Naysayers wrote off ICL, but this dream child of Subhash Chandra is sporting ahead with a steady approach. pallavi srivastava finds out more...

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Don’t raise your eyebrows if you find Kareena & Saif, Katrina & Salman (or may be even Akshay ;-)) or Deepika & Ranbeer cheerleading the Hyderabad Heroes and the Mumbai Champs for the Indian Cricket League’s (ICL) coming tournament in October. The grapevine has it that the second season of ICL would have much more excitement then ever before. “We are planning something very interesting and innovative around the concept of cheerleaders for the upcoming ICL tournament, but I can’t disclose the exact details at this point of time,” said Shariq Patel, SVP (Operations and Marketing), ICL.

For the uninitiated, it was ICL that pioneered the entire idea of the T20 format, having teams on the lines of English Premiere League (EPL). However, due to its hype and star power, the IPL (Indian Premier league) swept the first round of the face - off. Now it seems that Subhash Chandra’s ICL is in no mood to be rated as a second grade cricketing tournament (as branded by BCCI). As a matter of fact, ICL is gearing up to confront the BCCI’s apple eye IPL and has rolled up a huge marketing campaign, investing a whopping Rs.50 crore (three times to that of the previous year). This will create a huge buzz around the brand ICL, just when every one thought that ICL did the disappearing act. To counter the stellar creatives that IPL had come out with, ICL has now roped in FCB Ulka as its creative agency in order to devise a brand new ad campaign. This new campaign would soon hit the television screens and would get equal support from other media avenues such as outdoors, radio, Internet et al. To give itself a distinguishing edge, ICL’s communication strategy would initially focus on the players. This is in-line to ICL’s core idea of nurturing local talent and helping the sport in the country. Apart from the multi-million dollar multi-media campaign, ICL is taking a lot of ground promotional initiatives to connect with the audience at a deeper level. For instance, in July 2008, it has launched the ‘Youth Mobilisation’ initiative. The idea behind this was to support various youth ventures like inter–collegiate festivals, events, workshops, seminars, et al in association with various educational institutions across the country. This would allow the cricketing body to connect its brand with the youth of the nation. Talks with IITs and management schools are already in final stages. “ICL is a brand that has given young Indian cricketers the platform to perform. We are extending that identity to all segments of youth. We want to be associated with college related sports events like marathons. We would also send our coaches and players to interact with them to inspire them. The idea is to promote sports and ICL as a way of life by increasing the youth involvement,” explains Shariq. Connecting with the audiences with the help of initiatives like these, might actually help to gain a wider acceptance.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Political campaigns across the world have targeted rivals with 3600 smear campaigns to win against all odds

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The Internet was also used aggressively to propagate anti-Bush and anti-Iraq War sentiments. Just then another start-up group called the Swift Boat veterans for Truth (or the Swifties), made up of a group of Vietnam veterans who had served alongside Kerry, entered the picture. They ran TV ads and Internet campaigns claiming that Kerry had inflated his role in the war and gave a huge blow to Kerry’s campaign.

Cut back to the present and you realise that technology is perhaps playing a larger role in the 2008 race to the President’s home, with the Internet spawning another generation of political followers altogether. Obama has already formed a rapid response Internet war room to track blog sites and chain e-mail rumours that he is unpatriotic and a Muslim (Obama’s middle name of Hussein). The move came no sooner than Obama’s campaign strategists analysed intelligence data, which said that a large cross-section of voter opinion is suspicious on the issue of his background. The crack team is fighting the smear campaign on the one hand by responding belligerently to such propaganda and on the other hand, making voters understand Obama better by releasing biographical speeches and TV ads to tell his life story. What’s more, Obama is successfully logging into the on-line community for support – and he is getting it too! When we last checked McCain had about 222,061 registered supporters on Facebook; while Obama had a Facebook support base of a staggering 1,409,432 people.

Clearly, being market (or should we say masses) friendly is the name of the poll game and both Republicans and Democrats are playing to the gallery. Persuasion camps, phone banks, data mining, negative advertising, online war rooms, intelligence collection and trend analysis are the order of the day. A big hello from Uncle Sam to the political marketing game of manufactured truths, altered statistics and puddle-deep loyalties then?

