Strategy
<ul><li>Every ball of IPL was broadcast on 267 hours of live television </li></ul><ul><li>There were more than 50 million ...
<ul><li>“ With IPL, cricket took a fresh guard…it was like starting the game all over again!” Sundar Raman, CEO, IPL. </li...
 
<ul><li>“ With IPL, we want to do to cricket what PVR did to movies.” Amrit Mathur, vice-president of GMR Sports, the comp...
TEST MATCH FAN
TEST MATCH FAN One day fan
IPL Fan
&
“ The ingredients in the success of IPL were that it provided ample after-work entertainment, made for TV-centric family e...
& ignited regional loyalty, that even Ranji failed to do.
A deep dive under  the skin of IPL!!
8  region-based  teams 8  region-based  teams
3   managed  go beyond  their regional barricades & generated a  pan-nation appeal
A national level appeal!!
How did the  Kolkata Knight Riders   manage to  appeal across India ?
The “ X ” factor
<ul><ul><ul><ul><li>Glamour of Bollywood  ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fan bas...
How did the  Chennai Super Kings   manage to  appeal across India ?
The “ X ” factor
<ul><ul><ul><ul><li>Bringer of a world Cup to India (after 14yrs – since 83)  </li></ul></ul></ul></ul><ul><ul><ul><ul><li...
How did the  Rajasthan Royals   manage to  appeal across India ?
The “ X ” factor
<ul><ul><ul><ul><li>Started as an underdog – hence people did not perceive them as a threat – hence were neutral </li></ul...
A nation wide ‘X’ factor (Sharukh, Dhoni & Under dog tag) In Summary…
The nation wide ‘X’ factor? No (Sharukh or Dhoni & Under dog tag is endowed not claimed) Only a Symonds (fresh from the “m...
+ + + +
Others tried at a larger reach and for a few tricks to glamorize & draw attention… But Failed!!   Paid stars not as passio...
What did the “ X ”  factor actually do for: Analyzing the X factor further:
Analyzing the X factor further: Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IP...
Analyzing the X factor further: A few key questions :   How long shall SRK charm last? will it continuously create support...
& What was the effect on other fans who had a team to root for?
Let’s check… Did it  convert  the  loyalist ?
Fan – check: (23 consumers)
Why Mumbai Indians? I am a huge Shahrukh Khan fan. So KKR were my first favorites. But when the games started I realized t...
Why Chennai Super Kings? I am a Bihari and unfortunately there is no team from Bihar. Bas, Dhoni jahaan Bihar wahaan
Who is your favourite cricketer? Sachin Tendulkar. He is the Baap of cricket. Then how come you are backing Chennai Super ...
No! Did it  convert  the  loyalist ?
Our vision… Using it to check some people have broken this barrier:
 
Since  1905 Since  1947 Since  1902 Since  1901 Since  1966 Since  1899 HOW? HOW? 103 yrs  61 yrs  106 yrs  107 yrs  52 yr...
Since  1905 Since  1947 Since  1902 Since  1901 Since  1966 Since  1899 HOW? HOW? By winning consistently   (inspite of a ...
However…
in 1905 was … of  2008 in 1947 In 1901 of  2008 of  2008
in 1905 was … of  2008 in 1947 In 1901 of  2008 of  2008 Did they have the global fan following that the have today? Did t...
So how have these super-clubs evolved
March 14, 1905  (W) London 1906 England 1952 / 2008 World
Los Angeles   1947 1960 USA 1972 World
1901 Boston   1903 USA World 1918
The big learning: Root yourself  in your roots &  establish an  ever-loyal fan Keep winning & appeal to the next circle of...
Even Stellar clubs have retained their roots:
Since  1905 Since  1947 Since  1902 Since  1901 Since  1966 Since  1899 103 yrs  Chelsea (2008) 61 yrs  Los Angeles (2008)...
Since  1905 Since  1947 Since  1902 Since  1901 Since  1966 Since  1899 Retained their strong local roots till date 103 yr...
retained their roots,  even post evolution :
Boston Red Sox Logo 1909 -1911 Boston Red Sox Logo 1962 -Current Boston Red Sox Logo 1912 -1930 Boston Red Sox Logo 1931 -...
