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first_img14 years old Niamh Toland from Kerrykeel begins an intensive week of chemotherapy ahead of her life-saving stem cell transplant surgery in a major battle to restore her health, reports the Tirconail Tribune today.Niamh who resides at Gortcally is a third-year student at Loreto College Milford.She has been diagnosed with the rare ‘Severe Aplastic Anaemia’ disease will undergo the bone marrow surgery in Crumlin Hospital Dublin on October 1st. She will be admitted to the hospital on next Sunday and all going she can expect to be back home in around two months time.Niamh’s younger brother, Niall, aged 12 who is a pupil at Kerrykeel national school has volunteered to donate 25% of his marrow to allow the surgery to go ahead.He was originally tested in May and got final confirmation of being a matching donor in July.Severe Aplastic Anaemia is a condition that occurs when the body stops producing enough new blood cells as the bone marrow system shuts down. The major function of bone marrow is to generate blood cells. Bone marrow contains two main types of stem cells. Hematopoietic stem cells, found in red marrow, are responsible for the production of blood cells.The journey for the Toland family began when Niamh suffered a virus attack during the Christmas holidays last year.She was rushed to hospital on January 7th on the first day back at college after the Christmas break. While enjoying the first break of the day, her friends were left shocked as Niamh’s appearance suddenly became jaundiced.Following a series of tests, biopsies and blood tests, the disease was finally confirmed on May 1st.It can be caused by a virus, hereditary factors, immune disease, or exposure to chemicals, drugs, or radiation. However, in about half the cases, the cause is unknown. The definitive diagnosis is by bone marrow biopsy; normal bone marrow has 30–70% blood stem cells, but in aplastic anaemia, these cells are mostly gone and replaced by fat.The illness which is classified as “SAA” is a disease in which the bone marrow does not make enough blood cells for the body.The disease is treated by transplant and there are risks involved including the rejection of the donor marrow and while it is hoped all goes well, there are no guarantees.For Niamh and her family, it has already been a long journey that began on her first day back at Loreto College in Milford. During the morning break another student reported to her teachers that Niamh’s complexion had turned ‘yellow’ and she was feeling unwell. During the Christmas holidays Niamh felt off colour and her energy levels had fallen drastically. Her mum, Bridget, rushed to the college and brought Niamh to A&E at Letterkenny University Hospital. She responded well to medication in Letterkenny and was admitted to Crumlin Hospital for the first time on January 13th… it was the start of a very long journey and a very traumatic period of waiting and hoping by her family circle.She recovered sufficiently to be released from Crumlin on January 23rd and got back to college after the mid-term spring break.But during the Easter holidays further worrying symptoms developed: a rash, unexplained bruising of tissue. Niamh was rushed back to hospital in Letterkenny for further blood tests and her blood count levels was found to be dangerously low.A further visit to Crumlin for a biopsy confirmed the family’s worst fears… Niamh’s virus attack at Christmas had left her with SAA and in a real battle for survival.Over the summer, the family has spent many anxious days in Letterkenny hospital. Twice weekly they had to report to the paediatric unit for blood count tests which were then relayed to Dublin. Only then could the consultants in Crumlin prepare for further transfer of bloods by road to Letterkenny.The transfusions would finally arrive and on many occasions, Niamh and her family left for home after being in the hospital for a period of 15 hours.Niamh had been looking forward to her Junior Cert next year but that is now on hold.But being energised by her family and community support, she is planning to sit a number of subjects, all being well and she will have help with her studies while recovering at home.She says the main issue right now is that her immune system is not working and every little incident can turn into a life-threatening event. She’s wearing ‘three pens’ that deliver essential medication into her system and explains very candidly: “On the exterior I’m the healthiest looking girl in the college…but internally I am very, very ill.”While Niamh remains in Crumlin, she will be busy studying a number of subjects for her junior cert and like most 14 years old she hopes that she can finally return to a normal life with the hopes and dreams of youth on her side.Niall will have his own procedure carried out during a short stay in the hospital but he will not be allowed to play football for a number of weeks afterward as his marrow levels return to normal.After her discharge from Crumlin, Niamh will have to return there on a twice-weekly basis for DNA sampling.Family members have now launched a GoFundMe page which can be accessed by logging into on gofundme.com/niamhtoland14. (https://www.gofundme.com/niamhtoland14)Your support will be much appreciated.Life-saving surgery for Kerrykeel girl Niamh was last modified: September 19th, 2019 by StephenShare this:Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Telegram (Opens in new window)Click to share on WhatsApp (Opens in new window)Click to share on Skype (Opens in new window)Click to print (Opens in new window)last_img read more


