4. STORY BOARD
• Objective:
– To ensure brand recall "RADIO CITY 91.1 FM" Gully Premiere League
– Reach out to the masses and register the message " City's biggest – FOR THE PEOPLE Cricket
tournament
– Reach out to the target audience with the intent of building a strong brand loyalty through varied
promotional tools
– Drive registrations through interactive communication at touch points viz: Residential Societies,
Playgrounds, Local Pan Shops, Sports Shops etc.
– Take the event to strategic parts of the city, recognize and reward the best local team in the town.
– Establish a strong association of Planet Radiocity, Radio City 91.1 FM and Unibic with the
activity and the event
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6. TECHNOLOGY
• In order to simplify the registration process - a Toll Free Miss Number was offered – "08030636339", to which a call
gets disconnected after one ring causing no burden to caller.
• The above mentioned toll free number was publicised via onground promotions
• Each individual that called on the aforementioned number were called back by the expert lead generation team, to
register for the event.
• Every time a team was registered over the phone, a simple HTML based "LIVE" CRM report was broadcasted to the
concerned RC representatives
• Each conversation was recorded by a state of art call monitoring system
• A call-center number : 022-67255295 was also offered to the individuals registering for the event to provide support,
answer queries and provide timely notifications about the event.
• The above technogies eliminated the clutter of physical handling of data, chances of data manipulation and loss of
data.
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11. CAR BRANDING
• Rationale:
– Enabled mobility, hence access to multiple locations in the target demography thus,
enabling superior reach and higher registrations.
– To build an effective "Recall" through branding on a car that truly is a head turner – Nano
– Enabled audience involvement through running On-Air contest – "Spot the car"
– Simply, served as hoarding on wheels, maximising eye ball contacts across Mumbai,
Navi Mumbai & Thane.
Snapshots Reach Highlights
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12. REACH
Demographic Coverage
Date Region Area Date Region Area
Week 1 Week 2
11/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Airoli
Bhayander Vashi
Thane
12/2/2013 Navi Mumbai Chembur
11/26/2013 Mumbai Ghatkopar (E) Govandi
Kanjurmarg (E) Mankhud
Vikhroli (E)
12/3/2013 Mumbai Ghatkopar (E)
11/27/2013 Mumbai Dahisar (E) Kanjurmarg (E)
Borivali (E) Vikhroli (E)
Kandivali (E)
Malad (E) 12/4/2013 Navi Mumbai Vashi
Nerul
11/28/2013 Mumbai Colaba Belapur
Marine Lines
Worli 12/5/2013 Thane Kalwa
Vitava
1/29/2013 Navi Mumbai Vashi
Nerul 12/6/2013 Thane Mira Rd
Belapur Bhayander
Thane
11/30/2013 Thane Vasai
Virar 12/7/2013 Mumbai Powai
Nalasopara Andheri (E)
Vikhroli (E)
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15. HIGHLIGHTS
On looker asking about information while the car was on the way Excited college kids posing with GPL Leaflet and Registering for
participation
Group of people insisting to stop the vehicle and pose
An excited onlooker spotting GPL Car and recieving JKJ Card A listener proactively asking for JKJ card after hearing about
it on the radio
Promoter Explaing a group of boys about how to redeem the JKJ
card for a prize
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16. MINI CANTER
• Rationale
– While a hoarding is an effective but stationary means of advertising, we used a
traditional advertising approach and made it more effective by using a canter
– Simply, served as hoarding on wheels, maximising eye ball contacts and ensuring
superior and extensive coverage across Mumbai, Navi Mumbai & Thane.
