The ICC World Cup is just around the corner and advertisers are utilising the platform to make maximum noise around their brands. The game has begun for Max as well. Most of the world cup matches will be aired on MAX except a few parallel matches that would be seen on PIX and SAB.
In a bid to draw more attention to the property, MAX has announced the launch of its nationwide multi-media campaign with the theme ‘Come, Play’. T Gangadhar, VP, Marketing, MAX said, that with almost every brand seeking to ride the World Cup Fever, the key challenge of the marketing is to be distinctive vis-à-vis the slew of marketing campaigns of the other brands.
The campaign is planned across multiple phases. The countdown campaign broke on January 26, 2007 and will continue till March 13. The main thematic campaign breaks on February 25, 2007 and will continue for three weeks. Speaking about the promotional activity, Gangadhar said, “The multi-media campaign is also backed by an outdoor blitzkrieg across six cities -- Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Bangalore.”
The campaign will run extensively across the SET network as also in key TV channels outside the network.
The outdoor campaign broke on February 19, 2007. Besides this, the campaign will use radio, print and Internet also. MAX’ On-Air Promotion (OAP) team has conceptualised and executed the on-air campaign. “We are also coming out with a limited edition commemorative World Cup calendar which will be distributed to select people like business associates and opinion leaders.”
A massive on-ground activation is also underway. “We are collecting good luck wishes for the Indian team from over 130 towns across the country. A miniature artwork of these signatures will be presented to the Indian team at a special forum,” added Ganagadhar.
Explaining more on the objective of the campaign, Gangadhar observed, “The campaign objective is to promote MAX as the destination for the showpiece event on television -- the ICC World Cup. The idea is to create buzz and excitement around the event, and strengthen MAX’ association with the same. The campaign seeks to capture the attitude to sport and to life and exhorts the audience to participate in the event. The entire campaign is invitational in tone and manner.”
The on-air campaign has four stages. The first celebrates the return of cricket on MAX. The next is the countdown stage. This stage has been crafted with the specific objective of heightening anticipation for the event. The third phase showcases the West Indian way of life - their attitude towards life and towards the game of Cricket. And the last stage promotes the details of the tournament and of the specific matches.