A 3 pronged digital marketing promotion campaign comprising of physical world cricketing action, an Internet quiz and a mobile quiz promotion, has been undertaken by Hungama.com to promote William Grant brand.
One of the leading Scotch whisky brand, William Grant's Corporate Cricket promotion campaign was kicked off in Bangalore recently. Britannia, Titan Industries, IBM, Sun Microsystems, Levi Strauss, Infosys and ING Vyasa, Himalaya besides others took part in the event.
"William Grant's communication strategy revolves around the baseline of 'Our Passion. Your Pleasure'. In India, what can evoke higher degree of passion and pleasure than the game of cricket," says Neeraj Roy, CEO of hungama.com, the brain behind the entire promotions, on the brand's association with cricket.
The event launched in March this year in Mumbai runs all the way to December end this year. It is India's one of the largest corporate cricket tournaments played across Mumbai, Bangalore and New Delhi. It is played on the lines of the Hong Kong Super Six and each match is played under flood light conditions. The participation of companies and players is at a very senior level almost making it a Golf Tournament to Cricket.
The winning team will be flown to South Africa to watch the India Pakistan World Cup match besides getting a specially designed pure gold trophy designed and crafted by Tanishq. The mega event will culminate with a team called India Inc. comprising of selected players from the participating teams going on to play a special exhibition match against the 1983 World Cup team a month before the World Cup.
Besides the physical world cricketing action, a 90 day Internet quiz in the form of Howzzat on www.grantscricket.com has also been introduced to promote the brand which aims to reach out to 15,000 corporate executives. "Very shortly, we will also be launching a Mobile Cricket Quiz and thereby reaching close to 25,000 senior corporate executives from across the country in 30-day long campaign," says Roy.