It may be bad timing, but BBC World seems sure that the exercise will pay off.

Even as soccer fever builds up in the country, the channel has launched a multi media campaign to promote its 10 part series on cricket, 'Beyond The Boundary'. BBC World Head of Marketing Jane Clancey says eye-catching posters will appear in Mumbai, Bangalore, Kolkata, Chennai and Pune.

A total of 75 hoardings will come up in the five cities, while a poster campaign began on 5 June, a day prior to episode 2 -India versus Australia 2001. The campaign, says Clancey, is planned to run till mid June. "We are strategically planning that the poster advertising will create the initial awareness and let viewers know the times and dates of the series. The poster advertising will be supplemented by a radio campaign," she says.

Beyond the Boundary is a new ten-part series which highlights great moments from Indian cricket. Featuring exclusive interviews with Indian cricketing heroes past and present, Beyond the Boundary will present a unique record of Indian achievement on the field.

The channel has booked 240 20-second spots on radio channels in Mumbai, Bangalore,Delhi, Kolkatta and Chennai. Two different ads have been created, she says, one of which features the moment when India won the World Cup. "We have also produced a series of press adverts featuring the most exciting moments of the series. These will appear on June 6th, July 11th and August 1st in the Times of India and Business Standard," says Clancey.

The channel is currently not looking at any cross promotions with other channels, she adds. While refusing to divulge details of campaign costs, Clancey says that 'it is a comprehensive package that reflects the importance of the series and the Indian market.'