MAM
AXN chalks awareness campaign around ‘The Contender’
MUMBAI: One of AXN’s major programming initiatives for the year is The Contender. The boxing based reality show kicks off on 10 March with a double episode at 9 pm. The next episode airs at the same time on 11 March. Thereafter it will air every Monday live at 8 am with a primetime repeat at 10 pm.
The show from US broadcaster NBC’s stable deals with 16 boxers competing for the chance to win a million dollars and go professional. To create awareness around the same the channel will conduct an integrated marketing campaign.
Speaking to Indiantelevision.com on this Sony assistant VP marketing Rohit Bhandari who looks after the channel in India says, “We will be using different mediums for The Contender. You will see hoardings coming up in the Metros. We will be using the backs of buses. As far as radio is concerned we have tied up with Red and Go 92.5 FM. There will be promotional spots as well as contests.”
Online, the broadcaster has tied up with MSN and Yahoo. Besides contests through which AXN will be handing out merchandise, visitors can also get further information on the show. Bhandari adds “Right now we are not looking at tying up with retail outlets. We are at the awareness building stage. However once the show picks up momentum we could look at tying up with youth hangouts. We are also examining the possibility of holding a contest whereby one winner goes to Las Vegas to view the final bout.”
Mountain Dew, LG and Skoda are sponsoring the show. Bhandari expressed optimism on the show doing well. “Sylvester Stallone and Mark Burnett who is the show’s creator are well known names. Historically boxing fights are more popular when a famous name is involved in some capacity. The Contender has also roped in boxing great Sugar Ray Leonard.”
Bhandari however does not feel that a local production for a sports based reality show will work in India. “It is too early for that. Right now awareness about sport outside cricket is limited. There is some awareness for hockey. Tennis is growing to a certain degree due to Sania Mirza. I however feel that the growth of Formula One’s popularity will be restricted because the Indian viewer cannot experience it first hand. When you see cars live zooming at the venue that is when you get a real feel for the sport.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
