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From the time Sir Dorabji <keyword id="19904884" type="General" weightage="20" keywordseo="tata" source="keywords">Tata</keyword> sponsored a handful of Indian athletes to the 1920 Antwerp Olympics, Tata group has been a constant in India's sporting landscape and the conglomerate's involvement only grew under <keyword id="19981455" type="General" weightage="100" keywordseo="ratan-tata" source="keywords">Ratan Tata</keyword>, who considered sport a "way of life". The chairman emeritus of Tata Sons died here at the age of 86 on Wednesday after being admitted to a hospital on Monday for "age and related medical conditions". His death triggered an avalanche of tributes from eminent personalities from all walks of life and sports was no different. From being the title sponsor of the glitzy Indian Premier League of cricket to supporting lesser-followed sports like archery to owning a football team in the Indian Super League to sponsoring a high-profile chess tournament, the Tata group has been deeply involved with the country's sporting ecosystem. Most of this involvement grew during Ratan Tata's tenure. "He always believed in 'sports is the way of life' and we are happy to carry forward the legacy. We have been the torchbearer of sports with 19 sporting verticals from football, hockey, archery to horse riding, boxing, karate, racket sports. You name it, we have it," an official involved with the JRD Tata Sports Academy, which was inaugurated in 1991 in Jamshedpur, told PTI. The growth in Tata Group's sporting involvement under Ratan Tata was the continuation of a legacy. After all, Sir Dorabji Tata, who played cricket, tennis and football, was the first President of the Indian Olympic Association (1924). This was after he had financed the Olympic appearance of four track-and-field athletes and two wrestlers at the Antwerp Games, helping organise their trials in Pune as well. Tata Steel Chess, which is also called the 'Wimbledon of chess', is a marquee event on global chess calendar, held at <keyword id="20385206" type="General" weightage="20" keywordseo="wijk-aan-zee" source="keywords">Wijk Aan Zee</keyword>, the Netherlands. It wasn't always known that. It was Corus Chess Tournament for the longest time before Tata Steel took over the title sponsor company, thereby claiming the rights of this event from 2007 onwards. Five-time world champion and Indian chess legend <keyword id="20221790" type="General" weightage="20" keywordseo="viswanathan-anand" source="keywords">Viswanathan Anand</keyword> was among the first sports icons to pay tributes to the late industrialist, saying that he "touched all our lives". "It is with profound sadness that we bid farewell to a giant of industry and philanthropy. We received our Padma Vibhushan together, and I was truly touched by his humility and genteel nature," Anand wrote on X. "The chess fraternity owes much to the traditions that are so closely associated with the Tata Group. @tatasteelchess in Holland is an event that made us chess players particularly proud, especially when the Tatas took over Corus, and later starting a new tradition with @tschessindia," he added. "The chess world and I offer our deepest condolences to @RNTata2000, a human being who touched all our lives and always stood for the good of society. Rest in peace," Anand continued. Tata Foootball Academy started back in 1987 under <keyword id="23494114" type="General" weightage="20" keywordseo="russi-mody" source="keywords">Russi Mody</keyword>, the then chairman of Tata Steel, who had the backing of Ratan Tata for the project. The academy has been supplying national level footballers since early '90s with its some of its noted alumni being current All India Football Federation head and former goalkeeper Kalyan Chaubey, Rennedy Singh, Dipendu Biswas and Kiran Khongsai. "TFA has played a pioneering role in Indian football by focusing on nurturing young talent and contributing significantly to the development of football in the country," the official associated with JRD sports complex said. "He (Ratan Tata) was there at the launch of Jamshedpur FC in the ISL in 2017. he interacted with the players and coaches, took photos with them. They also presented him with a signed jersey. He was very happy to see the team coming up and playing in the top tier ISL," he recalled. The enigmatic businessman was there to launch the hockey academy in Jamshedpur in 2019. "...perhaps for the last time he was here," the official said. Hockey India said Ratan Tata will be remembered as a "shining gem". "Your vision and endless contribution to our nation will never be forgotten. Your legacy will forever live with us till eternity. Hockey India pays tribute to one of Modern India's Pioneers - Ratan Naval Tata," it added. The legendary <keyword id="19919207" type="General" weightage="20" keywordseo="sachin-tendulkar" source="keywords">Sachin Tendulkar</keyword> said Ratan Tata's legacy will continue through his foundations. "In his life, and demise, Mr Ratan Tata has moved the nation. I was fortunate to spend time with him, but millions, who have never met him, feel the same grief that I feel today. Such is his impact," <keyword id="20012835" type="General" weightage="20" keywordseo="tendulkar" source="keywords">Tendulkar</keyword> wrote. The Tata Archery Academy in Jamshedpur has been the training ground for ace Indian archers Deepika Kumari and Atanu Das for several years. Given Tata Group's involvement in India's Olympic movement, it was hardly a surprise to see an outpouring of tributes from some of country's top athletes. "I'm very sorry to hear about the passing of Shri Ratan Tata ji. He was a visionary, and I'll never forget the conversation I had with him. He inspired this entire nation. I pray that his loved ones find strength. Om Shanti," posted India's track-and-field Olympic gold-winner, Neeraj Chopra. India's first-ever Olympics medal winner in badminton, <keyword id="20204318" type="General" weightage="20" keywordseo="saina-nehwal" source="keywords">Saina Nehwal</keyword> described him as a great man. "Ratan Tata sir aapki legacy hamesha humare saath rahegi. RIP (sic). (A great man and true visionary. Tata sir your legacy will always remain with us," she said. One of India's greatest spin bowlers and former captain Anil Kumble said, "Mr. Ratan Tata's contribution extends far beyond business. His legacy of giving back to society will continue to inspire future generations. Rest in peace." "An institution who embodied Excellence, Vision and Humility. A Philanthropist par excellence. A massive loss to society. Condolences to the entire Tata family. God bless his soul #RatanTata," wrote former India player and coach <keyword id="19958622" type="General" weightage="20" keywordseo="ravi-shastri" source="keywords">Ravi Shastri</keyword>.

