IDFC First Bank
Responsibility that expanded after the mandate was won.
A mandate we had to win.
- Process
- Competitive empanelment
- Reference
- Deutsche Bank
- First assignment
- Football, Mumbai
The relationship began with a bid.
The ownership came afterwards.
It started with football.
Oneworld of Sports became the sole agency operating the Fit & Happy sporting calendar.
Before
One event
After
Year-long programme
Not simply more events — the move from delivering an assignment to owning a sporting rhythm.
Start with a blank sheet.
- What sports?
- Which cities?
- What formats?
- When?
A year designed before it is delivered.
A recurring loop — then begin again.
One calendar. Many sports.
The contents of one programme — not five separate case studies.
One programme. Multiple cities.
- Mumbai
- Pune
- Ahmedabad
- Jaipur
- Delhi
- Chandigarh
- Hyderabad
- Bengaluru
- Chennai
- Kolkata
One calendar travelling across the organisation.
Organisational spread
The relationship began to travel inside the bank.
The central programme stayed intact — while businesses, functions and employee groups began bringing their own briefs and objectives.
Sport-A-Thon
Assets / Liabilities
First Forward League
Tolls / FASTag
Audit
+ Finance
Audit + Finance
Specific employee groups
Organisation-wide
One bank-wide rhythm.
Business-specific
Multiple bespoke briefs.
Two levels operating at the same time.
A sporting property built around a specific business —
not simply an event added to the central calendar.
Same field. Same bat. Same game.
For a while, hierarchy simply left the field.
Win the mandate
Competitive empanelment
Own the calendar
Year-long programme
Solve across the bank
Business-specific briefs
Trust through ownership.
From competitive empanelment to helping shape how sport lives across IDFC FIRST Bank.