TATA Open Maharashtra Launch

Setting the stage to connect Pune with an international tennis tournament

A dynamic and clutter-breaking communication to announce and invite the people of Pune to the first edition of a reputed tennis tournament.

Maharashtra State Lawn Tennis Association was playing host to Tata Open Maharashtra 2018 (formerly Chennai Open) in Pune. Being the first edition of such a prestigious tournament in Pune – South Asia’s only ATP Tour event, there was a need to establish a strong local connect for the international competition, so that the people of Pune embraced Tata Open and filled the stands with fans and energy.

At Setu, we had to devise a branding and communication strategy that would introduce this global brand to Pune and Punekars, and invite them to be a part of it. At the same time, with live television coverage of the tournament on leading sports channels, the in-stadia ambience had to be created such that it befitted the stature of the tournament and caught the attention of the global audiences.

We centered the communication and branding around three biggest USPs of the tournament – presence of international tennis superstars, the only ATP Tour event of South Asia and most importantly, the event that kicked off the international tennis calendar for the year 2018.

Since it was the first edition of the tournament in Pune, we created #AdvantagePune to be a part of all the branding and communication, to give the people a sense of ownership towards the event, and establish the strong city connect in all outstation branding. The communication and in-stadia branding were extremely vibrant, full of athleticism and colours that captured the energy of the tournament.

A detailed tournament catalogue, which was circulated internationally, carried forward this communication theme as well. At the event, all 4 days were full houses with Punekars embracing the tournament and making Tata Open Maharashtra’s first edition, a blockbuster hit. The communication language painted the city with energy and vibrancy and was highly appreciated by everyone.

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