Two of the teams which managed to go  global , made sure they also were strongly  glocal : Even in our very own  IPL :
 
This was by a national brand – PEPSI – celebrating local culture & pitching in behind a team (on national television).
The way ahead:
Deccan Chargers <ul><li>The double edged sword… </li></ul><ul><li>No Localized Rooting </li></ul><ul><li>Potential to beco...
Hence… Appeal to 3 clusters Hyderabad Andhra  Pradesh Rest of India
Our Approach Hyderabad A strong attitude that emerges from our roots & can pan across AP National Attitude IN SEARCH OF TH...
A root that emanates from the  Cricket  of  Hyderabad  itself
The intended Vision
 
But…
Great Clubs have taken time to evolve Los Angeles   1947 1960 USA 1972 World
Great Clubs have taken time to evolve 1901 Boston   1903 USA World 1918
Hence the key question… … Using modern day mass media do we need to take that long?
In search of that answer How do we become a brand with national/international appeal without alienating the local (ticket ...
IPL Fan – Deccan chargers Need to appeal across  ( neither only regionally nor only nationally ) Hyderabad Andhra Pradesh ...
Our approach: Rooted to origins – yet with an  appeal across
Hyderabad AP Pan India IN SEARCH OF THIS ATTITUDE… Our Approach A strong attitude that emerges from our roots & can pan ac...
Starting from our roots ( Hyderabad ): Seeking an  appeal for across – India & the world
Hyderabad is a city that forever mixes cultures, cuisines, religions and languages. Here, Persian turned alloy with Telugu...
Understated & muted Hence, NEEDS to be given AN EDGE  (which again is rooted in Hyderabad) (too soft) not enough to instig...
What is new ( young ) Hyderabad like? In search of this edge… Looking for this  edge  in:
Nagesh Kukunoor Indian School of Business The IT industry Sania Mirza
Short Films IT industry Westernization Competitiveness seeping in aggression
Easy going & staying calm = + New found aggression
Dil pe mat le, haath mein le maaro mat…adab se maaro the new Hydrabadi  attitude (andaaz) … = stay cool & win
THIS  HYDERABADI ATTITUDE  SEEMS TO BE SEEN IN THEIR CRICKET AS WELL…
MOHAMMAD AZHARUDDIN
<ul><li>5 th  ODI of the series… the only hope for India reaching to the finals </li></ul><ul><li>Zimbabwe won the toss an...
There could’ve been a zillion thoughts in his head… My kids must be watching… I can’t fail in their eyes All the top order...
but… <ul><li>M Azharuddin  not out  153 </li></ul><ul><li>India won by 32 runs </li></ul><ul><li>“ Azhar - man of match” <...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did was…  </l...
VVS LAXMAN
<ul><li>Day 1:  Australia 291/8 (SR Waugh 29*, Gillespie 6*, 90 overs)  </li></ul><ul><li>Day 2:  Australia 445, India 128...
There could’ve been a zillion thoughts in his head… we lost the last test by 10 wickets My recent records are poor, people...
But… <ul><li>India 589/4 </li></ul><ul><li>( Laxman 275 *) </li></ul><ul><li>India won by 171 runs </li></ul><ul><li>Laxma...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did was…  </l...
Hyderabadi Cricket New Hyderabadi? Stay Cool seems to be the attitude of the Hyderabadi cricketer Is this also the attitud...
ADAM GILCHRIST <ul><li>Meet the new Hyderabadi cricketer </li></ul>
<ul><li>First time under the captaincy of Ricky Ponting </li></ul><ul><li>1 st  innings: </li></ul><ul><li>Bowled out for ...
There could’ve been a zillion thoughts in his head… How many people will I disappoint if I fail… 3 days to go, hardly any ...
But… <ul><li>Gilchrist hits 144 off 185 balls </li></ul><ul><li>He scored at a run a ball of Vaas (whom the Australians ha...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did was…  </l...
HERSCHELLE GIBBS
<ul><li>Australia won the toss and chose to bat </li></ul><ul><li>Australia breaks all records till date… </li></ul><ul><l...
