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Samsung signs up 6 cricket players

17-June-2002
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Samsung signs up 6 cricket players

Samsung has shot a commercial with six cricketers including Rahul Dravid, Javagal Srinath, Har- bhajan Singh, Anil Kumble and Dinesh Mongia for a mega campaign, even as it continues to deny the same.

First it was the Board for Control of Cricket in India that played spoilsport by denying the cricketers permission to go to South Africa (the original venue chosen by the company) ‘for a commercial venture’ immediately after they returned from the West Indies earlier this month.

The campaign, planned as a big surprise, is wrapped under a cloak of secrecy, with the Samsung stoutly denying the development. But the fact remains that with the Indian team due to leave for England next week, the shooting schedule had to be reworked and the commercial was finally shot in Mumbai and Chandigarh.

With the FIFA World Cup soccer entering its second phase, consumer electronics companies are already looking forward to the cricket season to drive their marketing initiatives. While most companies are still checking out the pitch, Samsung India has been first off the bat, roping in the six cricketers for the mega campaign, set to coincide with the Mini World Cup, (ICC Trophy) to be played in Sri Lanka in September.

Consumer electronics companies have ‘big plans’ for the cricket season, beginning with India’s tour of England, through the ICC Trophy in September and culminating with the World Cup in February 2003. Though companies are holding their cards close to the chest, the industry is expecting these events to give a big push to sales.

LG Electronics, which is likely to be one of the global sponsors of the World Cup, is also likely to sign up a couple of cricketers for its marketing campaigns in India.

According to Mr Rajeev Karwal, president, CETMA, ‘‘During the 1999 World Cup, the CTV industry had recorded combined sales of 8.61 lakh colour televisions in May and June 1999, which was a growth of 40 per cent over May-June 1998. Cricket continues to be the reigning passion in India and the industry expects a similar growth pattern this time also during the Mini World Cup and World Cup.’’

Source: Financial Express

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