MUMBAI: With India taking on Australia in two Test matches and three ODIs from 1 October, Neo Cricket is pulling out all the stops to create excitement and anticipation. The theme of the campaign is ‘Championship of No.1s‘.
 
 
The sports channel will spend Rs 80 million on marketing activities, says a source in the company.

Neo will pitch the contest as a duel between India as the No. 1 Test cricket side and Australia as the No. 1 ODI team.

"It is being looked at as a grudge series. The stakes are very high. We came up with the theme for our campaign keeping this in mind," says Neo Sports Broadcast marketing head Ashish Bahl.
 
 
The campaign will be pan India across television, print and online. Four TVCs have been complete and will launch on Neo tonight while the other channels will air them within a few days.

Print activity will kick off within 10 days, adds Bahl.

The message contained in the TVCs is ‘India Apne Awaaz Bachake Rako. Aa Raha Hain Australia‘.

Neo will also be doing programme integration for two shows, Dial C For Cricket and Cricket Central. There will be vignettes shot across different locations showing how fans are gearing up for the contest.

The channel will not be using outdoor and radio, says Bahl.
 
 
Neo will run contests online on YouTube and Facebook. "Some of it will be in the form of Q&A where prizes like merchandise and match tickets will be given. It will also be running contests where people can send in videos of how they are gearing up for the series. The best ones in addition to getting prizes could also be integrated on the shows," Bahl says.