The 23rd floor at Starhouse HQ, where the Star Sports team sits, is steeped in the high-energy of passionate sports lovers and ideamongers. When they take time out to talk about a successful campaign, in-between the daily madness, they exude the same enthusiasm. Their eyes light up, and all that.
As the On-Air Promo team for International Sports huddled inside a conference room, we could sense this playful mood – it was also one of extreme satisfaction for a job well done. Just last month they had won a Gold for Best Promo and a Silver for Best CG Animation at the PromaxBDA India Awards for the Wimbledon ‘Rufus’ promo.
It was the final validation for all the hard work they had put in. They exchanged glances and laughed intermittently as they recalled the days leading up to the campaign – 7 long and trepid days as they feared the promo would fall flat at the execution stage just after they had landed on one of the most brilliant ideas. Like it usually is in the world of crazy ad ideas, it involved several unrelated ingredients – a bird, a tennis court, and a historically true factoid that nobody knew of.
In June 2016, the marketing team, Jarmanjeet Randhawa and Snigdha S, had come armed with insights and possible hooks for the campaign to announce Wimbledon 2016 on Star Sports. They’d also brought in Rachna Nayyar from programming to help with the same.