By Navroze D Dhondy
Founder & Managing Director, Creatigies Communications
The heat and dust have both settled. The manic fervour, the rush to get back home before the first ball was bowled, the organizing of beers and breezers for weekends of pulsating cricket action, the many calls for that ‘last-minute-ticket-for the match’ have all since subsided. There was huge drama and debate, rumours and rigmarole. But from all this, I have come back wiser, and learnt five simple things from the circus of cricket, the Indian Premiere League (IPL):
1. Never mind it if people throw brickbats even before you start. IPL 5 was written off even before the first ball was bowled, but emerged a winner. When we all embark on an idea, a business, a concept there are many out there to rubbish it, to make you believe that it just won’t fly. Those who take the leap from cliffs sprout wings, and come up trumps, like the IPL did this year. Fear is the biggest killer.
2. In a few years’ time, competition really catches up. When the IPL began in 2008, there were strong teams and weak teams. In IPL 5, almost every team stood a chance to defeat the other. We saw more upsets this year than earlier. So in cricket as in business, undermine your competition at your own risk.
3. Unsung performers can be real heroes, whether on the field or in an organization. Shaheed Nadeem for Daredevils , Rahane for Rajasthan and finally Bisla for the Knightriders - don’t shun raw , unsung talent. You never know when the moment maketh the man (or woman); just give a chance and see the caterpillar blossom into a butterfly.
4. Real entertainment keeps them coming back. While connecting with the real fan, stadiums were packed, people came, saw, enjoyed themselves and went back to send more people or come again. Keeping a finger on the pulse of the consumer, staying in touch and engaging with him/her/the family have all come a long way.
5. Old is not always gold. TV was the biggest promise. From 2008, when ratings soared, to 2012 when ratings came down, everyone moaned about the “loss of viewership” but those were the traditional viewers. This year, online viewing of the matches shot up dramatically and technology took a big bite. To stay ahead, stay in tune, and don’t rest on your laurels. Brands that innovate, companies that can see the future, will always find ways of connecting with their customers… albeit happily.
Feedback: navroze@creatigies.com
