VivaKi Exchange, a division of TLG India, has been assigned the media mandate for Indian Badminton League (IBL) following a multi-agency pitch. The $1-million IBL, which is the richest badminton tournament in the world, is a joint venture of Badminton Association of India (BAI) and Sporty Solutionz.
IBL will offer VivaKi not just traditional media, but transcend into social and newer forms of digital media. The account is estimated to be worth around Rs 25 crore in the inaugural year.
Commenting on the association, BAI President and MP Dr Akhilesh Das Gupta said, “The Indian Badminton League aims to bring long-term benefits for the players and will usher in a new era in the sport. We welcome VivaKi on board and hope this association will take badminton to new heights.”
Mona Jain, CEO, VivaKi Exchange added here, “Of late, sports category has seen a massive upward swing, largely due to plethora of sports channels and coupled with Indian accolades internationally. Badminton enjoys a massive following in India after Saina Nehwal’s exploits in the 2012 London Olympics. I am sure IBL will be seen as a viable destination for large spending advertisers, who want to maximise their spends on media through sports this year.”
On awarding the business to VivaKi, Ashish Chadha, CEO, Sporty Solutionz said, “The world’s biggest badminton league demands the maturity, size and depth for national and international launch, and VivaKi posses the requisite skill sets. We are extremely pleased with the vibrant approach and enthusiasm of the entire VivaKi team.”
The inaugural edition of the IBL will be held from August 14-31. Almost all the top players of the world, including India’s badminton icons Saina Nehwal, Jwala Gutta, Parupalli Kashyap, Ashwini Ponnappa, and PV Sindhu have confirmed their participation in the League.