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Levers to sponsor World Cup Cricket on MAX

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Levers to sponsor World Cup Cricket on MAX

Countries largest media spender HLL is believed to have signed up to sponsor World Cup Cricket telecast on Set MAX. MAX's Exec VP, Sales & Revenue Rohit Gupta has confirmed this development with exchange4media.

Confirms Rohit Gupta, "At the moment, we have Pepsi, Hero Honda and two Levers' brands as the sponsor. At the maximum, we will have six to seven sponsors, and four of them are already there." However, Gupta refused to divulge the specific brands that Levers would use world cup for.

Both Levers and their media-buying agency MindShare Fulcrum refused to comment on the plans related with the World Cup Cricket.

The development is interesting given the Nimbus claims, in an official release, that over 20 major advertisers bought airtime exclusively on Doordarshan during live telecast of ICC Championship Trophy 2002. The list includes names like HLL, Cadburys, Godrej Soaps, Marico, Colgate and P&G.

However, according to MAX, their channel is part of consideration set for many of these brands for World Cup 2003. Says Gupta, "We have got many of these brands coming to us. During ICC Championship matches people saw what actually happened. There was a lot of under delivery on DD. And, as both the tournaments are so close to each other, advertisers are bound to use the experience."


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