The document discusses strategies used by some Indian Premier League (IPL) teams to appeal to fans across India rather than just regionally. It analyzes how teams like Kolkata Knight Riders, Chennai Super Kings, and Rajasthan Royals were able to generate national appeal through "X factors" like the popularity of their owning stars (Shah Rukh Khan, MS Dhoni), an underdog story, and glamour. However, it notes that these factors may not sustain loyalty long-term and questions whether other teams can match this.

1. Strategy

6. TEST MATCH FAN

7. TEST MATCH FAN One day fan

8. IPL Fan

9. &

10. “ The ingredients in the success of IPL were that it provided ample after-work entertainment, made for TV-centric family entertainment and saw the participation of foreign players and film stars. The irony, Krishnamachar said, was that 30,000 Indians were cheering for Pakistani bowler, Mohammed Asif in Delhi, but this also defined the success of IPL.”

11. & ignited regional loyalty, that even Ranji failed to do.

12. A deep dive under the skin of IPL!!

13. 8 region-based teams 8 region-based teams

14. 3 managed go beyond their regional barricades & generated a pan-nation appeal

15. A national level appeal!!

16. How did the Kolkata Knight Riders manage to appeal across India ?

17. The “ X ” factor

19. How did the Chennai Super Kings manage to appeal across India ?

20. The “ X ” factor

22. How did the Rajasthan Royals manage to appeal across India ?

23. The “ X ” factor

25. A nation wide ‘X’ factor (Sharukh, Dhoni & Under dog tag) In Summary…

26. The nation wide ‘X’ factor? No (Sharukh or Dhoni & Under dog tag is endowed not claimed) Only a Symonds (fresh from the “maaki / monkey” controversy) – attention grabbing – not endearing Deccan Chargers… V/s

27. + + + +

28. Others tried at a larger reach and for a few tricks to glamorize & draw attention… But Failed!! Paid stars not as passionate or ever present as stars who own… other stars who own not big enough or stars who are inconsequential. Raises the question – did anybody calculate SRK’ss time as a Star spent on the brand to arrive at the final profitability of KKR + + + +

29. What did the “ X ” factor actually do for: Analyzing the X factor further:

30. Analyzing the X factor further: Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

31. Analyzing the X factor further: A few key questions : How long shall SRK charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions : How long shall Dhoni charm last? will it continuously create support – even if they lose? won’t other teams toughen-up their connects? A few key questions : No more the Underdogs? Can they repeat their performance? Endeared KKR to SRK fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared CSK to Dhoni fans, who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s). Endeared RR to fans of other teams who were knocked out or who were not loyal to any team (either because they were from IPL orphan states or because they were not strongly connected to local teams – MI’s).

32. & What was the effect on other fans who had a team to root for?

33. Let’s check… Did it convert the loyalist ?

34. Fan – check: (23 consumers)

35. Why Mumbai Indians? I am a huge Shahrukh Khan fan. So KKR were my first favorites. But when the games started I realized that there is nothing like seeing your home team win. Also, everyone around me was cheering for Mumbai Indians so its very difficult to ignore your team. Thirdly when Sachin came back then obviously you can’t help but cheer for him.

36. Why Chennai Super Kings? I am a Bihari and unfortunately there is no team from Bihar. Bas, Dhoni jahaan Bihar wahaan

37. Who is your favourite cricketer? Sachin Tendulkar. He is the Baap of cricket. Then how come you are backing Chennai Super Kings? See, today I am talking in English but I learned my mother tongue, Tamil, first. So Chennai will always come before Mumbai. Sachin is my favorite but he is playing for Mumbai.

38. No! Did it convert the loyalist ?

39. Our vision… Using it to check some people have broken this barrier:

41. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 HOW? HOW? 103 yrs 61 yrs 106 yrs 107 yrs 52 yrs 109 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world.

42. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 HOW? HOW? By winning consistently (inspite of a few ups & downs) 103 yrs 61 yrs 106 yrs 107 yrs 52 yrs 109 yrs Undying loyalty of the fan Passed on from generation to generation - became a hereditary (DNA) loyalty & also continuously recruited new fans from all over the world.

