Thread Rating:
  • 4 Vote(s) - 2.5 Average
  • 1
  • 2
  • 3
  • 4
  • 5
ESPN STAR Sports goes in for new imagery for Champions League T20
ESPN STAR Sports (ESS) is gearing up to launch the advertising and marketing campaign for the forthcoming Champions League T20.

The sports channel undertook a detailed quantitative and qualitative research study to arrive at a new positioning for this edition of the cricket tournament. Post the research, ESS engaged brand consulting firm, Saffron to arrive at a new positioning, which would give Champions League T20 a new face and identity.

Talking to afaqs! Nirmal Dayani, head marketing, ESPN Software India, says, "The research exercise was undertaken with an aim to understand where we stood with our cricketing property, and what could be done to make it more appealing and robust. The insights thus gained have been used to further crystallise the sporting offering."

The sports channel took cognisance of where Champions League T20 stands vis-à-vis other T20 formats, such as BCCI T20.

Dayani informs that in general, there were no big surprises in terms of people's responses. The viewpoint of most respondents was that cricket is all about big names, and cricket fans expressed their wish to see star player, Sachin Tendulkar playing for the team.

The research exercise was conducted in two phases. In the first phase, a qualitative study was conducted in four markets, namely Delhi, Mumbai, Bengaluru and Jaipur. In the second phase, a quantitative study was conducted in Delhi, Mumbai, Bengaluru, Kolkata, Ahmedabad, Jaipur and Pune.

Those profiled for the research were primarily audiences who watched Indian Premier League, as this set of audience could be said to have a passion for the sport.

ESS also called for a creative pitch for the Champions League T20. While four agencies were shortlisted, the account was finally awarded to McCann Erickson.

Without sharing details of the soon-to-be-revealed campaign for Champions League T20, Dayani points out that the campaign has been built around the brand premise and slogan of "Ab Hoga Asli Muqabla".

ESS promises viewers entertaining cricket from popular names, representing top cricketing nations and top-rated cricket clubs.

The campaign for the tournament will be rolled out next week and will feature participating cricketers to attract viewers. Last year, ESS had used the festive season of Diwali to build up hype and curiosity for Champions League T20.

This time, armed with fresh insights, ESS is preparing for another cricketing match on a new wicket.

Source: afaqs!

Thanks given by:

Possibly Related Threads…
Thread Author Replies Views Last Post
  General News: Star India defers launch of five channels nairrk 0 536 04-11-2020, 06:55 PM
Last Post: nairrk
  General News: Star Sports 1 Tamil launches programming initiative nairrk 0 379 04-08-2020, 10:03 AM
Last Post: nairrk
  Update: MIB approves name change applications of Star, TV18, Softline, Pen Studios nairrk 0 467 03-05-2020, 10:40 AM
Last Post: nairrk
  General News: Star Movies to premiere ‘Alita: Battle Angel’ on 16 Feb nairrk 0 392 02-14-2020, 12:04 PM
Last Post: nairrk
  General News: Star to bring multiplex strategy to small screen with launch of Star Gold 2 nairrk 0 374 01-29-2020, 02:58 PM
Last Post: nairrk
  General News: Star Jalsha to launch a new music game show ‘Start Music’ nairrk 0 455 11-20-2019, 07:42 AM
Last Post: nairrk
  General News: Star Sports launches campaign for U-17 Women’s Championship nairrk 0 343 11-11-2019, 06:45 PM
Last Post: nairrk
  General News: Star Maa to launch new fiction show ‘Amekatha’ on 4 Nov nairrk 0 388 11-02-2019, 05:15 PM
Last Post: nairrk
  General News: Star India to launch animated series based on Virat Kohli starting 5 Nov nairrk 0 407 10-30-2019, 11:00 AM
Last Post: nairrk
  Update: Star launches festive offer by reducing a-la-carte price of 16 channels nairrk 0 354 10-12-2019, 07:33 AM
Last Post: nairrk

Forum Jump:

Users browsing this thread: 1 Guest(s)