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Not the right time for brands to go dark; they must continue communication
MUMBAI: Brands cannot go dark in these troubled times, says ITW Consulting managing director Bhairav Shanth during a virtual fireside chat with Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari. According to him, the brands should instead strive to remain relevant and active in these tough times.
He spoke about the future of the sports and live games and also how digital influencers have taken a centre stage, lately, to engage with masses on behalf of brands.
“We have introduced in excess of thousand plus brands into global cricket for the first time. We make an attempt to be involved and develop commerce for various cricket boards,” says Shanth.
The 12-year-old ITW Consulting seeks to fix the gap in the industry and do something different to give a single approach to every brand. With three verticals, Sports, Blitz and Playworx, the firm provides services such as sponsorship consulting, sports marketing, talent management among others.
Says Shanth, “In the last two months, digital influencers have been buzzing for creating engagement. Today, every brand ambassador has become an influencer by default.” The consulting firm has been actively working with the brands to identify the right digital influencer in the current scenario, at a time when everybody is sensitive.
During this testing time, not all brands want to sell their products through advertisement, but rather aim to create engagement and communication with consumers, believes Shanth. The firm has helped brands like Uber and Unacademy partner with the right digital influencers.
ITW Consulting is currently operational in all cricket-playing countries as well as across cities and districts in India, and the global presence has helped them grow a lot, points out Shanth. “Along with cricket, we are also doing a lot of work around Rugby, as it is a favourite sport in many countries. We are also trying to build interest in newer sports,” Shanth said.
Sports and events are the last priority of marketers while deciding media spends, which should not be the case. “Brands believe a traditional medium would deliver better, but we believe the hybrid model of sports with traditional medium would give more positive results,” says Shanth.
“We have brands that are showing enormous faith and belief in the sports ecosystem. If the brands are assertive that they want to invest in sports, agencies will fall in line," says Shanth. “It’s important for brands to do 360-degree activation and not just sponsorships.”
“Brands are cautious, but it is not all that bad. If the US can bounce back from the pandemic, so can other third-world countries,” points out Shanth. “Some brands are doing sports marketing right: BYJUS, Hero MotorCorp, etc. My favourite is Royal Stag; their sporting equipment contributed greatly to the sports ecosphere. Some new brands like Unacademy and Swiggy have shown great adaptability.”
Taking a cue from Bundesliga league that received record-breaking viewership in Germany, Shanth hopes that the live games, including cricket, are going to bounce back across the globe. He believes the absence of an in-stadia audience won’t impact the soul of the game.
“If people are thinking that sports in an empty stadium is not going to be exciting they are wrong. As television broadcast can create magical moments, it can adapt to the current requirement, and fill in with content, deep data and analytics that will keep the viewers engaged,” Shanth adds.
Over a period of time, technology has evolved, so is the reach and penetration of the internet in our lives. Going forward, this would increase the digital audience and may overpower television audiences, feels Shanth. According to him, with the changing scenario the e-sports category is picking up steam but can't replace live sports, as both need to co-exist, one cannot survive at the cost of the other.
Sports has acted as a band-aid every time the world has been under crisis and Covid2019 is no different than past situations, says Shanth. He cites an example of how sports helped the United States come out of the 9/11 shock. “Sport is a healer; people look at sports to create a sense of belonging and positivity. It is going to be back, and no one can take away the excitement of sports.”
Having been associated with many sports talents and personalities, Shanth says, “Athletes are anxious, want this crisis to end soon and be back on the field practising, playing games”. Sporting community altogether has come out with never-dying optimism during this stressful situation.
ITW Consulting is named after a favourite film Into The Wild. He says, “The company has seen enough changes for the past decade. And, we are getting better and by year and a half we will be stronger. We have never taken any situation for granted and will come up with a model.”
Like any other business, Covid2019 has impacted ITW Consulting too. Shanth says: “We have not taken any single downsizing move, have not fired anybody. For us, our employees are an investment and wish to stick with every talent we have, for the time to come.”
However, he admits that there have been substantial pay cuts in the company at the senior and mid-level management, but they all are aware that the reason for this is not profitability; rather it is a move to survive for the future if the situation worsens further.
