Star Sports 1 Tamil TVC is all about Tamil Pride
The regional channel, which is the first of its kind in India, kicked off recently with a 360-degree marketing campaign, #MachiAreYouReady

Star Sports 1 Tamil has tapped into Tamil pride with its first-ever TVC for the newly launched sports channel. The regional channel, which is the first of its kind in India, kicked off with a 360-degree marketing campaign, #MachiAreYouReady (buddy, are you ready), on May 28.
The 100-second long TVC which is part of the channel’s 360-degree marketing campaign features a variety of regional sports. Speaking about the ad, a Star Sports Spokesperson said that the TVC is a tribute to the multi-sport Tamil culture, featuring strong glimpses of various sports played, with great pride, on Tamil soil.
The film which was conceptualised and created by JWT, Chennai, begins with a dramatic shot of the traditional coconut-breaking ritual, and moves into vivid scenes of various sports such as kabaddi (sidugudu), volleyball, football, tennis, cricket, and regional sports such as Pachai Kuthirai (green horse), Thavalaiattam (frog hopping), Pattam Bambaram (throwing a top), Villukuchi (bow and arrow), Izhuvandi (cart pulling race), etc. The film concludes with Dhoni performing the signature Pro Kabaddi move, kicking a football and grasping a cricket stump, capturing the essence of the multi-sport Tamil culture.
The primary insight behind launching a Tamil sports channel and the theme for the TVC was that “Tamil Nadu has one of the best organised sporting ecosystems in the country across sports. It also has a thriving culture of grass-root level participation in sports,” said the spokesperson.
Expert View:
Sharing his thoughts on the ad, noted ad-man O R Radhakrishnan said that he was captivated by the ad, so much so that he might watch it multiple times. That said, he felt that the ad did not have a Tamil emotional connect. “If the visuals of this very ad were to be used with a Howrah bridge backdrop instead of a Chennai temple, and the soundtrack alone was altered, then the ad would convey the message of a sports channel in Bangla.” He felt that the ad is more generic than it should have been. Despite that “flaw”, he said that the ad does a great job of informing the audience that a new Tamil sports channel has been launched.
In January 2017, protests had erupted across Tamil Nadu against a ban on jallikattu (bull taming). Protesters argued in favour of the sport citing that the sport was a symbol of Tamil culture in addition to other factors. Tapping into this Tamil pride, the Star Sports Tamil TVC hits the right notes and embraces Tamil culture.
Speaking to exchange4media, K V Sridhar (Pops), founder hypercollective, pointed out that the racy anthem was very reminiscent of the popular Tamil dance song - Nakku mukka, from the film Kadhalil Vizhunthen, in particular, because of the meter of the song. The TVC, he said, has captured all the cultural nuances of Tamil Nadu, communicating that there is more to Tamil culture than the stereotypical image that often gets associated to the state. Thereby, it reaches out to the Sec C and D demographics of Tamil Nadu, he said.
According to Pops, leveraging regional pride was very apt for the TVC because, “Now more than ever, people are not ashamed of their roots. In addition, the idea that ‘every Indian is my brother and sister’ is not as strong as it used to be. Today regional pride, city pride, matter a lot in the face of sporting teams cropping up from every city.”
S K Swamy, Chairman and MD, R K Swamy BBDO, felt that the commercial achieves is objective of reaching out to the target audience with a racy and fast-paced video that sets the tone for the channel itself. He felt that the advertisement has been well executed and has all the key ingredients needed to reach the target audience.
In the past, the TVC for the first ever 24X7 Hindi sports channel – Star Sports 3 – starring Navjot Singh Sidhu, kept the message simple and straight: “Jo baat Hindi mein hai, woh kisi aur mein nahin.”
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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
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
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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Swapan 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.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"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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