Katha Mediatix bags media rights for WSH’s Karnataka Lions
7th December'11, Bangaluru
Katha Mediatix has won the media mandate for the Karnataka Lions, the franchise of Bangaluru, World Series Hockey. Karnataka Lions of one of the eight teams participating in the series and has been acquired by Sporting Ace, a pert of Zentrum Group. The team is mentored by the Bollywood stalwart Suniel Shetty.
As per the mandate, Katha Mediatix will chalk out a media plan for the maiden team of World Series Hockey which will involve the usage of television, print, radio and outdoor. The television ads will go national; print, radio and outdoor advertising in and around the Bangaluru. The team will spend 2-4 crore on media for this season and may increase their promotional activity if the team qualifies for the semi final/final stage. The tournament will kick start on 17th December, 2011
Aniruddha Pal, Executive Vice-President, Strategic Alliance, Katha Mediatix, said, "Through this opportunity, we aim to bring out the spirit of hockey, in a more aggressive way." The team will also have an anthem, which is being composed by a music composer who is yet to be decided. "The team will carry out a lot of on-ground promotions and activities at youth joints, pubs, restaurants, cafes, and malls. Besides, there will be after-match fashion shows, too," added Pal.
In 2010, Katha Mediatix fully branched out into a 360 degree marketing and communications set-up, apart from the OOH vertical which has been its core business.
Speaking about the communication, Kingshuk Gupta, director, Sporting Ace mentioned, “The ads will feature the members of the team. As part of the communication, we will include Indian hockey icon Dhanraj Pillai, who recently got on board, as well as mentor Suniel Shetty." The team jersey will soon be unveiled. The logo is being designed by the marketing and creative consultation firm Fluid Media & Art Labs. The creative communication for the team will also be designed by the same agency. Nimbus is known to have spent around Rs 40 crore for the marketing of the series.
The entire tournament will feature eight teams namely Bengaluru, Chennai, Mumbai, Chandigarh, Punjab, Bhopal, Ranchi, and Rourkela. Each team is estimated to spend around Rs. 2-3 crore on its marketing. There will be over 200 players in the 61 matches played during the tournament.
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