Euro RSCG has won the creative mandate for Nimbus Sport's World Hockey Series, which begins on 17 December 2011. The agency will handle the account on a project basis from its Mumbai office.
Speaking on the win and execution strategy thereon, Satbir Singh, managing partner, chief creative officer, Euro RSCG India, shared, "Hockey is an important sport for the country and one wants it to grow by all means. Therefore, it's an important project for us. It's a matter of great pride to be associated with the sport. The creative execution would definitely cover all the mediums of communication. The basic theme would be that all the different touch points have the same synergy."
On the communication thought, Singh commented, "We wouldn't stress much on showcasing hockey nostalgia because hockey has changed tremendously and we aim at popularising the new hockey. The game has a lot more speed now, is more powerful, has a lot of grace coupled with skill and craft, and we wish to keep all of this at the core of our communication idea."
Since the India-Australia Cricket series is scheduled to start around the same time (26 December 2011), it might lead to a few clashes and a situation where viewers might have overlapping interests, but Singh feels, "While we would be happy to have high viewership, we are not trying to steal viewership from any other sport. Hockey might not have the same popularity as cricket in this country but it does have a huge fan following. Hockey doesn't need to be pitted against any other sport. We will showcase the best that hockey has to offer at the moment. It is a fast paced game which brings in a lot of excitement for viewers to tune into it."