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Britannia gung-ho over ties with cricket

Notwithstanding the scandals that have rocked the entire sporting world involving leading cricketers, the corporate sector continued to repose faith in the game and use the popularity of cricket in the sub-continent for the promotion of sales.

Following last year's successful World Cup promotion -- Britannia khao, World Cup jao, the Britannia Industries Limited has launched yet another consumer promotion scheme called Britannia khao, crickter ban jao not only to promote sales, but also strengthen its association with cricket.

Defending the decision to associate with the game, which is currently reeling under one of the worst period of turbulence, Britannia chief executive officer Sunil Alagh said that the three-month long campaign is aimed at providing training to children. There are differences between individuals and the game, he said.

Through the promotion beginning from this month, the company expects to strengthen its association with its target audience namely children, who identify with the qualities of their role models -- strength, vigour and good health.

"Cricket in India today, has taken on the mantle of a religion and cricketers serve as the ultimate role models for children -- the current imbroglio notwithstanding," observed senior vice-president Nikhil Sen.

Billing promotion in an eight-advertisement campaign at a cost of Rs 100 million, Britannia Industries is expected to gain a growth of 20 per cent in product sales during the promotion period.

The campaign promises a free three-day trip to London for 50 lucky consumers of Britannia products. Consumer are required to collect 100 runs obtained on the purchase of Britannia products and redeem these for scratch cards -- the key to the lucky prizes -- that can be collected at designated prize centres.

The company intends to make the contest available to the consumers across the country through its 5,00,000 retail outlets.

During the three-day trip to London, there are plans to conduct a one-day cricket coaching camp by Indian stars Sourav Ganguly and Rahul Dravid, both are playing county cricket now in England.

Besides, the promotion offers Rs 10 million worth of various prizes like colour televisions and stereos.

UNI

Business