The Tata effect on Indian sports: Ratan Tata's demise mourned by India stalwarts

<keyword id="20292631" type="General" weightage="100" keywordseo="Indian-mens-hockey-team" source="keywords">Indian men's hockey team</keyword> secured yet another medal, this time a bronze, for <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword> at the ongoing <keyword id="20006192" type="General" weightage="20" keywordseo="Paris-Olympics" source="keywords">Paris Olympics</keyword>, thrashing Spain by 2-1, and finishing at the podium for the second consecutive time since the <keyword id="20262833" type="General" weightage="20" keywordseo="Tokyo-Olympics" source="keywords">Tokyo Olympics</keyword>, where they had previously secured a bronze. For India, both goals in this match were scored by skipper Harmanpreet Singh, also popularly known as Sarpanch Sahab. For the first time in 50 years, India has won bronze medals in Olympics, back to back. India holds the distinction of being the country that holds the most number of Olympic medals in field hockey. With this, India takes its medal tally to four in this Olympics. All of them are bronze medals, won by Manu Bhaker (2), Sarabjot Singh and Swapnil Kusale in shooting. India came very close to winning medals in Paris 2024 Olympics, securing six 4th place finishes. These athletes include Arjun Babuta (shooting), Dhiraj Bommadevara/Ankita Bhakat (archery), Manu Bhaker (shooting), Anantjeet Singh Naruka/Maheshwari Chauhan (mixed team skeet shooting), Mirabai Chanu (weightlifting) and Lakshya Sen (badminton). The medal comes as a soothing salve, as India nurses a series of brunts, following Vinesh Phogat's unfortunate disqualification from wrestling finals, and Antim Panghal's three-year ban imposed by the International Olympics Association (IOA), after she was found in breach of discipline. Her sister was arrested on charges of impersonation and entering the international athlete's village on Panghal's accredition card, following which the wrestler was sent back to India. After their gold medal triumph in 1980, the <keyword id="20415656" type="General" weightage="20" keywordseo="Indian-hockey-team" source="keywords">Indian hockey team</keyword> had to go through a long, 41-year drought, where the team won no medals, till Tokyo Olympics 2020, where we secured a bronze. To date, India has won 8 gold medals in hockey in Olympics, with the country's last gold medal in this sport coming in 1980. India did qualify for semi-finals in this Olympics and also came a step closer to winning silver or gold medal, but were defeated by Germany 3-2. Previously, India has also won a silver medal in 1960, alongside 3 bronze medals in 1968, 1972 and 2020. This is the last Olympic outing for star goalkeeper PR Sreejesh, who managed to save many a crucial hits from the opposition. The team dedicated the medal to him, squaring off his fantastic career, which began in 2006. He holds 2 Asian games gold medals, 4 Olympic hats, and over 300 games to his credit.

Paris Olympics: Indian men's hockey team wins bronze medal, repeat their feat from Tokyo Olympics

New Delhi, The Central government in the Union budget for 2021-22 on Monday allocated Rs.2,596.14 crore to sports, less by Rs.230.78 crore -- or, 8.16 per cent -- allocated in the previous financial year during which hardly any sports activity was held due to Covid-19 pandemic. Out of the total allocated amount, Rs.2,549.41 crore has been earmarked as revenue budget that sports departments use for basic expenses, such as salaries of employees, while Rs.46.73 crore has been set aside for capital expenses that includes construction of facilities/new stadia etc. The allocation for basic expenses is Rs.226.49 crore less than last fiscal's. From Rs.2,775.90 crore in the last fiscal, the amount for capital expenses is Rs.4.29 crore down from Rs.51.02 crore. The Central government had allocated Aatma Nirbhar Bharat packages totalling Rs.20 lakh crore to various sectors this year to deal with economic impact of the Covid-19 pandemic. The fallout of this, coupled by the fact that a chunk of the budget allocated for sports in the 2020-21 fiscal had not been used due to the pandemic freezing a majority of the sports calendar last year, could be a reason for the allocation in various department being slashed for the 2021-22 fiscal. The Sports Authority of India (<keyword id="56002" type="COMPANY" weightage="20" keywordseo="SAI">SAI</keyword>) has been allocated Rs.660.41 crore, which is an increase from the Rs.500 crore allocated in the last budget. The <keyword id="6355249" type="COMPANY" weightage="20" keywordseo="sports-ministry">Sports Ministry</keyword>'s flagship Khelo India has had its allocation slashed to Rs.657.71 crore from Rs.890.42 crore allocated in 2020-21 -- a difference of Rs. 232.71 crore, though in the revised budget of 2020-21 the amount was reduced to Rs.890.42 crore to rs.329.77 crore. Assistance to the <keyword id="62989" type="COMPANY" weightage="20" keywordseo="National-Sports-Federations">National Sports Federations</keyword> (NSFs), however, has been increased by Rs.35 crore. This year's budget is Rs.280 crore while last year's was Rs.245 crore. "Our ACTC (Annual Calendar Training and Competitions) for the national team preparing for Tokyo Olympics has been approved but any change in plan would require more funding. If NSFs are given some additional funds in these unprecedented times due to pandemic it would be a big support," <keyword id="121542" type="COMPANY" weightage="20" keywordseo="Archery-Association-of-India">Archery Association of India</keyword> secretary general Pramod Chandurkar told <keyword id="105681" type="COMPANY" weightage="20" keywordseo="IANS">IANS</keyword>. Fencing Association of India secretary general Bashir Ahmed Khan said the Olympic year is always important. "It's always good to have more funds in Olympic year. Recently we got Rs.20 lakh for international exposure for CA Bhavani Devi as she is on the verge of getting Olympic quota and currently training in Italy. Since she plans to stay in Italy for a long period, it would be good we get additional funding apart from approved annual competition-cum-training calendar by the government," Khan told IANS. The year 2021 is an Olympic year due to the postponement of the 2020 Tokyo Olympics due to the Covid-19 pandemic. The Olympics was initially scheduled to be held from July 24 to August 9 last year but was postponed in March, 2020 to July 23 to August 8 this year.

