The French Tennis Federation (FFT) has appointed Dentsu Webchutney, a full-service digital agency from the Dentsu Aegis Network, as their digital agency in India for Roland-Garros, the world’s premier clay court tennis championship. The agency won the account following a multi-agency pitch.
Speaking about the association, Sam Primaut, director of development - Roland-Garros said, “We wish to share worldwide the unique and amazing French Open atmosphere and to bring our Grand Slam closer to its worldwide fans. India being among the most promising countries in terms of tennis potential around the globe, Roland-Garros is now looking at engaging with the Indian tennis fans on the digital platforms. We really are looking forward to this cooperation with Dentsu Webchutney in the hope to have an impact for the development of tennis and red clay courts in India”.
Commenting on the win, Tanvi Jain, VP- Dentsu Webchutney, said that it underlined the agency’s credentials as the leading 360-degree digital marketing solutions provider in India. “We are honoured to partner with a sporting event as prestigious and global as the French Open.”
She added, “The recent success of Indian players notwithstanding, tennis viewership is still in its infancy in India. We look forward to enabling Roland Garros to own the category in India with innovative technology and ideas that will take tennis to the masses.”
Roland Garros, the second of four annual Grand Slam tournaments, is widely considered the most physically demanding tennis competition in the world. The tournament has witnessed a boom in interest in Asia after the 2011 French Open victory of Chinese player Li Na, and the tremendous success of Indians Leander Paes and Sania Mirza over the years. The FFT wants to reinforce the federal relationships already established between France and India, and to cement France as a contributor to the development of red clay and tennis in India.
Dentsu Webchutney will partner the FFT in promoting its recent initiatives to further the sport in India. These will include programmes such as the cooperation agreement with the All India Tennis Association (AITA) to develop clay courts, and Rendez-Vous à Roland Garros in partnership with Longines, a worldwide under-18 tournament for boys and girls that will culminate in wildcard entries for the winners to the Roland Garros Junior tournament.