IMPACT Annv Spl: Santosh Padhi on why advtg & cricket are similar
For Santosh Padhi, Taproot India, advertising is a lot like cricket – both fields rely heavily on talent, have lots of fame and pots of money.
To most people, advertising is what interrupts cricket. But if you ask me, advertising is actually a lot like cricket. Both fields rely heavily on talent, have lots of fame and pots of money. And of course, there is that inevitable connection between cricketers and agency folk when it comes to building brands. The similarities make it a fair analogy. So let the game begin.
A player cum coach
I strongly believe that if you are a coach and a player of the team, you get a better understanding of the game than, say, an armchair coach. From the stands, you can only shout. On the field, you get to be more hands-on. Because, unless you step on the wicket, you can’t play and show how it’s done. You have to face the ball, and see for yourself if it’s reverse swinging or coming in at 142 kmph. No technology can help you understand it better than being out there. And don’t forget, most clients come to you because they want you to perform and lead from the frontfoot. They are betting on your skills and scores.
Where do you stand?
Where you position yourself in the minds of millions. Your approach, your identity, your game plan. It’s like a mind game probably as important as the game itself. So for entrants (the Netherlands and the Irelands of the game) it’s better to decide what you want to join in as. You could choose to be the sledging Australians, the hard-working Sri Lankans or the unpredictable Pakistanis. Tell the world what kind of a team you are once you take to the field. Because when you’re just starting out, there are many who’ve done it all and won it all. It’s extremely important these days how you win it, similarly in our field too, it’s very important to have a culture, a character for your agency. It will automatically reflect on the work you produce, the client list, the hiring, the atmosphere. And finally, that’s what will take the agency to the next level.
Team selection
Once you decide which way to head, invest a considerable amount of time and energy in choosing the right set of players. Ultimately, it’s the players that form a team and it’s the team that makes or breaks on the pitch. It’s difficult, almost impossible for an individual or two to sustain for too long without a good team. One is bound to get exhausted or run out of ideas. It’s imperative to have a sturdy, reliable middle-order and also a tail-end which comes in handy on days. Finally, the game and the business are both about promising talent. A good set of young creative people is what every team needs.
Pick a format. own it
What do you enjoy playing the most? A 20-20, One Day or Test game? Selecting it right helps you work on your strengths, it sets the tone for your game. Rest assured, there is enough money in every form of the game. What you and your team enjoy playing the most will become your type. So focus on that strength and keep winning in that area. Make it yours, and make it big. And slowly as you grow, you can master multiple formats.
The 50s and the 100s
No matter what format of game you choose, you got to play the occasional big innings. Keep hitting the big ones at regular intervals as people have short memories. In order to be top-of-mind, you got to keep entertaining with timely knocks.
The fitness test
The game is all about young people. It’s that insatiable hunger and infectious energy that youth brings with it. Today, it’s the young cricketers that are ruling the world of cricket compared say a decade or two ago, where seniors were given more preference. Advertising is no different. When the average age in a 1.2 billion nation is 24 and when you’re talking to them, you better talk to them in a language they will understand. That’s why every agency needs more youngsters or seniors who think and behave young. So it’s a constant challenge for the seniors to stay fit (think young).
Sometimes, well left is well played
Pick the series you want to play and those you want to opt out of. More cricket obviously equals more money but you have to balance it out. So decide your capacity and play smart. If you feel there’s too much cricket, drop out of one inconsequential series and it might actually do more good than harm. Cricket teams and network agencies both have boards to answer to but remember that you don’t. It’s difficult to say no but it often helps. Refuse some pitches and win some.
(Santosh Padhi is Chief Creative Officer & Co-Founder of Taproot India.)
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
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The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
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"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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