Max is all set to try and re-create history with its biggest property – ICC Tournaments, which includes ICC Champions Trophy 2006 and ICC World Cup 2007. During the 2003 World Cup, the channel topped the ratings chart with unprecedented viewership for its cricket wrap-up show - Extraaa innings. Now, beginning with ICC Champions Trophy 2006, Max is bringing back the show in a bigger and better format with an aim to make cricket a wholesome fun and entertainment-filled family affair.
Speaking on the strategy of ‘Cricket weds Entertainment’, Albert Almeida, Executive VP and Business Head, Max, said, “Today, Max stands tall as the innovator and thought leader as far cricket entertainment is concerned. Max will further push the envelope into hitherto unexplored territory by presenting elements that make for exciting cricket.”
“ICC Champions Trophy, being played in India for the first time, the excitement levels are quite high. With our premium content and presentations, the excitement and fever will surely enhance manifold,” added Kunal Dasgupta, CEO, SET India, further promising to maximise the family viewing experience with this restructured show.
Elaborating further, he said “Talks are on with the DTH providers in the country – TATA Sky and Dish TV – to provide viewers with interactive video content. It will be for the first time in India that a viewer can watch the live programme from different angles and re-live the precious moments as and when required, during the feed.”
In a move to capture the Hindi-speaking populace in Northern India, there will be simultaneous Hindi feeds on SAB. N P Singh, COO, SET India, said, “SAB will show the six key matches in Hindi – three matches involving India, the semi-finals and final.”
Max’s cricket wrap-up show ‘Extraaa innings’ converted a seven-hour game of cricket into 11 hours of programming – in the course making a traditionally male-dominated show into a family property.
Metaphorically using ‘The Great Indian Wedding’ in Extraaa innings campaign, Max seeks to highlight the wholesome fun and entertainment in the show for the family. Speaking on it, T Gangadhar, Marketing Head, Max said, “There’s so much to cricket on Max than just the game. The wedding metaphor is apt because it’s inclusive and symbolises the participation of the community at large, and moreover this campaign seeks to capture the mood of Extraaa innings – passion, celebration, festivities and such joyous events.”
The TVC for the campaign, to be aired on SET network as well as on various South Indian regional channels, revolves around the wedding theme and features the hosts and cricket stars – Jason Gillespie, Andrew Nel, Virendra Sehwag and Muralitharan. Ashok Karnik, Senior Creative VP, Euro RSCG, said, “The new campaign had to be different yet with all the excitement and exuberance of the country’s most loved game. We had to conceive an idea around the cricketers and the ambassadors of the brand.”
In its new avatar, the show will see hosts Charu Sharma and Mandira Bedi along with two new anchors – Rohit Roy and Shonali Nagrani.
Our typical marketing budget is usually 10 per cent of the topline spend