first_imgCheck out how you can use Photoshop 3D to create custom 3D extrusions and simple beveled models for import into Autodesk Smoke.Photoshop has been able to create 3D extrusions from 2D layers and even use layers as textures on imported 3D objects.  Now the original intention for this feature would be to create 3D depth to 2D logos and Text for use in your compositions. Also, you can use Photoshop as a texture painter since you can paint on the layer as it is being used on a 3D model import. So, how does this all relate to Autodesk Smoke?  Let’s explore that.There was a post on the Creative Cow Smoke 2013 forums where a user was asking if he could extrude a 2D logo and make it 3D.  Now Smoke has a full 3D compositing environment within Action. You can create and extrude 3D Text and import 3D models, but you can’t extrude a 2D image layer, like an imported logo. Now back to Photoshop….Creating your extrusion in Photoshop:In Photoshop take your logo. If it doesn’t have a matte or alpha then create one for it. Once you have your logo set, click on the 3D tab in the layers menu.Selected Layers should be the default selection.  Choose 3D Extrusion. This will create a mesh based on the shape of your logo with its alpha.The other useful options for creating meshes for Smoke would be Mesh from Preset, which gives you basic 3D primitives.  Most of these are also available in Smoke and can be loaded via the Import Node in Action.  But Photoshop does have a Hat, Soda Can, and Wine Bottle that might be useful and can be used as models in Smoke.You can also create some custom shapes with a grayscale depth map. The shape is based on black and white values. Black being away from the camera and white being towards the camera. Gray would be center.  You can create some complex 3D objects if you choose Sphere, Cylinder, or Plane.Going back to Extrusion. Create the extrusion and you will switch to the 3D mode.  The Camera is selected in this view, and if you rotate the camera by dragging in the image viewer you will see the 3D Extrusion of your logo.If you select your layer in the list, the Properties menu will switch and give you options to customize the mesh. The Extrusion Depth is the most obvious and will control the size and depth of your object.The other useful option here is the Shape Preset. Here you can select some bevel options for the mesh.At the top of the Properties menu you have further options to twist and taper the extrusion under the Deform options. With the Cap Options, you can create your own custom bevel.Once you are happy with your Extrusions shape, click the 3D menu option in the main Photoshop menu. Select Export 3D Layer.Name the file and choose to save it as a Wavefront .OBJ model. This is the only Model format that Smoke can work with from the choices available.You will get an option to save the textures in various formats. If you choose Original Format, you will get .psd files which you can use in Smoke. Now, in the location you chose to save the file, you will find a few .psd textures, an .mtl materials file, an the .obj file that you can import into Smoke.Note: Smoke 2013 will crash if you try to load the .obj you just created. If you try an open them in Maya, Maya will just give you nothing. There is something about how these meshes are created that Autodesk in general doesn’t like. However, they import fine into Cinema4D.  Go figure. So is what is the workaround? Convert the .obj to .fbx.Convert the OBJ to FBX for SmokeAutodesk has a great free utility for converting many different 3D formats to FBX. It’s available for Windows and Mac. Once you have downloaded and installed this stand alone utility, run the app and load the OBJ model you created and convert it to FBX. It’s simple.Just load and convert.  I would suggest unchecking the Add Root Node in the OBJ options. This will eliminate and extra AXIS node being added to the Geom hierarchy in the Action schematic. Now you have an FBX model which is now cleaned up and Autodesk friendly, that you can import it into Smoke. In CFX, add an Action Node and double click the Import Node.Navigate to where you saved your converted FBX model. Switch the selection at the bottom to FBX. Select the model, choose Fit to Scene in the options and load.In the Action Schematic you will see an Axis – Geom – Material node connection. Now, for some reason the material node comes in oddly. The Diffuse and Specular colors are off and the Transparency values may be at 100% which will make your object invisible in your scene.Just delete the Material node, because at this time it will cause more issues for you. Also, the centre of rotation or the anchor point is bottom left of the Geom block. So you will need to adjust the centre point of the axis so you can rotate your model around the center if desired.Add a light to your scene to see some shading on your model. There are no textures embedded with this FBX as the convertor doesn’t read the .mtl file. Also, Photoshop doesn’t export an unwrapped UV map even though the model does have UV coordinates.What we have here is a simple geometry that you can texture with one Diffuse Map and a Reflection Map is you so choose.Texturing your Geometry in SmokeImport your original logo that you had in Photoshop into your Smoke Media Library and then into CFX.  