Dimensional Sports branding, the Stark Way - Sports Authority of India to Sports India

Media News

National, September 12, 2014

In an endeavour to strengthen its visibility and recall among all geographies and to bring in a quantum shift in its position from a sports infrastructure and training service provider to being the omnipresent force behind Indian sports. SAI selected Stark's logo from among their panel of agencies. Stark successfully brought about a change in branding nomenclature from Sports Authority of India to a cleverly designed logo with SPORTS & INDIA as the visible entities. The Cleverly designed logo also managed to infuse a tinge of patriotism with use of the tricolor's to what would otherwise have been relegated to just a logo design change.

According to Jiji Thomson, Director General of SAI, "Stark had the right team who could decipher the need for a new improved logo for SAI. He added that the doctrine behind the new logo will play a key role in inspiring youngsters to take an active interest in sporting events in the country.”

In the words of Ajith Gopinath, Stark’s Creative Director, “the brief from the Sports Authority of India was for a new refreshed logo. Stark won the account after a multi agency pitch. The agency introduced a new nomenclature for the brand as well as a refreshed look and feel to the entire premises of SAI including the stadium.”

The new brand stratagems were extended into the branding of the office interiors and SAI stadiums across the country. Stark was involved in the official launch of the logo through an impressive logo formation film.

Flashback to Kerala – the location of next years 35th edition of the National Games. In a multiagency national pitch, Stark won the honours as a marketing & creative consultant to the National Games. The challenge was to not just end up organize a sporting event that had done its run throughout the country but also excite the host state and ensure maximum participation as well as positioning the Games as the Olympics of India. Right from making the Sports Mascot more “cute” and “lovable” to adapting the mascot into 36 disciplines, Stark was able to successfully bring out the states penchant for gaiety & celebration by using the digital medium successfully. The digital leg included bringing “Live” updates of the games to the common man, communicating important datelines etc. From sprucing up the logo to an impromptu stadium recreated within the Legislative assembly building for the date announcement which won rave reviews from the media as well as the dignitaries to designing the look and feel of the stadium and the games village. The state is now ready to roll.

The agency is equally thrilled to be associated with three major sporting events in the country. As a former national level badminton player, I am proud of this association. This is indeed a unique opportunity to showcase Stark's capabilities and talent”, says Thomas George, Stark's Planning Head.

Stark was selected when Karnataka Premier League wanted a logo for its third season as well as print and outdoor campaigns to announce the event. This domestic cricket competition is modeled along the lines of the popular Indian Premier League (IPL) and has an interesting line-up of cine stars and cricketing legend.

For further information, please contact:

S T A R K

Rubeena Beegum

Mobile: +91-9645777416

Email: rubeena..b@stark.in