MAM
Star unveils Re.Imagine Awards for IPL ad campaigns
MUMBAI: The American Super Bowl continues to remain one of the most awaited sporting leagues around the world. It is that time of the year when brands don their creative hats to come up with some of the most interesting and ingenious advertisements.
Taking inspiration from Super Bowl and its notable campaigns over the years and in a bid to bring similar advertising culture in Indian sports advertising, Star India has decided to award the most creative advertisements that will run during IPL 2018. The Star Re.Imagine Awards will recognise creativity and innovation in the use of integrated media in advertising campaigns aired during IPL on Star Sports and Hotstar.
Every creative broadcast on Star Sports and streamed on Hotstar during the league will automatically be eligible for the Star Re.Imagine Awards. A high-powered jury, including the likes of advertising legend Sir John Hegarty, one of the world’s most celebrated creative directors Piyush Pandey, acclaimed filmmaker Raju Hirani, marketing veteran Vibha Rishi, digital evangelist Rahul Welde and ad-man V Sunil will deliberate on the winners on 26 May and select two campaigns that they believe have excelled in terms of creativity and leveraging the platform. Two winning teams of 24 members each will be hosted for a premier global sporting event.
Star India head consumer strategy & innovation Gayatri Yadav said, “Vivo IPL 2018 is poised to be one of the biggest sporting events ever and is the most powerful platform to connect with consumers and build brands. Star Re.imagine Awards is a first of its kind initiative that will celebrate and recognise creativity & the integrated use of media on this the largest stage of any campaign. We are very excited to bring together a bespoke independent jury of some of the most eminent names across marketing, media and storytelling to celebrate two campaigns aired during this IPL on Star Sports network and Hotstar which push the boundaries of creativity. Recognising that great campaigns are powered by great teamwork the award will celebrate members of the integrated team across marketing, creative and media, who will be hosted for a premier global sporting event.”
Partnering Star India in this initiative are Sideways, Kyoorius and audit partner PWC.
For the first time, Vivo IPL 2018 proposes to connect with many Indians in six relevant languages—Hindi, English, Tamil, Telugu, Kannada and Bengali. By leveraging the combined reach of digital and television, the tournament will be broadcast on multiple TV channels and live streamed on Hotstar with an aim to reach out to 700 million fans across TV and digital in India. This will be one of the first few leagues in the world which proposes to use virtual reality (VR) and to bring live action from the stadium to fan homes. This immersive VR experience would make it possible for fans to come closer to the high-octane matches from the comfort of their homes. Along with dedicated language feeds, the network also proposes to have a Super Fan Feed available across cable, DTH and on Hotstar. This will be a curated feed for the intense fans who want more than just to watch the game. It may also include features like multiple camera angle options while viewing and data layers about the teams and players during the telecast.
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IPL 2018: The dos and don’ts for brands
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Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
