The agency, along with sister agency OgilvyOne, will handle the digital as well as launch campaigns of the league.
Hockey India League (HIL) has hired Meridian Communication and OgilvyOne, both part of Ogilvy & Mather Worldwide, to handle its digital and launch campaign duties. The agency's Mumbai office won the account after a multi-agency pitch held in Delhi a few months ago.
While OgilvyOne will be instrumental in creating the social media campaign that will play a critical part in the league's launch in mid-January, 2013, Meridian will create above the line (ATL) activities such as radio, print and outdoor launch campaigns. The television campaign is under review, since ESPN-STAR Sports will broadcast the league matches. "We are also working on the look and feel, in terms of design, of the stadium," Bedi informs.
Apparently, HIL wanted an agency which had experience in handling Indian Premier League (IPL). And, Meridian had an edge over others since its creative team has worked on the last five seasons of IPL. "The experience we gained from IPL worked to our advantage," Bedi adds. The communication for HIL will begin about four weeks before the first match.
Dr Narinder Batra, secretary of Hockey India and chairman, Hockey India League, says, "The league is going to showcase the world's best talent and boundless energy. Meridian and OgilvyOne have brought a lot of energy to the table and we are happy that it is our communication partner."
Kunal Jeswani, president, OgilvyOne Worldwide India, says, "It is very exciting to launch the Hockey India League and rekindle the country's passion for the sport."
Hockey India League is modelled on the lines of IPL, where international hockey players will be selected through auction.