As the nation prepares to soak itself in the colours of cricket, brand marketers are leaving no stone unturned to leverage the opportunities provided by the ICC Cricket World Cup 2011.
This sporting extravaganza returns to the subcontinent after 15 years and is much more than just a battle on the 22-yard pitch.
Starting February 19, cricket enthusiasts will have a plethora of special offers, consumer packs, cricket-themed games and events to choose from, as companies step on the gas to promote themselves on the World Cup platform.
KFC, the official restaurant partner of the Cup, will launch a special edition 'Fan Bucket' during the tournament, which will be available in 108 KFC outlets across India, from February 19 to April 2. During the offer period, customers will be able to order an eight-piece Hot & Crispy or Original Recipe Fan Bucket and get two complimentary PET bottles of Pepsi.
Dhruv Kaul, director of marketing, KFC, India, says, "KFC is a youth brand and cricket is a great platform for us to connect with our target audience."
Shoppers Stop operated hypermarket chain, HyperCITY, will turn into a cricket fair, with a range of shirts, signature bats, PU balls, graphic tees and Team India t-shirts on display. The stores will be converted into play zones with World Cup themed games for the people to participate in. With 'Master Blaster Balance ? Boost', you've to keep the ball airborne while you dribble it on the bat.
Pepsi's 'Photocrazy' combines the fun of cricket and photography. Other games like 'The Speed Shield ? Lifebuoy', 'Axe Googly ? Axe', and 'Smooth Drive ? PS3 Gaming' can be enjoyed as well.
German toy manufacturer Simba Toys has entered into an alliance with the ICC to manufacture and merchandise 'Stumpy', the official mascot of the World Cup, in India. Stumpy is available in various sizes across toy stores in the country. Pradeep Parmar, business head, Simba Toys India says, "Stumpy was conceptualised by ICC and was given to us in 2D, which was then brought to life by transforming it into a 3D soft toy mascot. During the World Cup, we hope to build a connect with the kids."
Jump Games, the mobile gaming division of ADAG and the official partner of ICC for mobile gaming, has released 'ICC World Cup 2011 Games'.
The games will be launched across cricket playing nations and in countries with a substantial Indian population. Zapak, owned by Reliance Entertainment, is also set to launch the official PC version of the Cup's game, titled 'Cricket Power'.
While 92.7 BIG FM, the official radio partner for the World Cup, plans to entertain its listeners with an
innovative campaign 'Bollywood Meets Cricket' that offers them a chance to be part of their favourite Bollywood superstars team, ice-cream chain Baskin-Robbins is offering special packs to its customers to indulge in, while they watch their favourite teams battle it out on the field.
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