MAM
Nimbus ropes in Vodafone, Imperial Blue as WSH sponsors
MUMBAI: Nimbus Sport, the marketing partner of Indian Hockey Federation promoted World Series Hockey, has roped in Vodafone and Imperial Blue as associate sponsors for the tournament which went underway Thursday.
Nimbus Sport COO Yannick Colaco said the organisers are talking to two more companies for sponsorship. The company had recently signed Japanese tyre manufacturer Bridgestone as the title sponsor of the tournament for the first season.
“We have done one year deals with our sponsors and partners. They will have the first right to renew the deal for four more years. Once people see the proof in the pudding, they will see value in associating with the event,” Colaco said, adding that the aim is build associations with premium brands.
The organisers are targeting a viewership of 1 TVR in the first year and are hopeful that Indian team’s recent win in Olympic Qualifiers will boost interest in the tournament. He draws a parallel to the Indian Premier League (IPL) which benefitted after India won the first edition of the Twenty20 World Cup.
“In terms of television viewership we are targeting a TVR of 1. India‘s performance in the Olympics qualifiers has created interest in the sport,” Colaco asserted.
Colaco adds that advertisers associate with the event as they believe in the project. At the same time they look for ROI. He adds that the big challenge for the agency has been the politics that has been going on while issues like logistics have been taken care of.
Stated Vodafone India Sr. VP Consumer Insights and Communications Anuradha Aggarwal, “We have been associated with marquee sporting properties like IPL and F1. There is a definite upswing in terms of awareness and sentiments for our national game (Hockey). WSH has tremendous long term potential and we would like to create interesting and engaging outreach programmes for our subscribers around this property.”
Offering a media buyer‘s take, Lodestar UN COO Anamika Mehta says that the league is a good idea. At the same time over the years there has been little effort to grow the sport at the grassroots level. Mehta feels that the older TG will tune in who have watched Indian hockey in its glory days. The challenge is that youth don‘t have an emotional connect with hockey unlike leagues like the EPL in soccer.
“A lot of work has to be done to bring the youth into the game. The parties in this initiative have to be in it for the long haul. At the same time the negative publicity around the event hasn‘t helped. While clients haven‘t been extremely enthusiastic, it is the first time that the event is being held,” she says.
Mehta adds that WSH cannot be just about the event taking place once a year, contending if that happens then the buzz will die down. It is important that franchises do marketing and promotional activities regularly across the year.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
