| When asked about the marketing activities that will
be done, Mittal says that a spend of Rs 140 million has been earmarked
in the nine months from January 2007. There will be TV spots featuring
the two brand ambassadors. There will also be below the line activities
in places like malls. The firm is also looking at a contest, which
gives the winner a chance to go to the West Indies and watch the World
Cup.
Mittal says that in each country Fragrance World creates a perfume
as per the requirement of that country.
Dev says, "I view Trophy as a symbol of love and passion for
the game of cricket and a must have for every cricket fan in India.
I hope that all cricket fans in India come together in support of
their team as one in their effort to achieve the ultimate trophy,
the World Cup 2007." The Trophy bottle is moulded in the shape
of a cricket ball that is golden in colour.
ICC Cricket World Cup West Indies 2007 global licensing advisor
James Ashworth, who is also Velocity Brand Management MD, says,
"Although the connection between perfume and cricket is an
unusual, one we believe that Trophy will inspire all the fans of
the ICC World Cup 2007 with fragrance to keep up the faith, team-spirit,
strength of mind fortitude and a spirit of sportsmanship which will
help them focus on impending victory.
"We would also like to congratulate Fragrance World on the
appointment of Kapil Dev as the brand ambassador. He is one the
greatest all rounders in the history of the game. He is truly an
inspiration and a role model to all cricket lovers around the world.
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