Budget 2021: Government allocated Rs. 2596.14 crore for sports

Drawing inspiration from <keyword id="6359315" type="General" weightage="100" keywordseo="arjuna" source="Orion">Arjuna</keyword>'s prowess in archery during the Swayamvar of Draupadi in the epic Mahabharata, <keyword id="30067" type="General" weightage="80" keywordseo="rbi" source="Orion">RBI</keyword> Governor <keyword id="6359111" type="General" weightage="80" keywordseo="shaktikanta-das" source="Orion">Shaktikanta Das</keyword> said the central bank is zeroing in on inflation. He also said, "Our constant endeavour is to keep an eye on inflation, which is our primary target." While addressing the FIBAC 2022 Conference, the <keyword id="6354335" type="General" weightage="50" keywordseo="reserve-bank-of-india" source="Orion">Reserve Bank of India</keyword> (RBI) Governor on Wednesday said, "In Mahabharata, the great warrior and archer Arjuna was aiming at the eye of the revolving fish. There was a fish and the fish was revolving and he was looking at it through a pool of water which was underneath. I'm quite certain that he would have certainly assessed the speed at which the fish was revolving, the wind conditions prevailing, the intensity of the ripples in the pool of water below, the noise levels in the kings' court and similar other factors," and added that, "Our constant endeavour is to keep an eye on inflation, which is our primary target." FIBAC 2022 Conference is jointly organised by FICCI and Indian Banks Association. Das said, "When international prices of wheat went up, in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> despite India being a surplus in the foodgrain, our domestic wheat prices also went up. Crude prices hit USD 130 per barrel. So on February 24, when Ukraine and Russia war started, it completely changed the entire picture." Talking about curbing inflation, he said, "Because of the inflation-targeting framework, till Covid-19 hit our country or the world, our average CPI (consumer price index) inflation was 3.9 per cent from 2016 to February 2020. Similarly now, when the war started this year in February, in April we announced in our monetary policy the number of measures that were taken." Talking about the current state of the economy, Shaktikanta Das said, "Now, where do we stand today, the growth momentum has been sustained. Inflation is expected to moderate. Banking and the entire financial sector is stable and resilient, it has withstood multiple shocks. Balance sheets of the banks are today looking very robust. The corporate sector balance sheets are also strong. The MSME sector has also withstood the crisis." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/with-challenges-carefully-firewalled-indian-economy-now-is-very-attractive-for-investors-fm/articleshow/95255527.cms">With challenges carefully firewalled, Indian economy now is very attractive for investors: FM</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/this-is-indias-decade-and-gdp-is-likely-to-cross-7-5-trillion-by-2031-says-morgan-stanley/articleshow/95256483.cms">This is India’s decade and GDP is likely to cross $7.5 trillion by 2031, says Morgan Stanley</a>

RBI keeping Arjuna's eye on inflation, says Governor Shaktikanta Das

<ul><li>The <keyword id="170191" type="ORGANIZATION" weightage="20" keywordseo="Paralympic-Committee-of-India">Paralympic Committee of India</keyword> awards <keyword id="10552552" type="COMPANY" weightage="20" keywordseo="eurosport-india">Eurosport India</keyword> rights to show LIVE action, delayed broadcast and highlights for Tokyo 2020 Summer Paralympic. </li><li>Eurosport India’s coverage of the <keyword id="11837064" type="UNKNOWN" weightage="20" keywordseo="Tokyo-2020-Summer-Paralympic-Games">Tokyo 2020 Summer Paralympic Games</keyword> will start on 27 August to coincide with the men’s and women’s archery events at Yumenoshima Park Archery Field.</li></ul>The Paralympic Committee of India has awarded the rights to broadcast the Tokyo 2020 Summer Paralympic Games to Eurosport India. The Tokyo 2020 Summer Paralympic Games, set to take place between 24 August and 5 September, will be the first time Eurosport broadcasts a global multi-sport event in India and expands on a diverse range of sports already available to fans across its platforms. With a focus on local heroes, Eurosport India’s coverage of the Tokyo 2020 Summer Paralympic Games will start on 27 August to coincide with the men’s and women’s archery events at Yumenoshima Park Archery Field. The Eurosport feed will also be LIVE on the discovery+ app for the fans to stay up to speed with all the action from Tokyo. Eurosport’s localised coverage of the <keyword id="6387644" type="ORGANIZATION" weightage="20" keywordseo="paralympics">Paralympics</keyword> in India, which also includes discovery+, will ensure fans are given unparalleled access to the most inspiring local stories told by the best storytellers to unlock the power of sport and the Games. Gursharan Singh, Secretary-General, Paralympic Committee of India said, “At the brink of a historic National Sporting Movement, our Indian Para Sportsmen are inspired and excited to win glory and pride for the Country at the upcoming Tokyo 2020 Paralympic Games. Such honouring moments must and would be shared and celebrated. Indians masses across the globe should be able to bask in the triumphant performance of our Paralympic Stars. Eurosport will be our official Media Broadcasting Partner to share the exciting minute to minute live telecast of the said biggest Para Sporting Event.” Eurosport India shall be the exclusive pay TV partner in the SAARC countries. The rights include showcase of LIVE sports, delayed telecast and highlights across key events in 22 sporting disciplines, treating the Indian sports fans with some scintillating action from the quadrennial sporting spectacle. Speaking about the association Mr. Vijay Rajput, Senior Vice President – Affiliate sales and Product Distribution, Asia - India Sales &amp; Distribution at Discovery Inc. and Head of Eurosport India, said, “This is a milestone event in the short life of Eurosport India. Eurosport is the Home of the Olympics in Europe and our association with the Tokyo 2020 Summer Paralympic Games will be the first step towards a similar journey in India.” “While the Olympics may receive all the glory, and rightfully so this year with a scintillating performance from India, it’s now time to promote our incredible Paralympic athletes who have made the country proud time and again. The Paralympic Committee of India and Eurosport India have a common vision of helping our athletes gain visibility amongst passionate Indian sporting communities and this association is a testimony of that. We wish the Indian Paralympic squad the very best for the upcoming Summer Paralympic Games Tokyo 2020.” he added. India will be fielding its largest ever contingent this year with 54 Paralympic athletes participating across nine sporting disciplines. Fans will be able to cheer every Indian hero throughout the Games, including world No.3 and world No.2 Sumit Antil and Sandeep Chaudhary in Javelin; Manish Narwal (10m air pistol), Singhraj (10m air pistol) and Avani Lekhara (10m air rifle, 50m air rifle) in shooting and Mariyappan Thangavelu in High Jump. Thangavelu will also be the flag bearer for the Indian team. Badminton will make its debut at the Tokyo 2020 Summer Paralympic Games, which will feature as many as five shuttlers in men’s category – Pramod Bhagat, Manoj Sarkar, Tarun Dhillon, Suhas Yathiraj and Krishna Nagar alongside the women’s doubles pairing of Parul Parmar, Palak Kohli.

