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Our Bureau

Mumbai, Feb.23

Diageo's Johnnie Walker brand of whisky has announced its official sponsorship for the ICC Cricket World Cup 2007. With a new logo and baseline, `Live the Game', Johnnie Walker will launch a marketing programme under the concept of `Fantasy Cricket' for the same. An Internet-based gaming site, Keep Scoring.com, will also get launched with prizes that can take one on a Caribbean cruise to watch the matches. Mr Asif Adil, Managing Director, Diageo India, said, "Johnnie Walker has been associated with cricket since the 60's. Cricket is about passion, people and personal growth and the Johnnie Walker Red Label brand also stands for the same." On-premise and multiplex screenings have been chosen by Diageo to screen the live matches.

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