– While a on the move hoarding provided extensive eye ball contact, we took it a step
further by having promoters with various collaterals to make it interactive as well
Snapshots Reach Highlights
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19. REACH
Demographic Coverage
Date Region Area Date Region Area
Week 1 Week 2
11/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Chembur
Bhayander Govandi
Thane Mankhud
12/2/2013 Mumbai Ghatkopar (E)
11/26/2013 Mumbai Ghatkopar (E) Kanjurmarg (E)
Kanjurmarg (E) Vikhroli (E)
Vikhroli (E)
12/3/2013 Navi Mumbai Vashi
11/27/2013 Navi Mumbai Vashi Nerul
Nerul Belapur
Belapur
12/4/2013 Thane Kalwa
Vitava
11/28/2013 Thane Vasai 12/5/2013 Thane Mira Rd
Virar
Nalasopara Bhayander
Thane
1/29/2013 Mumbai Dahisar (E)
Borivali (E) 12/6/2013 Mumbai Powai
Kandivali (E) Andheri (E)
Malad (E) Vikhroli (E)
11/30/2013 Navi Mumbai Airoli
Vashi 12/7/2013 Thane Bhyandar
Mira Rd
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20. HIGHLIGHTS
Excited audience posing with GPL Leaflet Audience registering, posing and having fun with the
Promoters
Audience registering, via helpline with the help of info
provided by promoters
Professional cricket team posing after registrations Promotion team stationed outside at a Mall Early morning Promotion team stationed at a residential zone at late
evening
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21. PROMOTION CREW
• Rationale
– Educated, interaction focused staff that could convey the message clearly and entice
maximum audience possible for registrations
– Reach out to multiple strategic touch points e.g. Local Pan shops, play grounds,
residential societies etc.
– Drive registrations through "one on one" interaction
Snapshots Reach Highlights Videos
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32. HIGHLIGHTS
Specific promotion conducted amongst professional cricket teams by reaching out
to them
Conciously promoted the event amongst cricket coaches to enable the word out
to multiple players coached under them
Conducted disciplined briefings about the event by forming alliance with coaching
camps
Reached out to almost every cricket ground in Mumbai to drive
optimum registrations
Paid special emphasis tp conduct promotions around newly opened SRT
Gymkhana to cash in on the current propaganda of him retiring
Used "Structural learning technique" spending sufficient amount of time
with certain audience to register the event in to their minds
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33. REACH Back To Main Menu
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Demographic Coverage
Date Region Area Date Region Area
Week 1 Week 2
11/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Airoli
Bhayander Vashi
Thane
12/2/2013 Navi Mumbai Chembur
11/26/2013 Mumbai Ghatkopar (E) Govandi
Kanjurmarg (E) Mankhud
Vikhroli (E)
12/3/2013 Mumbai Ghatkopar (E)
11/27/2013 Mumbai Dahisar (E) Kanjurmarg (E)
Borivali (E) Vikhroli (E)
Kandivali (E)
Malad (E) 12/4/2013 Navi Mumbai Vashi
Nerul
11/28/2013 Mumbai Colaba Belapur
Marine Lines
Worli 12/5/2013 Thane Kalwa
Vitava
1/29/2013 Navi Mumbai Vashi
Nerul 12/6/2013 Thane Mira Rd
Belapur Bhayander
Thane
11/30/2013 Thane Vasai
Virar 12/7/2013 Mumbai Powai
Nalasopara Andheri (E)
Vikhroli (E)
36. STORY BOARD
• Optimum demographic coverage, spreading across the city for superior reach
• All qualifiers venue chosen with the focus of higher cricket playing audience and superior brand visibility
• Comprehensive branding through audio and visual during the course of the qualfiers to enable brand recollect.
