Samsung India Electronics Pvt. Ltd (SIEPL) has kicked off its Olympic programme for the Beijing Olympic Games 2008, and has announced a scholarship programme ‘Samsung Olympic Ratna’, to support seven Indian sportspersons to prepare for the games.
Samsung also plans to create a huge noise with its Olympic brand ambassador ace shooter Manavjit Singh Sandhu, to promote its association with the major sporting event. SIEPL is the official consumer electronics, IT and telecommunications sponsor for the Games, and has plans to undertake BTL, ATL and on-ground activities in a significant way.
“We would embark on a lot of activities to promote our association with the Olympic Games, with permission from the Indian Olympic Association. We have plans to come up with campaigns to welcome the Olympic Torch Relay. The torch would arrive in India in April 2008. We are also planning different campaigns with our Olympic brand ambassador Manavjit Singh Sandhu. The first campaign would be visible sometime in February next year,” said Ravinder Zutshi, Deputy Managing Director, SIEPL.
Samsung had signed a MoU with the Indian Olympic Association (IOA) to sponsor the ‘Samsung Olympic Ratna’ for the seven Indian sportspersons. In addition to Sandhu, the other sportspersons are shooters Rajyavardhan Singh Rathore, Abhinav Bindra, Anjali Bhagwat and Avneet Kaur Sidhu; archer Dola Banerjee; and boxing champ A L Lakra.
Patterned on the Olympic Solidarity Fund, the scholarship will support training expenses of the players for a period of one year, from October 2007 to September 2008.The MoU was signed between HB Lee, President and CEO, Samsung South West Asia, and Suresh Kalmadi, President, IOA.