Eurosport India secures rights to broadcast Tokyo 2020 Summer Paralympic Games

<ul><li>Brands in India are desperate to associate with budding sports stars and ready to jump onto any opportunity that helps them stay relevant.</li><li>However, when it comes to celebrating our athlete’s wins, brands often take the focus away from the champion and make it all about themselves.</li><li>The issue of brands dominating social media moments and making it about themselves isn’t new and the answer is in the question itself -- simply avoid making moments about yourself but a lot of brands don't seem to get it right. </li><li>Advertising folks tell us how to get your moment marketing right without taking away the focus from the trend.</li></ul>It is day 6 of <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> 2020 and the Indian contingent has bagged one silver medal in weightlifting so far. A month before the Tokyo Olympics began, from Mia to Omega, brands in India launched an array of campaigns to cheer our champions. Afterall, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands have followed suit by ensuring that they leave no stone unturned to support their athletes. The once-in-a-four-year summer tournament has attracted sponsorships from across categories. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group, Nippon Paint, Amul, Raymond, JSW Group, MPL Sports Foundation and Raymond as sponsors. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have launched ads to celebrate the journeys of different athletes. After Mirabai Chanu won a silver medal at the Tokyo Olympics on Saturday, according to her management company IOS Sports &amp; Entertainment, quite a few brands rushed to get her onboard. She created history by becoming the first Indian weightlifter to win the silver medal at the Olympic Games. Chanu also became the first Indian to win an Olympic medal at the 2020 Tokyo Games in the Women's 49 kg category. As per media reports, brands across categories like nutrition, sports brands, personal care, beverage and regional brands wanted to onboard the 26-year-old weightlifter as their brand ambassador for campaigns and long-term digital associations. So far, Chanu has partnered with Adidas and Mobil oil. After another silver feather in her cap, her endorsement fee is also expected to double. Shortly after her win, she was also offered free pizza for life by Domino's and the brand garnered a lot of attention from the press and the internet for this gesture. <div type="twitter" handle="dominos_india" handlename="dominos_india" image="http://pbs.twimg.com/profile_images/1074660192883621888/XRjWNq8A_normal.jpg" favoritecount="544" retweetcount="82" status="@gitartha_k Aapne kaha, aur humne sunn liya 🙏 We never want @mirabai_chanu to wait to eat 🍕 again so we’re treatin… https://t.co/PMvPfCa9NP" createdat="1627135343000" id="1418934590950027269"></div> This reflects how brands in India are desperate to associate with budding sports stars and are ready to jump on any opportunity that helps them stay relevant. However, the situation was a little different on social media. Brands of all kinds and sizes did celebrate her win but the focus was on their products and services and not on Chanu’s feat. A few internet users called out the brands that made Chanu’s win all about themselves. <div type="twitter" handle="hoopdoge" handlename="sluggy⁷ˎˊ˗ ᴮᴱ" image="http://pbs.twimg.com/profile_images/1411314545159643138/LdQljHq3_normal.jpg" favoritecount="1" retweetcount="0" status="In other words, here’s about a bunch of brands made the occasion all about themselves 🤙 https://t.co/1QkRxDpM45" createdat="1627207615000" id="1419237720539295751"></div> <div type="twitter" handle="manishkalghatgi" handlename="Manish Kalghatgi" image="http://pbs.twimg.com/profile_images/1134699965853437952/QChverfJ_normal.jpg" favoritecount="0" retweetcount="0" status="Do any of these capture your imagination? Are the brands inserting themselves into the moment with any impact? https://t.co/Vz7SXEvrq3" createdat="1627207149000" id="1419235766954123272"></div> <div type="twitter" handle="narayananh" handlename="Narayanan Hariharan" image="http://pbs.twimg.com/profile_images/755719421860065281/a6WLbNYx_normal.jpg" favoritecount="8" retweetcount="1" status="Did they really celebrate #MirabaiChanu's victory? Doesn't appear so.It was all about their respective brands. https://t.co/HWzyti1v0D" createdat="1627206944000" id="1419234908057194496"></div> <div type="twitter" handle="aniketchitnawis" handlename="Aniket" image="http://pbs.twimg.com/profile_images/1253988807331901445/Dx-Hh7Yf_normal.jpg" favoritecount="67" retweetcount="11" status="aka they totally made it about themselves https://t.co/w0ZjrBNXCw" createdat="1627204097000" id="1419222966215213061"></div> Comedian Varun Nair also uploaded an Instagram Reel showcasing how some brands leveraged Mirabai Chanu's win with poor moment-marketing skills. His caption read, “It seems that Athlete ka achievement celebrate karna aur khudka dhandha should go hand in hand.” <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Albeit, there were a few brands like Dunzo and Amul, who have mastered the art of moment marketing, that kept champion Chanu’s victory first and gained a lot of appreciation from their consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> When it comes to moment marketing, the most important factor is time. It is crucial for brands to churn out their creative before the trend dies. However, in order to meet deadlines and be a part of a trend, if they somehow forget to include the subject of the trend, they might as well stay mum. When it comes to Indian Premier League, the focus in brand campaigns and social media creatives is on Virat Kohli’s sixers or Mumbai Indian’s win. So, why are we not following the same rules for Tokyo Olympics? Advertising folks shared their thoughts on how to find the right balance between being a part of a social media moment and not making it all about yourself. