Neo Cricket is quite buoyed by the delivery of the recently concluded India-Sri Lanka series on the channel. Channel officials informed that the series had delivered record ratings this season – for the C&S 15+ Male ABC, in the all India market, the series has averaged a rating of 7.8 TVR. These numbers are over 25 per cent higher than any previous India-Sri Lanka tours.
Abhishek Verma, Head - Marketing and Communications, Neo Cricket, also informed that the fourth one-day international (ODI), which was telecast on December 24, 2009, delivered a rating of 9.35 TVR, the highest in the entire series. The fifth ODI, which was supposed to be played in Kotla, was cancelled due to bad pitch.
The channel had created a theme called ‘Dekh Lega India’ and a host of marketing activities to promote the theme. There was a 90-second music track, which was used to promote this series. The lyrics for the song were penned by Prasoon Joshi, the music was composed by Aadesh Shrivastava and it was sung by Kailash Kher. Besides being telecast on Neo Cricket, the music video was also screened in various cinema halls.
The marketing campaign was conceptualised by Neo Cricket’s agency McCann Erickson, along with an in-house creative team at Neo Cricket.
The channel had also roped in Amitabh Bachchan to host the studio show, ‘Extra Cover’, during the India-Lanka match that was telecast on December 12, 2009. The match garnered a rating of 10 TVR.
Gearing for ‘World Championship of Cricket’
The channel will soon telecast the India-South Africa tour, which will be played in India and Neo Cricket is all charged for the marketing of this series. The channel plans to spend approximately Rs 2.5 crore on the campaign to promote this series. “The India-South Africa tour has been dubbed as the ‘World Championship of Cricket’, as India is the No. 1 test cricket team, while South Africa is the No 2 test cricket team,” Verma noted.
For this campaign, the channel will be using traditional media such as television, print and outdoor as they reach out to the masses. The channel also plans to undertake some on ground initiatives and some digital innovations as well.
The BTL activity would be carried out in cities like Mumbai and Delhi, and would involve cricketer Harbhajan Singh. In the digital space, there would be viral campaigns and different games created on the India-South Africa series, and these would be put on cricket and similar websites.
Neo Cricket has a fan page on Facebook and has a presence on Twitter as well, where users can get ball-by-ball updates. Verma hopes that the World Championship of Cricket will deliver ratings higher than the India-Sri Lanka series.