MAM
ICC announces CSR partnerships for the ICC Champions Trophy 2013
MUMBAI: The International Cricket Council (ICC) today announced the three Corporate Social Responsibility (CSR) partnerships that will feature during the upcoming ICC Champions Trophy 2013 in England and Wales.
The ICC will once again be working with Room to Read and will also partner with UNAIDS and UNICEF to deliver the global cricket AIDS awareness partnership ThinkWise. The organisations will be joined for this tournament by ‘Chance to Shine‘, the Cricket Foundation‘s programme responsible for getting cricket back into state schools across England and Wales.
During the tournament the ICC will work with the three partners hosting a variety of coaching clinics and visits involving players from the eight participating teams, while also providing tickets to matches and highlighting each of the initiatives at various match days throughout the event.
At this year‘s ICC Champions Trophy, the governing body will celebrate its decade long association with UNAIDS to raise awareness of HIV and AIDS which ultimately led to the foundation of the ThinkWise partnership with UNAIDS, Unicef and the ICC in 2009. To celebrate that partnership, the ICC will be dedicating the final of the tournament to the ThinkWise campaign.
The other two initiatives, of Room to Read and Chance to Shine will also be show-cased at a number of matches throughout the tournament. Room to Read is a global non-profit organisation, working to promote literacy and gender equality in education across Asia and Africa. Room to Read began its operations in 2000 and, to date, has reached more than seven million children globally by empowering them with quality education. It aims to reach 10 million children by 2015. Room to Read commenced its association with the ICC in 2011 with the vision to benefit children in cricket playing nations and enhance cricket‘s positive contribution to local communities.
ICC CEO David Richardson, said of the three partnerships for the tournament, “I am delighted once again that the ICC is partnering with ThinkWise along with Room to Read to continue promoting both the importance of HIV and AIDS awareness and the education of children around the globe.
We are also happy to welcome Chance to Shine, an ECB supported initiative run by the Cricket Foundation to help continue building a legacy of promoting cricket and creating opportunities amongst the younger generations in England and Wales.”
Chance to Shine CEO Wasim Khan said, “We‘re delighted to be selected as a local charity partner for the ICC Champions Trophy 2013. Chance to Shine is keeping cricket alive in UK schools, bringing cricket to two million young people and teaching them key life skills such as team work, leadership and respect.
Our campaign is inspiring children through cricket and what better way to excite them about the game than having the best international teams competing on home soil this summer.”
Room to Read chief development officer Dr Geetha Murali said, “Room to Read is thrilled to be an ICC charity partner at the ICC Champions Trophy 2013. In a few short years, our partnership has benefited thousands of children through the establishment of libraries and publication of children‘s books.
“The magic of cricket is one that speaks strongly to children across many of the countries where we work. Through this partnership, our ambassadors Virat Kohli, Angelo Mathews and Shane Watson are actively promoting reading to inspire children to open up their books and minds, and ensuring that children can benefit from the power of education. We are thankful that cricket has become such a transformative and unique tool in our fight against illiteracy.”
Senior advisor to the UNAIDS executive director, Djibril Diallo, commented, “Like cricket, the partnership with ICC is about getting results. As we mark 10 years of action on AIDS through cricket, we have seen how cricket can unite billions of people across the globe. Through the ThinkWise global cricket AIDS partnership, we continue to encourage young people to get the facts, protect themselves and be leaders in eliminating stigma and discrimination against people living with HIV.”
Unicef HIV and AIDS chief Craig McClure said, “Unicef has been a longstanding supporter of the ICC/ThinkWise partnership and over the past seven years we have worked together towards achieving an AIDS Free Generation throughout the world. We have come a long way, but the battle against AIDS is not over yet. The ongoing commitment to preventing HIV and breaking down the stigma towards children and families who are affected is critical.”
The ICC Champions Trophy, featuring Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and West Indies, will be played across three world-class venues – Cardiff Wales Stadium, Edgbaston and The Oval – over 18 days from 6 – 23 June 2013.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
