Industry experts talk about challenges of sponsorship

Panellists discuss the need for an ‘honest approach’, the ‘ideal timing’ and telling stories in ‘unique way’

e4m by exchange4media Staff
Updated: Apr 18, 2019 9:04 AM

A panel discussion was held in Mumbai on Wednesday to discuss the challenges of sponsorship. 

The panellists included Amit Sethiya, CMO Syska Group, Prachi Mohapatra, Marketer, Fashion Big Bazaar, Dipesh Dadhich, General Manager, PHD Media, Hitesh Gossain, CEO and Founder, Onspone, and Hitesh Ahuja, founder and CEO, Yum Lane. 

Navneet Mohan, Founder and CEO, Laqshya Live Experience was the panel moderator and discussed the need for sponsors to be honest in their approach. 

Mohan initiated the discussion about the ideal timing for a promoter to go to a sponsor pitch. Amit Sethiya, CMO, Syska Group said the most common phrase one would hear from a client to a sponsor was ‘You are late’. “I don’t think there is a particular timing one is looking at for a proposal to come in. What is important is whether you understand the business or not. Unless and until you understand the business how would you know ‘one is late or early’. What is important to understand is what are we doing as a brand,” Sethiya added.

Bringing more clarity on the perfect timing for promoters to get sponsorships, Hitesh Ahuja, Founder and CEO, Yum Lane said, “We are looking at interesting stories for our consumers from creative sides. The most important thing is to tell stories in a unique way. From a brand point of view, the important part is to attract consumers.”

The panellists said that to change the whole idea of sponsorship being every promoter’s nightmare to a daydream, “there was a need to be honest in the pitch, think together, try to address by brand language and co-curate”. 

The takeaways of the discussion included the stress on the language used during the pitch. Mohan said, “We need to refrain using event-driven language and rather be inclusive of brand language.” Another important aspect, he said, was customisation and integration. 

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