The Zee Cine Awards is going to be held in Excel Arena, London Dockyard on March 26. While the title sponsor is ITC Sunfeast, the co-sponsors are LIC, Paas Paas, Ghadi detergent, All Out and Provogue. The list of co-sponsors is not really cut and dry, since the channel is in talks with certain other brands, and possibly more entities would be roped in, in the coming days.
Around 12,000 people from across the globe are expected to attend the award function. This will be the second consecutive year for Zee Cinema to hold these awards in a foreign land.
Gautam Sen Gupta, Vice-President (Sales), Zee Network, says, "Zee Cine Awards is one of the biggest star-studded events of the season and naturally it's a huge opportunity for any advertiser. We were on the lookout for a title sponsor for quite a while and were in talks with various brands but the quality of sponsorship came nowhere next to ITC. Sunfeast, one of the pet brands from the ITC crest, is making a sharp foray into the FMCG market and has ambitious plans for itself. We are extending this sponsorship to a longer association, as well in which they have, right of refusal up to two years. With various other brands that we talked to earlier, we sensed a disconnect with their perception and ours…where the event comes in…and we kind of struck a common chord with ITC Sun Feast."
He added, "Zee Cine Awards 2005 is a huge property and we are promoting it accordingly."
Meanwhile, Ravi Naware, Chief Executive, ITC Foods, believes that ther Zee Cine awards is a significant opportunity for them as a brand, and it offers the right kind of mileage. Naware states, " Zee Cine Awards is one of the most premium cinema awards on Television and ITC is happy to be the title sponsor with its brand Sunfeast. The 'Sunfeast Zee Cine Awards' will be an event to look forward to among the viewers. Sunfeast brand has been in the market with its range of biscuits for the last eighteen months and in this period has captured a reasonable market share. The brand proposition of 'spread the smile' is to bring joy to every consumer. With the Sunfeast Zee Cine Awards we are building the brand values further."
Naware also adds, "We expect Sunfeast Zee Cine Awards to be a heavily promoted and hence a highly viewed event. The scale of activities we expect will help in driving the brand awareness for Sunfeast Biscuits. Sunfeast offers a range of cream, milk and glucose biscuits."
Is this the first time that ITC Sunfeast is partnering with a film based awards ceremony? Are there such partnerships planned for other events as well? Naware says, "Yes Sunfeast Zee Cine Awards is the first film-based awards ceremony that we are partnering as being the Title sponsors. Event associations are very much part our strategy and we would be constantly looking for relevant opportunities that would help in building the brand."