Pipe this image into an Action Media Layer.Here’s the catch. Since we have created a simple and dumb 3D model in Photoshop and bypassed using a true 3D software like 3DS Max, Maya or Cinema 4D, we have limited texturing abilities.  There are no Object groups or even separate Geoms created for the front, back and bevel of the Photoshop mesh. So you have to fake the texturing on the Geom. Feel free to texture the Geom with anything you see fit. In this illustration I have used a chrome texture as the base.Load the logo for the geometry as an image layer and use the Geom axis and link it to the Axis of the Image. Now it is just a matter of manually lining up the image on top of the Geom. It helps to pull the Image forward in Z to just enough so that it clears cutting through the GEOM  and lays just 1 pixel in front of the Geom.It’s not perfect or elegant. But if you need a quick 3D extrusion of a logo or a custom shape and you are the only one around, this tip can come in handy. I personally only know enough proper 3D to get myself in to trouble. I am an editor.  I am not a 3D artist, modeler, or texturer.  But sometimes, I need just a bit of 3D to make my composite work. Now, Photoshop can give me an easy solution to creating some simple 3D in Autodesk Smoke.last_img read more


first_img Essential Reading! Get my 2nd book: The Lost Art of Closing “In The Lost Art of Closing, Anthony proves that the final commitment can actually be one of the easiest parts of the sales process—if you’ve set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall.” Buy Now Web-based advertising platforms provide you applicants by allowing them to find jobs they’d be interested in, and they make it easy for a candidate to send you their resume by simply clicking a link. This tends to increase the number of candidates that reply to your posted position while simultaneously reducing the overall quality; many people without the right skills will apply based only on the advertised compensation.I start with three segments of candidates.A-List CandidatesIf a candidate has industry-related experience and a strong sales history, they make the A-List. Understanding the industry is an indication that they know how things work, that they have experience in having business discussions around the industry, and that they have contacts that may allow speed to results (even though this isn’t always true).B-List CandidatesIf a candidate doesn’t have the requisite industry experience, but has the sales history, they make it into the second stack. Sales skills are transferable, especially if the sales person has been trained, coached, and developed by their prior organizations.If you have the ability to teach and train a salesperson in your industry, there are excellent candidates that possess the mindset and the skill set necessary to succeed. It is a mistake not to consider candidates from this group. It’s a bigger mistake to trade industry experience for the attributes that allow someone to succeed, but that is the most common mistake people make when hiring. What feels like a shortcut is often a dead end.C- List CandidatesThis is the stack of resumes from people who lack industry experience and also have no experience in sales.Unless you are prepared to train salespeople from scratch, and unless you have the training and development resources to train people with absolutely no experience, this list isn’t the right place to hire from. It is a mistake, and it is wrong to hire salespeople with no experience if you cannot train, coach, and develop them. It is unfair to them, and it is why so many young people sour on sales.The 20-Minute Meet and GreetI never interview a candidate from any list without first doing a 20-minute phone interview. There is no reason to commit to spending an hour with someone who is clearly wrong for you and your company. Your time is best reserved for people who appear to be a good fit.It helps to consider the best candidates from your A-List and your B-List for these 20-minute interviews. You don’t want to overlook a potential future star because they don’t have industry experience. You also don’t want to hire someone who is a project if you have an A-List candidate available.Hiring isn’t easy, and it is better to see more people than fewer. This strategy allows you to look at more candidates, and build a pool of those who are likely the best fit.last_img read more


