MAM
ICC Cricket WC 2011 merchandise goes on sale
MUMBAI: The International Cricket Council (ICC) has announced the launch of the official tournament online store for the cricket World Cup which kicks off next month.
The site, which is being managed by international brand management company IVS Group, will offer a wide range of official merchandise, including T-shirts, polos, caps, key-rings, mini-bats and horns as well as a range of products for children centred around the event mascot, Stumpy.
Visitors to www.icconlinestore.com can shop for official merchandise by product, by team or by range. Purchasing is convenient, safe and secure with Visa, Mastercard, JCB, Laser, Maestro and Solo – all accepted methods of payment.
IVS Group MD Ash Kapoor said, “We are proud to be working with such a prestigious international event as the ICC Cricket World Cup 2011. It is the third biggest sporting event in the world and we are honoured to be providing the merchandising services this time just as we did at the ICC World Twenty20 in 2009 and 2010.”
The licensing and merchandise for the tournament is facilitated and managed by Licensing In Motion (LIM), the ICC’s global licensing and merchandising partner, and the online store can be found at www.icconlinestore.com with a worldwide delivery service provided.
In addition, IVS Group will also manage the official onsite event sales and will be present at all 13 venues of the ICC 2011 Cricket World Cup across Bangladesh, India and Sri Lanka. IVS always uses local suppliers and labour, thus generating jobs within the community while minimising environmental impact.
This is one of a slew of activities that the ICC is doing as cricket‘s marquee property draws near. Last week it had released a communication campaign across the sub-continent for the event.
The campaign was conceptualised by the ICC marketing team and Ogilvy Mumbai.
Ogilvy & Mather managing partner Navin Talreja says, “About 1000 matches were played between the last ICC Cricket World Cup and this one. Many tournaments, many cups but a World Cup in any sport has been and will continue to be the pinnacle of achievement. The postioning line ‘The Cup That Counts’ serves as a reminder to all cricket fans of this very simple fact.”
With this in mind, a surround campaign involving not just TV, Print, Outdoor, PR but also last mile mediums such has Digital and Activation was created for India, Sri Lanka and Bangladesh.
Sharma said, “This time around we have moved away from the conventional amplification approach of the core idea across mediums. Instead the messaging strategy for
different elements developed reflects different facets of “The Cup That Counts” from the point of view of the teams, players and of course the fans.”
The campaign kicked off worldwide on the first week of this month with the launch of TV commercial titled ‘Tightrope’.
Ogilvy & Mather national creative director Abhijit Avasthi says, “Every country, every player and every fan has only one wish – to win the race to the cup. But this is no ordinary race. Full of obstacles and surprises, to win this race, each player would need to literally walk on a tightrope. Keeping this in mind we decided to use a metaphor and depicted a tightrope race to the cup that counts”.
The ‘Tightrope‘ commercial aims to capture the passion, celebration, competition and fun associated with the game of cricket like never seen before. Shot across the entire city of Jaipur over five days, the commercial ‘features‘ captains from most of the playing nations and over 400 fans from various countries. Professional tightrope artists were flown in from US and UK for the filming of this commercial.
This film has been shot by the Cannes Gold winning director Bob of Good Morning Films and the music has been composed by Dhruv Ghanekar. This launch campaign shall also be supported by print and outdoor, shot by international photographer Palani Chandramohan.
In addition, fans will also get to see another campaign featuring iconic players from the subcontinent.
A series of three commercials starring Sachin Tendulkar, Muttiah Muralitharan and Shakib Ul Hasan respectively, this campaign plays upon a deep personal wish that these cricketing legends are fostering – to bring the cup home. These films have been directed by Piyush Raghani of Old School Films and shall go on air towards end January. This campaign too shall be supported by print and outdoor.
The event‘s theme song ‘De Ghumaa Ke‘ has been released on radio channels across the country. Composed and sung by Shankar Ehsaan Loy, this song brings alive the fierce sense of competition and the desire to win. The same song shall also be adapted in local languages for Sri Lanka and
Bangladesh.
A music video featuring Shankar Ehsaan Loy and ICC CWC 2011‘s Official Mascot ‘Stumpy‘ is also in the works and shall be released by end of this month.
Further, the ICC shall also unleash a slew of contests and below the line initiatives to help spread the CWC 2011 buzz. Across venue cities, Official Countdown Clocks shall be placed at airports and popular malls, uniquely designed ICC CWC 2011 branded vans shall give fans a chance to
share their wishes, radio stations shall run contests to help fans win tickets and much more.
As a part of ICC’s CSR and youth outreach initiative, Ogilvy also rolled out a nationwide school contact programme along with UNAIDS. The programme reached out to eight cities, 70 schools and above 10,000 students who got a chance to learn about Aids awareness and also participate in an Inter School Mini Cricket World Cup tournament.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
