In the first decade of 2000, liberalization was seeping into India and changing consumer behavior, availability of products and services as well as the market. Earlier, going to a bar or a pub meant shady, dark, dingy places with sleepy bartenders where people went for a drink and were discreet about it. Since drinking was considered a vice, visiting bars and pubs was looked down upon. Hence, a lot of people who wanted to unwind with a drink could not do so. Pubs and bars were limited only to some people. Hence, the concept of a bar was very limited. Sports too, were limited to cricket and were mostly watched at home with friends or family.
Challenges and Opportunities
The idea was to bring sports frenzy out of homes and into places buzzing with energy. People were getting experimental and open to change. The novelty of a chain of sports bars in the country offered a fun place to come to after a hard day’s work, relax, unwind, have a drink or a laugh or two as well as a vibrant, energetic environment for sport buffs to gather and watch sports on large screens with food and drink. The format was far from the eyesore of dark and dingy pubs. It was the kind of happening place one could frequent with family and friends and indulge in sports recreation. The environment was infused with the contagious energy that comes with watching a match with a large number of people cheering. Our client wanted to change the perception of going to a bar, by establishing ‘All Sports Bar’ as a sports entertainment hub. The name of the brand ‘All Sports Bar’ was used to emphasize that they catered to all sports events.
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