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
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With unique offerings in the Indian VAS sphere

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With unique offerings in the Indian VAS sphere, Oxigen plans to make the most of the maturing Indian telecom market. 4Ps B&M’s pawan chabra presents an insight on this emerging player in the Indian VAS industry...

Consider a situation where your mobile phone replaces your wallet. And, what more can you ask for than to get relieved from the long standing queues at various bill payment counters! What if it’s done just by clicking a few buttons on your mobile phone? Sounds like a dream?! But no more as that’s exactly what Oxigen Services (India) Pvt. Ltd. plans to do with its newly launched product called ‘OxiCash’.

Working on the lines of PayPal, (a US based subsidiary of eBay) OxiCash is one of its kind offering in the Indian value added services (VAS) sphere by Oxigen. “PayPal is very popular in the US and is recharged only through credit or debit card. But the worst part is still almost 20-25% population of United States doesn’t hold a bank account, so, talking about the potential of a product like this in India, it has enormous potential to grow,” avers Pramod Saxena, Founder and Chairman Oxigen Services (India) Pvt. Ltd. Certainly true and if banked upon rightly, OxiCash happens to be a billion dollar opportunity for Oxigen that started its operations just four years back in 2004.

Well, the idea of starting the company emerged out of a vision of Pramod Saxena, who in association with South African Blue Label Telecom, made all possible arrangements to take on the Indian telecom VAS sphere by storm. And with the kind of performance the company has shown in the last four years, its existence has surely emerged as a threat to many. In fact, Oxigen’s growing popularity has even forced the global software giant, Microsoft to acquire a whopping 35% stake in the company in January earlier this year.

The alliance with Microsoft will not only make Oxigen stronger on the financial grounds, but will also enable the company to expand its business rapidly in the virtual payments and distribution space by making use of Microsoft’s web and mobile based technologies. Another major advantage that the company has gained through its association with Microsoft is that Oxigen can now also access Microsoft’s advertising services. However, other than Microsoft, Blue Label Telecom holds 35% stake in the company while the remaining 30% is held by Saxena and other employees of the company.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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Marvel Comics once created an all-powerful character, the Hulk.

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At first glance they both look unremarkable and their steel and glass enclosed environs on the 6th floor of the towering building in a plush Mumbai suburb does not look out of ordinary at all. But this is the very place from where both Jayesh Shah and M. Ramalingam, honchos of market operations at Multi-Commodity Exchange (MCX), India’s leading commodity bourse, oversee transactions running into a mind-numbing Rs.180 to Rs.200 billion per day. The set-up, housing close to 50 operations, technical and surveillance staff at any given time of the exchange’s long drawn working hours (10am to 11:30pm if you please), is the nerve centre of MCX – the place where futures contracts are converted into currency, hedgers are permitted to enter and leave the market depending on their sentiment, and wild speculators are tracked and promptly thrown off the market course.

Shah and Ramalingam ensure that markets at MCX function smoothly to bring best returns to all its stakeholders - hedgers, traders, corporates, brokers, farmers, as also to MCX. Their supervision, combined with the now-legendary vision and technical prowess of MCX founder, Jignesh Shah (38); and the risk management and business development appetite of co-founders Joseph Massey (47) and Anjani Sinha (42), respectively; have catapulted MCX to the position of India’s numero uno commodity futures market, cornering over 75% of the total volumes traded in Indian commodity exchanges, amounting to an average daily turnover of a staggering Rs.200 billion. Closest competitor, National Commodity & Derivatives Exchange (NCDEX) trails with an average daily turnover of a mere Rs.18-20 billion, making MCX look the evergreen Hulk in the space.

Top honchos at MCX are also kicked about the impending IPO that they hope will net the commodity exchange a cool Rs.5-6 billion to fund its future expansion plans. They are not revealing the exact timing of the IPO though, given the volatility of the Indian equity markets, as also the pressure created due to the recent government ban on futures trading in four agri commodities and levying of a higher commdity transaction tax. For the record, after the IPO, promoter firm Financial Technologies India Limited’s (FTIL’s) stake in MCX will come down by another 5.5%. Since January this year, when government allowed foreign equity players to pick up stake in comex’s, MCX’s latent potential has prompted a host of global players to climb on to the MCX bandwagon, including NYSE Euronext, Citigroup and Merrill Lynch & Co.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
Now IIPM's World-Class Education... for everybody!!
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
IIPM is A World of Career
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...