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Indian Oil guns for the Xtra edge with Tri-Nation Cricket in Sri Lanka

19-July-2005
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Indian Oil guns for the Xtra edge with Tri-Nation Cricket in Sri Lanka

It’s cricket fever time again. The logo for the Indian Oil Cup Tri-Nation Cricket Championships at Colombo, to be held between July 30 and August 9, was unveiled in Chennai on July 18.

The Indian Fortune 500 giant is keen to drive home its association with the tournament through various promotions, including an SMS contest – ‘Lucky in Lanka’ – which is on currently. The company official said that Indian Oil had identified cricket as primary driver of its brands.

While the contest will give winners the option of travelling to Colombo to be part of the toss ceremony of the seven One-Day Internationals (ODIs), the company’s Xtra Premium and Xtra Mile propositions are being driven home through the contest.

Speaking to reporters in Chennai, N G Kannan, Director (Marketing), Indian Oil, said, “We are trying to handle a portfolio of 11 brands, ten of which are product brands. Besides sponsoring the event, we are trying to involve the public at large through the event. We have just unveiled the logo, which depicts the speed and fluidity of the batting stroke or a bowler’s action, in the colours of Indian Oil.”

The Xtra Premium brand, which is to be promoted extensively through IOC’s association with the tournament, is to be launched in the Sri Lankan market shortly. IOC’s Sri Lankan subsidiary, Lanka IOC Ltd, has garnered a 30 per cent market share in the island nation, according to the spokesperson.

He added, “Last year, we were the primary sponsor of the highly successful Indian Oil Asia Cup. This year, Indian Oil is the major sponsor of the Tri-Nation Series. In fact, Indian Oil has identified cricket as a primary driver of our brands.”

Through the SMS contest, open to all who buy IOC’s Xtra Mile and Xtra Premium products worth Rs 250 or more, the company is trying to drive home the message of its title sponsorship for the tournament. The initial keyword for the contest is ‘Xtra’, to drive home the branding.

The software and back-end support is being handled by Ten Sports, who will telecast the tournament. Seven winners would win two tickets and an all expense paid trip to Colombo, and would be a part of the toss up of the seven matches.

The company has recently appointed Indian cricketers Anil Kumble, Yuvraj Singh and Irfan Pathan as its brand ambassadors. The company’s association continues with a host of sporting (a total of 70) heroes, including P Gopichand, Chetan Baboor, Deepak Thakur and Aparna Popat.

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