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37. BORIVALI – MCF GROUND
Branding DataHighlights Videos
Winner : Borivali Ke Badshah
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40. HIGHLIGHTS
Photos of teams post every knock out matches Teams on standby for hours to await their chance to play
as 40+ Teams registered to compete
Teams on standby for hours to await their chance to play
as 40+ Teams registered to compete
Teams cheering for their players on crease
Crowd offering support Venue admist of HNI residentials HNI Sample point to ensure the right mix of
brand registration
A grade ground, green lushy outfeild and trees all
around for great cricket experience
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46. HIGHLIGHTS
Friends of participants cheering for them Teams waiting for their turn Father of a participant cheering for him& hoping for the
best
Teams inquiring about their turn as 60+ teams
registered for the tournament
Expert panel of commentator and match referee providing
ball by ball updates
Match Refrerees on their toes to ensure no conflicts or
issues
Locals cheering for their favourite teams Team coming in late to register, requesting a chance to
compete. Match referees having trouble to let them
aprticipate as 60+ teams were already lined up
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47. HIGHLIGHTS
Match referee warning bowler for slow over rate as 60+ teams
were lined up and to accommodate 1 over matches were played
Batsmen strategising as 8 runs were required from 2 balls Players having glusose water to cope up with the long
waiting and dehydration
Constant brand recall through Audio and Video – Radio
City Jingle and Video Loop
Locals out of their home and enjoying the day watching their
favourite teams compete
Sample point admist of middlle class residentials
surrounding all 4 sides
Supporters absolutely quiet as a nail biting match was
coming to an end
Playesr vouching for a pose and having fun
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48. HIGHLIGHTS
6:15 pm, matches still going on! 7:00 pm final match continues under flood
lights
Locals and supporters having a funfilled
winter day enjoying the matches Players posing for a photo after their knock
out wins
Locals cheering for their team Score board is the focal point of any cricket match.
So, we innovated, we branded the board!
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53. HIGHLIGHTS
Teams posing after their knock out wins Supporters cheering for their favourite
teams and enjoying
1:00 pm in the afternoon, supporters and teams still on
the ground cheering and having fun
Supporters having a great time as their favourite team
scores the winning run
Both the teams on crease discussing strategy as a nail
biting match ends in a tie and super over is about to
begin
Brilliant feilding to save four runs Match referee warning team members for slower over
rate for the second time and issues serious warning of
disqualification
Venue is an important sampling point as the Vashi
Panvel highway intersects the ground and atttracts
heavy eyeball contscts
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58. HIGHLIGHTS
Umpires having a break, glucose water break! Teams lining up for registrations
Last few minutes of registration as announced by the
commentator as 50+ teams had already registered Teams eagerly awaiting their turn to compete
Audience cheering their teams, awaiting turn and
enjoying the match Teams cheering under the sun at 2:00 pm Players warming up for their up next right after toss Players awating their turn up next as the toss was
conducted in adance to avoid watage of time
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64. HIGHLIGHTS
Audience glued to their positions enjoying the
matches
People in and around the venue having a good
time
People excited at batsman hitting the ball out of
the ground for a SIX! Scorer keeping a tab on the scoreboard
Match referees concerned as they have to finish
26 Matches in 4 hours
Dehydrated player recuperating at the pavilion
after having glucose Players ready after toss, sitting at the dug out for
their match up next
2:30 pm in the afternoon, yet the crowd is at the
venue experiencing GPL fun
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65. HIGHLIGHTS
Spectators, players and supporters all across the
venue Spectators, players and supporters all across the
venue
Teams crowding to fill registration forms
Spectators, players and supporters all across the
venue
Spectators, players and supporters all across the
venue Spectators, players and supporters all across the
venue
Supporters cheering for their team
Supporters cheering for their team, while an
intense match is taking place
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66. HIGHLIGHTS
Teams crowding for registrations early morning Spectators having fun Increase in number of spectators as we advance
towards the winner of the day
Despite of losing in knock out matches teams still
staying back to experience the trill of GPL
People glued to there seats to watch the final
match
Teams awaiting their turn, it's been 4 hours of
wait time, yet happy to pose and enjoying the
day.
Venue just adjacent to the creek, propels a
fantastic climate to enjoy cricket
Losing captain congratulates the winning captian,
displaying great team spirit
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72. HIGHLIGHTS
Since a lot of teams were unable to play the last time
we had conducted qualifiers in this venue, they were
waiting since early morning to register them selves
Professional umpires to minimize chances
of errors in decision making
Players cheering for the batsmen to hit a
mximum
Locals offering support for their favourite
team
Teams inquiring about their turn as they
have to wait for nearly 4 hours. 60+ Teams
had registered.
Supporters are stunned as it is the final ball that
will decide their favourite team's fate: 4 Runs
required in 1 ball and they win!
Spectators having a good time following every
match that's taking place.
It was bright sunny afternoon, a bit hotter than
the other days. But who cares! People busy
enjoying GPL right under the sun.
