Observation and Learning from CWG-2010






CWG-2010 being held in New Delhi, India was a fairy tale case of event management, till the stupendous inaugural ceremony stole the limelight and wiped out all the miserable happenings grabbing international headlines for more than a fortnight. These rapid developments made all and sundry sit back and ponder at the sudden emergence of the ‘Numero Uno Commonwealth Games Ever’ from the throes of doldrums.Even the most unorganized instances of event management wouldn’t have imitated the callous approach, complicated processes and corrupt practices witnessed till the completion of the work for this global event.Thanks to the free Indian press, which left no stone unturned so as to publish all the scoops thereby publicizing the wrong doings involved in tarnishing brand India. Suddenly the billion mind powered democracy was airing their discontent, anguish, disgust and agony all over the media-print and electronic.CWG-2010 suddenly became the discussion everywhere,real and virtual.Twitter and Facebook simply complemented the platforms already available, thereby having a multiplier effect on the whole incident.All the stakeholders, save the prospective audience and the citizens were involved in alleged corruption cases, ignorance, blame game and was up in arms against the CWG bigwigs like Mike Fennel.Allegations and counter-allegations flew thick and fast and a pall of gloom descended just a few days prior to the game.The fire fighting exercise on the part of the global organizing committee wasn’t enough and they soon realized the magnanimity of the situation and therefore started to ring the alarming bells in front of the government doors.The cabinet ministers, along with the Prime Minister got up from their slumber and were running helter-skelter, till someone took up the reins of turning around the preparation head-on.A handful few days to go for the gala event to take center stage, the Central and Delhi government along with the private corporate bodies collectively joined hands to avoid a complete white wash of India’s brand image.The last minute saviour enabled India save the blushes, notwithstanding the jolt received by brand India, as a global emerging power.The discrepancy in a banana republic was obvious with none taking up the gauntlet of saving the country, till it became suicidal.
The major learning from the event leading to the opening ceremony are listed below for analysis and brainstorming-
(1)The decision makers in the governing bodies of Indian Sports Associations are still the powerful, corrupt and hungry politicians, whose main interest is to loot the exchequer and mar the image of the country, so as to boost up their own coffers
(2)Government takes less interest till something big erupts jeopardising national image, IPL-2010 was the latest pointer before the CWG fiasco
(3)Providing best facilities to the sports person are the last in the priority list of the sports administrators, with cricket being the exception
(4)National brand building through such a global event isn’t being completely leveraged by all the concerned stakeholders
(5)Politicising events of national importance portraying myopic vision of various political parties
(6)Lack of fixed accountability, authority along with associated deadlines, and making them public for the awareness of the people at large
(7)No details of funding and the usage of the same, the source of the funds, available in public domain
(8)Hierarchical structure not known to anyone except the people having vested interests
(9)Collective effort on the part of all the states, to make the event a memorable one for the nation at large is absent owing to the shortsighted approach of the central and state governments
(10)Pre, during and post games plan so as to leverage the event in the larger interest of the national brand building is sorely missing
(11)In the information age even the smartest corrupt administrators would be under the scanner within no time

There could be more than what have been listed above. Although the grand opening ceremony have shut down the mouth of international bodies, India would find it difficult to market the destination for Olympics, thanks to the brand dilution till the resurrection exercise was initiated.Are the major decision makers listening?

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About manishankarscribbles

A management trainer, consultant and faculty with experiences in South Asia, Middle East and Australasia. I am also present in www.manishankarthetrainer.blogspot.com and www.twitter.com/manitwitts apart from https://manishankarscribbles.wordpress.com .
This entry was posted in Brand building, Commonwealth Games 2010, CWG-2010, Event Management, India, Nation Building, New Delhi. Bookmark the permalink.

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