BCCI DOESN’T BELIEVE IN COMMUNICATING!

Continuing from my last article, I thought to do some more data crunching with BCCI annual reports (or income/expenditures statements to be precise). On BCCI’s official website, you can find annual reports of the world’s richest (and now insensitive) cricket body from the financial year 2007-08 onwards.

I am not saying I carried out some deep data mining. In fact, I was not in a mood to do so because, it seems, everything related to BCCI is so complicatedly dull. Account statements shown in annual reports 2014-15 and 2013-14 look straight and easy to comprehend but when you look at 2012-13 AR, the income and expenditure statements look jumbled because they don’t correlate with what you find in the next year’s AR, i.e., the income and expenditure statements for the financial year 2011-12 are different in 2011-12 and 2012-13 ARs.

Okay, there might be some heads that I might be missing. Not an issue! There are various ways to write financial data and bookkeeping and tabulation is a boringly tedious process.

Anyway, my purpose to look into ARs of BCCI is not about its financial spreadsheets and their clarity.

In the season of continued ‘ignorances’ and convenient ‘dumbnesses’, when India’s policymakers have persisted with the same set of policies that would force thousands of farmers to commit suicide, mostly due to drought, and sometimes due to freaky weather patterns, my purpose was to look into the nature of the ‘responsiveness (or social responsiveness)’ of BCCI – as the organization that controls cricket in India, a game loved (if not revered now) by masses has found itself caught in an episode that tested its commitment towards them – who give it the sanctity to exist – who make it the richest cricket body in the world – who make cricketers stars and millionaires – yes, their love for cricket – that makes cricket a massive enterprise in India.

But BCCI failed to prove enterprising for them – for the people of this country.

Let’s see some figures here.

BCCI AR

Now what do they tell?

To be continued..

©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/

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CSR IN BCCI LOGBOOK: WELL, IT IS NOT THERE!

The Board of Control for Cricket in India or BCCI, the richest cricket body in the world, traces the history of cricket in India as far back as to 1721, as mentioned on its website.

BCCI, that was registered in December 1928 as the apex body of six private cricketing associations, showed an income of Rs. 1266 crore in its balance sheet for the year ended March 31, 2015. The 2014-15 annual report showed a fund flow of Rs. 5437 crore including the sources of funds and their application.

BCCI that claimed being a ‘charitable organisation’, availed tax exemptions for decades, before the tax authorities decided that enough was enough, that BCCI was not a ‘charitable organisation’, but an entity driven by entertainment products and commercial interests. BCCI is now in courts against around Rs. 2300 crore tax imposed on it.

BCCI that controls cricket in India, a game with mass following, with an iron hand, is facing the Supreme Court’s ire on its persistence to maintain the status quo, on its refusal to bring reforms that can cure deeply rooted corruption in the apex body of cricket in India.

How can we expect from that organisation that it will behave in a socially responsible manner and would shift the IPL matches out of drought affected regions – with 10 Indian states officially declaring drought and India facing one of the worst droughts in its history?

This is the second consecutive year when a below normal rainfall has forced the millions of Indians to struggle for a even a single drop of water and has forced thousands of farmers to commit suicide.

Today, as expected, the Bombay High Court forced BCCI to take IPL out of Maharashtra. Yes, it was logical when the court put this restriction on matches after April 30, keeping in mind the fact the holding matches at a particular venue needs weeks of planning and work.

But even then, there was no ‘common sense’ wisdom dawned upon the arrogant and insensitive BCCI administrators as they started cribbing immediately after the verdict that it was too difficult to shift venues now, that it would harm in the brand IPL, that it would cause financial damage to the franchisees, that IPL was made a soft target, and what not.

Well, you cannot expect social consciousness from an organisation that earns billions but doesn’t want to pay taxes properly and desists from spending on practices like corporate social responsibility.

A simple document search of BCCI’s latest annual report available on its website (for year 2014-15) with key search words – corporate, social, responsibility, PR, outreach, conscience, citizenship and communication – words, when used in the context of Corporate Social Responsibility (CSR), represent social consciousness of on organization – tells how insensitive and in fact, commerce oriented BCCI is.

Here is the ‘cheat’ sheet with the information on how many times a Communication/CSR related word has been used in the annual report and in what context: (and not even a single of them qualifies as a proper CSR word suggesting some socially responsible intent)!

CORPORATE SOCIAL RESPONSIBILITY – 0
CSR – 0
PUBLIC RELATIONS – 0
PR – 0
OUTREACH – 0
CONSCIENCE – 0
CITIZENSHIP – 0

CORPORATE (1)

  • Corporate Trophy (under the head – expenditure related to cricketing activities)

SOCIAL (1)

  • BCCI presence on social media platforms is being significantly strengthened to connect directly with fans.

