Sony in marketing push to grow Australian Open’s audience reach

MUMBAI: Sony Pictures Networks India’s (SPNI) sports cluster is pulling out all the stops to massify the Australia Open 2020, which is the first Grand Slam event of the year.

The aim of the network’s marketing campaign is to expand the property’s reach beyond the metros. The theme of the marketing campaign is ‘Witness Greatness Unfold’.

One effort in this regard is having a Hindi feed for the final stages of the event a first for any Tennis Grand Slam. Another initiative is tying up with urban hangout spot Social for screenings in New Delhi, Mumbai, Pune, Chandigarh, and Bengaluru. Furthermore, a school contact programme is being done in Mumbai through a tie-up with Inox Leisure.

SPNI head marketing and on-air promotions, sports channels Neville Bastawalla said that last year the event attracted 41 million viewers compared to 14 million for the next Grand Slam.

“This year we asked ourselves how do we massify this further? Tennis is primarily a Metro led sport. We want to build it in HSM and go beyond key markets like Tamil Nadu, Andhra Pradesh, Telengana, Maharashtra and Goa. We, therefore, decided to go into Hindi and so for the first time a Tennis Grand Slam will be in Hindi,” he stated.

Adding further, Bastawalla said, “Secondly, we have tied up with Social in five cities. Fans can eat Australian food while enjoying the Australian Open. Thirdly, we have partnered with Inox in Mumbai to build talkability around the Hindi feed by showing it on the big screen. We will invite children from Hindi medium schools to watch the semi-finals and finals. Experts and a celebrity will also give tennis appreciation sessions before the match starts. The children will be enlightened about the game.”

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