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:" text="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:">Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:</cmsannotation> It is great to see that brands are recognizing and appreciating sports beyond cricket. However, the focus needs to be on celebrating the athlete and the sport in question, as opposed to exploring yet another window of opportunity for product placement. Integrating a product into generic occasions such as Mother’s Day or Diwali is expected since the objective is to showcase how a particular brand of sweet or confectionery item can further uplift personal celebration. But in the case of special and specific events such as the Olympics, the larger narrative leans towards commemorating a shared national success, bringing the country together. Brands who are looking to capitalize on these fluid moments, are aiming to be a part of a trending conversation in the country. In addition to solidifying their support for the athletes, they want to gain visibility, build relevance with the audience, and create top of mind recall for themselves. It is a mark of upstanding creativity on the part of the brand when they can seamlessly integrate themselves into these conversations. Certain brands like <a href="https://www.instagram.com/p/CRtRwQ9J9iN/" target="_blank">OBL Tiles</a> and <a href="https://www.instagram.com/p/CRt0ADFisa-/" target="_blank">Real Juices</a> have paid homage to Mirabai Chanu in an admirable way, by leveraging moment marketing smartly instead of simply looking at ways to superimpose the product in the post. Collectively, brands and creative agencies need to focus on celebrating the spirit of India and what it means for us as a country as opposed to the brand. When the association is slightly more refined and thoughtful, it will resonate with the audience and build engagement. In India, cricket is a religion. Thus automatically, the awareness about the sport, and its subsequent reach and engagement is very high. When brands associate themselves with Cricket and its players, they are hoping to piggy-back not only on the credibility of the players but also on the prestige that the sport enjoys in our country. While other sports such as weightlifting, badminton, archery are gaining momentum and popularity, it is still a far cry from Cricket. Thus, if brands want to adopt this narrative, they will have to create heroes in order to do so. For Olympic sports, the objective then transforms to uplifting the athletes and the sport. <cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:" text="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:">Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:</cmsannotation> The issue of ‘brands making moments about themselves’ isn’t new. In fact, when done tastefully and consistently, it’s even become part of culture (looking at you, Amul!). But it’s not scaled well on the internet. In the early 2010s, commenting on real-time events was novel, so even doing the bare minimum felt enough as long as you were capturing the moment. But latching onto trends, just to catch that inevitable spike in engagement, is still one of the most common false positives which brands that don’t have social/digital as a focus area tend to fall for. So, how do you not make it about yourself? By not making it about yourself. Simple. When you don’t use the athlete to talk about your brand, and instead, use the power and reach of your brand to hype the athlete/sport, the creative opportunities are endless: maybe change your DP to the athlete’s for a day, slide into their DM and congratulate them personally, or even more, remove the ‘end’ from the ‘trend’ and help sustain the conversation by supporting the sport altogether. One brand that’s led by example for this is OYO (their print ad that syncs your calendar to the games is only the latest in a series of campaigns where they’ve prioritized being a fan, before being a brand). But if you’re thinking “I’m not a sports brand. What legitimate value does endorsing/supporting a sport or an athlete add to my brand?”, there’s nothing criminal about that line of thinking too. Just don’t do the bare minimum creatively and congratulate yourself over false positives. <cmsannotation type="cmsannotation" annotationid="Rajeesh Rajagopalan, National Business Head- Grapes Digital:" text="Rajeesh Rajagopalan, National Business Head- Grapes Digital:">Rajeesh Rajagopalan, National Business Head- Grapes Digital: </cmsannotation> Some of the ads are interesting, and some seem to be riding the wave. When brands do moment marketing, the intent is to celebrate these athletes. Some of the brands get this right, but some got lost in the crowd. The key to any moment marketing campaign, be it sports or some other topic- is weaving a story with the brand values and not being in your face or doing a sales push. The brand that has been acting moment marketing is Amul, way before social media even existed. When we talk about an IPL team or a player from the cricket team acknowledged, we get to know a lot about the player, their personalities, their image, which becomes easier to draw a reference from their personality and weave it into a moment marketing post. Imagine doing that with an athlete about whom brands know nothing? The struggle in front of brands remains in what form the personality must represent in their brand value. So, most brands end up doing generic posts, which merely look like it is all about them and not about the athlete. I think brands need to do a lot more homework when they congratulate an athlete. Otherwise, a simple congratulations post would look better. <cmsannotation type="cmsannotation" annotationid="Akshara Vasavda, Creative Lead, Schbang:" text="Akshara Vasavda, Creative Lead, Schbang:">Akshara Vasavda, Creative Lead, Schbang:</cmsannotation> This is the lowest hanging fruit and a pick your battles situation. Brands do topicals for every single thing, and Olympics as a whole are considered moment marketing - whatever happens within Olympics, especially with Indian players, becomes a moment to capitalise. ‘Capitalise’ is the operating word. Very few brands actually manage to come up with something creative, seamless, and impactful enough to actually mean something when it comes to ‘topicals’. Just scroll past it, unless you see something that strikes you visually or creatively. As far as I know, IPL is treated the same way, except there’s way more audience awareness so there’s more opportunity to do layered communication and bank on the audience to ‘get it’. That’s just my personal understanding! <div type="Article" hostid="261" msid="84678943" title="With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?" mstype="2" mssubtype="0"></div>

Here’s how brands can avoid making our athletes’ win at Tokyo Olympics all about themselves

