MAM

Neo to spend Rs 50 mn on India-NZ series marketing campaign

MUMBAI: With the three test match and five match ODI series between India and New Zealand kicking off on 4 November, Neo Cricket is launching a Rs 50 million marketing campaign spaning television, print and social media.
 
A company source says that the theme of the campaign is India‘s quest for the Perfect 10. "Since 2008, India, Australia and England have been tied at nine undefeated/wins for Test matches. One more win or a draw would see India go ahead. That is where the campaign‘s theme comes from. We are also focussing on the fact that this series will be Mission Domination for India. Since the start of the year, India has done well beating South Africa and Australia. We even won the Asia Cup. There are also a lot of records up for grabs. Tendulkar is looking for his 50th Test century. Dravid is looking for two catches to reach 200 catches in Test cricket which no Indian has done."
 
The broadcaster is also doing contests using Facebook, Youtube and Twitter. Merchandise and match tickets will be given. He says that the broadcaster‘s Facebook page has grown manifold since May in terms of visits. They are also looking at programme integration similar to what was done for the Australia series. Fans can send in videos, emails and these will be incorporated into the shows, Dial C For Cricket and Extra Cover.
 
The source while not disclosing revenue figures, says that six sponsors have come on board. The co-presenting sponsors are Airtel, Havells and Tata Photon. The associate sponsors are Lava Mobile, Intel and Royal Stag Mega Cricket.

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