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The passion for cricket driving passion for William Grant's scotch whisky

14-December-2002
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The passion for cricket driving passion for William Grant's scotch whisky

The premier Scotch whisky brand, William Grant's, has also taken the cricket route to promote itself in Indian market. It organized a 9-month long corporate cricket tournament with participation from senior level of a wide cross section of the industry.

Speaking to exchange4media, Ankur Sachdeva, Business Development Manager-Indian subcontinent, William Grant & Sons International said, "We have identified cricket as one of the drivers for pushing William Grant brand in the Indian market. And the quality of the companies and team members in the tournament which we have organized this year almost makes it a golf tournament to cricket." The event is believed to have costed more than Rs.1.25 crore.

According to Neeraj Roy, the MD & CEO of Hungama which conceptualized and managed the event, "The use of physical world of cricket combined with a whole gamut of conventional and digital media promotions makes it a very unique kind of brand promotion exercise which has never been attempted before in India."

Besides the print campaign, there is a corporate cricket quiz that has been introduced on www.grantscricket.com, a specially created website. Plus a mobile promotion campaign comprising of a cricket quiz reaching close to 25,000 senior corporate executives from allover the country was also undertaken.

Proving to be India's largest corporate cricket tournament, it was played across cities including Mumbai, Bangalore and New Delhi. Played on the lines of the Hong Kong Super Sixes tournament, every company was led by their MD or CEO. Twenty teams took part in the tournament and in the end WPP emerged winners beating HCL Infosystems and Infosys teams in a triangular contest in the finals played at Delhi yesterday.

Hiren Pandit, General Manager, Mindshare-Mumbai and captain of the wining WPP team received a specially designed pure gold trophy, which was designed and crafted by Tanishq. Pandit and his team members will also be flown to South Africa to watch the upcoming cricket world cup.

Encouraged by the success of the event, Sachdeva informed that a similar tournament at a much higher scale will be organized next year also.

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