43. However…

44. in 1905 was … of 2008 in 1947 In 1901 of 2008 of 2008

45. in 1905 was … of 2008 in 1947 In 1901 of 2008 of 2008 Did they have the global fan following that the have today? Did they whip-up the obsessive following that they generate today? Did they stand for such great ethos that they command in peoples minds today? Were they such huge phenomenon that they are today?

46. So how have these super-clubs evolved

47. March 14, 1905 (W) London 1906 England 1952 / 2008 World

48. Los Angeles 1947 1960 USA 1972 World

49. 1901 Boston 1903 USA World 1918

50. The big learning: Root yourself in your roots & establish an ever-loyal fan Keep winning & appeal to the next circle of possible fans Potency of being a winner & increasing loyalty of fans, shall bring new fans – as your fan base grows larger, you start becoming an iconic brand & new fans becomes automatic

51. Even Stellar clubs have retained their roots:

52. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 103 yrs Chelsea (2008) 61 yrs Los Angeles (2008) 106 yrs Manchester (2008) 107 yrs Boston (2008) 52 yrs Chicago (2008) 109 yrs Milan (2008)

53. Since 1905 Since 1947 Since 1902 Since 1901 Since 1966 Since 1899 Retained their strong local roots till date 103 yrs Chelsea (2008) 61 yrs Los Angeles (2008) 106 yrs Manchester (2008) 107 yrs Boston (2008) 52 yrs Chicago (2008) 109 yrs Milan (2008)

54. retained their roots, even post evolution :

55. Boston Red Sox Logo 1909 -1911 Boston Red Sox Logo 1962 -Current Boston Red Sox Logo 1912 -1930 Boston Red Sox Logo 1931 -1932 Boston Red Sox Logo 1934 -1949 Boston Red Sox Logo 1950 -1959 Boston Red Sox Logo 1960 -1961

56. Two of the teams which managed to go global , made sure they also were strongly glocal : Even in our very own IPL :

58. This was by a national brand – PEPSI – celebrating local culture & pitching in behind a team (on national television).

59. The way ahead:

61. Hence… Appeal to 3 clusters Hyderabad Andhra Pradesh Rest of India

62. Our Approach Hyderabad A strong attitude that emerges from our roots & can pan across AP National Attitude IN SEARCH OF THIS ATTITUDE…

63. A root that emanates from the Cricket of Hyderabad itself

64. The intended Vision

66. But…

67. Great Clubs have taken time to evolve Los Angeles 1947 1960 USA 1972 World

68. Great Clubs have taken time to evolve 1901 Boston 1903 USA World 1918

69. Hence the key question… … Using modern day mass media do we need to take that long?

70. In search of that answer How do we become a brand with national/international appeal without alienating the local (ticket & merchandise giving first & natural loyalists)?

71. IPL Fan – Deccan chargers Need to appeal across ( neither only regionally nor only nationally ) Hyderabad Andhra Pradesh Rest of India Anyone who loves cricket

72. Our approach: Rooted to origins – yet with an appeal across

73. Hyderabad AP Pan India IN SEARCH OF THIS ATTITUDE… Our Approach A strong attitude that emerges from our roots & can pan across

74. Starting from our roots ( Hyderabad ): Seeking an appeal for across – India & the world

75. Hyderabad is a city that forever mixes cultures, cuisines, religions and languages. Here, Persian turned alloy with Telugu, Marathi and Arabic to yield a special version of Urdu, Dakhini. And here, as Andhra mingled with Telangana, a smiling mildness has survived, disarming at every turn, just as grace under pressure .

76. Understated & muted Hence, NEEDS to be given AN EDGE (which again is rooted in Hyderabad) (too soft) not enough to instigate people & stir up passions Grace under pressure

