MAM
ICC seeks media agency for 2012 Twenty20 World Cup
MUMBAI: The International Cricket Council (ICC) is requesting proposals from companies interested in becoming the official marketing, communications, advertising and media agency for the ICC World Twenty20 2012 which will take place in Sri Lanka next September.
The deadline for submission of proposals is 19 August 2011.
The successful company will be granted the rights and responsibilities in managing all such aspects of the tournament.
This will be the fourth edition of the tournament since its inception in 2007, first to be staged in Asia and taking place at the back of a highly successful ICC Cricket World Cup 2011 which was also co-hosted by Bangladesh and India.
A proven track record in running the ticketing programme for world-class sporting events is essential as well as sufficient resources and experience to provide all the necessary services, a state-of-the-art information technology infrastructure and suitably skilled and experienced personnel.
The successful company will also have either a substantial network of relevant contacts throughout the host country and other territories represented by the teams competing at the event or a proven ability to establish local contacts in each of such countries in order to provide the services to the required standard and within the required timeframes.
Brands
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
