Dentsu sets up sports marketing agency CLab

MUMBAI: Dentsu Aegis Network has launched a celebrity endorsement and sports marketing venture, CLab, that will deliver solutions ranging from brand endorsements, brand integrations, property and content creation to digital associations.

Its sports marketing offerings will include in-stadia branding, image rights, associations, activations, live events and appearances. The unit has developed The Star Matrix, a celebrity insights tool in order to introduce actionable insights with informed decision making into the process of celebrity endorsement.

Dentsu Aegis Network- South Asia chairman and CEO Ashish Bhasin said, “Today several of our clients invest huge amounts of money to establish their brand image with the help of celebrity endorsers. This is often done on gut feel. We hope to bring a data based, scientific approach in this area. Many of these celebrities are sportsmen and sportswomen and that gives us a great opportunity to offer both celebrity management and sports marketing under CLab."

CLab vice president Deepak Kumar said, “If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving forces for the two are common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae that existed and focused our approach into forming India’s first data driven celebrity endorsement agency.”