<ul><li><keyword id="109079" type="ENTERTAINMENT" weightage="20" keywordseo="Thums-up">Thums Up</keyword> has announced its worldwide partnership with the Games to be held in Tokyo this year and come up with a campaign titled Toofan wahi jo sab #PalatDe.</li><li>We find out all there is to know about the association from <keyword id="169468" type="PERSON" weightage="20" keywordseo="Arnab-Roy">Arnab Roy</keyword>, Vice President and Head-Marketing, <keyword id="6385848" type="UNKNOWN" weightage="20" keywordseo="Coca-Cola-India">Coca-Cola India</keyword> and SouthWest Asia.</li></ul>In India’s 100th year of participation at the <keyword id="6450929" type="UNKNOWN" weightage="20" keywordseo="olympic-games">Olympic Games</keyword>, home-grown cola brand Thums Up has announced its worldwide partnership with the Games to be held in Tokyo this year. For years, the Coca-Cola Company, of which Thums Up is a part, has sponsored major sporting events across the world. In fact, it has had an eight-decade long association with the Olympic Games. As a part of Thums Up’s association this year, the brand has come up with a campaign, comprising a series of videos along with marketing stories for digital and social media to help keep the audiences connected with the Olympic Games in real-time. As part of the campaign, the brand will roll out special athlete packaging. The content will bring out stories of struggle of our Olympians - Bajrang Punia (wrestler), Manu Bhaker(shooter), Vikas Krishna Yadav (boxer), Deepika Kumari (archery), Atanu Das (archery), and the Indian Shooting Team who battled everyday odds to reach where they are today. The thought behind the campaign is to show a ‘thumbs down’ to these challenges, to rid the world of the pessimism. The campaign’s tagline is Toofan wahi jo sab #PalatDe (the real storm is one that turns everything upside down). For years, Thums Up’s communications have been about machismo, we have often seen actors jump from the top of buildings or parachutes, something a lot of us might not relate to. However, with its new campaign, Thums Up has repositioned its brand message, to celebrate everyday heroes. The campaign has been conceptualized by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword>. <div type="Youtube" id="7vTaeraq9HU" title="Toofan wahi jo sab #PalatDe" thumbUrl="https://i.ytimg.com/vi/7vTaeraq9HU/mqdefault.jpg"></div> We caught up with Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia, to get a sense of what the brand’s partnership with Olympics Games would entail, and the thought behind this repositioning of its brand messaging. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?" text="Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?">Q) Tell us a bit about Thums Up’s new brand ideology? How does it tie up with the journey of the Olympics athletes?</cmsannotation> For long, Thums Up has been known not only for its wide availability but also for its strong taste, association with physical strength and resilience to overcome challenges. While the core value of the brand will remain the same, we see an opportunity to evolve from the the sense of physical strength it has been associated with, to ‘real world heroism. We believe the time is now for this change – India needs to celebrate its real heroes more than ever before given all the challenges the country has been through in the last 18 months. Real heroes have emerged across – and the values of resilience, grit and determination have helped to push us through. We see a reflection of this heroism across all our Indian athletes on their way to the games and it was critical to celebrate their stories. <cmsannotation type="cmsannotation" annotationid="Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?" text="Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?">Q) For years, Thums Up communications, like you mentioned, have inherently been about physical strength and machismo, about an adrenaline rush. Your campaigns, even till a few months back, was primarily about jumping off buildings and parachutes. Is that line of communication/advertising still as relevant today as it was perhaps in the 80s and 90s?</cmsannotation> The Coca-Cola Company is the oldest standing partner of the Olympic Games since 1928 and has helped celebrate the core values of the Olympic Games such as respect, courage, determination, inspiration, and equality. In this particular year in India, the need to portray these values has never been more important -real people, who overcame tremendous odds to become real heroes to represent the tri-color at Tokyo 2020. The association signals a step in a new direction for the brand as it celebrates and salutes the resilience of real heroes of life. <cmsannotation type="cmsannotation" annotationid="Q) How important is mindfulness and empathy for a brand like Thums Up?" text="Q) How important is mindfulness and empathy for a brand like Thums Up?">Q) How important is mindfulness and empathy for a brand like Thums Up?</cmsannotation> We believe brands and their advertising need to be highly empathic in such challenging periods. Credible, authentic communication will help win hearts at the end of the day and hopefully drive a base of loyal consumers. <cmsannotation type="cmsannotation" annotationid="Q) What does your marketing plan for this year’s Olympic Games look like?" text="Q) What does your marketing plan for this year’s Olympic Games look like?">Q) What does your marketing plan for this year’s Olympic Games look like?</cmsannotation> As part of our strategic partnership with the Olympic Games Tokyo 2020, we will be unveiling a creative and innovative marketing campaign. Apart from all the video content and the special Olympic Games-themed packaging, the campaign will include physical and virtual events, insights into the stories of these athletes along with branded and user generated content. All of these will enable fans and viewers to be connected with the Olympic Games in real time. The campaign includes multiple digital and electronic slots for amplification during the months of July and August, in key markets of Andhra Pradesh, Maharashtra, West Bengal, Karnataka and Orissa, among others. <cmsannotation type="cmsannotation" annotationid="Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?" text="Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?">Q) As a brand, are you looking at this as a long-term association, not just as a way of endorsing these athletes but also helping them, and others on their journeys, since we know so many athletes in India, while having immense talent, are not able to keep up with sports due to economic reasons?</cmsannotation> The Coca-Cola Company has been a partner with the Olympic Games since 1928 and we believe that it is important to keep supporting the future of the Olympic Movement. We are working on several ways to support athletes around the world and in India and hopefully should announce more detailed plans soon. <cmsannotation type="cmsannotation" annotationid="Q) As a brand, what do you want to stand for in this new world order?" text="Q) As a brand, what do you want to stand for in this new world order?">Q) As a brand, what do you want to stand for in this new world order?</cmsannotation> Thums Up wants to celebrate the resilience of ordinary and extraordinary heroes alike. In the face of challenges, disbelievers and naysayers, we believe these heroes, just like the Indian athletes, remain fueled by physical strength as well as mental resilience to turn things around, overcome roadblocks and achieve their goals. <cmsannotation type="cmsannotation" annotationid="Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?" text="Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?">Q) Do you think the recent incident with Ronaldo will have an impact in terms of consumption in India too, considering the younger populace is already health-conscious and players like Ronaldo are a youth icon and their actions mean a lot for young sports lovers?</cmsannotation> Globally, Coca-Cola offers over 500 brands in more than 200 countries and territories. In pursuit of our goal to become a Total Beverage Company, we constantly strive to offer a complete range of beverages to meet rapidly evolving consumer needs and preferences. While offering the core portfolio in all geographies, we also focus on providing nutritious, refreshing, affordable products formulated and designed for local preferences and diverse consumers. We see pick up for all benefits sought by consumers and we are there with them, all the way. We are focusing on expanding in five category clusters — Sparkling, Energy, Juice/dairy/plant-based, water/enhanced water/sports drinks and Ready-to-drink coffee and teas — to include more low- and no-sugar options and drinks in emerging categories. Our agenda is to create a ‘value’ proportion for ‘every consumer’ so that more and more Indians buy Coca-Cola products. We believe that everyone is entitled to their drink preferences as people have different tastes and needs. Players are offered water, alongside a choice of beverages during events and press conferences to cater to a variety of “tastes and needs”. A balanced lifestyle is key to successful weight-management. Food and beverages with calories, including soft drinks, can be enjoyed in moderation as part of a varied diet, so long as you don’t have too much. It’s important for us to make sure that consumers have a choice, which is why we also offer a variety of great tasting beverages with reduced, low or no sugar and calories such as Coca-Cola Zero, Coca-Cola Light or Frestea Low Calories. We know some people want to manage their portions, so we offer many of our beverages in a range of sizes.

