15.11.06

Ogilvy Sport is the newly established local sports marketing and communication division of the Indian branch of worldwide advertising agency Ogilvie & Mather, part of marketing and communications group WPP. The company has been set up to get in on sports-led marketing in India. This article provides a fascinating insight into the way things are going as F1 increasingly looks to the growing markets of the East, with India maybe joining China and Malaysia on the GP circuit in 2010.

 

"MUMBAI: Ogilvy Sport has announced that it will represent Ferrari's latest addition Kimi Raikkonen in India.

This would mean that brands across India will have the opportunity to make a global mark by advertising on Raikkonen's car, F1 gear and clothing for the season spanning 2007.

Commenting on this development Ogilvy India CEO Pratap Bose said, " We have been working on the Kimi Raikkonen deal for sometime and our agreement to represent Kimi is an indicator of Ogilvy India's future direction in Activation and Sports. We are delighted that the first offering from Ogilvy Sport is an opportunity for brands to associate with Ferrari - the Number 1 driver of the leader in Formula 1 racing."

Explaining the significance of this initiative (Ogilvy Sport business head Prashant) Singh says, "This would cater to a very niche segment, primarily those seeking value through motor sports." Though the monies involved would be large those brands wanting to make a global mark would definitely be interested.

As result of such an initiative, we may get to see brands like Kingfisher, Amaron and Castrol making the most of this oppoirtunity.

This year it was announced that Ferrari had secured the services of Kimi Raikkonen on a 3-year contract to maintain their position at the head of the Championships, states an official release.

Excited by this development, Singh said, "I can think of no better way to announce the arrival of Ogilvy Sport than an announcement of a relationship with Kimi Raikkonen. This is the first of exciting announcements that you will hear from us."