There could’ve been a zillion thoughts in his head… I know the fielder at slip is trying to distract me… I can’t be distra...
But… <ul><li>Herschelle Gibbs: 175 runs in 111 balls </li></ul><ul><li>Total: 438 / 9  overs: 49.9 </li></ul><ul><li>Break...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did was…  </l...
Hence, Hyderabadi New Hyderabadi Stay Cool is the attitude of the Hyderabadi cricketer Stay Cool is also the attitude of t...
IS “STAYING COOL” TRUE TO HYDERABADI CRICKET & CRICKET ONLY?
Championship League ’07 – Semi Finals United had far more possession in the second half. Man U was up by 2 goals to nill b...
But…
Championship League ’07 – Semi Finals But Man U never really managed to threaten a calm and composed  Milan defense nor di...
Kaka, AC Milan FIFA’s World Player of the Year ‘07 & He is an extremely calm and composed boy who is never prone to either...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did & what  A...
PETE SAMPRAS
<ul><li>A four hour and nine minute long match </li></ul><ul><li>Match goes into a fifth set tie-breaker </li></ul><ul><li...
<ul><li>Pete Sampras resumes his show and goes on to play the longest match in the tournament and emerge a winner, qualify...
‘ Pete Sampras handles himself in a way that can only be described as gentlemanly  and reserved. He goes on the court to w...
‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness…  </li></ul><ul><li>But what he actually did was…  </l...
WE BELIEVE… <ul><li>Therefore, </li></ul>
Just Do it Keep walking Stay Cool has the ethos of a great brand, Stay   Cool &…
Hyderabad AP Pan India STAY COOL as a brand philosophy… Works for all three & Internationally  (everywhere)  as well
HOW DOES IT PAN ACROSS?
<ul><li>Stay Cool! </li></ul><ul><li>National TVC in English / Hindi </li></ul><ul><li>Viral, activation and tactical acti...
<ul><li>Stay Cool, Andhra style! </li></ul><ul><li>Local language TVC on Telugu channels  </li></ul><ul><li>Outdoor  </li>...
Hyderabad <ul><li>Stay Cool, Hyderabadi andaaz </li></ul><ul><li>Outdoor  </li></ul><ul><li>Local press </li></ul><ul><li>...
Hence…
Hyderabad AP Pan India STAY COOL builds love & rooting Without compromising  us regionally or nationally/internationally
Also to be kept in mind…
TEST MATCH FAN One day fan
IPL Fan Hence need to appeal to the entire family (not just the man). Hence, need to appeal to the sports fervor of the ma...
This is where Stay Cool Andhra Style Films and the Stay Cool Hyderabadi Style press & outdoor bring in the entertainment v...
Stay   Cool
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Deccan chargers-brand-strategy

  1. 1. Strategy
  2. 2. <ul><li>Every ball of IPL was broadcast on 267 hours of live television </li></ul><ul><li>There were more than 50 million page views on the official website in 14 days </li></ul><ul><li>Indian newspapers devoted 530,000 column cm of space on IPL coverage </li></ul>
  3. 3. <ul><li>“ With IPL, cricket took a fresh guard…it was like starting the game all over again!” Sundar Raman, CEO, IPL. </li></ul>
  4. 5. <ul><li>“ With IPL, we want to do to cricket what PVR did to movies.” Amrit Mathur, vice-president of GMR Sports, the company that owns the franchise of the Delhi Daredevils </li></ul><ul><li>“ IPL was the biggest reality game show that India ever saw” Ambika Srivastava, CEO of media agency, Zenith Optimedia. </li></ul>
  5. 6. TEST MATCH FAN
  6. 7. TEST MATCH FAN One day fan
  7. 8. IPL Fan
  8. 9. &
  9. 10. “ The ingredients in the success of IPL were that it provided ample after-work entertainment, made for TV-centric family entertainment and saw the participation of foreign players and film stars. The irony, Krishnamachar said, was that 30,000 Indians were cheering for Pakistani bowler, Mohammed Asif in Delhi, but this also defined the success of IPL.”