first_imgThe Himachal Pradesh Assembly passed a Bill on Friday against conversion by force, inducement or through marriages solemnised for the “sole purpose” of adopting a new religion. The Opposition supported the Himachal Pradesh Freedom of Religion Bill, 2019, which was passed unanimously with a voice vote. Replying to the discussion, Chief Minister Jai Ram Thakur said a new stringent legislation was required as “forced conversion”, especially in Rampur and Kinnaur, was “on the rise.”The Bill seeks to repeal the Himachal Pradesh Freedom of Religion Act, 2006, which is on similar lines. The new Bill proposes stringent punishments — up to seven years in jail compared to the three years under the existing law.The Bill prohibits conversion by misrepresentation, force, undue influence, coercion, inducement, marriage or any fraudulent means. Any marriage for the sole purpose of conversion will also be declared null and void under Section 5 of the Bill. While participating in the discussion on the Bill, Congress legislators Asha Kumari, Sukhvinder Sukhu, Jagat Singh Negi and lone CPI(M) MLA Rakesh Singha sought changes in some clauses. Answering Mr. Sukhu’s suggestion, Mr. Thakur said the 13-year old act was not so effective. The government decided to bring a new legislation instead of amending the already-existing Act as it has only eight sections and it would have not better to add about 10 more sections to it, the chief minister said.As per the Bill, anyone seeking to convert will need to give a month’s notice to the district magistrate, stating that the person is converting on his/her own. The provision figured in the 2006 law as well and was challenged in court. The priest who performs conversion ceremony will also give a month’s notice in advance. Those reconverting to their “parent religion” are exempted from this provision. Replying to Mr. Negi’s suggestion, the chief minister said everyone was worried about untouchability, but provisions in the Constitution against untouchability were already there. According to the new Bill, if Dalits, women or minors were made to convert, the jail term will be between two-seven years. Law Minister Suresh Bhardwaj, Rakesh Pathania and Rakesh Jamwal from the treasury bench also participated in the discussion. Section 10 of the Bill states that no person or organisation violating the provisions will be allowed to accept any donation or contribution of any kind from within or outside the country. The Bill will become an Act after its notification following assent by the Governor.last_img read more


first_imgAddArjun: Mama see baba is on TVAnjali: YeahArjun: He is hitting many sixesAnjali: Must be an ad beta…Sometimes it just takes a short message to give the big picture. This SMS joke best captures the cynicism and anger of cricket fans across the country. Within hours of India’s shameful exit,AddArjun: Mama see baba is on TVAnjali: YeahArjun: He is hitting many sixesAnjali: Must be an ad beta…Sometimes it just takes a short message to give the big picture. This SMS joke best captures the cynicism and anger of cricket fans across the country. Within hours of India’s shameful exit from the World Cup, this message was circulating across the country. Emanating from India’s commercial capital and authored first in Marathi, the SMS targeting Sachin Tendulkar is symbolic of the disillusionment of the fans. Are the fans justified? That is a separate debate but the perception definitely is that cricketers are sacrificing cricket at the altar of crass commercialism. From endorsing alcohol to lubricants, India’s cricket icons are selling it all. M.S.DhoniRs 8 cr75 days a year spent on advertising 15 brands @ 5 days per brandBRANDS ENDORSED Reebok, Reliance Comm, TVS, GE Money, Siyarams, Brylcreem, Titan Sonata, Exide, Castrol, Pepsi, Seagram etc The last one year has seen cricket stars dominating advertising mindshare on TV and mega bucks going into advertising on cricket properties on TV. According to a recent study, sportspersons had the maximum, 58 per cent share in celebrity-endorsed advertising on TV in 2006 with new kids like Mahendra Singh Dhoni hogging the limelight with 15 brands in his endorsement basket. Even though he is a junior player, Dhoni gets a retainer fee of Rs 30 lakh per annum from the Board of Control for Cricket in India (BCCI) as a B-Grade player. In 2006, even an introvert Rahul Dravid endorsed 12 brands, appeared in 22 creatives and got 6,48,637 secondages on TV.From being a religion, cricket in India has become a Rs 1,500-crore business and riding this wave are cricketers. In the runup to the ICC World Cup, while other teams were strategising and focusing on the crucial championship, the calendars of the Indian squad were choc-abloc with endorsement appointments. From launching colas to jerseys, the Indian team was seen mostly at brand promotion events, rather than the practice nets. Those who didn’t have too many brands chasing them were busy giving interviews on TV. Sourav Ganguly was walking his talk for a channel on February 26. As the team landed on Caribbean shores, India XI’s victory over Windies in a warm-up match further fuelled the hype. It seemed like a dream unfolding, almost like the commercials they shot. But reality has a way of catching up. In less than a fortnight, their posters were targets for angry fans’ footwear and tar. The ultimate irony was up against the Mumbai skyline where a Reebok hoarding featuring Yuvraj Singh says, “Sponsorships can’t get me the runs.” Sachin TendulkarRs 40-45 cr70 days a year spent on