HOW WILL STAR IN­DIA EN­SURE ROI FROM IPL?

Impact - - UPFRONT -

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?

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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.

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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.

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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

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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.

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