Indiantelevision.com Team

(26 May 2010 7:55 pm)

MUMBAI: Neo Cricket will roll out its multi-crore campaign for the Asia Cup next week.

While final details such as the tagline are still being hammered out the campaign will have an emotional connect.

The Asia Cup kicks off on 15 June.

Says Neo Sports Broadcast marketing head Ashish Bahl, "We are doing a different take this time around. We have kept away from a theme that would be over the top keeping in mind India's recent performances. This time our focus will be on the emotional connect that fans have with the Indian team."

The campaign will be rolled out across television, print, radio and online. The theme will be about what makes fans stand behind their team and about fans' superstitions. "We will invite fans to talk about their superstitions. They can send in their comments on video or text or audio," Bahl says.

Prizes will be given to winners. The broadcaster is looking at the possibility of sending fans to the event. "We are examining the logistics of it. The event will take place in Dumbolla," he avers.