advertising 14 brands @ 5 days per brandBRANDS ENDORSED Pepsi, Cannon, MRF, Adidas, Sunfeast, Pantaloons, Audemars Piguet, G Hanz and Nazara TechnologiesThe morning after, the brands left their ambassadors. It took very little time for the special edition World Cup cola, Pepsi Gold, to disappear from shop shelves. Commercials featuring cricketers have been replaced with Bollywood’s evergreens and some like Microsoft haven’t even bothered to formally launch their products (Yuvraj Singh Xbox 360).It’s perhaps time for Dravid and his boys to note that for them cricket should be the end and not a means to an end. Defending the ambassadors of this cricket capitalism, sports marketing and talent management companies are going blue in their faces screaming from the rooftops that endorsements have little to do with failure on the pitch. That may be so. But the team’s preoccupation with corporate commitments when they should have been training does seem to have impacted their performance. In the week before the tournament they were shuttling between cameras when their competitors were sweating at the nets. Indeed, many were doing multiple shoots. Videocon Chairman and Managing Director Venugopal Dhoot says the company has shot several campaigns with Dhoni and Dravid before they left for the West Indies in March. It might take a Duckworth & Lewis to arrive at the inverse correlation between Dhoni’s performance and his endorsement deals but few will dispute there is a connect. Rahul DravidRs 13 cr60 days a year spent on advertising 12 brands @ 5 days per brandBRANDS ENDORSED Bank of Baroda, Max New York Life, Hutch, Sansui, Britannia, Sahara, Pepsi, Reebok and CitizenStrangely the BCCI did not feel the need for a training camp. Says Ratnakar Shetty, BCCI’s administrative officer: “Normally, there is a camp for 10 days before a tour. However, since the team had been playing so much there was no camp.” The only team activity before the World Cup organised by the BCCI was the launch of the official World Cup kit with Nike. Compare this with global best practices. Eight weeks before the National Football League in the US, players are put into camp and not even allowed to meet their spouses. It is not different in cricket. The Aussie team was put on a “loading and tapering programme” by its coach and fitness coordinator in the runup to the World Cup even as they played the one-day series against the Kiwis. On the face of it, Indian cricketers need to devote five to six days to a brand for shooting commercials or promoting the product and it would seem not such a big price for a secure future. After all, they have put a few years of sunshine before stumps. But the equation gets lopsided by the sheer volume of the deals being signed. The top five players have around 10 products each which means they are off the wicket for at least 60 days a year. And when it happens to be before a crit-ical championship, it is bound to take the focus away from the game. Tendulkar, who endorses 14 brands according to an Adex study, would have to spend 70 days in a year on these deals, as he commits five days in a year to each brand. Virender SehwagRs 5 cr40 days a year spent on advertising 8 brands @ 5 days per brandBRANDS ENDORSED Adidas, Boost, Pepsi, Nazara, Hero Honda, Sahara and BritanniaWith increasing penetration of TV in India, the stakes are rising. Tendulkar, for instance, struck two mega deals last year with two companies, which would manage his endorsements in India and abroad. He has reportedly signed a Rs 180-crore deal with Iconix, the sports management arm of ad agency Saatchi & Saatchi. The deal will give Iconix the right to manage Tendulkar’s association with different brands in India for a period of three years. As far as marketing deals with Indian celebrities go, this is clearly the mother of all, as it guarantees Tendulkar endorsement deals worth at least Rs 54 crore a year. Iconix gets a percentage of the total endorsements as its fee. Tendulkar has another deal with World Sporting Group, for his international rights. His asking price is approximately Rs 3 crore for a one-year contract with a single brand. Explaining the cricket icon’s tremendous popularity with the brands, Saatchi & Saatchi India CEO V. Shantakumar, says: “Tendulkar is not merely a sports star, he is what is called a love mark, a celebrity who inspires irrational loyalty.” Nobody would grudge the Little Master his prosperity but when the team fails, it is the stars that get shot down first.With cricket being the only sport in India, corporates have been betting more and more money on players. It is estimated that about Rs 370 crore was directly riding on these men through advertising spots that media buying agencies bought on behalf of their clients from Sony Entertainment. TV has converted cricket from a sport into a business opportunity. Of course, Sony has been left with an inventory worth Rs 80 crore, which it was holding back and which will end up as a loss for the channel. As cable and satellite penetration touches 100 million in India, this is the only sport that delivers the Indian audience to marketers. Saurav GangulyRs 5 cr35 days a year spent on advertising 7 brands @ 5 days per brandBRANDS ENDORSED