By Sajag Karki

Formula One Grand Prix


The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1.

Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides.

The Indian Grand Prix was back again with much anticipation from its eager fans. It is part of the FIA Formula One (F1) World Championship where thunderous roars of engines race amidst thousands of fans who let their heart race. Calling it a mere car race would not justify the highly skilled drivers behind those wheels. It is the highest class of single-seater auto racing popular with its high end niche clientele.

Bagging a sponsorship is akin to winning a battle for any company apparently because of the unprecedented mileage the event provides. This time around, the lucky sponsor for the event was Airtel and the company expected to strengthen its brand via the event. Some other sponsors were Red Bull, Petronas, BMW, Mercedes and Shell. Red Bull, an instant energy drink, is rightly placed in a heart throbbing event such as the F1. The organizers and all stakeholders were all set to cash in on the grand prix by cross selling Delhi as a travel destination making it a holiday package deal.

F1 has been in action since 1950 when the first world championship race was held. Michael Schumacher and Alberto Ascari are a few names that have risen to fame by winning Formula One Championships. These names are almost synonymous with the mega event. F1 as a brand is glamorous, rich and entertaining. It caters to a young yet sophisticated audience that is interested in adventure sports. It is associated with the fastest car makers of the world put together in one hot spot with daredevil drivers that blaze at the speed of light. It can also be regarded as a highly technologically advanced system of interlinked connectivity among the driver, the pit crew and the strategic team.

The speed, glamour, thrilling entertainment quotient and superstar drivers are key associations for F1. Also, the pit crew is an integral part of the grand prix brand. It involves the mechanics who refuel, put new tires, repair and maintain cars during the race. Without them, the show would not go on and the drivers would stand no chance of completing the race. Such is the value of the pit crew that the Indian Grand Prix had a campaign revolved around it. They announced a competition in which people could get a chance to be part of the pit crew if they won the contest. The pit crew campaign fulfilled the ultimate fantasy of Grand Prix fans. Being in the center of where all the action is, being part of the pit crew can be a dream come true. This is an effective and creative approach to promote the event as it creates anticipation value to the super lucky fans. The lucky ones who get a chance to be with the pit crew will be loyal customers of the brand and will cherish the moment throughout their lives by spreading good words to others.

Hence, the campaign kicked off very well and can be regarded as one of the successful advertising campaigns ever. There are around 68 circuits of F1 all over the world on which super fast cars race. Formula One is a profitable revenue generating brand for all the parties involved - teams get a slice of money from sponsor logos on their cars whereas television channels make profit from broadcasting the races. As for the spectators, they get to witness the most amazing event of their lifetime.

Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.