NEW DELHI, APR 24: The cricket World Cup begins on May 14, but for corporates the game has begun in right earnest as they try to cash in on the last big marketing opportunity of the century.From greeting card makers to paint manufacturers, all are vying for the attention, and the purse, of the captive audience the event promises. And the companies have lined up an array of marketing ammunition, including discounts, quizzes and slogan writing contests with a host of prizes. Greeting card maker Archies has brought out 11 new designs of good luck cards addressed to members of the Indian cricket team. Archies has tied up with the Indian cricket board to get the cards delivered to the players. The buyers only have to purchase the card addressed to their favourite player and mail it, as the envelopes that come with the cards have BCCI's address printed on them.Besides, there is an assortment of World Cup merchandise - key chains, diaries, and slip pads - to be sold at Archies Galleries specially done up forthe World Cup. The aim, of course, is to boost sales. "Sales are slow right now, but we expect them to pick up as the event approaches", says Vineet Kapila, a marketing official with the company, said.The most visible players in the World Cup marketing jamboree are the consumer electronics majors, who are leveraging their official titles. LG, the official supplier of consumer electronics and home appliances at the World Cup, has roped in three members of India's 1983 World Cup winning squad to anchor its promotionals on television.The company has also launched a contest in which participants will be required to answer three questions about the 1983 tournament and write a slogan. The winners will go to England accompanied by the three players. BPL is offering buyers of its products interest-free financing while Samsung, the consumer electronics sponsor on ESPN star sports, is also launching a contest with trips to England for the winners. Paint maker Asian Paints has chosen an innovative way of promotingits colour world showrooms. Its contest requires people to identify the shade of blue worn by the Indian team from the Asian Paints shade card. "The contest will definitely expose people to our outlets, as they have to visit them to enter the contest," says Manish Gupta, area manager with the company. Tea maker Gilby's has also chosen a novel path. It will be taking a World Cup banner carrying a message for the Indian team through 72 Indian cities for people to sign on it. All signatories will be eligible to participate in a slogan-writing contest, with the five best entries winning the writers a trip to England.With most companies flying people to the World Cup, Aiwa has chosen to differ. It is offering buyers of its products a rebate of up to Rs 6,000 if the Indian team wins the World Cup, and smaller amounts if the team reaches the semi-finals or quarter-finals. Meanwhile, another sort of battle is on in the news media front where leading magazines have roped in former players and experts to give theirreaders the best on the event.If companies and magazines are wooing people through contests, hotels are creating the right ambience for people to watch the cricketing action. One hotel in the heart of the capital will have four giant screens showing the cup action live at its coffee shop. Another screen will keep the discotheque crowd up to date with the happenings on English pitches.To create the right atmosphere, the hotel will feature sporty decor and adding to the spirit of the event will be competitions and cocktails named after cricket stars. Cricket cafes and food festivals with a cricket theme will be the main attractions at the other hotels. With the market players going all out to woo the cricket lover and the sports extravaganza offering prizes aplenty, the World Cup promises to bring cheer to all.
