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Sponsoring sports events gaining currency in the east
KOLKATA: The trend of companies looking at sponsoring sports events to generate brand recognition, though at a nascent stage yet, is catching on in the east like it has in other parts of the country. A case in point is Just Sportz Management, a motor sports events organizer which saw participation from the likes of Indian Oil, Ambuja Neotia, JK Tyres and Coca Cola in 12 events organized by it.
What’s more, the Himalayan Drive organized in January saw the state governments of West Bengal, Sikkim and Gorkhaland Territorial Administration (GTA) come forward, even if for the sake of giving a push to tourism in these states.
From July this year till the beginning of 2015, there are plans to organize three sports car rallies i.e. Car Rally for the Blind, TSD Rally and Himalayan Drive 3 to get sponsorships from state governments and sports and non-sports companies.
Just Sportz Management believes that sports motor events make a great platform for some businesses to market campaigns in other regions of India, and it is common to see non-sports companies sponsor such events.
“Though it is nascent in the eastern region, it will catch up here with improved sentiments in the economy and companies looking at alternative ways to generate brand recognition,” Just Sportz Management director Tamal Ghosal told indiantelevision.com. “We aim to ink a number of new sponsorship deals with various brands for our forthcoming events.”
Ghosal said that the company’s Facebook page had got over 1,200 likes till date and apart from undertaking various above-the-line (ATL) and below-the-line (BTL) activities, they would also focus on online marketing activities.
Just Sportz Management director Siddharth S. Bose said that they intended to promote motor rallies of various types, motor cross, drag races and motor gymkhanas and making motor sports more acceptable and popular was their passionate objective.
A city-based marketing expert said that sports as a property would be one of the major interests among corporates looking at increasing their marketing spends here. “The value of these sponsorship deals is generally high,” he added.
Just Sportz is not only into motor sports, the company also espouses noble causes like celebrating the inevitable certification of India as a polio free country.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
