Chennai Super Kings Rebuilding a Tainted Brand Goutam Challagalla Ajay K Kohli Sandeep Puri Siddhant Puri Arup Lekh 2018
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“I once again wrote this piece while studying the Chennai Super Kings case in the case studies. It is a rebranding story of one of the best cricketing franchises. The Chennai Super Kings, once the most dominant team in the Indian Premier League, rebuilt a tainted brand. It was a painful realisation as the Chennai Super Kings were on the verge of becoming the dominant franchise in the IPL after two straight IPLs. my blog This was not a sudden transformation, it had been a gradual process that has
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“Four years down the lane, I came across a story about the Chennai Super Kings, a professional Indian Premier League (IPL) team in Tamil Nadu. Their star players used to wear masks and hoods to keep the team’s reputation from getting tarnished, and a few were even caught spitting in the stands. The management also had no qualms in sending their players to other tournaments, where they would also face charges of being drunk and disorderly. It was a brand that could have easily been a t
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Chennai Super Kings Rebuilding a Tainted Brand Chennai Super Kings’ (CSK) new season started with the first game of the season against Rajasthan Royals. Read Full Report CSK went on to win the game by 12 runs. As expected, CSK had some new additions this year – none other than the captain Suresh Raina. CSK’s team-scape is shaking as Kedar Jadhav has retired from all forms of cricket. In contrast to Suresh Rain
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In my last few case studies, I had written about various business strategies to gain market leadership. However, this time I am talking about the rebuilding of a tainted brand that CSK faced. The Chennai Super Kings (CSK) is one of the popular and powerful teams in the Indian Premier League (IPL). Initially, the brand was loved by the viewers, and the team has been in the headlines for its performances and star players. The team was known for its strong character and excellent cricketing prowess. However
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Goutam Challagalla, Senior Advisor, JWT India, and Ajay Kohli, Advertising Director, RED TV, share their thoughts and expert insights on how CSK plans to rebuild a tainted brand. Introducing CSK’s Rebuilding Process Over the past few months, we’ve been closely monitoring the CSK rebuild, and have been a part of the process. When CSK’s current owners lost the Champions Trophy final to Mumbai Indians, they made a
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“Chennai Super Kings is a brand that was tainted for a long time because of their tainted and not-so-bright history. They have won the IPL in 2011, but it was nothing but a false sense of pride. When we first got the contracts in 2008, we made a massive mistake of buying a contract. And that’s how it all started. In the first year of the franchise, in 2008, the team didn’t even have the ability to field