Tamil Nadu govt, sponsor firms cash in on India's first Chess Olympiad

Ahead of kick-off on Thursday, state seizes marketing potential and companies ride on tech to engage fans

As the countdown to the Chess Olympiad approached its end on Wednesday, the Tamil Nadu government and corporate partners already made their opening gambit.

A unique experience coloured with virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) is set to offer fans a new way of engaging as the Chess Olympiad kicks off on Thursday — for the first time in India, the land that invented the cerebral game.

While corporate companies are trying to cash in on the chess fever, international players have given the thumbs up to the facilities in Chennai and Mamallapuram.

The state government is a step ahead of the private sector in terms of marketing itself as part of the event. It has booked key spots in Chennai for their hoardings and cutouts of the mascot Thambi, and flex boards welcoming players.

The companies that are in the forefront are Tech Mahindra and the state-owned NLC India Ltd. (formerly Neyveli Lignite) that are the two major sponsors. Indian Oil Corporation is the co-sponsor of the event.

While the state government is spending around Rs 92 crore for the gala event, the rest of the expenses are being met through industry sponsorship. “For fans, this is going to be a unique experience. Tech Mahindra is arranging a special experience for viewers, too,” Bharat Singh Chauhan, secretary, All India Chess Federation (AICF), told Business Standard. Platforms like BookMyShow are also starting parallel chess leagues to tap the rising audience interest.

Tech Mahindra, as the digital partner for the Olympiad, will be providing digital technology solutions such as Fan Nxt.Now to redefine the experience for fans across the globe, allowing them to enjoy chess through interactive platforms. The hyper-personalised data-driven platforms will also be launched during the event.

“This is a major step forward in our commitment towards enabling a digitally-powered ecosystem that will help us in taking chess to its deserving position globally. And by leveraging Fan Nxt.Now, we will generate hyper-personalised data-driven fan experiences with the help of cutting-edge technologies like AI, AR and VR to bring fans closer to the game and action real-time,” said Jagdish Mitra, chief strategy officer and head of growth, Tech Mahindra.

The state capital, Chennai, is awash in black and white. The state government has grabbed the huge marketing opportunity on offer. Private players indicated that there are no hoardings left in the city. The state government has also released promotional videos with the mascot, Thambi, seen with comic book superheroes such as Iron Man and Captain America. At shopping malls, too, the Sports Development Authority of Tamil Nadu has installed 3D photo booths to market the event. “This is a golden opportunity for brands to market themselves. India Cements is also trying to associate itself with the event and promote its brands,” said R Parthasarathy, chief marketing officer, India Cements.

Chess players have welcomed the preparations in Chennai, which will host the opening ceremony.

“Namaste Chennai. Chess Olympiad may be the best chess event ever. 186 countries, 343 teams over 2,000 players,” said Lukasz Turle, vice-president, International Chess Federation.

“This is going to be the best Chess Olympiad ever!” tweeted Michael Rahal, Spanish International Master.

Another AICF official said that tickets were available at the official website of the Olympiad and would be priced between Rs 200 and Rs 8,000 under various categories. Tickets for the general category are priced between Rs 2,000 a day for Hall 2 and Rs 3,000 for Hall 1, while for foreigners they range between Rs 6,000 and Rs 8,000 a day. Tickets for students, women and state government employees are in the range of Rs 200 to Rs 300 per day.