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78. HIGHLIGHTS
Massive crowd waiting for registrations from
early morning
50+ teams registered for the qualifiers, teams
patiently waiting for their turns
Spectators stopping by to evidence the fun
and frolic at GPL
Spectators glued to a nail biting ending of a
match between two local teams
Spectators cheering for their favorite team
and having fun
Contenders in queue for registrations Players having fun while they await their turn Players posing for a pic after their knock out
win
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79. HIGHLIGHTS
Strategic sample point, surrounded by mainroads
connecting different parts of the city from all 4 sides
Players waiting for more than 4 hours for their turn,
displaying great team and sportsman spirit.
Toss taking place in advance as 40 other teams yet
to play and teams are asked to be on their toes with
out wasting time.
Dissapointed spectators as their favourite team
couldn't make it to the top.
Expert panel of match referees and crew to minimize
wastage of time and keeping a close scrutiny on
contender behaviour
Spectators out on the feild from their nearby shops
enjoying the matches during their lunch time
Various motorists stopby to view the exitement taking
place on the feild Optimum eyeball contacts. All major public transport
route surrounding the venue.
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84. HIGHLIGHTS
Strategically chosen sample point, enabled
optimum visibility to major public transport
system - BUS
Strategically chosen sample point, enabled
optimum visibility to major public transport
system - Train
Professional teams coming forward in large
numbers to be a part of GPL Spectators present in large numbers to
support their favourite teams
Spectators enjoying the match, sitting back
and relaxing
A new team is registeringas they are being
routed from another location.
Kids and friends of local professional teams
present in the venue to cheer for them.
Residentials on one side of the ground,
enabling viewers to look out of their home.
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88. STORY BOARD
• Now that all 8 Finalists were shortlisted, promotions were divided in to 2 categories:
– RJ Promotions:
• Each RJ owned up a team and went to the respective team localities to ask for support and create a propaganda.
• A fun filled atmosphere of celebration was created to glorify the effort put by teams to win against several others
– "Premiere League" Promotions
• As the name it self reads –Gully "Premiere" League, Premiere calls for glamour, fun and clebration. Hence, the trending strategy
of "Dance Music" was capitalized on.
• This year's GPL being a winter edition, A theme name "GPL Winter Sun" was conceptualised and was being spread across the
city through rigorous on ground promotions amongst the youths mainly.
• 3 DJ acts were lined up for the shell of the finale to ensure non stop music
• 2 International DJs and 1 Mumbai's reknowned DJ were selected for the event.
• DJ Zhannet an International Fame from Russia known for banging dance music and one of the few Djane in the industry
• DJ Banshi an upcoming DJ from Russia
• Check out the slides for more yourself!
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96. STORY BOARD
• The venue chosen for finale was Air India Sports Club
• This is an iconic ground in the heart of Mumbai’s suburbs
• This ground sufficed the idea of bringing "Gully cricket" to the big league
• AISC Ground enabled batting on both the sides of the wicket
• Green lushy outfeild, provisions of VIP seating and pavilion for players
made this the top choice.
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97. EVENT ITINERARY
Matches Line Up
Timings
Matches Remarks Discipline
Timings
Artist Genre
From To From To
10:00 10:15 Opening Addressal
Emcee - Addresses about GPL &
Opening Ceremony
All 8 Teams stand in a Row with their
Team owners to National Anthem
10:20 11:05 Match 1 First League 2 Over Matches
11:10 11:55 Match 2 First League 2 Over Matches 12:30 14:00 DJ P-Unit Deep House & Commercial
12:00 12:45 Match 3 First League 2 Over Matches
12:50 13:05 Match 4 First League 2 Over Matches
13:15 14:15 Match 1 Second League 3 Over Matches 14:00 15:30 DJ Banshi Techno, House & Minimal
14:20 15:20 Match 2 Second League 3 Over Matches
15:30 16:45 Match 1 Finale 4 Over Match 15:30 17:15 Zhannet
Electronic, minimal &
techno
16:45 17:15 Presentation Ceremony
Check, Trophy Distribution & On Air
Bytes
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