Hosting the Reliance World Cup
Rajat Subhra Chatterjee
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All obstacles were removed. From bidding to actually hosting, the road was not at all easy but all possible mountains were climbed and, yet India found themselves in a position that they did not have any fund as promised to the Cricket playing countries, neither to meet the expenses as was planned. Yes there was a verbal commitment from Dhirubhai Ambani to Mrs. Gandhi in 1983 but Mrs. Gandhi was tragically assassinated in 1984. Her successor son Rajiv Gandhi was pitchforked in to the chair of Prime Minister who had little rapport with Ambani and he did not wish to tarnish his image by approaching a rich business house for funding at the infancy of his Prime Ministership. And all these promised money were to be paid in foreign exchange. For India it was very difficult to exhume that kind of large foreign exchange (£1.8 million) from its reserves. Coca Cola, Rothmans, Grindlays, Kodak, Gillette, Mitsubishi – all were approached that could contribute any amount. They started with small contribution. Shocking to note that when these were totaled, the figure stood at a merge sum of Rs. 38 lakhs all combined as against requirement of at least Rs. 4 crore of guarantee money.
As no fund was in the offing, NKP Salve again approached Rajiv Gandhi with a request for £1.8 million from the reserves. It was an uphill task for the PM as in a country where people line up long for their ration and struggle to meet both ends, this foreign exchange reserves were kept aside to meet any National emergency. Under no circumstances other than National calamity, this reserves were to be touched. It was a big challenge for Rajiv Gandhi. He was in a dilemma. After 1983 World Cup victory, there had been a huge surge of the popularity of the game in India and hosting that Cup in India was by then a huge attraction for Indians. Rajiv understood that depriving Indian spectators was one aspect. But much larger aspect was to save India’s image in the face of World fraternity. So he decided to go for it. And accordingly, Indian Govt. paid that £1.8 million hoping that BCCI eventually would find out sponsors and would refund the FE.
Meanwhile Doordarshan refused to part any royalty to BCCI which amounted to Rs.6.00 crore. which was banked upon by Salve as one big source of income. Salve had promised to upgrade the whole telecast system. It was a no hope situation. But good enough, that the whole episode was kept under carpet as a top secret, else, England would jump out to propose canceling the hosting right. However, with Rajiv Gandhi’s intervention, Doordarshan issue was also resolved and both parties agreed to a common charter of rights of telecast along with inside the ground display.
This apart, the main sponsorship money was still not finalised as Dhirubhai Ambani, though agreed initially to Mrs. Gandhi in 1983, fell out of favour of Indian Govt. with V P Singh taking over Finance department which was a cause of consternation for Reliance. But consequently, as Rajiv and VP fell apart in relationship by 1986, VP was shifted to Defence. The moment that happened, Salve rushed to Dhirubhai Ambani and asked if he was willing to re consider sponsoring the Cup ! This time. Dhirubhai played his cards very judiciously. Step by step, he turned the table firstly by agreeing to bear the entire cost. No confusion. But in the bargain, Dhirubhai changed the name of the Cup as Reliance Cup and the organizing committee was renamed to Reliance Cup Organising Committee. Lastly, he placed Anil Ambani, his younger son as the Organiser of the Cup. Shrewd yet logical move by a professional businessman. Salve had nothing to say as he was assured of the entire cost. Rajiv Gandhi was now a mute spectator with affirmation to what Salve was doing. Dhirubhai Ambani just wanted his Brand Recognition. No harm, thought Salve. So thought Rajiv Gandhi too. Even Reliance outbid every other smaller contributors who when complained to Salve, got the reply – “where were you all when I had been begging for money ?”
Reliance did not stop at that. In promoting their brands, Dhirubhai actually wished to showcase his products and wanted that the Indian Team wear their dresses made of Reliance fabrics. Thus Reliance also became the official sponsors of Indian Team’s fabrics. Salve was in all smiles.
So the entire money was secured. Reliance took over management of several five star hotels in the country for accommodation of all teams. Salve paid the guarantee money upfront to all stakeholders. Salve brought in specialists of MCC and Australian TV broadcasters and amalgamated them with Doordarshan crew members which was a great boon for telecast technology for Indians. Telecasting system was overhauled for the first time in India beyond any question. And the big announcement was made – the show was on. England had a poker face.
Just for two tickets, India had stood up resisting in protest. India, through the acumen and leadership of NKP Salve, IS Bindra, Jagmohon Dalmiya, Dhirubhai Ambani, Rajiv Gandhi, pulled a coup sort of a victory over jealous and high nose English. This one refusal also instilled in the mindset of Indians that we could also speak that had to be heard. The very right to speak was earned. The very right, never to be ignored was achieved.
India was ready. India had arrived and the Cup was on. Only Just for two Tickets.
……..Concluded
Acknowledgement : ‘The Story of the Reliance Cup ‘ by Mr. N K P Salve .
Image : Courtesy : Internet
