) and Luminous India (2010–present)

  • “Where Advertising Can’t, Content Can”

    Marketers for brands, consumer products, retail chains, media and entertainment are struggling to redefine and reinvent “advertising” for a new generation of empowered consumers.

    Media proliferation and fragmentation is making it harder to reach consumers with traditional formats of “interruption” advertising. New technologies, media platforms and consumer behaviors are affecting every aspect of traditional marketing and thereby dramatically impacting marketing effectiveness.

    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences….
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    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences.

    Internationally, the content-commerce partnership evolution is gathering momentum. Brand entertainment partnerships are changing the rules of developing creative campaigns, marketing and advertising planning and production.

    In response to these challenges, GroupM India launched GroupM ESP to help brands harness the power of content based solutions by activating the power of movies, music, sports, live, celebrities and characters.

    GroupM ESP specialises in evaluating, negotiating, developing, activating and measuring strategic content platforms and partnerships around movies, music, sports, celebrities and characters. Uniquely positioned at the intersection of the media and the sports and entertainment industries, the ESP teams focus on developing innovative content strategies and solutions with a digital core that embed advertiser‘s brands in consumer passion points using multimedia leverage and multifaceted partnerships.

    GroupM ESP also works closely as a high end consultant with clients and rights owners to help create and own multi-media content assets of long term value and their exploitation through media distribution, marketing, licensing and retailing to build deeper and more valuable connections with consumers.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences with profitable and proven content solutions, embracing all the learnings from traditional media and advertising. New technologies and new channels incorporating licensing need to be harnessed creatively using insights with marketing ROI rigorously quantified.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences…
    _____****_____

    The GroupM ESP content team comprises more than 50+ specialists (the largest for any advertising or media agency in India) has been providing end-to-end solutions for over a decade now. Known for its transparent dealings, easy and preferred access to content and talent (International, National and Regional), GroupM ESP is also able to seamlessly deliver the benefits of parent GroupM media volumes, relationships and specialist units backed by robust systems and processes. All this has been recognised through more than 50 awards at various industry and company platforms.

    Through its high profile alliances and partnerships with content creators, rights owners and talent across every domain and geography, the GroupM ESP team is able to offer expanded capacity and capability to handle complex projects smoothly.

    As we move from a decade of “Airing” to “Sharing”, digital needs to be at the core of any marketing program and the GroupM ESP team is adequately equipped to impart a strong digital dimension in all its projects. An in-house ESP digital team backed by the parent GroupM resources ensures that solutions are digitally centered and executed.

    More than 100 advertisers in India have benefited from their association with GroupM ESP.

     

  • Where Advertising Can’t, Content Can: Vinit Karnik National Director, Sports and Live Events of GroupM ESP

    Where Advertising Can’t, Content Can: Vinit Karnik National Director, Sports and Live Events of GroupM ESP

    Marketers for brands, consumer products, retail chains, media and entertainment are struggling to redefine and reinvent “advertising” for a new generation of empowered consumers.

    Media proliferation and fragmentation is making it harder to reach consumers with traditional formats of “interruption” advertising. New technologies, media platforms and consumer behaviors are affecting every aspect of traditional marketing and thereby dramatically impacting marketing effectiveness.

    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences….

    There is a strong need to create “engagement” advertising models with digital at the core which will facilitate more sophisticated, powerful and profitable connections between brands, content creators and their target audiences.

    Internationally, the content-commerce partnership evolution is gathering momentum. Brand entertainment partnerships are changing the rules of developing creative campaigns, marketing and advertising planning and production.

    In response to these challenges, GroupM India launched GroupM ESP to help brands harness the power of content based solutions by activating the power of movies, music, sports, live, celebrities and characters.

    GroupM ESP specialises in evaluating, negotiating, developing, activating and measuring strategic content platforms and partnerships around movies, music, sports, celebrities and characters. Uniquely positioned at the intersection of the media and the sports and entertainment industries, the ESP teams focus on developing innovative content strategies and solutions with a digital core that embed advertiser’s brands in consumer passion points using multimedia leverage and multifaceted partnerships.

    GroupM ESP also works closely as a high end consultant with clients and rights owners to help create and own multi-media content assets of long term value and their exploitation through media distribution, marketing, licensing and retailing to build deeper and more valuable connections with consumers.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences with profitable and proven content solutions, embracing all the learnings from traditional media and advertising. New technologies and new channels incorporating licensing need to be harnessed creatively using insights with marketing ROI rigorously quantified.

    The Indian entertainment and sports market, the largest in the world by size, offers advertisers and their brands, unique and multiple passion points to reach and engage target audiences…

    The GroupM ESP content team comprises more than 50+ specialists (the largest for any advertising or media agency in India) has been providing end-to-end solutions for over a decade now. Known for its transparent dealings, easy and preferred access to content and talent (International, National and Regional), GroupM ESP is also able to seamlessly deliver the benefits of parent GroupM media volumes, relationships and specialist units backed by robust systems and processes. All this has been recognised through more than 50 awards at various industry and company platforms.

    Through its high profile alliances and partnerships with content creators, rights owners and talent across every domain and geography, the GroupM ESP team is able to offer expanded capacity and capability to handle complex projects smoothly.

    As we move from a decade of “Airing” to “Sharing”, digital needs to be at the core of any marketing program and the GroupM ESP team is adequately equipped to impart a strong digital dimension in all its projects. An in-house ESP digital team backed by the parent GroupM resources ensures that solutions are digitally centered and executed.

    More than 100 advertisers in India have benefited from their association with GroupM ESP.

  • GroupM ESP executes sponsorship deals worth $15 million for IPL 6

    MUMBAI: GroupM ESP, the entertainment and sports practice of media agency GroupM Media India, has said it has enabled and activated on-ground sponsorship deals worth $ 15 mn between various IPL teams and sponsors for IPL season 6.

    GroupM ESP has been an active intermediary and enabler, for clients and their brands and team owners and their franchises seeking to leverage the IPL on-ground sponsorship platform, by providing end-to-end IPL related solutions.

    Group ESP Head of Sports and Live practice Vinit Karnik says “We‘ve been part of IPL since its inception and we strongly believe that IPL is India‘s biggest and the most powerful marketing platform for brands to leverage the combined appeal of cricket and entertainment.”

    “The total value of all the on-ground deals enabled and activated by GroupM ESP in IPL 6 is estimated at US $ 15 mn,” reveals Karnik.

    The sports marketing agency worked closely with Sun TV Network‘s IPL team Sunrisers Hyderabad. It enabled the new franchise to get off to strong start with 10 on-ground official partners/sponsors including Make My Trip, 7UP, Garnier, Kingfisher, Livein Jeans, Manyavar, Sheltrex, and RN Sports.

    Apart from Sunrisers Hyderabad, other high profile deals managed by GroupM ESP include Bajaj Allianz and Mumbai Indians, Flying Machine and Royal Challengers Bangalore.

    The agency had also advised Vodafone on renewing its on-ground sponsorship deal with IPL for another five years backed by a comprehensive valuation exercise based on proprietary data and insights.