MUMBAI: ESPN Star Sports (ESS) has kicked off a marketing campaign for the Airtel Champions Twenty20 tourney featuring its brand ambassador Amitabh Bachchan.

The broadcaster has also roped in Andrew Symonds and Saurav Ganguly for expert analysis. Ganguly, for the first time, will also be a commentator.

ESS has also roped in Herschelle Gibbs. All of them will be a part of the broadcaster‘s marketing campaign which has the tagline - Ab Hoga Asli Muqabla.
 
The first promo for the event, which takes place from 10-25 September in South Africa, has already gone on air.

ESS MD Manu Sawhney said the marketing budget has gone up fourfold, but did not reveal the figures. "This is the only event where teams have to compete and fight just to take part. Champion teams will battle for the ultimate honour of Champion of champions. It is the ultimate fight. This leads to the theme of our campaign."

Sawhney said that for a tournament of such stature an ambassador had to be found who had similar stature. Bachchan, he said, represents character, excellence, rigour and transcends generations.
 
The aim of the campaign is to be cheeky, irreverent. The message is that teams should not focus on past laurels, said Sawhney.

The campaign will also cover print, radio, outdoor. ESS has teamed up with Saffron Brand Consultants to create the identity and positioning for the event. The graphics elements are sharper.
 
 "The event is airing in 159 countries and 14 languages, Sawhney added.