Top Story

e4m_logo.png

Home >> Advertising >> Article

Fair & Lovely Menz Active brings first official Twenty20 cricket tournament to India

14-August-2006
Font Size   16
Share
Fair & Lovely Menz Active brings first official Twenty20 cricket tournament to India

HLL is out to hit two birds with a stone. The FMCG major in a bid to promote its new sun protection cream for men, Fair & Lovely Menz Active, and extend its association with cricket, is supporting the truncated version of cricket – Twenty20 – as title sponsor.

The first official Twenty20 Cricket tournament will be played at the Chinnaswamy stadium in Banaglore.

Elaborating on the initiative, HLL Brand Manager, Prabh Simran Singh, said, “Both are targeted at men. We believe that Twenty20 cricket has the potential to change the story of cricket and it merges quite well with our brand message, ‘Change your story’. The format of the game has been a global success and with India scheduled to participate in the Twenty20 World Cup next year in South Africa, it’s a thumbs up for us.”

Twenty20 Cricket is a single innings cricket in which each team bats for a maximum of 20 overs. The game is completed in about three hours, with each innings lasting around 75 minutes. It was introduced to create a lively form of the game and has been quite successful.

Six teams are participating in this tournament – Chemplast, KSCA, Air-India, Indian, ONGC, and Bradman’s Eleven.

Ashok Venkatramani, Vice-President, Skin Care, HLL, said, “For us, this launch is not just another launch – for the first time, Fair & Lovely marks its entry into the male domain of grooming. While a number of men were using products from the Fair & Lovely stable, we have worked on an innovation that gives them just the skin care product they have been looking for – a combination of ingredients that promises long lasting fairness with 100 per cent more sunscreen and never-before-smoothness with silicone conditioners.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking