The Indian Cricket League (ICL) is all geared to embark on a brand positioning campaign that would begin this week. ICL has planned a 360-degree campaign and has allocated Rs 40 crore for this campaign, which will span the next three months. ICL agencies DraftFCB Ulka and Madison Media are behind this campaign. The campaign is in preparation for the next ICL Tournament beginning October 10, 2008.
Speaking on the campaign objective, Shariq Patel, Senior Vice President - Marketing and Operations, ICL, said, “Our objective is to position our brand well before the Tournament begins in October. The other objective is to let the consumers know what ICL as a brand stands for. Through this campaign, we expect more viewership, and in turn, succeed in communicating the message of the brand.”
The campaign would involve television extensively, followed by radio. ICL plans to utilise the radio medium to bring in perspective the ICL initiatives than use it for brand building alone. Out-of-home and Internet, too, would be leveraged for this campaign.