Thums Up wants to celebrate the resilience of ordinary and extraordinary heroes alike: Arnab Roy, Coca-Cola India

<ul><li>Sony Sports has played a key role in bringing non-cricket sports to India.</li><li>This year, Sony Sports is the official broadcaster of the once-in-a-four-year global sports event, Tokyo Olympics.</li><li>Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India tells us how the broadcaster is trying to popularize other sports in India, its plans to immerse consumers with innovative marketing and more.</li></ul>With the lockdown being enforced, subsequent stoppage of play on the field and IPL getting postponed, advertisers have been starved of a good sporting tournament. After the pandemic, many sports properties have either been cancelled or postponed, directly affecting India’s ad revenue and sponsorship pie. While India’s most worshipped sport, cricket, still dominates viewership and sponsorship, <keyword id="3132005" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Network">Sony Pictures Network</keyword> (SNP) has given its fans more choices between sporting events and SonyLiv has given them options in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. After a long, dry spell, millions of Indians are expected to tune into Tokyo Olympics this year. Sponsors and brands have also started seeing the Olympics as the one occasion to capitalise on the media and consumer attention. As a result, Sony Sports has seen an uptick in demand from sponsors and advertisers across categories for the summer games. To help its advertisers get the best bang for their buck, SPN launched an ‘innovative’ advertising format ‘Split-screen ads,’ which has <a href="https://twitter.com/Archit_0106/status/1418542834395729923">gained </a><a href="https://twitter.com/PrashantMUFC/status/1420988968238161920">mixed </a><a href="https://twitter.com/LifeIsAnElation/status/1418552243893116935">reviews </a>on social media. We caught up with Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India to further understand what kind of response the broadcaster and streaming player has seen from advertisers and sponsors, how it is trying to increase non-sporting events’ viewership in india <cmsannotation type="cmsannotation" annotationid="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?" text="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?">Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?</cmsannotation> Indians have always been extremely supportive of the Indian athletes when they compete at a global stage. Their performances are celebrated as it is a huge thing to even get to participate, let alone winning a medal at Olympics. More and more business houses/organizations/brands have started promoting various athletes and or Indian contingent. Sports in India is growing dramatically as an entertainment option beyond just cricket. This year. Sony Sports has embarked on a mission to popularize the athletes participating in the <keyword id="7932992" type="UNKNOWN" weightage="20" keywordseo="olympic-games-tokyo-2020">Olympic Games Tokyo 2020</keyword> and to make them household names. Sony Sports launched the grandest ever campaign in the history of Indian Olympics, Hum Honge Kamyab to galvanize the whole nation to cheer for the India contingent. From the honorable Prime minister of India himself to the sports minister as well as industrialists, sports personalities, philanthropists, Bollywood Superstars, Youtube influencers joined us in our endeavor. Sony Sports has collaborated with the Ministry of Youth Affairs and Sports as well as eminent personalities and joining the brigade are Union Minister for I&amp;B and Youth Affairs &amp; Sports, Shri Anurag Thakur, General Bipin Rawat, Chief of Defence Staff and Chairman Chiefs of Staff Committee and Mr. N.P. Singh, MD &amp; CEO, Sony Pictures Networks India, along with Amitabh Bachchan, Akshay Kumar, Anupam Kher, Sajjan Jindal, Sudha Murty, Nita Ambani, Gautam Adani, Rana Daggubati, Yuvraj Singh, Anjali Bhagwat, Parth Jindal, Boman Irani, Farhan Akhtar, Sonakshi Sinha, Johnny Lever, Ali Fazal, Adille Sumariwala, Arshad Warsi, Pullela Gopichand, Vijender Singh, Anjali Bhagwat, Harsha Bhogle, Shankar Mahadevan, Anurag Basu, and many more to catalyze the Olympic momentum in the nation for the landmark event. This was unprecedented and Sony Sports’ efforts have pumped up the volume of Olympics in India and the #Olympicsjosh decibels have gone up to another level. <div type="Youtube" id="-bnwo0ezgQE" title="Watch PV Sindhu, Manu Bhaker, Mary Kom, Deepak Kumar, Hockey (M) &amp; others LIVE, TOM, July 25 on Sony" thumbUrl="https://i.ytimg.com/vi/-bnwo0ezgQE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Q. Can you tell us what kind of interest you have seen from advertisers and brands?" text="Q. Can you tell us what kind of interest you have seen from advertisers and brands?">Q. Can you tell us what kind of interest you have seen from advertisers and brands?</cmsannotation> We have received a phenomenal response from advertisers and we have got sponsors on board across categories like beverages, FMCG, education, automobiles, banking, finance, gaming, sports foundations amongst others. The sponsors are Coca-Cola India Pvt. Ltd., LIC, JSW, MPL, Hero MotoCorp, Amul, Reserve Bank of India, AMFI and other advertisers include Visa, Byju’s, Adani Group, Herbalife Nutrition &amp; Lenovo and more. <cmsannotation type="cmsannotation" annotationid="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?" text="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?">Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?