The "SCAM" that was required to Create IPL | How it began - Publicity, Politics & Paisa

Summary

The script narrates the audacious journey of Lalit Modi in creating the Indian Premier League (IPL) from scratch, facing monumental challenges with no plan, support, or funding. It details his innovative strategies to generate public interest and secure massive broadcasting deals, despite skepticism and opposition. The IPL's inception is portrayed as a bold statement of India's economic aspirations, with Modi's risky maneuvers and marketing genius ultimately transforming cricket and capturing the world's attention, albeit at a personal cost.

Takeaways

• 🏆 The IPL was created by Lalit Modi in 2007 under challenging circumstances with no plan, support, or funds, aiming to rival the media giant of the time in India.
• 📅 The idea of a city-based, privately owned cricket league in India dates back to 1995, but it was repeatedly rejected by the BCCI due to monopoly concerns.
• 🔥 Subhash Chandra's announcement of the Indian Cricket League (ICL) as a T20 tournament in 2007 forced the BCCI to respond, leading to the greenlighting of the IPL.
• 💡 Lalit Modi's strategy involved leveraging India's economic boom and national pride to generate public interest and attract investors and broadcasters to the IPL.
• 🎉 The IPL's unveiling ceremony featured prominent cricketers and officials to portray national and international support, despite ethical questions about their presence during a concurrent T20 World Cup.
• 📉 Initially, the IPL faced skepticism from fans, broadcasters, sponsors, and players due to the lack of viewership history for domestic T20 cricket in India.
• 📈 Lalit Modi's marketing campaign, led by Sundar Raman, focused on creating a buzz around the financial potential and celebrity involvement in the IPL to drive public interest.
• 💰 The IPL's broadcasting rights were sold to Sony for a record-breaking $1 billion, a gamble by both parties that paid off, securing the tournament's financial future.
• 🤝 Lalit Modi personally curated a list of potential team owners who were willing to take risks and had personal trust in him, leading to a successful franchise auction.
• 🚀 The IPL's success in attracting viewers and generating revenue validated Lalit Modi's vision and turned the tournament into a symbol of modern India's aspirations.
• 🚨 The methods used by Lalit Modi to establish the IPL were controversial and would later lead to legal issues, casting a shadow over his achievements.

Q & A

What was the task given to Lalit Modi on September 7th, 2007?

Lalit Modi was tasked with creating a cricket tournament from scratch in just 6 months, with no plan, support, precedence, and no money, and it had to compete against the biggest media giant in India at the time.

Why was the idea of a city-based, privately owned league initially rejected by the BCCI?

The BCCI was afraid of losing its monopoly and started playing a game of whack-a-mole, shutting down all such ideas before they began.

What prompted Subhash Chandra to declare war on the BCCI with the announcement of the Indian Cricket League (ICL)?

Subhash Chandra was angry at being refused the broadcasting rights for Indian cricket once again and decided to challenge the BCCI's hegemony with a privately owned T20 tournament.

How did Lalit Modi's IPL plan initially face skepticism and lack of support?

The IPL faced skepticism because it was a domestic T20 tournament, which had no historical viewership in India, and there were doubts about the interest of fans, broadcasters, sponsors, and players.

What event during the unveiling ceremony helped to change the perception of T20 cricket in India?

The India vs. Pakistan match in the World Cup group stage, which ended in a tie and a bowl-out victory for India, caused Indians to stand up and notice the new T20 format for the first time.

What was Lalit Modi's strategy to generate public interest in the IPL?

Lalit Modi aimed to capitalize on the 'Great Global Indian Takeover' sentiment, selling the idea of Indian glory to generate public interest and using that interest to attract broadcasters and investors.

How did Lalit Modi approach the challenge of selling the IPL to potential investors?

Lalit Modi focused on broadcasters first, believing that if he could generate enough public interest to secure a high broadcasting deal, it would then attract investors and owners to the IPL.

What was the significance of the billion-dollar broadcasting deal with Sony?

The billion-dollar deal with Sony provided the publicity, proof, and momentum required to attract investors and validate the IPL as a lucrative venture.

How did Lalit Modi tailor his approach to attract specific billionaires as team owners for the IPL?

Lalit Modi created personalized proposals for potential investors, highlighting how the IPL could facilitate their business goals and increase their presence or market their products.

What was the minimum amount each team had to spend during the player auction, and why was this rule implemented?

Each team had to spend a minimum of 3.5 million dollars during the player auction to avoid being fined by the IPL. This rule was implemented to create a bidding war for players and inflate their prices, which in turn was used to sell the idea of a prosperous India.

What was the outcome of the IPL's first season in terms of viewership and financial success?

The first season of the IPL drew the second biggest crowds of any tournament worldwide with an average attendance of 58,000 and was watched by 100 million people from home. It also achieved a steady 5% TRP for 44 days straight, generating 650 million dollars for Sony in that season.