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Brands gear up to encash World Cup frenzy

Brands gear up to encash World Cup frenzy

Author | Ritu Midha | Thursday, Dec 05,2002 6:56 AM

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Brands gear up to encash World Cup frenzy

With hardly two months to go for the World Cup, a lot many advertisers are opting for Cricket-skewed advertising. And most of them are also running promos and contests, which win you tickets to the World Cup. Cricket fever is already in the air!

One of the major reasons for this advertising frenzy, of course, is India being a hot favourite after winning ICC Championship Trophy in Srilanka. This, in spite of the fact, that India has failed to name provisional World Cup squad even days after the expiry of the deadline set by ICC, and the fight between the players, ICC and official sponsors also, apparently, continues.

And if the activity already triggered off by a handful of big brands is anything to go by, World Cup-centric advertising this time around would be in the proximity of Rs 1000 crore, and that excludes the monies paid for the sponsorship rights.

A glimpse at what some of the advertisers are planning: LG Electronics, the official global partner of ICC tournaments till 2007, plans to spend Rs 40 crore on its World Cup related marketing activity in the coming four months. It includes the already on-air television campaign with captains of the 14 participating teams. Along with the brand campaign created by Lowe India, which has 'Always Cricket First' as its theme, the company is also launching a series of promotions which include free tickets to the World Cup.

Philips plans to allocate 30-35% of its 2003 marketing and communication budget for the first quarter. Usually the consumer electronics companies keep a large part of their budgets for the festival season. The brand, according to reports, is planning a very aggressive strategy.

Electron cardholders can, again, win all-expenses paid trip to South Africa. If you use the Visa card at least five times at any merchant outlet and complete a slogan, you can be in South Africa to watch the World Cup.

There are dotcoms in the race too. Rediff.com has gone the quiz way and the prizes are haversacks, watches, Nike sports bags and mobile phones. And once again trips to the World Cup.

Emami, is doing it a bit differently. Three vehicles are crisscrossing India to collect best wishes for the Indian team.

Pepsi is already out with ads with brand ambassadors Shah Rukh Khan and Kareena Kapoor which voice the nation's desire to get the World Cup to India. At the same time, the brand has signed four international cricketers - Shane Warne, Jhonty Rhodes, Nasser Hussain and Carl Hooper. Pepsi already has eight Indian cricketers in its fold - Sourav Ganguly, Sachin Tendulkar, Rahul Dravid, Harbhajan Singh, V V S Laxman, Mohammad Kaif, Yuvraj Singh and Zaheer Khan.

GlaxoSmithKline has announced the launch of Boost World Cup Sip-a-Trip offer starring Sachin Tendulkar and Virendra Sehwag. The promotion, kick started by Kapil Dev, the first brand ambassador for the brand, would focus on selective markets of southern and western India including Karnataka, Kerala, Andhra Pradesh and Maharashtra. Besides the guaranteed offer of a trendy sports watch, consumers can also win a ticket to South Africa for the World Cup 2003 or a CTV. The promotion, obviously, is supported by an ad campaign.

Seagram Manufacturing has signed eight international cricketers for a four-part television campaign for Royal Stag: 'Truly World Class' across half a dozen channels. The company plans to make the one-city cricket event 'Royal Stag Corporate Cup' a multi-city national event by next year. The campaign's creative is by Ogilvy & Mather, and it is going to be on air till the end of January 2003. Royal Stag's cricket team comprises Jonty Rhodes, Glenn McGrath, Mervyn Dillon, Marvan Atapattu, Stephen Fleming, Andy Flower and Harbhajan Singh.

Adidas too roped in a second cricketer, Virendra Sehwag, to be its brand ambassador. Sachin Tendulkar has been endorsing the brand since 1997 and his contract will last till 2004.

Britannia Industries, which in way, pioneered the concept of winning tickets to the World Cup in 1999, is once again set to cash in on the World Cup through its next promotional campaign, `Britannia Khao, World Cup Jao'. The campaign is a continuation of the success stories of `Britannia Khao, World Cup Jao' in 1999 and the recently concluded `Britannia Lagaan Match'.

The ad spend for the current promotion is pegged at close to nearly Rs 12 crore.

Meanwhile, Advent, the events and promotions division of Lintas India Group, has bagged the exclusive licensing and merchandising rights for the ICC Cricket World Cup 2003. Initiative Media will partner Advent in marketing these rights. It is appointing sub-licensees to use the official logo, mascot and team emblems to design, manufacture, distribute and market the Cricket World Cup 2003 licensed merchandise. Licensed merchandise will be promoted through advertising and promotional activities. Till now Advent has appointed sub-licensees for apparel & accessories: Pantaloon India Ltd, gifts and novelties: Archies, Music: Nirvana and F&B: Britannia (biscuits).

According to reports, ICC Development International, the Monaco-based event authority for the World Cup, has transferred the Indian licensing rights for apparels & accessories to Pantaloon for $6 million.

In another move, Mumbai-based Percept D'Mark has signed a contract with Colgate-Palmolive, and on offer are miniatures of well-known Indian and international cricketers in every dental pack. Percept D'Mark, reportedly, has already tied up with key Indian cricketers including Sourav Ganguly, Rahul Dravid, Yuvraj Singh, Mohammed Kaif and Virendra Sehwag. Sachin Tendulkar, however, is not part of the deal. The company is also in talks with cricketers from other countries for the World Cup 2003. These, reportedly, include Carl Hooper, Nasser Hussain, Ricky Ponting, Sanath Jayasuriya and also Brian Lara.

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