RESPONSIBILITY (4)

  • It places an enormous responsibility on coaches at the grassroots level and on administrators.
  • As much as it is our responsibility to contribute to our team’s cause, it is also up to us to remember that we are entertainers too.
  • It becomes our singular responsibility to offer the right guidance to the younger cricketers..
  • While the ICC ACSU is mainly tasked with providing anticorruption cover to international matches played between Full Member National Cricket Federations, it is the responsibility of the BCCI Anti-Corruption Unit to protect all domestic games played under the aegis of the BCCI.

RESPONSIBLE (4)

  • He along with Mr. IS Bindra was responsible for ensuring a fair deal to the BCCI.. (about Jagmohan Dalmiya)
  • He was responsible for the return of South Africa.. (about Jagmohan Dalmiya)
  • He was responsible for introducing medical benevolent scheme for the retired cricketers and umpires. (about Jagmohan Dalmiya)
  • “We feel socially responsible as a unit wearing this kit and doing our bit for the environment. (R Ashwin on India’s new jersey launch – and that too, at Melbourne)

PUBLIC (2)

  • I have to request you to make best endeavours to work towards eradicating corruption from the game of cricket at the state level and assist the BCCI in its efforts to restore the faith of the cricket loving public in cricket. Shashank Manohar
  • It becomes our singular responsibility to offer the right guidance to the younger cricketers – not just on cricketing techniques but also on how to conduct oneself in public and how to be able to differentiate right from wrong.

RELATION(S) (4)

  • There is regular flow of information and news, and relations with the media are structured in a spirit of partnership and professionalism.
  • .. by the Board and defaulted in relation to the balance franchisee fee of ` 133.86 Crores.
  • .. It becomes our singular responsibility to offer the right guidance to the younger cricketers – not just on cricketing techniques but also on how to conduct oneself in public and how to be able to differentiate right from wrong..
  • .. obligations relating to UAE league matches vest with the Board and the Franchisee shall have no rights or obligations in relation to the staging of the Matches.

COMMUNICATION (7)

  • Communication Expenses (under the head ‘administrative and other expenses’)
  • Communication Expenses (under the head ‘establishment and other expenses’)
  • During the year ended 31st March, 2010, the
  • Board received a communication from the Director of Income Tax (Exemption).. (under the section ‘income tax assessment status’)
  • The Board’s appeal with the ITAT against the said communication had been dismissed as non- maintainable by the ITAT. (under the section ‘income tax assessment status’)
  • .. the Board has also filed a writ petition before the Honourable High Court of Bombay to stay the communication of the Director of Income Tax. (under the section ‘income tax assessment status’)
  • During the year ended 31 March 2013, based on communication from Income Tax Department, the Board had paid an amount of `144.32 Crores under protest. (under the section ‘income tax assessment status’)
  • Disputed Matters with Nimbus Communication Limited (under the section ‘Dispute With Nimbus Communications Limited’)

©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/

MAHARASHTRA IPL MATCHES: WHY BCCI IS RISKING BRAND IPL! WHAT GURUS SAY ABOUT A BRAND’S IDENTITY!

Can IPL risk being tagged anti-farmers?

Can BCCI risk being tagged anti-people?

Can Cricket risk being tagged anti-society?

What should be the BCCI response in the Bombay High Court in the ongoing hearing over watering pitches for the IPL matches in Maharashtra when the state is facing the worst ever drought in 100 years?

Because, even if cricket is still a game with mass following in India, it is no more a sports that used to arouse nationalist sentiments in masses in India. It happened to be an Indian’s passion across the class divide. That is not the case anymore. Cricket is in imminent danger of being labelled a game played by insensitive people and manned by ignorant bosses!

There are allegations that cricketers prefer to play in club class tournaments like IPL than for the national team because of commercial considerations. The cricket administration in India needs some deep cleansing and the country’s Supreme Court is trying to ensure that even if BCCI is hell-bent on opposing them.

IPL was launched as the next big thing in cricket and initially proved to be a highly successful cricketing brand aimed at revolutionizing the way the gentleman’s game was played. It had all the elements to include a prevailing youth identity – high decibel music, colourful outfits, glamorous cheerleaders, female show hosts, and parties at the end of each day and so on.

But now in its ninth year, the IPL brand has lost much of its sheen. In fact, the IPL brand value of around 3.2 to 3.5 billion US$ may see a hit of 15%, and these estimates came before the Maharashtra drought controversy began.

