champions of the world_pr2
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Idea to promote the idea of ‘Keep Cricket Clean’ during theupcoming Cricket season
Mumbai, February 23rd, 2011: Watching the World Cup 2011 just got more reassuring!
While on the field, the current Cricket teams will battle it out for the coveted title, off the
field Brand Idea will be seen promoting Idea’s ‘Keep Cricket Clean’ campaign on
Television.
With the World Cup 2011 having taken off, Idea will start airing a series of Television
advertisements featuring 6 World Champions - Clive Lloyd, Kapil Dev, Allan Border,Imran Khan, Arjuna Ranatunga and Steve Waugh – who will talk candidly about
innovative ways to ‘Keep Cricket Clean’. Idea will also give a chance to Cricket fans
across the country to connect with these Cricket legends and be a part of this remarkableand sincere campaign.
The six legends will be seen together in the first ad which goes on air on Thursday,February 24th, 2011, under the title ‘Idea Champions of the World’. The subsequent ads
will show these legends suggest smart ideas to deal with situations and people which are
against the spirit of the game. The ads will have a crisp yet friendly look which will
reflect the opinion of these legends on some real life cricketing issues.
Talking about the campaign, Ms. Anupama Ahluwalia, Senior Vice President –
Marketing, Idea Cellular said, “Cricket is a passion in India and fans like to enjoy thesport in its utmost purity and true spirit. With the new campaign, Idea will spread the
message of ‘Keep Cricket Clean’ to build a strong connect with millions of Cricket fans
across the country, during this Cricket season”.
With the progress of the Cricket season, Idea will roll out a 360 degree campaign to reach
out to the audience, utilizing all traditional and emerging media platforms. Special films
created by Idea will also give a glimpse of historical moments of Cricket featuring theselegends. Idea and the 6 Champions of the World will stand by Cricket, from school to the
international level, to uphold the tradition of the ultimate gentleman’s game.
Idea’s earlier campaigns around Cricket – ‘Idea Oongli Cricket’ and ‘Talk to your favourite Cricketer’ – have been one of the most popular Cricket based ads of their time.
The upcoming ads have been designed by Idea’s creative agency, Lowe.
About IDEA Cellular Ltd
IDEA Cellular is India’s 3rd largest national mobile operator, with over 84 million
subscribers. Using the latest in technology, Idea provides world class service delivery
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through the most extensive network of customer touch points. Idea is listed on the
National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinationalcorporation. The group operates in 26 countries, and is anchored by over 130,600
employees belonging to 40 nationalities. More information on the company is availableat: www.ideacellular.com and on the group at: www.adityabirla.com.
For further information, please contact:
IDEA Cellular Limited Imprimis Life PR
Corporate Affairs, New Delhi New DelhiShivanjali Singh Bharat Joshi
Ph: +91-11-23730134, +91 9911005955 Ph: +91 9811859775
[email protected] [email protected]