Cricket League (ICL), an Essel Group venture, has revealed its brand logo and campaign. ICL's first Twenty20 cricket tournament is slated to begin on November 30 and carry on till December 16.
ICL's logo has been created by VGC, and the brand campaign is the brainchild of O&M. Anup Chitnis, executive creative director, O&M, and Hitesh Patel, brand management supervisor, O&M, explain: The brand logo features a red cricket ball with ICL in a large, stylised, steel coloured font wrapped around it. ICL's brand positioning will be 'where dreams can come alive'. ICL will promote itself in the media with the brand proposition of being the destination where real talent from all over the country is valued. It will portray itself as the platform for aspirants who have the skills to be accomplished cricketers but haven't had the right opportunity to showcase their talent.
Once the brand proposition has been established through the first phase, the second phase will talk about individual identities and qualities in the six chosen teams. The teams include Kolkata Tigers, Hyderabad Heroes, Delhi Jets, Chandigarh Lions, Mumbai Champs, and Chennai Superstars. O&M will create a full fledged campaign for each team in the second phase with proper positioning lines. That's why the overall budget for the campaign will be more than Rs 25 crore.
The third phase of the campaign will highlight the teams as rivals and emphasise on individual heroes from each team. The first phase will last for two weeks, the second phase, for over three weeks, and the last phase, till December 16. The media mix includes outdoor advertising, television commercials, on-ground promotions in each of the six cities, the Internet and a little bit of print advertising.