Financial Daily from THE HINDU group of publications
Thursday, Jun 05, 2003
Financial Daily from THE HINDU group of publications Thursday, Jun 05, 2003 |
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Marketing
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Promotions & Offers M&M roadshow to spot pace bowling talent — Ties up with Timex, ESPN Our Bureau
MUMBAI, June 4 MAHINDRA & Mahindra, the flagship company of the Rs 5,500-crore Mahindra Group, is to conduct a nationwide search for India's fastest bowler. The initiative, named `Scorpio Speedster', after Mahindra's recently launched sport utility vehicle, is being organised by IMG, and presented in association with Timex Watches and ESPN Star Sports. The search will be conducted with a roadshow in 10 cities including Chandigarh, Delhi, Lucknow, Mumbai, Kolkata, Hyderabad, Bangalore and Chennai from mid-September to mid-November. The event is open to participants above 16 years of age, and will be staged in centrally located stadiums under lights in the evening. It is designed to be spectator-friendly, with a "cricket carnival" atmosphere. ESPN-Star Sports will also conduct special contests and provide 100 nominees for the hunt. The fastest bowler in each region will go to Mumbai to compete in the Grand National Final, which will be telecast on ESPN-Star Sports. The eventual winner will receive a cash prize, and a chance to attend the Australian Institute of Sport Cricket Academy in Adelaide. "We have two passions in this country, Bollywood and cricket — both have mass appeal, but cricket also has niche appeal," said Mr Rajesh Jejurikar, Vice-President - Automotive Sector, Mahindra & Mahindra, which will be the title sponsor for three years. "Mahindra & Mahindra is closely associated with sport, and has an overall goal of nurturing talent, and this fits in with that." As for Timex Watches, the brand is being promoted on the platforms of technology and sporty fashion, and hence sees a fit in the event, said Mr Kapil Kapoor, Managing Director, Timex Watches India.
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