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Detailing CSK’s brand journey, Srinivasan hopes for strong comeback in 2018

The former ICC and BCCI boss recollected that from the first edition of the IPL, the team went from strength to strength.

Published: 01st April 2017 01:11 AM  |   Last Updated: 01st April 2017 09:41 AM   |  A+A-

Former BCCI president N Srinivasan (File|PTI)

Express News Service

CHENNAI: Former BCCI President and managing director of India Cements N Srinivasan enthralled the audience with a key-note address on ‘Playing big, building brands from South India’ at the Madras Advertising Club awards function here on Friday.

In his half-hour speech, Srinivasan used Chennai Super Kings as a metaphor, and described in detail the process of building a team from scratch and making it one of the most commercially viable teams in the IPL.

He put it across in a subtle manner how one develops an idea, builds a strong foundation and makes right choices to convert them into a viable enterprise.

“India had won the 2007 T20 World Cup, and in 2008, the idea of the IPL came up. That’s when we bid for a team. Everything from then on was planned meticulously, be it the logo, brand ambassador, auctions, team combination or any other aspect,” pointed out Srinivasan, suggesting that it was important to have a proper blueprint before starting a venture.

The former ICC chairman recollected that from the first edition of the IPL, the team went from strength to strength, but he was not sure at what point of time the team became a brand.

“CSK went on from strength to strength and won two IPL titles. MS Dhoni had a major role in the team’s success. His success as India captain at all levels and formats naturally drew lots of fans for CSK.

Plus, at one stage, we had Brendon McCullum, Faf du Plessis and Dwayne Bravao, who were all leading their countries at that point,” explained the 72-year-old, implying that in 2008 Super Kings was formed to offer a good product that was exciting, but during the course of time it automatically became a brand.

He also insisted that the two-year ban had not affected the same brand name. “The two year absence has not affected CSK as a brand.

It is visible that without the team’s participation in the IPL last season, fans missed the franchise, and this led to the formation of the TNPL. The state league was a huge success. It gave players from the state the confidence, and they won the Deodhar and Vijay Hazare trophies.

The former was a special triumph as it came without four-five major players,” pointed out Srinivasan, insisting CSK indirectly led to the formation of another brand.

He signed off by insisting that CSK would be back next season (2018) with a bang, and was hopeful that Dhoni would lead again.

ashok.v@newindianexpress.com 



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