exchange4media News Service
Electrolux Kelvinator yesterday announced its ‘title association’ with venerated cricket almanac, Wisden, to award the ‘Indian Cricketer of the Century.’ Wisden has selected a jury of thirty five distinguished cricketers and analysts to elect Electrolux Kelvinator Wisden Indian Cricketer of the Century. The award ceremony would be held in London on July 23rd 2002. With a several strong media partners in Indiatimes, Outlook and Ten Sports, this award looks set to generate visibility and consumer involvement.
According to company spokesperson, the awards would be presented to the cricketer voted as best in the century, in a ceremony held at London’s Wembley Conference Center the event will be telecast live on the newly launched sports channel, Ten Sports. Indiatimes.com will promote the event with the netizens. Another media partner Outlook will carry a 9 week build up to the event, with special editorial and weekly quiz.
“Electrolux has an existing relationship with cricket. Rahul Dravid is our brand ambassador and we were also the sponsors to Australian cricket team last year. Now it is a privilege to be associated with the Wisden, the Bible of Cricket,” exudes Anand Bhardwaj, Executive VP, Marketing and Marketing Services at Electrolux Kelvinator. Apart from the obvious association and visibility the company believes that this would bring in consumers to their stores, since consumers can vote (in a sub category of awards) their favorite cricketer through key outlets.
Recently Electrolux Kelvinator had announced the integration of its brands into the new umbrella brand – Electrolux Kelvinator. As the summers peak, refrigerator majors are increasing their activity levels to garner better market share. This move from Electrolux will surely have the market sit up and take notice.