Viacom18 has started a marketing blitz to build fandom among cricketing fans in India ahead of the start of Abu Dhabi T10 league, the cricket tournament, which starts at 7 pm today.
The cricket league is co-presented by Dream11, and the network has taken Fairplay onboard as digital sponsor on Voot.
The league which premied yesterday can ve viewed live on Colors Cineplex, Rishtey Cineplex and Voot. The six teams that will be a part of this series represent 20 nations and include cricketing legends like Yusuf Pathan, Eoin Morgan, David Wiese, Faf Du Plessis, Chris Gayle, Babar Azam, Wahab Riaz, Imran Tahir and many more.
The brand initiated a 360-degree mix of marketing initiatives from November 15 to build up excitement for the league. This included communications on TV across 50 channels in the movies, music, regional GECs and news genre along with a promotional plan for Cable across Maharashtra and Gujarat market as well as collaboration with several DTH providers. It is also planning to bring forth a print ad for the same. The network has also campaigned on social media, gaming apps and short video platforms and on radio for the league.
Leveraging the digital outreach, carousel ads and push notifications will be driven across Jio platforms. On social media, push across Facebook, Instagram, Twitter and YouTube is targeted towards reaching out to cricket and sports fans as well as engagement will be driven through hashtag challenges. Digital impact amplification will also be done through channels/platforms with Google products and a host of cricket websites.
Sapangeet Rajwant, Head of Marketing and Digital – Hindi Mass Entertainment, Viacom18, said, “Cricket and cinema are the two biggest pop culture influencers in India and with Abu Dhabi T10 League we are co-opting the strength of our leading movie channels and the fandom of cricket. The Abu Dhabi T10 tournament has emerged as one of the most entertaining spectacle events in the sporting calendar since its launch. Our aim will be to enhance the overall experience of viewers and reaching out to the mass, cricket-crazy audience in India to increase the fan base and popularize the event in the country. We have planned an extensive marketing initiative to scale the propensity of the biggest T10 cricket extravaganza, thereby achieving our desired goals.”