  10. 11. & ignited regional loyalty, that even Ranji failed to do.
  11. 12. A deep dive under the skin of IPL!!
  12. 13. 8 region-based teams 8 region-based teams
  13. 14. 3 managed go beyond their regional barricades & generated a pan-nation appeal
  14. 15. A national level appeal!!
  15. 16. How did the Kolkata Knight Riders manage to appeal across India ?
  16. 17. The “ X ” factor
  17. 18. <ul><ul><ul><ul><li>Glamour of Bollywood ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fan base goes beyond men (traditional Indian Cricket fan) & includes children & women also ( Brought new Cricket fans to IPL & hence team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Nation wide appeal ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>NRI – market appeal ( Possible merchandise revenue source ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Wide range of exisiting brand endorsements ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The SRK Charm! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Badhshah of Indian Cinema </li></ul></ul></ul></ul>Result: Did’nt make them the IPL Champions But did make them the most profitable IPL-08 team
  18. 19. How did the Chennai Super Kings manage to appeal across India ?
  19. 20. The “ X ” factor
  20. 21. <ul><ul><ul><ul><li>Bringer of a world Cup to India (after 14yrs – since 83) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>– was the underdog team & the under dog captain </li></ul></ul></ul></ul><ul><ul><ul><ul><li>( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>National ODI team Captain ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Glamour Appeal (girl adorers) – the hair style, ads etc; ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Wide range of exisiting brand endorsements ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The boy from small town India – hope for millions of up-country Indians ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Represents 3 IPL- orphan states (Bihar / Jharkhand – home ground, MP, UP & others) ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The Dhoni Effect! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The new breed (Gen X) of Indian Cricketer </li></ul></ul></ul></ul>Result: almost – but not IPL Champions Don’t know about IPL – 08 profitability, but good IPL 09 - potential
  21. 22. How did the Rajasthan Royals manage to appeal across India ?
  22. 23. The “ X ” factor
  23. 24. <ul><ul><ul><ul><li>Started as an underdog – hence people did not perceive them as a threat – hence were neutral </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Winning – gained empathy (garnered the support of the women folk – pan India) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>A hungry Captain – never the Aussie Captain </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Shane Warne’s Glamour Appeal (girl adorers) ( Transferred to the team ) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Rooting for the Under Dog! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Not a threat at the start & empathy as IPL progressed </li></ul></ul></ul></ul>Result: the IPL Champions Don’t know about IPL – 08 profitability, but might be a better IPL 09 - potential Faceless team – under dog
  24. 25. A nation wide ‘X’ factor (Sharukh, Dhoni & Under dog tag) In Summary…
  25. 26. The nation wide ‘X’ factor? No (Sharukh or Dhoni & Under dog tag is endowed not claimed) Only a Symonds (fresh from the “maaki / monkey” controversy) – attention grabbing – not endearing Deccan Chargers… V/s
  26. 27. + + + +
  27. 28. Others tried at a larger reach and for a few tricks to glamorize & draw attention… But Failed!! Paid stars not as passionate or ever present as stars who own… other stars who own not big enough or stars who are inconsequential. Raises the question – did anybody calculate SRK’ss time as a Star spent on the brand to arrive at the final profitability of KKR + + + +
  28. 29. What did the “ X ” factor actually do for: Analyzing the X factor further:
  29. 30. Analyzing the X factor further: Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).
  30. 31. Analyzing the X factor further: A few key questions : How long shall SRK charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions : How long shall Dhoni charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions : No more the Underdogs? Can they repeat their performance? Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).
  31. 32. & What was the effect on other fans who had a team to root for?
  32. 33. Let’s check… Did it convert the loyalist ?
  33. 34. Fan – check: (23 consumers)
  34. 35. Why Mumbai Indians? I am a huge Shahrukh Khan fan. So KKR were my first favorites. But when the games started I realized that there is nothing like seeing your home team win. Also, everyone around me was cheering for Mumbai Indians so its very difficult to ignore your team. Thirdly when Sachin came back then obviously you can’t help but cheer for him.
