Mumbai, Nov 7: Indian Cricket League (ICL), an Essel Group venture, has revealed its brand logo and campaign. ICL"s first Twenty20 cricket tournament is intended to begin on November 30 and carry on till December 16.
ICL"s overall brand identity was created by O&M. Anup Chitnis, executive creative director, O&M. ICL"s brand positioning will be 'where dreams can come alive". ICL will promote itself in the media with the brand proposition of being the destination where real talent from all over the country is valued.
The position line for ICL states: 'Sapne Manzil Tak". The advertising campaign will run in three phases from November 7 till December 16. The first phase introduces the brand proposition of ICL with Kapil Dev as the brand ambassador. It highlights the journey that is possible from a small town or village to a cricket stadium and encourages amateur cricketers to realise their dream. It stresses on the fact that it may not be easy to find a chance to play cricket in the prevailing system, but ICL recognises individual talent and provides the wherewithal to nurture it.
The outdoor campaign has already broken and the TVC will be on air on November 8. The outdoor campaign says, 'Khel hai bada. Iraden hain pakke. ICL – Sapne Manzil Tak", and 'Dum jigar main. Khel rag-rag main. ICL – Sapne Manzil Tak".
ICL has partnered with Provogue, TCI, Sab Miller and Microsoft for the first ICL 20 tournament to be held at Chandigarh later this month. The announcement has come along with the unveiling of team gears designed by ace designer Manish Arora, in Mumbai. ICL has taken the Chandigarh Stadium on lease for 10 years.
According to Satish Menon, President-Sales and Sponsorships, ICL, said, “We welcome our partners on board and are happy with the overwhelming response we have received from the market. We have many more partners that are in the final stages of confirmation."
Said Bipin Gurnani, President, Provogue, said, “This association for the merchandise of ICL gear will help build brand ICL through our 126 stores across the country. It will also help launch the big business of sports merchandising in India as well."
Krishna Prasad, Executive Producer, MSN India, said, “Cricket on the Internet is today restricted to bits and pieces of information, and primarily text-based. By partnering with ICL, we will help showcase cricket for the online community in ways beyond what has been done till date. We are happy to partner and bring the game alive on MSN India. The new face of cricket on the web will be unveiled in the next two weeks."
Apurv Nagpal, Director-Marketing Sab Miller, said, “Fosters is proud to partner ICL in this exciting new venture. Cricket and especially 20-20 cricket, is fun, adventurous and high-energy – all attributes that Fosters stands for as well. We hope the spectators enjoy watching the matches along with Fosters, to the fullest."
The ICL would follow structure that would represent teams from the entire nation, with five international cricketers in each team to add experience. It would start with the 20-20 format and progress to the 50-over ODI format, and each team would have a dedicated support staff consisting of trainers, physiotherapist, dietician and media manager.
Subhash Chandra, Chairman, Essel Group, announced the Executive Board of ICL in May 2007, with Kapil Dev as Head of Executive Board.
Kapil Dev said, “It is indeed heartening to see new talent being offered an ideal platform, such as the ICL, to showcase and support their talent. ICL provides them with the best facilities in terms of coaching, showcasing their talent, and exposure to International cricket."