Cricket, the eternal favourite of everybody in this country and patronized by all marketers and brand managers has added on a new dimension “Indoor cricket”. Lipton Ice Tea is organizing an Indoor cricket tournament starting on 15th March to reach out to the young audience at Megabowl,Bangalore. Radio City the Star promoted popular radio station is the media partner for the unique initiative.Megabowl with its six centers across the country provides an experience that reflects Celebration, Enjoyment, Fun, Amusement and Recreation in a big way.
Sources at Lipton Ice Tea, confirmed the development and shared ”Megabowl means quality ambience converted to experience, exhilarating fun and adventure for the entire family! And we wish to utilize this to enhance the brand salience of Lipton Ice Tea and induce trial.”
Lipton Ice tea is also banking on the popular Megacafé at MegaBowl which is positioned as an ideal way to refresh with something to eat, something to drink.
Megabowl was started in September 1998 to exploit the opportunities presented in India by the burgeoning entertainment / recreation segment.
Sanjay Chhabra, Managing Director,Megabowl commenting on choice of Megabowl,Bangalore says “ We are a place whose USP is fun and activities are incidental. We have always strived to do three to four events a week at each of the six Megabowl centers and the Indoor cricket is another unique way of enhancing the experience of both the customers and the brands associated with us”.
Chhabra further cites two recent examples of such events. The first one on the Valentine’s Day where close to 4000 sq. ft. of MegaBowl was converted into a dance floor and the first prize was a Cruise Trip for a couple to Singapore. The second one was to do with its Kochi launch last year where Megabowl hosted a fun-filled and enjoyable evening by popular MTV Veejay Maria Goretti and pop-star Devang Patel at the Megabowl Centre. "We regularly partner with MTV to do events on a regular basis." says Chhabra
Sumantra Dutta, COO of Radio City commenting on this Indoor Cricket initiative, says, “Radio City is committed to innovate and entertain its audiences. This exercise is one of many such initiatives planned by us.”
Chhabra further adds, "We at Megabowl are constantly trying to provide our customers with ''experiences'' that they will cherish for times to come. By hosting this lndoor Cricket tournament, Megabowl''s name continues to be synonymous with the most happening place in town.”
Commenting on how Radio City will enhance the experience of its listners in Bangalore Dutta shares, “The event will be promoted on our station. We plan to run contests, wherein the winners would also form one of the teams competing in the tournament.”
So after Toon Cricket, the cricket on the field, it’s the turn of brands to exploit Indoor Cricket. Cool!