  35. 36. Why Chennai Super Kings? I am a Bihari and unfortunately there is no team from Bihar. Bas, Dhoni jahaan Bihar wahaan
  36. 37. Who is your favourite cricketer? Sachin Tendulkar. He is the Baap of cricket. Then how come you are backing Chennai Super Kings? See, today I am talking in English but I learned my mother tongue, Tamil, first. So Chennai will always come before Mumbai. Sachin is my favorite but he is playing for Mumbai.
  37. 38. No! Did it convert the loyalist ?
  38. 39. Our vision… Using it to check some people have broken this barrier:
  39. 41. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 HOW? HOW? 103 yrs 61 yrs 106 yrs 107 yrs 52 yrs 109 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world.
  40. 42. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 HOW? HOW? By winning consistently (inspite of a few ups & downs) 103 yrs 61 yrs 106 yrs 107 yrs 52 yrs 109 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world.
  41. 43. However…
  42. 44. in 1905 was … of 2008 in 1947 In 1901 of 2008 of 2008
  43. 45. in 1905 was … of 2008 in 1947 In 1901 of 2008 of 2008 Did they have the global fan following that the have today? Did they whip-up the obsessive following that they generate today? Did they stand for such great ethos that they command in peoples minds today? Were they such huge phenomenon that they are today?
  44. 46. So how have these super-clubs evolved
  45. 47. March 14, 1905 (W) London 1906 England 1952 / 2008 World
  46. 48. Los Angeles 1947 1960 USA 1972 World
  47. 49. 1901 Boston 1903 USA World 1918
  48. 50. The big learning: Root yourself in your roots & establish an ever-loyal fan Keep winning & appeal to the next circle of possible fans Potency of being a winner & increasing loyalty of fans, shall bring new fans – as your fan base grows larger, you start becoming an iconic brand & new fans becomes automatic
  49. 51. Even Stellar clubs have retained their roots:
  50. 52. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 103 yrs Chelsea (2008) 61 yrs Los Angeles (2008) 106 yrs Manchester (2008) 107 yrs Boston (2008) 52 yrs Chicago (2008) 109 yrs Milan (2008)
  51. 53. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 Retained their strong local roots till date 103 yrs Chelsea (2008) 61 yrs Los Angeles (2008) 106 yrs Manchester (2008) 107 yrs Boston (2008) 52 yrs Chicago (2008) 109 yrs Milan (2008)
  52. 54. retained their roots, even post evolution :
  53. 55. Boston Red Sox Logo 1909 -1911 Boston Red Sox Logo 1962 -Current Boston Red Sox Logo 1912 -1930 Boston Red Sox Logo 1931 -1932 Boston Red Sox Logo 1934 -1949 Boston Red Sox Logo 1950 -1959 Boston Red Sox Logo 1960 -1961
  54. 56. Two of the teams which managed to go global , made sure they also were strongly glocal : Even in our very own IPL :
  55. 58. This was by a national brand – PEPSI – celebrating local culture & pitching in behind a team (on national television).
  56. 59. The way ahead:
  57. 60. Deccan Chargers <ul><li>The double edged sword… </li></ul><ul><li>No Localized Rooting </li></ul><ul><li>Potential to become a national team, but footfalls & immediate revenues will come only from localites </li></ul>Hence, also need for a strong local fan following
  58. 61. Hence… Appeal to 3 clusters Hyderabad Andhra Pradesh Rest of India
  59. 62. Our Approach Hyderabad A strong attitude that emerges from our roots & can pan across AP National Attitude IN SEARCH OF THIS ATTITUDE…
  60. 63. A root that emanates from the Cricket of Hyderabad itself
  61. 64. The intended Vision
  62. 66. But…
  63. 67. Great Clubs have taken time to evolve Los Angeles 1947 1960 USA 1972 World
  64. 68. Great Clubs have taken time to evolve 1901 Boston 1903 USA World 1918
  65. 69. Hence the key question… … Using modern day mass media do we need to take that long?
  66. 70. In search of that answer How do we become a brand with national/international appeal without alienating the local (ticket & merchandise giving first & natural loyalists)?
