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Brands gear up for a Calypso tango during ICC World Cup

Brands gear up for a Calypso tango during ICC World Cup

Author | Pallavi Goorha | Thursday, Feb 22,2007 8:08 AM

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Brands gear up for a Calypso tango during ICC World Cup

As the nation begins to bask in the cricketing spirit, it is time for brands to make hay while the sun shines. Various brands are engaging themselves in diverse promotional activities for the World Cup season. Big names like PepsiCo India is entering into cross-promotional alliances with Microsoft and Adidas, whereas brands like Hutch, LG and Nike, among others, are some of the sponsors for the tournament.

During the World Cup, PepsiCo will air television campaigns that will feature ace batsman Sachin Tendulkar to endorse their new sports drink Gatorade. With Pepsi being the official drink partner of the tournament this year, the company is banking on this opportunity to refresh its brand image.

PepsiCo India executive vice president-marketing Vipul Prakash said, “We have tied up with Adidas, which is retailing the Men-in-Blue cricket accessories. Pepsi would also organise a mini-concert that will feature the likes of Shankar Mahadevan, Adnan Sami and Sukhwinder Singh. Mahadevan and Sami have sung the Pepsi anthem for the World Cup in 1999 and 2003 respectively, while Singh has lent his voice for this year’s World Cup anthem. We will be coming up with more events post February 27.”

Microsoft Xbox 360 will roll out its signature campaign ‘Good Luck India’ to wish luck to the Indian cricket team for the biggest extravaganza in cricket. With this campaign, a larger than life Xbox 360 console will be taken across the country for cricket enthusiasts to put in their words of good wishes. This campaign is a critical element of runup to the soon-to-be-launched Xbox 360 exclusive game for India, titled ‘Yuvraj Singh International Cricket 2007’. The campaign, which will commence from February 23, will go on till March 2, and will have its presence felt in New Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Chennai, Ahmedabad and Pune.

Elated about the campaign, Microsoft India entertainment and devices division marketing head Ashim Mathur said, “For a country like India which is so passionate about cricket, the ‘Good Luck India’ campaign will serve as an ideal opportunity for cricket lovers to convey their best wishes to the Indian team for the World Cup. These signed Xbox 360 consoles will be handed over to the Indian cricket team in West Indies before the tournament begins.”

“We have tied up with Pepsi as it allows us reach into the key youth segment, wherein our console and game will be given out as an initial co-promotion deal,” added Microsoft Corporation India entertainment and devices division country manager Mohit Anand.

The sponsors, too, are doing their share of activities during the World Cup. Nike, the official apparel sponsor for team India, has unveiled the new national team uniform on the eve of the ICC World Cup 2007. Nike India general manager Sanjay Mehra said, “This truly is a defining moment for us. We have brought Nike’s global expertise and experience to the game of cricket, the result of which is the national team kit. This is our tribute to Indian cricket.”

LG is bringing about special offers on its various products that will revolve around the gala event. LG sales and marketing vice president Girish Rao, said, “Since we have a huge budget allocated for the World Cup, we will be running various contests and promotions for the same.” On the other hand, through its cricket campaign called ‘Main Toh Chala World Cup’, Hutch promises its winners an all-expense-paid trip to West Indies to watch the ICC World Cup 2007.

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