Ad
campaign for India introduces BBC Cricket website
The
BBC has launched a major marketing campaign in India introducing
Indian online users to the BBC site bbcnews.com/cricket.
Delhi-based
TBWA/Anthem won the account last December and has created an intriguing
and colourful campaign around the idea of rumours.
Playing
on the BBC's established reputation as a reliable and accurate news
provider, the main message running throughout the three week campaign
is "It's not true till it's on bbcnews.com/cricket".
Numerous
executions will be rolled out from Thursday 13 February 2003.
Headlines
include "World Cup trophy stolen - cricketer suspected";
"Aluminium bats may be introduced"; "India-Pak match
rescheduled for February 29" and "Wives to launch own
World Cup".
The
fully integrated campaign will encompass a range of media including
traditional print and radio advertising, online promotion and hit-squads
on locations in India's metros.
Sam Miller, the BBC's Managing Editor for South Asia, said the cricket
campaign aims to create positive attitudes and active engagement
with the BBC brand.
"In
no other country in the world does cricket command such fanatical
zeal and dedication," he said.
"We
know that with our unique online site we have a product India is
going to enjoy, and this advertising campaign should ensure they
know about it."
Aimed
at national supporters, sports fans and cricket lovers alike, bbcnews.com/cricket
brings up-to-date news, views and features plus a number of unique
items, including audio and video replay clips, live dynamic scorecards
for each match, and interactive cricket-based games - Sticky Wicket
and Last Man Standing.
Users
can also ask trivia questions through Ask Bearders, pick up all
important tips on how to improve their game through the Academy
and follow the commentary and comments of some of the games' leading
names in English, Hindi and Urdu.
Note
to Editors
Cricket
World Cup fever on bbcnews.com/cricket (12.02.03)
bbcnews.com
is the website of the BBC's news services featuring news and analysis
with a special emphasis on a global news agenda.
bbcnews.com
also offers easier access to international coverage of sport, arts,
science and technology, as well as the BBC
World Service's site which features text and audio in 43 languages.
It
contains detailed information about World Service broadcasts, schedules
and frequencies in all languages.
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