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Neo Cricket to spend Rs 80-90 mn on marketing India-Australia series

09-September-2010
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Neo Cricket to spend Rs 80-90 mn on marketing India-Australia series

Neo Cricket is all geared for the upcoming India-Australia series, which starts from October 1. McCann Erickson, the creative agency for the series, has designed a campaign titled ‘India apni awaaz bacha ke rakho, aa raha hai Australia (India conserve your energy, the Aussies are coming)’. According to sources, the marketing budget has been pegged at around Rs 80-90 million.

The series has been dubbed ‘Clash of the No. 1s’ as India is the No. 1 test team, while Australia is the No. 1 ODI team. The series comprises two test matches and 3 ODIs, which will be aired on Neo Cricket.

Ashish Bahl, Head - Marketing and Communications, Neo Sports Broadcast Pvt Ltd, said, “The India-Australia series is the biggest ever. In their recent encounters, both sides have always played their best cricket, and the India-Australia rivalry is keenly followed not just in India and Australia, but the world over, such is the magnitude of the rivalry.”

A 360 degree initiative has been taken to promote the upcoming series. The campaign features TV commercials, print ads, consumer contests and digital deployment. Bahl added, “We are active in the online space and social media like Facebook, Twitter and YouTube. There are large scale consumer contests where there will be ball by ball updates, daily contests and weekly contests, where merchandise and match tickets are to be won. The campaign is ready for deployment. It is a well rounded campaign as it is a massive series.”

There is quite a lot of cricketing action awaiting fans. The India-Australia series will be followed by the India-New Zealand series. This apart, Australia will take on England for the Ashes.

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