  67. 71. IPL Fan – Deccan chargers Need to appeal across ( neither only regionally nor only nationally ) Hyderabad Andhra Pradesh Rest of India Anyone who loves cricket
  68. 72. Our approach: Rooted to origins – yet with an appeal across
  69. 73. Hyderabad AP Pan India IN SEARCH OF THIS ATTITUDE… Our Approach A strong attitude that emerges from our roots & can pan across
  70. 74. Starting from our roots ( Hyderabad ): Seeking an appeal for across – India & the world
  71. 75. Hyderabad is a city that forever mixes cultures, cuisines, religions and languages. Here, Persian turned alloy with Telugu, Marathi and Arabic to yield a special version of Urdu, Dakhini. And here, as Andhra mingled with Telangana, a smiling mildness has survived, disarming at every turn, just as grace under pressure .
  72. 76. Understated & muted Hence, NEEDS to be given AN EDGE (which again is rooted in Hyderabad) (too soft) not enough to instigate people & stir up passions Grace under pressure
  73. 77. What is new ( young ) Hyderabad like? In search of this edge… Looking for this edge in:
  74. 78. Nagesh Kukunoor Indian School of Business The IT industry Sania Mirza
  75. 79. Short Films IT industry Westernization Competitiveness seeping in aggression
  76. 80. Easy going & staying calm = + New found aggression
  77. 81. Dil pe mat le, haath mein le maaro mat…adab se maaro the new Hydrabadi attitude (andaaz) … = stay cool & win
  78. 82. THIS HYDERABADI ATTITUDE SEEMS TO BE SEEN IN THEIR CRICKET AS WELL…
  79. 83. MOHAMMAD AZHARUDDIN
  80. 84. <ul><li>5 th ODI of the series… the only hope for India reaching to the finals </li></ul><ul><li>Zimbabwe won the toss and decided to field… </li></ul><ul><li>India’s top order failed miserably… top 3 batsmen collapsed within the 1 st 10 overs with a score of 26! </li></ul><ul><li>SC Ganguly c A Flower b Streak 13 </li></ul><ul><li>SR Tendulkar c A Flower b Mbangwa 1 </li></ul><ul><li>VVS Laxman lbw b Mbangwa 0 </li></ul><ul><li>FOW: 1-8 (Tendulkar,3.3ov), 2-8 (Laxman, 3.6ov), 3-26 (Ganguly, 8.3ov) </li></ul>Pepsi Triangular series – 5th match, India v/s Zimbabwe 9th April, 1998, Babarbati Stadium, Cuttack … Then Azhar came to bat
  81. 85. There could’ve been a zillion thoughts in his head… My kids must be watching… I can’t fail in their eyes All the top order batsmen have collapsed within 10 overs… If we lose this match we may be out of the series… We have 40 overs and only two batsmen left… The other side is as determined to win as us… they need it just as much… I fail if my team fails… I’ll face the public wrath…
  82. 86. but… <ul><li>M Azharuddin not out 153 </li></ul><ul><li>India won by 32 runs </li></ul><ul><li>“ Azhar - man of match” </li></ul>
  83. 87. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did was… </li></ul>
  84. 88. VVS LAXMAN
  85. 89. <ul><li>Day 1: Australia 291/8 (SR Waugh 29*, Gillespie 6*, 90 overs) </li></ul><ul><li>Day 2: Australia 445, India 128/8 (Laxman 26*, Raju 3*, 46 overs) </li></ul><ul><li>India had to follow on </li></ul>Border – Gavaskar Trophy, 2000/01, 2 nd Test, India v/s Australia, Eden Gardens, Kolkata Laxman comes back to bat in the 2 nd innings…
  86. 90. There could’ve been a zillion thoughts in his head… we lost the last test by 10 wickets My recent records are poor, people don’t think I can do much this test we’re way behind with a follow on already… there’s no one else to take the match ahead after me Their confidence is high, they look like warriors… what if I fail again… what’ll happen to my career…
  87. 91. But… <ul><li>India 589/4 </li></ul><ul><li>( Laxman 275 *) </li></ul><ul><li>India won by 171 runs </li></ul><ul><li>Laxman declared man of the match </li></ul>
  88. 92. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did was… </li></ul>
