If bagging the title rights for the Indo-Pak series was momentous, Samsung plans to follow it up on an equal scale. In a bid to find an apt partner for the series, the company held a pitch amongst its club agencies — Mudra, Grey Worldwide and Cheil. Grey Worldwide beat the others to the post.
Anish Srikrishna, AGM, Marketing Samsung India Electronics says, “Indo-Pak series is big and sponsoring the event brings with it a responsibility. Needless to say that the communication has to bring through the association of the brand with the event but at the same time, more importantly, it has to reflect the relation between the two countries. It’s a time of peace and friendship, and the communication has to capture it all.”
Why was the responsibility given to Grey? Srikrishna replies, “We have certain objectives in mind and Grey is the closest that came to it.” Perhaps recent campaigns like India Shining have a role to play in the decision. What would the spend look like? “Everything right now is very fluid to comment on that. But it’s a given that this series will have a huge impact on everything around us and we are not going keep anything back,” he says.
And how does the agency feel? “Completely over the moon,” expresses Ashutosh Khanna, Chief Operating Officer, Grey Worldwide. “There is a lot of work and we are very excited about all that has to be done. It is an opportunity to build on the togetherness of the nation and we are very aware of the importance of this task.”
Grey Worldwide will take care of all aspects of communication, from advertising, promotion and ground signage, to the trophy awarded to the winner. The task at hand is huge and given the tagline 'Jeet Lo Dil', for beginners, Grey is all geared for the activities. For, Samsung this is their first venture in ground cricket sponsorship. States Srikrishna, “To my mind, the series is as big as the World Cup.” And we agree.