Neo's aggressive push

MUMBAI: Having acquired a slew of non-cricket properties, Neo Sports Network is kickstarting a campaign that will push Neo Sports channel for the first time.

The company will spend Rs 40 million in the campaign, a top official said.

Earlier, the focus of the campaigns was Neo Cricket, the channel which telecasts cricket played in India.

"The campaign budget is Rs 40 million," Neo Sports Broadcast COO Prasana Krishnan told "The reason for the extra push is that Neo Sports has been on an aggressive acquisition spree and has added events like Uefa Euro 2012, Copa America, Rugby World Cup and the French Open tennis Grand Slam."

The theme of the 360-degree marketing campaign is "12 Months – 24 Blockbusters – 300+ Days of Live Action!"

The network will showcase 24 events across 12 months, equaling over 300 days of live action. Out of this, cricket will consume 70 days.

"We are looking to build consumer traction through the campaign. The year-long calendar of events that is being promoted concludes with Euro 2012," said Krishnan.

The campaign highlights the line up of live sports on Neo‘s two channels - Neo Cricket and Neo Sports.

After a silent period, Neo Cricket is back with live cricket telecast. It has got a five match ODI series between India and England next month; the India-West Indies contest starts from November; and the Asia Cup in March 2012. There is a possible India-Pakistan series from March–April 2012.

The campaign kickis off a few days before the Rugby World Cup starts. "This event is a good way to introduce a new sport to the country," said Krishnan.

The 360 degree campaign will target sports enthusiasts across multiple touch points including print, television, digital and consumer activation programmes. The network has launched “Neo Super Champ” – an on-air consumer contest wherein every month, one sports fan can fly to watch an event live. Fans have to answer one question each week.

Krishnan said, “We have fortified our product offering with blockbuster events across diverse sports and the biggest events ranging from India Pakistan Cricket to Uefa Euro 2012 will be available on the Neo Network. While we had events earlier like Bundesliga, Serie A, now we have got top notch properties in each sport that we focus on. The campaign highlights our core promise of delivering 24 blockbuster events across 12 months to the avid sports fan in India. In fact, we will shortly announce some more big ticket acquisitions.”

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