To ingest a youthful character, additions like cheerleaders and after-match night parties were added to the format. There is no data on how cheerleaders have helped the brand and the game, but they have been a continuous source of controversy for the tournament. And controversies and criticism pushed the organizers to stop the practice of after-match night parties. But what caused the real damage was this revelation that the IPL matches were being fixed and could easily be fixed – and not just players were involved – but also the team owners and managers.

Award winning brand consultant Simon Mainwaring says, “The keys to brand success are self-definition, transparency, authenticity and accountability.”

Bur even after nine successful years, IPL has failed to define its character. It draws its sanctity from cricket’s mass following in India but has compromised on cricket’s ‘a gentleman’s game’ image in the blind race to commercialization – failing to ensure transparency, authenticity and accountability with its baggage of growing controversies.

Amazon’s Jeff Bezos says, “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

India started slowly in the world cricket and stepped up its stature gradually. It was decades of hard-work, propelled with patriotic sentiments to see India’s team winning that made it a game with mass following. Until IPL happened cricket was revered by masses. Though the dent had started in the last years of the last decade with match-fixing controversies, IPL finally started eroding that trust base. No one questioned BCCI to this extent that is happening these days as long as cricket earned its reputation by sheer hard-work and determination to play for the nation.

Starbucks’ Howard Schultz sums up this sentiment, “In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”

Anything but human spirit, that is what we can say about IPL now, an interest that is certainly not in human spirit, an interest that is on display here by BCCI, after its persistence on holding the 20 IPL matches in Maharashtra that would take some 7 million litres of water to maintain the grounds when Maharashtra is facing the one of the worst droughts in the Indian history.

Certainly the heart is not here, with a the human spirit, otherwise BCCI would have realized its social obligations and would have taken the lead helping the drought-hit farmers and would have shifted the IPL matches out of Maharashtra on its own. After all, BCCI is the world’s richest cricket body with around Rs. 2000 crore in annual revenue and many Indian cricketers are millionaires. In fact, taking an initiative on their own would have helped BCCI to do some good damage control exercise for the brand IPL that has been hit badly by a series of controversies.

Howard Schultz says, “Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

BCCI’s insistence on holding the IPL matches in Maharashtra and coming with silly counter-logics in the Bombay High Court that has already said some pretty tough words putting BCCI in the dock, something that has caused much public infamy and embarrassment, has made BCCI’s intense promotional campaign for this version of IPL, ‘Ek India Happywala’ (An India That Is Happy) look phoney, a sort of ‘rubbing salt in the wound’. It was a blunder when BCCI said it would take treated sewage water from a different entity and would transport it to Pune for the matches being held there.

The father of advertising, David Ogilvy says, “Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.”

Yes, Indians did not want to hear the lame logic BCCI came up with in the court. Instead, if it could arrange, it should have offered that treated water to drought affected people who are not getting water even for bathing and other daily usage. BCCI should have realized the damage done so far with its stand in the issue and it could have been a good point for reconciliation for the deteriorating brand value of IPL.

Ogilvy says, “You have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

Yes, it was a chance for BCCI to hold the ship together for the brand IPL, to give it a character, a personality. It was an opportunity for BCCI for an image makeover of IPL. BCCI’s arrogance started the row but a timely realization and thus a social intervention could have put BCCI on the way to commence on necessary rectifications for the brand IPL.

But BCCI chose to take the other way – fuelled by its arrogance – and commercial concerns – even if it means a harsh reproach by the Bombay High Court and angry responses by activists, farmer leaders, drought-affected people and people across the country.

And now, if the court passes an order that compels BCCI to shift the games out of Maharashtra, it will be a triple whammy, something that could well be the final undoing for the brand IPL.

Already, the Supreme Court is hearing the case on BCCI reforms and is sure to pass some strict measures to curb corruption and nepotism in the organization (the measures which BCCI is opposing). An adverse order by the Bombay High Court would force BCCI to discipline itself to take Maharashtra IPL matches out that would certainly send a bad message. And it would cause further damage to the already jeopardized brand IPL. BCCI would certainly lose its face to face people of the country after this IPL fiasco unless some fundamental reforms that can convince people take places in the organization.

In an age of absolute tele-density and thus information availability and social media access, it is hard to fool people for long – be it people from the country’s drought-affected areas – or people in general – people whom BCCI sees as its consumers – who consume the television broadcasts of matches – or those who buy tickets for a stadium experience. Ogilvy reminds, “The consumer isn’t a moron; she is your wife.”

©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/