77. What is new ( young ) Hyderabad like? In search of this edge… Looking for this edge in:

78. Nagesh Kukunoor Indian School of Business The IT industry Sania Mirza

79. Short Films IT industry Westernization Competitiveness seeping in aggression

80. Easy going & staying calm = + New found aggression

81. Dil pe mat le, haath mein le maaro mat…adab se maaro the new Hydrabadi attitude (andaaz) … = stay cool & win

82. THIS HYDERABADI ATTITUDE SEEMS TO BE SEEN IN THEIR CRICKET AS WELL…

83. MOHAMMAD AZHARUDDIN

85. There could’ve been a zillion thoughts in his head… My kids must be watching… I can’t fail in their eyes All the top order batsmen have collapsed within 10 overs… If we lose this match we may be out of the series… We have 40 overs and only two batsmen left… The other side is as determined to win as us… they need it just as much… I fail if my team fails… I’ll face the public wrath…

88. VVS LAXMAN

90. There could’ve been a zillion thoughts in his head… we lost the last test by 10 wickets My recent records are poor, people don’t think I can do much this test we’re way behind with a follow on already… there’s no one else to take the match ahead after me Their confidence is high, they look like warriors… what if I fail again… what’ll happen to my career…

93. Hyderabadi Cricket New Hyderabadi? Stay Cool seems to be the attitude of the Hyderabadi cricketer Is this also the attitude of the

96. There could’ve been a zillion thoughts in his head… How many people will I disappoint if I fail… 3 days to go, hardly any runs and only 8 wickets in hand… We’re losing terribly… Wonder what my family is doing… would they be watching? I’m tired after the wicket keeping… my hand hurts… I’ve never played at number 3 like this…

99. HERSCHELLE GIBBS

101. There could’ve been a zillion thoughts in his head… I know the fielder at slip is trying to distract me… I can’t be distracted… We can’t lose to the Aussies again that too on our home ground It’s the only chance to win this series… and no one thinks we can The controversy having tarnished my image… don’t know what people may say if we lose again… I may be out of the next series if I don’t perform today… We’re chasing the biggest total in history of cricket…

104. Hence, Hyderabadi New Hyderabadi Stay Cool is the attitude of the Hyderabadi cricketer Stay Cool is also the attitude of the new Hyderabadi cricketer

105. IS “STAYING COOL” TRUE TO HYDERABADI CRICKET & CRICKET ONLY?

106. Championship League ’07 – Semi Finals United had far more possession in the second half. Man U was up by 2 goals to nill by fst half. Championship League ’07 – Finals Milan were under siege from Arsenal.

107. But…

108. Championship League ’07 – Semi Finals But Man U never really managed to threaten a calm and composed Milan defense nor did they manage to test Milan's out-of-form keeper Dida. Championship League ’07 – Finals To Milan's credit, they never panicked at the back when they were under siege, they were as cool, calm, and composed as you would expect them to be.

109. Kaka, AC Milan FIFA’s World Player of the Year ‘07 & He is an extremely calm and composed boy who is never prone to either euphoria or depression," says his coach at AC Milan, Carlo Ancelotti.

111. PETE SAMPRAS

114. ‘ Pete Sampras handles himself in a way that can only be described as gentlemanly and reserved. He goes on the court to win a match, not to impress the crowds. He enters tournaments to win them. And when he wins them, as he so often does, his posture gets a little straighter, his eyes get a little brighter and a shy, timid smile of pleasure spreads across his face. It is a truly beautiful moment to watch history be made.’ (Written: Year 2000) - Sally Turkovich (Pittsburgh, PA, USA) Pete Sampras- Tennis Legend

117. Just Do it Keep walking Stay Cool has the ethos of a great brand, Stay Cool &…

118. Hyderabad AP Pan India STAY COOL as a brand philosophy… Works for all three & Internationally (everywhere) as well

119. HOW DOES IT PAN ACROSS?

123. Hence…

124. Hyderabad AP Pan India STAY COOL builds love & rooting Without compromising us regionally or nationally/internationally

125. Also to be kept in mind…

126. TEST MATCH FAN One day fan

127. IPL Fan Hence need to appeal to the entire family (not just the man). Hence, need to appeal to the sports fervor of the man & the sport + entertainment value of the women (& rest of the family)

128. This is where Stay Cool Andhra Style Films and the Stay Cool Hyderabadi Style press & outdoor bring in the entertainment value of Bolly/Tollywood Reference : The Pepsi – Dhoni – Rajnikanth Style TVC, Shreeshanth – Punjabi munda – Chakde film, SRK KKR album etc;

129. Stay Cool