Criterion Global: International Media Buying Blog

This is the first article in a 3-part series on the growing phenomenon of baseball in India, as an introduction to BRIC media consumption habits, and media’s influence on consumer preferences in India. By Dah-un Hau of Criterion Global (dhau@criterionglobal.com).

Photo via SportsIllustrated.CNN.com

In 2008, a sports management company in California created a reality TV show in India called “Million Dollar Arms.”  The contest was simple:  Throw as hard and as accurate as you can to win.  Using print ads and TV broadcasting to get the word out, over 30,000 contestants came and tried out.

In the end, two contestants came out on top: Dinesh Patel and Rinku Singh (the eventual contest winner).  The two were given the chance to go to America and train to play baseball, be courted by major league scouts for the chance to sign with a Major League team.  They spent months learning how to pitch, and with the final days looming, were finally signed to a minor league contract by the Pittsburgh Pirates.

With their great success so far, both Rinku Singh and Danesh Patel have the chance do what no other Indian person has done before: pitch at the Major League level. As for MLB, they are following in the footsteps of countless multinational corporations in recognizing India’s potential.

With a population of 1B+, it’s a great recruitment market, but perhaps MLB’s move seeks to influence the country’s cultural preferences toward sports as well to further its expansive licensing franchise.

In the next article, we will discuss baseball’s growing following in India, and how smart media strategy can amplify the presence of MLB and other potentially multinational brands in this emerging market.