*ESS to give Champions T20 League a big marketing push* With less than a month to go for the start of inaugural Champions T20 League, ESPN Star Sports (ESS) is planning an extensive marketing campaign to create awareness.
Targeting the family, the campaign will kick off later this week and cover print, television, radio, online and outdoors. "We want to position this event as being completely different from anything else including the IPL. It is the first of its kind since it only has the champion sides. So we came up with the tag line Champions Takre Toh Game Hi Badal Jaye," says ESS marketing director Nirmal Dayani. ESS got the ball rolling by getting AR Rahman to compose the anthem. The music video is being put together. "We want to emphasise the fact that AR Rahman is to music what the Champions T20 League is to cricket." The message that ESS is looking to send out is that when one talks of the Champions T20 League there is no comparison with anything else in this sport. The same applies to AR Rahman and his music. Dayani adds that cricketers who will take part in the event will be used in the campaign. The channel is shooting creatives with them. This is especially important since the channel is looking to create team loyalties and have fans bond with their favourite side and stars. Dayani adds that while the event will have all the excitement and entertainment associated with the T20 format, the fact that only champions are taking part in this event gives it an aspirational dimension. ESS is looking at tying up with retail outlets and other companies fior cross promotions. "We are in the process of finalising the deals. The aim is to offer consumers an enriched experience," says Dayani. The Champions T20 League takes place from 3-10 December 2008. Eight teams take part including Chennai Superkings and Rajasthan Royals who will represent India. The finals will be held in Mumbai. http://www.indiantelevision.com/mam/headlines/y2k8/nov/novmam21.php -- regards, Vithur
