Top Story

e4m_logo.png

Home >> Marketing >> Article

Advent bags licensing and merchandising rights for ICC Cricket World Cup

21-November-2002
Font Size   16
Share
Advent bags licensing and merchandising rights for ICC Cricket World Cup

Advent, the events and promotions division of Lintas India Group, has bagged the exclusive licensing and merchandising rights for the International Cricket Council (ICC) Cricket World Cup 2003. For this project, Initiative Media (IM), the media buying and planning division of Lowe, will partner Advent in marketing these rights and thereby offer value-added propositions to their clients.

According to Octgon CSI vice-president marketing and consultant (licensing & merchandising) ICC World Cup 2003 Swee Sin Wu: “We are pleased to work with Advent (Lintas) which understands the market well and is able to deliver a comprehensive licensing and merchandising programme.”

Incidentally, these rights allow for the appointment of sub-licensees to use the official logo, mascot and team emblems to design, manufacture, distribute and market the Cricket World Cup 2003 licensed merchandise. In fact, licensed merchandise can also be promoted through advertising and promotional activities, which could include print, electronic, outdoor, point-of-sales and brochures. According to Advent, the various categories that the sub-licensees can procure are apparel, accessories, music, publishing, gifts and novelties, home furnishing, toy and games and stationery.

After bagging the rights, Advent has now appointed sub-licensees in the following categories: For apparel & accessories, the agency has chosen Pantaloon India Ltd while it has appointed Archies for gifts and novelties. .

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.