Waking up to the power of sports, and in particular – cricket, to contribute directly to sales, conglomerates are playing ball. In the news is LG Electronics India (LGEIL), which has earmarked over Rs 13 crore in sponsorship, advertising and promotional activities related to the forthcoming India-Pakistan cricket series.
The company has also unveiled its ‘Captain of India’ sports marketing campaign featuring cricket stalwarts Sourav Ganguly, Sunil Gavaskar, Ravi Shastri and Krish Srikkanth. “The theme not only reinforces our commitment cricket, but also reinforces the company’s brand leadership, brand image and its pan-India visibility,” said Anil Arora, Head (Marketing), LGEIL. “It will evoke adulation and curiosity in equal measure as these four captains are looked upon as role models by millions of Indians and are the most respected leaders of the game,” he continued.
The commercial featuring all the captains was conceptualised and created by Percept D’ Mark. “Captains lead, and that is what we are,” said a confident Girish Rao, Head (Sales), LGEIL. The company has earmarked Rs 40 crore promotional spend for cricket-related activities over the next few months, and is also planning to launch a consumer promotion around ‘Captains of India’ theme in March 2004.