Indiantelevision.com Team

(3 February 2007 6:00 pm)

MUMBAI: The Communication Arts Guild (CAG) Shield a cricket tournament of the Indian advertising and media industry will now be repackaged and revamped by Vyas Giannetti Creative Sports (VGCS).

VGCS business head Anand Yalvigi says, “The main challenge we envisage now is to ensure the younger generation not only uphold the spirit of the tournament but carry on the traditions of the CAG Shield for generations to come, VGCS is all set to take the CAG Shield to the next level by making it the World Cup of advertising”.

The CAG Shield is a 45-day annual cricket tournament starting today 3 February 2007. The league matches will be held at select venues every Saturday in Mumbai. This will be followed by quarter-finals and semi-finals. The finals will be followed by a glittering prize distribution ceremony attended by the luminaries of the industry.

VGCS says that for many the CAG Shield is not just a tournament but a tradition in itself. It has become a platform to fulfill their secret desire of the cricketer inside them.

O&M executive chairman and national creative director Piyush Pandey says, "CAG Shield Cricket Tournament has over the years been a tremendous meeting ground for the advertising fraternity. Fortunately, it is the only tournament for advertising agencies and there is no complication of the industry being divided as in the award shows. It's healthy, competitive and yet loads of fun. I have played it for years and have wonderful memories from many a good match”.

16 teams will participate in the tournament. They include O&M, Group M, Lowe, Percept Advertising and Ad factors.