Gully Cricket perhaps has been one of the best of on ground activities adopted by brands time and again in India. The concept has worked for every brand, starting with Set Max, when it launched its gulli cricket campaign with Kapil Dev. Coinciding with the ongoing IPL and along with the summer vacations, Dabur, too, taps into the popularity of gully cricket through a tournament in Chennai to promote its brand Glucose D. The event is being organised by Hello Active, the events division of Hello FM. The tournament is co-sponsored by Karur Vysya Bank and REBI.
The Dabur Glucose-D Gully Cricket Tournament 2009 will be played across Tamil Nadu with prelims in Kovai, Madurai, Tirunelveli, Trichy and Chennai from May 18-26. The semi-finals will be played on May 28-29, while the finals will be held on May 30, both in Chennai.
The tournament is open to all males above the age of 14, who need to be part of the shortlisted 16 teams, based on first come first serve basis. There will be 14 players for each team and the rules and regulations would be as per the normal T20 matches with the tennis ball format. The winning team will walk away with a cash prize of Rs 1 lakh, while the runner-up will get Rs 50, 000.
The Hello Active endeavour is slated to be an annual tournament with support from the Sports Development Authority of Tamil Nadu (SDAT), which is providing umpires and other officials for the tournament.
According to Praveen Jaipuriar, Deputy General Manager-Marketing (Healthcare), Dabur India Ltd, “We feel that initiatives like Dabur Glucose-D Gully Cricket Tournament 2009 will help us build a better connect with the highly charged cricket-loving kids across India. Dabur Glucose-D, with its brand ambassador Zaheer Khan, is already associated with cricket by way of the ‘Ace of Pace’ talent hunt being organised across India. Our association with the Gully Cricket Tournament would further strengthen Dabur Glucose’s energetic partnership between the game and the kids.”
Gully Cricket can be considered to be an important part of the Indian culture across cities and towns, and being a close to home affair, it enjoys a high amount of popularity for home grown talents and teams. With the vacation season already underway, a number of tournaments are played all over the country. It remains to be seen how various brands associate themselves with these events and innovate further. In Chennai, the popularity of gully cricket has seen even superhit movies getting made around the event.