  89. 93. Hyderabadi Cricket New Hyderabadi? Stay Cool seems to be the attitude of the Hyderabadi cricketer Is this also the attitude of the
  90. 94. ADAM GILCHRIST <ul><li>Meet the new Hyderabadi cricketer </li></ul>
  91. 95. <ul><li>First time under the captaincy of Ricky Ponting </li></ul><ul><li>1 st innings: </li></ul><ul><li>Bowled out for 120 runs in the 1 st innings </li></ul><ul><li>Sri Lanka took a lead of 211 runs </li></ul><ul><li>2 nd innings: </li></ul><ul><li>Hayden and Langer both fail </li></ul><ul><li>Australia at a disastrous 26/2 </li></ul>Australia’s tour of Sri Lanka in 2004, 2 nd test match at Kandy That’s when Gilchrist was sent in to bat at number 3
  92. 96. There could’ve been a zillion thoughts in his head… How many people will I disappoint if I fail… 3 days to go, hardly any runs and only 8 wickets in hand… We’re losing terribly… Wonder what my family is doing… would they be watching? I’m tired after the wicket keeping… my hand hurts… I’ve never played at number 3 like this…
  93. 97. But… <ul><li>Gilchrist hits 144 off 185 balls </li></ul><ul><li>He scored at a run a ball of Vaas (whom the Australians had been unable to get away in that series) and Murlitharan </li></ul>Australia won the test by 23 runs
  94. 98. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did was… </li></ul>
  95. 99. HERSCHELLE GIBBS
  96. 100. <ul><li>Australia won the toss and chose to bat </li></ul><ul><li>Australia breaks all records till date… </li></ul><ul><li>Makes the highest ODI score ever </li></ul><ul><li>Total: 434 / 4 overs:50 </li></ul><ul><li>South Africa out in the field to chase this mammoth total… </li></ul><ul><li>Everyone says it’s a one sided match… </li></ul><ul><li>Everyone singing praises about Australian cricket… </li></ul>Australia’s tour of South Africa, 5 th ODI, 12 th March 2006, New Wanderers Stadium, Johannesburg Gibbs walks to the crease…
  97. 101. There could’ve been a zillion thoughts in his head… I know the fielder at slip is trying to distract me… I can’t be distracted… We can’t lose to the Aussies again that too on our home ground It’s the only chance to win this series… and no one thinks we can The controversy having tarnished my image… don’t know what people may say if we lose again… I may be out of the next series if I don’t perform today… We’re chasing the biggest total in history of cricket…
  98. 102. But… <ul><li>Herschelle Gibbs: 175 runs in 111 balls </li></ul><ul><li>Total: 438 / 9 overs: 49.9 </li></ul><ul><li>Breaks Australia’s just created new world record for the highest ODI score ever </li></ul><ul><li>South Africa won the match by 1 wicket </li></ul><ul><li>Herschelle Gibbs declared man of match </li></ul><ul><li>The match regarded as the greatest ODI match in the history of cricket </li></ul>
  99. 103. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did was… </li></ul>
  100. 104. Hence, Hyderabadi New Hyderabadi Stay Cool is the attitude of the Hyderabadi cricketer Stay Cool is also the attitude of the new Hyderabadi cricketer
  101. 105. IS “STAYING COOL” TRUE TO HYDERABADI CRICKET & CRICKET ONLY?
  102. 106. Championship League ’07 – Semi Finals United had far more possession in the second half. Man U was up by 2 goals to nill by fst half. Championship League ’07 – Finals Milan were under siege from Arsenal.
  103. 107. But…
  104. 108. Championship League ’07 – Semi Finals But Man U never really managed to threaten a calm and composed Milan defense nor did they manage to test Milan's out-of-form keeper Dida. Championship League ’07 – Finals To Milan's credit, they never panicked at the back when they were under siege, they were as cool, calm, and composed as you would expect them to be.
