Force India F1 Team - The Inside Line, Episode 1

Here's episode 1 of our 'what's your Force India F1 Team story?' special episode. Soumil Arora hosts Ravikant Sabnavis and Kunal Shah, both former personnel of the team, to bring out some of their memories of working for one of the best-performing mid-field teams of recent times. 

In this episode, the duo explain what it's like to work in Marketing in a Formula 1 team + how similar or different the function is from regular marketing roles. They also explain how Force India focussed on building the category of Formula 1 in a new market, the challenges that came with it and some of the more fan favourite activities and campaigns over the years.

Tune in!

(Season 2022, Episode 17)

Follow our hosts on Twitter: Ravikant Sabnavis, Soumil Arora and Kunal Shah

Image courtesy: Google Images

**Introduction**

* Podcast: Driving Force on Disney Plus Hotstar
* Hosts: Soumil Arora, Kunal Shah, and Ravi Kanth Sabnavis
* Topic: The marketing operations of the Force India F1 team

**Marketing in Formula One**

* Formula One teams have three primary marketing roles:
* Engaging and growing the fan base
* Securing sponsorships
* Building value for sponsors
* Force India had a unique fourth role: building a category for Formula One in India

**Building the Category**

* Force India focused on building a category for Formula One in India because there was no existing base
* The team used various tactics to engage with the Indian audience, including:
* Show car experiences
* Pit stop challenges
* College festivals
* Fan clubs

**Challenges of Marketing in Formula One**

* Formula One teams are not often profit-making entities, which can make marketing challenging
* The product in Formula One is the on-track performance, which is different from traditional consumer products
* Formula One is a noisy sport, making it difficult for teams to stand out during races

**Satisfying Stakeholders**

* Force India had to satisfy the needs of various stakeholders, including:
* Sponsors
* Fans
* Owners
* The team managed conflicts of interest by working closely with sponsors to create mutually beneficial marketing campaigns

**One from a Billion Campaign**

* Force India ran a campaign called "One from a Billion" to find young racing drivers in India
* The campaign was successful in finding three talented drivers: Arjun Maini, Tarun Reddy, and Jehan Daruwala
* The campaign helped to build a base for Formula One in India and showcased the team's commitment to developing Indian talent

**Conclusion**

* Force India's marketing team played a vital role in the team's success
* The team's innovative and engaging marketing campaigns helped to build a fan base in India and attract sponsors
* Force India's story is an inspiring example of how marketing can be used to achieve great things

In this episode of the podcast, former Force India personnel Ravikant Sabnavis and Kunal Shah join host Soumil Arora to share their experiences working in the marketing department of the Formula One team. They delve into the challenges and strategies involved in promoting Formula One in a new market like India.

Sabnavis and Shah discuss the inception of the "One from a Billion" initiative, an academy program aimed at identifying and nurturing young Indian racing talent. They explain the rigorous selection process, which involved scouting thousands of children across the country and providing them with access to professional training and racing opportunities.

The podcast highlights the significance of making Formula One accessible to a wider audience in India. The team focused on grassroots programs, organizing events, and collaborating with local schools to introduce children to the sport. They also discuss the importance of creating a sense of community and lifelong fandom among Indian fans.

The episode features an intriguing story about how Jehan Daruwala, one of India's most promising young drivers, almost missed out on the "One from a Billion" program due to age restrictions. Sabnavis and Shah reveal the経緯 behind the decision to create a wild card entry, allowing Daruwala to participate and ultimately succeed in the program.

The podcast provides insights into the challenges of working with high-profile personalities like Vijay Mallya and Subrata Roy, who were known for their flamboyant lifestyles and controversial business practices. The speakers share anecdotes about their interactions with these individuals and the impact they had on the team's marketing efforts.

Overall, the episode offers a comprehensive overview of the marketing strategies and initiatives undertaken by Force India to promote Formula One in India. It highlights the team's commitment to developing local talent, engaging with fans, and building a strong brand presence in a new market.