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by on 2009-10-31 01:19:04

Subject :Hero Honda Hockey World Cup.. 2010-03-01 18:50:27

Kand

Joined: 2009-06-19 12:58:26
Posts: 32
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The Photograph of the Month for February 2010 is a sand sculpture created by Sudarsan Patnaik at Puri beach in Orissa.

Sudarsan and his students took 5 hours and use 8 tonnes of sand to convey his message via art 'Save Indian Hockey'. This was created to show solidarity for the striking Indian men's hockey team players, who were protesting the non-payment of match fees and the absence of a graded contract system.

With the Hockey World Cup kicking off on 28 February, official broadcaster Ten Sports has roped in Hero Honda as the title sponsor, and Nokia and MTS Mobile as associate sponsors.

According to Zee Entertainment Enterprises Ltd. (ZEEL) chief revenue officer Joy Chakraborthy, they aim to have at least 8 sponsors. While not revealing any revenue figures, he says that spots have gone for an average of Rs. 35,000 per 10-seconds.

In terms of marketing activities, Zee Sports CEO Atul Pande has said that spots featuring Virendra Sehwag (Hockey Sehwag ad by Hero Honda), Olympic medallist Rajyavardhan Rathore (Hero Honda Rajyavardhan on YouTube), and Priyanka Chopra (Priyanka Chopra Hero Honda Hockey World Cup TVC) are airing.

The final advertisement in the series to air is a father-son, family-oriented spot. The son sees his father's old hockey stick from his college days, and asks him what this is. His father replies this is a 'Jadoo ki Chhadi' (a magic stick), and then proceeds to play with his son. The excited son exclaims, "Papa, I love this game!"

The tagline in all of the above spots is Phir Dil De Hockey Ko. It is a call to sports fans to support the national sport. It has an emotional connect and was conceived by Hero Honda.

"The campaign is not about taking hockey to India, but taking India back to hockey," said Subroto Pradhan, vice-president and director, Client Services, J. Walter Thompson, who has worked on the Hero Honda Hockey campaign. The creative director on the campaign was Surjo Dutt, while Preeta Mathur was the copywriter.

"Hockey is our national game, and we have a cherished history of great achievements and great players. Our new campaign aims at building excitement around the game. Through initiatives like these, we hope to bring people back to hockey once again, and rekindle the passion for it across the nation," said Anil Dua, senior vice president-marketing and sales, Hero Honda Motors.

In a multi-pronged promotional campaign, print and radio advertisements, syndicated columns, and outdoor hoardings are being used. A soon-to-be-aired radio programme, called Hockey Jockey, aims to generate interest among youngsters. The company has also created an anthem, which it plans to play in the stadium.

Hero Honda is also sponsoring an inter-school hockey league, Hero Honda Cup Inter-school Hockey Tournament. The tournament for school children has been organised across 19 cities, where 4,000 kids from more than 275 schools will participate.

The cities where the tournament has been organised are: Delhi, Lucknow, Jalandhar, Chandigarh, Ludhiana, Kolkata, Ranchi, Bhubaneshwar, Patna, Jamshedpur, Mumbai, Pune, Nagpur, Ahmedabad, Indore, Chennai, Cochin, Bangalore and Hyderabad.

The Delhi government has decided to waive off all revenue collected as entertainment and luxury tax from the organisers of the Hockey World Cup, being held from February 28 to March 13 at the Dhyan Chand National Stadium in Delhi. This will cost the government exchequer Rs. 6.25 crores.

Hockey India representatives had met Delhi Chief Secretary Rakesh Mehta requesting waiver of entertainment tax on match tickets, and luxury tax on hotel rooms to be booked for delegates. The request was approved by Delhi finance minister Dr. A. K. Valia, and chief minister Sheila Dikshit.

Earlier, Delhi cabinet had waived luxury tax to the tune of Rs. 30 crores on hotel rooms booked by the Commonwealth Games Organising Committee for athletes, delegates, sport physicians and international media persons.

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