HOW WILL STAR INDIA ENSURE ROI FROM IPL?
The big news this week is undoubtedly Star India walking away with the global media rights of the Indian Premier League (IPL) for the next five years for a whopping Rs 16,347 crore. Though much has been written about IPL already, we pick up a few core issues and decode them in our cover story. While Star’s investment of Rs 16,347 crore seems an outrageous amount, and experts believe it will not be a walk in the park for Star to get returns on investment, we find that a concentrated focused effort will ensure that Star India emerges a big winner. Our cover story discusses this as well as other scenarios emerging out of the IPL auction - Star’s strategy to present a big global bid and low bids in the individual categories, why Sony Pictures Networks India, the only other player who could compete with Star in the global bid category, only bid for Television rights when it should have looked to seal a deal with a Digital partner to form a consortium. Also, while IPL is now the third costliest sports league in the world, is it really a brand that can take on the likes of the NFL or English Premier League?
Our CMO interview this week is with Deepika Warrier, Vice-President, Nutrition, PepsiCo India. The beverages and snacks giant PepsiCo India has launched three new products this year in the Nutrition space and Warrier tells us how the brand is positioning these new products as wholesome choices for young consumers looking for convenient and nutritious offerings. She also talks about PepsiCo India’s move towards a healthier portfolio as part of its ‘Performance with Purpose’ philosophy.
We also visit Leo Burnett India’s recently launched sprawling new office space in Gurugram, where Saurabh Varma, CEO of Publicis Communications, India talks about the importance of the Delhi market for creative business and why he believes Delhi will be bigger than Mumbai as a market in five years time.
In our Unwind section this week, Deepak Kabu, CEO, Ziox Mobiles tells us that he has a natural inclination to be physically active, and his passion for sports too helps him stay fit and healthy, despite a demanding work schedule. Inspired by industrialists like Anil Ambani, he has now begun training for next year’s Delhi Marathon
On to our Happenings section, where we get you images from the exchange4media Group’s Indian Content Marketing Awards (ICMA) 2017, where the creators of some of the best content in advertising were recognized. Kangana Ranaut adds a glam quotient here – check out pictures from her recent heart-to-heart conversation with journalist Barkha Dutt at the ‘Town Hall’ event organized by Malayala Manorama’s The Week in Mumbai.