Machdar Motorsports looking for media agency for i1 Super Series

By Shibani Gharat , afaqs!, Mumbai | In Media Planning & Buying
Last updated : September 25, 2014 04:04 PM
The maiden motor-sporting venture will involve media spends of around Rs 25-30 crore.

Machdar Motorsports is looking for a media agency for its i1 Super Series. Confirming the news, Darshan M, chief executive officer, Machdar Motorsports, tells afaqs!, "We are still in the process to employ a media agency for i1 Super Series. The media spends will be in the range of Rs 25-30 crore."

Machdar Motorsports has initiated preliminary talks with several agencies. Several top media agencies are in the race to handle the media mandate for i1 Super Series.

The UK-based Interstate Associates will perform the creative duties for i1 Super Series.

"In order to promote this event, we will be focussing on the on-ground activation and events. This will help us strike a chord with our audience - the youth and auto-enthusiasts," says Darshan.

Massive outdoor activities will be carried out in 10 Indian cities, namely Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Ahmedabad, Chandigarh, Pune, Kochi, and Hyderabad.

The focus, in the later stages, will shift to television and the print media. The company is also planning to utilise social networking sites and the web, in order to connect with the 'right audience'.

The entire promotional campaign is slated to get into full gear by October 2011.

Commenting on the selection of Sachin Tendulkar as a brand ambassador, Darshan says, "Sachin is passionate about motorsports in particular, and automobiles in general. His passion for the game will translate into the brand. His celebrity status as a world class sportsperson, combined with his passion for automotives, makes him the perfect brand ambassador for the series."

The i1 Super Series, based on the popular city-based franchisee format, has nine teams representing nine different Indian cities. Each team will race with two cars, thus forming an 18-car grid. The team has to have one Indian, and one international driver per car. The race will tour across seven cities in Asia, namely, New Delhi, Chennai, Abu Dhabi, Doha, Dubai, Kuala Lumpur and Pattaya.

Each weekend would consist of one qualifying session, and two races in sprint format. A total of 14 races would make up the first season of the i1 Super Car Championship. The drivers will be competing for the title and total prize money of USD$2 million. The race calendar for the season will begin on December 18, 2011, in Delhi, and conclude with the final race on February 25, 2012.

Machdar motorsports also claims to be in advanced discussions with potential team owners. The broadcast rights for telecasting the event will be finalised in the forthcoming weeks. The Mumbai-based 8848 Sports will be taking care of the sponsorship sales for i1 Super Series.

First Published : September 25, 2014 04:04 PM
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