The consulting firm is optimistic about the whole situation and hopes down the line, everything will normalise and “we together will find alternative solutions to the ongoing problem.”
“With Bundesliga about to start, we may see soccer leagues such as LaLiga, EPL to bounce back. The same would be the case with cricketing events,” Shanth said.
MAM
Worldwide Travel Insurance for Indian Travellers: How to Find a Plan Without Geographic Gaps in Your Protection
Travelling to more than one country can make insurance selection more complex, because a policy that looks broad at first may still leave certain destinations, transit points, or regions outside its scope. For Indian travellers, this can lead to gaps in cover during a medical emergency or travel disruption abroad.
Here’s a guide to understanding how worldwide coverage works, which plan types to review, and how to check for geographic exclusions before choosing a policy.
Why Geographic Coverage Matters in Travel Insurance
When travellers look for the best travel insurance, medical cover and premium often get early attention, but geographic scope matters just as much. A policy may appear broad while still limiting cover in certain countries, regions, or travel routes.
This can affect hospital access, emergency support, evacuation terms, and non-medical benefits. For Indian travellers visiting more than one destination, checking where the policy applies is an important way to avoid gaps in protection.
Types of Worldwide Travel Insurance Plans Available to Indians
Worldwide travel insurance may be available in different formats, and each one should be reviewed based on the route, trip pattern, and list of destinations.
Single-Trip Travel Insurance
This type of policy is generally chosen for one overseas journey with fixed departure and return dates. It may suit travellers visiting one country or more than one destination during the same trip. The policy still needs to be checked carefully to confirm whether every destination on the itinerary is covered during the full travel period.
Multi-Trip Annual Insurance
This type of plan may be suitable for travellers who visit different countries several times a year. It can be useful only when the policy’s covered regions match the countries included across those trips. Before choosing it, travellers should check trip duration limits, region-wise exclusions, and whether all intended destinations are covered under the annual plan.
Region-Specific Plans
Some policies are built for selected regions rather than for the whole world. These plans may be arranged by destination groups such as Asia, Europe, or broader international zones. They may be suitable in some cases, but they should be reviewed carefully if the journey includes stopovers, connecting countries, or travel beyond the listed region.
Comprehensive Worldwide Plans
These plans are usually reviewed by travellers who want broader international cover across multiple destinations. However, a plan described as worldwide may still have country-wise limits, separate terms for certain regions, or limits on healthcare access and emergency services. The wording should therefore be checked in detail before relying on the description alone.
Key Coverage Areas That Ensure Global Protection
A worldwide policy should be reviewed for the coverage points that matter when travel includes more than one country or a wider international route. These areas help show whether the plan is suitable for broader overseas travel and not limited to only a few listed destinations.
● Cover that applies to all countries listed in the itinerary, not only the main destination.
● Cover for transit stops and connecting countries that are part of the planned journey.
● Clear mention of excluded countries, restricted regions, or destinations not covered under the policy.
● Emergency medical and assistance support that remains available while travelling across different countries.
● Evacuation and repatriation terms that continue to apply during multi-country travel.
How to Check for Geographic Exclusions Before Buying
Geographic exclusions are often found in the detailed wording rather than in the headline promise of the plan. A careful review before purchase can help travellers understand whether the policy matches their travel route.
● Check the destination list in the policy schedule.
● Read whether excluded countries, sanctioned regions, or restricted zones are mentioned in the wording.
● Review whether transit stops and connecting destinations are mentioned as covered travel locations.
● Check if medical network access differs across countries even when the policy appears globally valid.
● Read whether adventure activities, cruises, or remote locations have separate geographic conditions.
● Review assistance and claim support terms to see if they apply equally across all covered destinations.
Conclusion
A travel insurance plan cannot be judged only by premium, destination label, or the word worldwide term alone. For Indian travellers, geographic scope needs close attention because exclusions and regional limits may affect how the policy works during the journey. A careful review of plan type, covered locations, medical support, and destination-specific terms may help reduce avoidable gaps.
