ESS kicks off 3-phase marketing campaign for cricket WC

MUMBAI: With the cricket World Cup kicking off on 19 February, ESPN Star Sports (ESS) has kicked off a marketing campaign with the overarching theme being ‘The Cup That Counts‘.

The campaign is being done in three phases and will stress on the fact that the World Cup is the cricket event that matters the most.
Says ESPN Software India senior director marketing Nirmal Dayani, "We are working closely with the ICC on various initiatives. The first phase of our campaign has started. Hoardings have gone up in the metros. One of the messages is Lords 1983 Mumbai 2011. History will repeat itself. Cricket lovers want the World Cup to come back. We will also be doing an on-ground initiative for school students. It will allow them to get involved with the World Cup in a unique way."
The broadcaster will also be using online and on-air mediums to educate students about the other teams and players.

The second phase of the campaign kicks off later this month through television. Some creatives will see Kapil Dev, Imran Khan, Sir Viv Richards and Arjuna Ranatunga; they will talk about the experience of winning the World Cup and why it was the pinnacle of their careers.
The broadacster will also use print, radio, cinema among other mediums to get the message across.

The third phase kicks off closer to the event early in February. Various modes of activation are under discussion. It could take the form of meet and greet events with players.

Latest Reads
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands
Nestle retains Zenith as AOR

MUMBAI: Nestlé India has retained Zenith as the AOR (agency of record) for its media business. Recently, Nestle also consolidated its nutrition digital marketing business with Zenith and DigitasLBi.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories