Building up cricket fervor to the Max

SET Max rolls out an extensive multi-media campaign for the ICC Cricket World Cup to be held in March this year

SET Max, the official broadcaster for the ICC Cricket World Cup, is trying hard to woo Indian cricket lovers to tune in to the all the matches in the competition. The channel has rolled out a multimedia campaign that will be implemented at regular intervals, in the manner of a countdown.

There are three countdown or teaser television commercials, of which two have gone on air and the last one will break later this week. The big thematic television commercial of the campaign is scheduled to break on February 25. Apart from its network channels, SET Max will advertise on other channels such as Aaj Tak and Jaya TV.

Explaining the basic idea behind the campaign, T Gangadhar, V-P, Marketing, SET Max, says, "The West Indies is a quaint destination and we wanted to combine the game with West Indian culture." He says that each ad depicts celebrations of the game and the outdoor campaigns emphasise the theme of the campaign (that West Indians support all teams).

The outdoor campaigns have just been unfurled by SET Max across six cities, Mumbai, Delhi, Kolkata, Chennai, Hyderabad and Bangalore, with over 3000 spots. The creative ideas and execution have been jointly worked on by Euro RSCG, SET Max's advertising agency, and its own on-air promotions team. A limited edition calendar has also been designed by ace photographer Atul Kasbekar.

The channel has also employed radio, print and the Internet for the promotion of one of the biggest sports properties on Indian television.

Currently, SET Max is running an on-ground signature campaign across 130 towns, collecting wishes and messages of people to be presented to the Indian cricket team at the ICC Cricket World Cup. "This is also aimed at strengthening the association of SET Max with the Cup and the game" adds Gangadhar.

The channel has big names tying up for the telecast of the Cup, including Reliance, Nokia, ITC Foods, Pepsi, Aditya Birla Group, Maurti and Videocon.

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