Lotte Superskills, a TV programme that tests the skills of top cricketers against men and machines, is back in its third edition. The concept, initially conceived by the late Pakistani coach Bob Woolmer, has witnessed some fierce competition from top cricketers in its last two editions. Over the years, the concept has been fine-tuned by Anthony Bouchier and Navroze Dhondy, ensuring that the gripping action lends itself well to great television viewing.
Navroze Dhondy, CEO, Creatigies Communications, also the co-creator of the event and marketing associates of QGH for Superskills, said, “There is no denying the fact that cricket is a huge opportunity for brands in India. Lotte Superskills is about developing a range of consumer interaction to leverage this opportunity.”
He added, “Having an aggressive brand like Lotte on board is a wonderful opportunity for Superskills. Lotte as a brand has a far greater width and connect than any white goods as it has presence in a kirana store as well as modern retail outlet. Lotte Superskills will enter far more homes and minds than ever before. It’s also heartening to see increasing number of companies and brands partner Lotte Superskills and maximising its value through concerted leveraging.”
Anthony Bouchier, MD, QGH, the company that co-created and implemented the event, expressed his satisfaction with the third edition of the programme. He said, “Having top cricketers come back each time to take part in the event makes us believe that this format and skill concept has the potential to grow globally.”
This year, 15 top cricketers from all over the world assembled to participate in the two-day cricketing battle and win the crown of Lotte Superskills champions. Teams from India, Pakistan, Australia, England, and Rest of the World, made up the competition and top names like Sehwag, Sreesanth, Afridi, Katich, Razzaq and Atapattu tested their skills against men and machines.
Title sponsor Lotte, the Korean-based confectionery giant which recently bought Chennai-based Parry’s, is looking at a three-year association with this exciting cricket game format. K V Ramachandra, Managing Director, Lotte India, said, “We were delighted when Creatigies approached us with this opportunity. Lotte Superskills is a perfect fit for our target group. Children and young adults would love the fast paced action, and the excitement of meeting top class world players. We plan to extend this to schools, and get a lot of ground activity around the event as well as the telecast.”
The programme will be aired as a 14-part weekly programme on Zee Sports and highlights as well as weekly round ups would be available on CNN-IBN. Satish Menon, President, Zee Sports, said, “We are extremely happy to be the channel partner telecasting Lotte Superskills. It’s a game show that we believe will get eyeballs that will benefit the channel as well as the sponsors of the event.”
Besides Lotte, the other companies that have partnered Superskills include Western Union, Canon, Boost, Pizza Hut, Club Mahindra, DYC, exchange4media Group and Power. These apart, Luminous will give away the ‘Ghar Ka Chirag’ award to the best Indian player of Lotte Superskills.