Airtel Is Sponsor For All Cricket Tournaments Till 2013




Airtel - Cricket India

Airtel – Cricket India

There is no better platform to advertise about a brand than being associated with cricket, therefore Airtel, one of the biggest telecommunication companies in India has decided to throw its hat in the ring to be a sponsor for all the international Indian matches to  played in India till 2013, and it won the rights. Airtel could win this right after a stiff competition from Idea, Micromax mobile and Karbon mobile. For Airtel it indeed is a sweet victory as it does not have major players of cricket endorsing it as a brand, but now after becoming prime sponsor of the Indian cricket it would be able to increase the recognition of its brand image in a much focused manner.

One thing is for sure, now that Airtel has won the bid, we would be seeing some interesting advertisement campaigns being made underlining the importance of the brand, and indeed Airtel has taken the first step forward by releasing a promo for the Airtel World Cup to be played in South Africa where Big B aka Amitabh Bachchan is in the role of a lead anchor creating awareness about the game.

It was a stiff competition for Airtel, but with the international strides that the company is undertaking, it would help in consolidation.  As is evident from the bidding companies’ names, all being a part of the communication industry, it also underlines the vital role that these companies are playing in linking one part of the country to another by transfer of voice data and images. For Airtel, which has one of the most famous names in its repertoire as brand ambassadors, including the likes of Shah Rukh Khan, Saif Ali Khan, Kareena Kapoor, and now Big B, this sponsorship deal is going to provide it an occasion to strive for convergence between entertainment and communications using the genius of Rehman as the binding link, he being another brand endorser of the company.

One does not know whether BCCI had taken this aspect into consideration while awarding the contract to Airtel, but Airtel is going to leverage on this aspect with gusto. Be prepared for unleashing of one of the finest advertisement campaigns that the country would have seen in the times to come. As a matter of fact telecommunication companies have been one of the major sponsors of cricket tournaments all over the world, and now India has also joined the bandwagon.

By: Suman Rai

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The Sports Mirror

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