Yes, media
has a key role here because if we look at numbers for quarter 2 - 2012 (as per *IRS,
Q2’ 2012) – media consumption on internet grew by 34.8% & an average
consumer in India consumes 5 hrs of media per day (mobile usage and TV making 3
hrs).
Therefore,
role of media becomes critical. Recent example of Sachin’s farewell from
cricket was extensively shown over media channels. So, F1 also need to
leverage. F1 can be transformed into a brand in itself. 2 key objectives can be
as shown below -
Objective
1 - Media can play
a role in developing emotional connect with Indian audience for the
Sport, the team and the drivers - to develop an association of the sport and the team with India.
• The advertisement will focus on the
rituals performed when a new car is inaugurated i.e. typical Indian ‘Aarti’,
use of ‘lemon-mirch’ combination and the coconut breaking act
• Followed by Mr. Vijay Mallya passing
on the keys and “TEAM INDIA” batch to the lead Driver
The
objective is to portray the drivers (who natively belong to foreign soil) as
being a part of Indian sports arena and what better than to use traditional
rituals as a connect
Objective
2 - Spread information
amongst Indian audience for the Sport, the team and the drivers i.e. generating
awareness about the sport
a. Quiz Show: based on F1 for youngsters (Age
15+) to participate with eminent personalities from the world of Formula1 can
be called upon as guests
b. Talk Show: to extend the reach of F1,
leveraging popularity of other sports Example- Navjot Sidhu & Alan Wilkins
(who has associations with multiple sports like Cricket & Tennis)
c. The Drivers as team’s spokesperson for
PR campaign
d. Their interviews on blogs, website, &
news channels. Their Facebook profiles can be popularized. They can use twitter
to reach out to Indian fans more frequently
The
objective in all the above is to make Indian public aware of them and their
achievements so that they can associate the likes of drivers with Indian Sports
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