Chirag Computers, Hero Honda, Puma, TCL, Tata Indicom and SaharaWith 105 million cable TV homes in India, which add up to 500 million viewers, no marketer worth his salt can ignore a cricket-crazed country. The revenues from the ICC World Cup show how the game has increasingly been monetised by TV rights. Nimbus paid $550,000 (Rs 2.5 crore) for the rights for the 1992 World Cup and clocked revenues of $2.5 million (Rs 11 crore). At that time, India contributed 20 per cent to the total revenues. The current World Cup’s revenues tentatively stand at $300 million (Rs 1,300 crore) and India’s contribution is 65 per cent. Besides the rise in revenue, the number of sponsors has also gone up to 12, against eight and four in the 2003 and 1999 world cups, respectively. With cricket delivering ratings of 8 points, consumer companies have been chasing these eyeballs by both using cricket stars as ambassadors and buying ad spots for leading global cricket tournaments.This has seen the emergence of self styled talent managers who are in effect brokers trying to sell the celebrity to as 28 INDIA TODAY’Å APRIL 16, 2007 many buyers as possible as the intermediaries get a percentage of the deals they crack. Since the lifespan of a cricketer is no more than 10 to 13 years, he tries to cash in as much as he can in this period, claim experts. Thus, no sooner does a new player come into the horizon, dealmakers rush to him with a sign-on bonus and a yearly contract. And there are no clauses about performance. Devraj Sanyal, director at Percept D’Mark, a firm that manages the endorsements of Yuvraj, Ganguly and Sreesanth, says: “Slowly, the performance clauses are slipping in. For example, periods when Tendulkar is injured, there is a slackening of the contract and numbers go down depending on non-playing time, etc.” Yuvraj SinghRs 8 cr40 days a year spent on advertising 8 brands @ 5 days per brandBRANDS ENDORSED Pepsi, Microsoft, Hero Honda, SBI Cards, Seagram, Trent, Marico and ReebokWhat is shocking is that the BCCI has no norms governing endorsements. Barring a disclosure clause required by the Board, wherein all players have to share what brands they are endorsing such that there is no conflict with the Board’s sponsorships, it is a free for all. Players have raked in moolah even endorsing alcohol brands. In November 2006, the Punjab and Haryana High Court issued notices to the Union Health Ministry and the BCCI in a case seeking directions to restrain Harbhajan Singh, Yuvraj and Dhoni from appearing in an ad for Royal Stag whisky. Endorsements may not be the only reason for the dismal performance, but they have come under the scanner as they have taken the player’s minds off their core competency to play cricket. Sanyal agrees the team was “de-focused due to endorsements and appearance other than cricket.”Those who chose to bet their brands on the cricket bandwagon are now reviewing their strategies. With the Caribbean debacle, many players’s contracts are likely to be questioned as will cricket strategies of many brands. So far, the performance of the player, the number of matches he played and his place in the squad determined his annual income from a particular brand. But now the performance of the team and the individual player will be woven into contracts so that the brand is protected from any downside in the fortunes of the team and the player. Anirban Das Blah of Glob Sport, a sports marketing and talent management firm which manages Dinesh Karthik and Zaheer Khan, says: “Indians have a volatile relationship with cricketers, which is why we are not big on cricket as it is a risky proposition.” Dinesh KartikRs 40 lakh5 days a year spent on advertising only one brandBRAND ENDORSED NikeHaving burnt their fingers once, marketers will certainly review their practice of using cricket as an ad opportunity. Reebok shot with the players in January but has no plans to air the commercial anytime soon. With India out of the tournament, no one wants to see the players strutting on TV if they can’t perform on the field. Reveals adman Prahlad Kakkar: “After the team’s exit from the tournament, the production value of campaigns, which have ended up as losses, is anything between Rs 150 crore and Rs 200 crore for the industry. While Rs 1,000 crore was directly riding on these men, the industry will take a bigger hit in terms of poor revenues as sales of products will be hit.”On the back of this debacle, media buying companies and advertisers are asking Sony Entertainment to re-negotiate the advertising deals as they now want to place their ads on other bands as viewer ship has plummeted. Manish Porwal of Starcom, a media buying agency, says: “We want Sony to consider giving us inventory on other channels as the current deal will mean losses in efficiency and profit.”In the run-up to the World Cup, Sony Entertainment sold airtime worth Rs 370 crore to Indian corporates. Says Sajid Shamim, director, marketing, Reebok India: “The team in this World Cup was almost the same as the last World Cup, but we still went wrong.” Perhaps it is time for both sponsors and cricketers to introspect. It is time both sides took a commercial break.advertisementadvertisementadvertisementlast_img read more