In the wake of a multi-agency pitch, Lodestar UM has bagged the media mandate for Jaypee Sports International (JPSI). The immediate priority will be around the JPSI-owned and managed Formula 1 (F1) track – Buddh International Circuit in Greater Noida. The budget for the first year is expected to be around Rs 25-30 crore.
It may be recalled that in May 2011, the creative duties were assigned to McCann Worldgroup’s Tag. Bookmyshow has been roped in as the exclusive seller of tickets for F1’s India leg.
Being India’s first F1 track, there is immense focus on building the right mix towards a gala weekend over October 28-30, 2011 when F1 superstars come and race against the clock.
Lodestar UM’s responsibilities include all media solutions across TV, print, outdoor, radio and digital media. The budget for the first year is expected to be around Rs 25-30 crore. While mainline media will drive awareness for the venue and event, the digital is expected to provide the digitally savvy hardcore F1 fans access to details of the event as also the fastest gateway to buying tickets.
Anamika Mehta, COO, Lodestar UM, said, “We are thrilled to win this prestigious business. It was our interesting meld of global sports management expertise and a unique understanding of the Indian sports enthusiast which went in our favour amidst stiff competition. This is an immense opportunity for Lodestar UM given that this is the first time when aficionadas will be able to watch F1 live. The size and scale of the event will come alive from the programming that has been hitherto restricted to TV. We look towards partnering JPSI on all aspects and setting the benchmark for the next three years so that the event and the venue are an unparalleled success.”
The F1 track is one of the biggest bets made by the Jaypee Group in recent years towards creating and fostering the biggest destination in the region for a sport that brings together cutting edge technology, never-say-die attitudes, glitz and lots of glamour.
Anjali Hegde, CEO, Reprise, the digital arm of IPG, added, “We see mobile and digital media playing a key role in driving involvement not just among the F1 enthusiasts but going deeper among those who enjoy sport and spectacle. The success of F1 in India critically hinges on building a larger audience that comes in to imbibe the speed and spirit of F1’s first foray in India.”
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