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Push wins Celebrity Cricket League’s creative business

The league comprising Bollywood superstars is a Rs 300-crore super league and the advertising spend will be in the region of Rs 10 crore

BestMediaInfo Bureau | Mumbai | December 12, 2012

Push Integrated Communications has bagged the creative duties of Celebrity Cricket League (CCL) for 2013. The mandate includes creative development and execution across multiple media platforms. CCL is a 20:20 league cricket property involving superstars from the feature film fraternity. It is a seriously competitive league involving teams from Mumbai, Tamil Nadu, Andhra Pradesh, Karnataka, Kerala and West Bengal. Two new teams have been added from the Marathi region and Bhojpuri regions.

Superstars such as Mohan Lal, Sunil Shetty, Venkatesh, Vishal, Sudeep, Jeet, Ritesh Deshmukh and Manoj Tiwari help make this league bridge the gap between sports and entertainment. What is interesting is the fact that the league has attracted women audiences to the game of cricket. This year CCL will be telecast on the Star network; eight Star channels in eight languages will take CCL to audiences. The league will be played from February 19, 2013 to March 10, 2013.

CCL today is a Rs 300-crore super league and the advertising spend will be in the region of Rs 10 crore.

Vishnu VardhanInduri, Founder and MD of the league, said, “CCL is larger than life with its popularity challenging even the IPL. Push Integrated has brought alive the blockbuster appeal of the competition. Their creative visualisation and ability to dovetail the communication idea into different media platforms is truly noteworthy.”

VA Shrikumar, MD and CEO of Push Integrated, commented, “Push Integrated is truly humbled to be bestowed with this honour. CCL is the next generation entertainment. CCL will bring larger audiences to the field of entertainment and sports. We are charged and ready to package this product in a way that is going to set a new trend in the industry.”

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