Creative has launched a new division called Vyas Giannetti Creative Sports. It is India's first sports concept company which aims to breathe creativity into this category by creating customised sports solutions for its clients.
Anand Yalvigi, who is also a former first class cricketer and has represented Mumbai, Maharashtra and the Karnataka cricket teams, will head this new division. He hopes to translate his sporting enthusiasm into business performance. Yalvigi brings with him almost a decade of experience in the sports arena, and has even dealt with various sports administration bodies in creating events and properties.
Says Atul Hegde, vice-president, VGC, "Our endeavour is to establish a sports firm which looks beyond just managing sporting celebrities, syndicated columns or selling existing sponsorships platforms. Our edge will be our ability to create unique creative concepts for different sporting genres such as tennis, football, hockey, motor racing and cricket, and blend these with specific business sector activities."
Commenting on the reason behind launching such a venture, the agency's chairperson Preeti Vyas Giannetti says that VGC has never tried to confine itself to a particular discipline. "As creative communication specialists, we have always looked at the best placed creative solutions for a brand. Extending our creative expertise to sports is a natural step for us, and a reflection of how important the concept of sports has become in our country," she says.
VGC Sports will try and be unlike other sports firms that market and manage sports clients. It plans to create tailor-made sports events for various companies for specific occasions.
As a show of support to the recent bomb blasts in Mumbai, Vyas Giannetti Creative launched VGC Sports by organising a charity dinner, appropriately called 'Mumbai Not Out', in Bangalore on the evening of August 7, 2006. The event brought together corporate houses and players of the Indian cricket team to raise funds to support the ongoing relief work for the victims of the bomb blasts.
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