  105. 109. Kaka, AC Milan FIFA’s World Player of the Year ‘07 & He is an extremely calm and composed boy who is never prone to either euphoria or depression,&quot; says his coach at AC Milan, Carlo Ancelotti.
  106. 110. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did & what AC Milan did was… </li></ul>
  107. 111. PETE SAMPRAS
  108. 112. <ul><li>A four hour and nine minute long match </li></ul><ul><li>Match goes into a fifth set tie-breaker </li></ul><ul><li>Just after the 4 th set, Sampras out of dehydration and nausea, vomits on the court… </li></ul><ul><li>Exhaustion and pain take over him… but the game has to go on… </li></ul>US Open, 7 th Sept’96 – Quarter Finals Alex Corretja v/s Pete Sampras
  109. 113. <ul><li>Pete Sampras resumes his show and goes on to play the longest match in the tournament and emerge a winner, qualifying for the semi-finals. </li></ul>
  110. 114. ‘ Pete Sampras handles himself in a way that can only be described as gentlemanly and reserved. He goes on the court to win a match, not to impress the crowds. He enters tournaments to win them. And when he wins them, as he so often does, his posture gets a little straighter, his eyes get a little brighter and a shy, timid smile of pleasure spreads across his face. It is a truly beautiful moment to watch history be made.’ (Written: Year 2000) - Sally Turkovich (Pittsburgh, PA, USA) Pete Sampras- Tennis Legend
  111. 115. ‘ STAYED COOL’ <ul><li>Tension, apprehension, pressure, nervousness… </li></ul><ul><li>But what he actually did was… </li></ul>
  112. 116. WE BELIEVE… <ul><li>Therefore, </li></ul>
  113. 117. Just Do it Keep walking Stay Cool has the ethos of a great brand, Stay Cool &…
  114. 118. Hyderabad AP Pan India STAY COOL as a brand philosophy… Works for all three & Internationally (everywhere) as well
  115. 119. HOW DOES IT PAN ACROSS?
  116. 120. <ul><li>Stay Cool! </li></ul><ul><li>National TVC in English / Hindi </li></ul><ul><li>Viral, activation and tactical activities using mass media </li></ul>Pan India (Nationally) NATIONALLY : Stay Cool translates to a thought & philosophy & without the reference to any local rooting – is baggage free & hence enjoys universal appeal.
  117. 121. <ul><li>Stay Cool, Andhra style! </li></ul><ul><li>Local language TVC on Telugu channels </li></ul><ul><li>Outdoor </li></ul><ul><li>Activities and tactical campaigns to build strong local connect </li></ul>AP Andhra Pradesh : Stay Cool laced with local nuances & language connects with the Andhra audiences & since the ads shall be placed only on regional Telugu channels – shall not create a dissonance with the National thought & actually extends itself to Andhra naturally & seamlessly
  118. 122. Hyderabad <ul><li>Stay Cool, Hyderabadi andaaz </li></ul><ul><li>Outdoor </li></ul><ul><li>Local press </li></ul><ul><li>Radio & other interactive initiatives </li></ul><ul><li>Ticket, merchandise & footfall driving tactical initiatives </li></ul>Hyderabadi : Stay Cool laced with Hyderabadi nuances & language connects with the Hyderabad audiences & since the communication is restricted to outdoor & press only– shall not create a dissonance with the National thought & actually extends itself to Hyderabad naturally & seamlessly
  119. 123. Hence…
  120. 124. Hyderabad AP Pan India STAY COOL builds love & rooting Without compromising us regionally or nationally/internationally
  121. 125. Also to be kept in mind…
  122. 126. TEST MATCH FAN One day fan
  123. 127. IPL Fan Hence need to appeal to the entire family (not just the man). Hence, need to appeal to the sports fervor of the man & the sport + entertainment value of the women (& rest of the family)
  124. 128. This is where Stay Cool Andhra Style Films and the Stay Cool Hyderabadi Style press & outdoor bring in the entertainment value of Bolly/Tollywood Reference : The Pepsi – Dhoni – Rajnikanth Style TVC, Shreeshanth – Punjabi munda – Chakde film, SRK KKR album etc;
  125. 129. Stay Cool

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