Indiantelevision.com Team

(19 July 2008 6:00 pm)

MUMBAI: Neo Cricket has launched a new marketing campaign to create awareness for its interactive television show Dial C For Cricket, airing on weekdays at 10 pm.

The show, aiming to create interest around the game, features an expert every day who takes questions from viewers on different aspects of cricket.

Neo Sports Broadcast marketing and communications head Abhishek Verma says that the theme of the campaign is 'Talk Argue Debate.' The campaign, conceived by Ogilvy & Mather, is being currently done in the Metros as that is where the bulk of the viewership comes from.

The mediums being used for the campaigns are print, outdoor and radio.

While the print ads are running in publications like The Times of India and Hindustan Times, the channel has taken hoardings in strategic locations. It is also using busbacks and bus shelters. On the ground, it has a brand presence in Cafe Coffee Day outlets.

On the radio front, spots are runing on stations like Fever 104 and Red FM. It includes a contest wherein viewers can win 'goodie bags' from the channel. The channel is exploring the possibility of getting a presence in public hangouts like malls.

The campaign will run for a month.