JWT India has won the multi-agency bidding process for the Commonwealth Games, which will be held in Delhi in 2010. The account size is pegged at Rs 300 crore spread over three years. Billed as the biggest ever multi-sports event held in India, the Commonwealth Games will be held under the aegis of the Commonwealth Games Federation, Government of India.
Confirming the news, Rohit Ohri, Senior Vice-President and Managing Partner, JWT India, said, “The Commonwealth Games 2010 will be the largest sporting event ever hosted by India. We are delighted to be the communication partners for these historic games. In the next few years, we will work with the Commonwealth Games Committee to build a sporting culture in the country and create interest around the mega event.”
“The Commonwealth Games will give the world a chance to see first-hand India’s meteoric rise and JWT is proud to be a key partner in this major event,” said JWT President Michael Maedel. The national Capital would spend billions to prepare for the event, investing in sports facilities, upgrading public transportation and improving power facilities.
On January 6, 2008, the new logo to represent the Games was unveiled at the India Gate. The event was a resounding success with almost half a million people participating in the ‘Commonwealth Run’ preceding the event. It was a proud moment for India and an indication of things to come in the next 1,000 days.
The highly competitive pitch process, in which nearly all the top agencies in India took part, was spread over three months. JWT’s theme of ‘Come out and Play’ was well received by the Committee and would be used throughout the campaign. This theme would not only promote the Games, but inspire youth to participate in a variety of sports activities.
To prepare for the pitch, JWT India had put together a star team to create a comprehensive marketing plan comprising international and event marketing, sponsorships, activation and public relations. The pitch was led by Ohri and supported by Rajendra Singh, Dr Anupama Wagh Koppar and Elvis Sequeira. In addition, JWT worked with GroupM, Encompass and IPAN to create an end-to-end marketing solution. The plan was spread across three phases, spanning the 1,000 days leading up to the Games kicking off on October 3, 2010.
JWT is now working on the next phase of the programme, culminating with the launch of the ‘Queen’s Baton’, which would be taken across all Commonwealth nations before it reaches New Delhi on the eve of the Games. The mandate is clear – to make this the best Commonwealth Games ever.
The Commonwealth Games are a multi-sport, multi-national event held every four years. Over 5,000 elite athletes are expected to participate in 17 sporting events. The opening and closing ceremonies, along with several of the large events, would be held at the Jawaharlal Stadium, one of the largest stadiums in the world, which seats approximately 1 lakh people.