</cmsannotation> We expect great Sports like Wrestling, Shooting, Archery and Hockey, which have also done extremely well on TV in the past, due to the medal winning performances by Indian Athletes. Additionally, there has been high interest to watch Athletics and Gymnastics, owing to the visually engaging nature of the sports. During the 2016 Rio Olympics, Badminton had the highest viewership owing to PV Sindhu winning a silver medal. The final match between PV Sindhu and Carolina Marin was watched by 42 million viewers across the country. This year, we have our largest contingent ever of 127 athletes travelling to Tokyo and the whole nation will want to support and watch our athletes in the various sports disciplines they are competing in like boxing, wrestling, tennis, athletics, badminton, hockey, shooting, archery, weightlifting, Equestrian, Table tennis and more. Some of the athletes that the audiences are already looking out for are Manu Bhaker and Saurabh Chaudhary in shooting, Vinesh Phogat and Bajrang Punia in wrestling, Amit Panghal and Mary Kom in boxing, Deepika Kumari and Atanu Das, PV Sindu in badminton and more. Also, for the first time, we will see participation in fencing with Bhavani Devi and Fouaad Mirza making it to the equestrian event which will also attract audiences. Additionally, to reach out to a wider audience and engage viewers across India, Sony Sports will have a Live wraparound studio show called SPORTS EXTRAAA with a distinguished panel that comprising former Olympians and legendary Indian athletes like Vijender Singh, Gagan Narang, Karnam Malleswari, Anjali Bhagwat, Anju Bobby George, Sakshi Malik, Viren Rasquinha, Somdev Devvarman, Trupti Murgunde, Rahul Banerjee, Kripa Shankar and Satish Shivalingam. We will also have the world-renowned Sprinter and four-time Olympic medalist, Yohan Blake, considered to be the second fastest man after Usain Bolt as a marquee expert on the show. The comprehensive coverage for the global event will be broadcast LIVE in four languages: SONY TEN 2 and SONY SIX channels in English, SONY TEN 3 channels in Hindi and in Tamil &amp; Telugu on the newly launched SONY TEN 4 channels. <cmsannotation type="cmsannotation" annotationid="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?" text="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?">Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?</cmsannotation> The Olympic Games is an extremely premium global sporting event, the greatest show on earth with 200+ countries, 11000+ athletes across 339 events in 33 different sports, encompassing a total of 50 disciplines. As I mentioned earlier, this year, we have rolled out the grandest campaign for this showcase event involving 30+ luminaries across the country. The sheer association to the Olympics for any brand will create and drive great brand perception and awareness value. We have offered value-based propositions to our clients and have ensured that we amplify their associations with athletes in the Indian contingent which they might be sponsoring. The brands have also been given the opportunity to ride on the back of the amazing build- up programming which we have locally produced adding to the brands association and visibility. Series like “Torch bearers” are resonating well with our audiences. We are also excited to offer a new breakthrough innovation “Split Screen” advertisement opportunity during the live broadcast. This will help the brands break away from the clutter and amplifies the brand’s visibility manifold without intruding into the viewing experiences of our audiences. This new technology is a game changer and will surely get the best ROI for our key sponsors. <cmsannotation type="cmsannotation" annotationid="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?" text="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?">Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?</cmsannotation> While Indian Cricket will dominate viewership and revenues, Sony Sports has been consistently making efforts to massify and popularize other sports. Sony Sports is a global multi-sporting arena and sports marketing here, is not only talks to the purists but also focuses on attracting fence-sitters and newer audiences to join the Sony Sports community. This has paid off and every year our viewership for sports like WWE, UFC, football properties like UEFA Champions League and non-India cricket is steadily growing. Even the recently concluded UEFA EURO 2020 on our sports channels has seen massive growth compared to the last edition in 2016 by almost 70% Sports as an entertainment quotient is only going to grow.

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

Kolkata, Apr 25 () The Archery Association of India (AAI) on Saturday said it is in touch with the Sports Ministry to facilitate the treatment of ailing three-time Olympian Limba Ram, who is suffering from a neuro-degenerative condition. The 47-year-old has developed swelling in both his legs after his injections could not be administered due to the ongoing nationwide lockdown to contain the COVID-19 pandemic. Limba and his wife Merian Jenny are staying at the residential hostel of Jawaharlal Nehru Stadium in New Delhi for more than a year. "I informed the AAI president (Arjun Munda) immediately after knowing about his condition. Our team has already got in touch with them and we are making the necessary arrangements," AAI secretary general Pramod Chandurkar told . Limba, who came close to winning a bronze medal at the Barcelona Olympics in 1992, was being treated at the All India Institute of Medical Sciences (AIIMS) before the lockdown. He has now been referred to the GB Pant Hospital. "But it's not feasible for them to go there and get him treated regularly so we have requested the sports ministry to make alternative arrangements for the treatment of Limba," he added. Limba was also a successful coach having guided India to three gold, one silver and four bronze medals at the New Delhi 2010 Commonwealth Games. With him as coach, the Indian recurve archers including Deepika Kumari held the number one rankings. Limba's contract was not renewed after India's failure in London 2012 Olympics and it has been a downward spiral for him since then. TAP AHAH

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