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. .