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ICC sponsor forum in Dubai takes up commercial issues
MUMBAI: The International Cricket Council (ICC), which held its third annual sponsor forum in Dubai, discussed issues relating to the World Twenty20 2010 to be staged in the West Indies from 30 April to 16 May and the Cricket World Cup 2011 in Asia.
On the first day, Ten Sports COO Peter hutton dwelt on achieving return on investment in emerging markets, stressing the point that sponsors need to get involved with broadcast deals in key development areas in Europe, the Middle East, Southeast Asia and the US – rather than the current situation where there are minimal audiences paying premium pay per view pricing.
This was followed by a panel discussion on achieving return on investment from sports properties by Hutton, Sports Media MD Prem Bhatia and Mindspring commercial director Doug Thackrey.
On the second day, there was a discussion on the marketing and promotional activities for the ICC World Twenty20 West Indies 2010 and ICC Cricket World Cup 2011. Commercial support for teams from emerging cricket markets such as Ireland, Netherlands, Canada, Kenya and Afghanistan competing in major ICC events was also on the agenda.
ICC GM commercial Campbell Jamieson says, “International cricket is fortunate to have such dynamic and enthusiastic commercial partners and this forum is about cementing those strong relationships. The main outcome of this year’s forum was that with just one year to go until the first ball is bowled of the ICC Cricket World Cup 2011, all the partners must work together as they seek a reasonable return on their investment in our great sport.”
The annual gathering provided an opportunity for senior representatives of the ICC’s commercial partners to plan and discuss their involvement in ICC events. These included broadcast partner ESPN Star Sports; commercial partners Reliance Mobile, LG, Pepsi, Hero Honda, Emirates, Reebok and Yahoo!; official licensees Cricket Logistics, Licensing in Motion, Getty Images, Sportsbrand and IMG Sports Media.
The ICC plans to stage another such gathering of commercial partners after the completion of the World Twenty20 West Indies 2010, specifically in preparation for the Cricket World Cup 2011.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
