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Swetha Kannan

Bangalore, April 10 Royal Challengers Bangalore is pumping in $4 million on various marketing initiatives for the upcoming Indian Premier League Twenty20 tournament.

The initiatives include roping in the famous ‘Washington Redskins Cheerleaders’ (of the National Football League of the US) to be its official cheerleaders for the first few matches of the tournament.

Subsequently, the league team from Bangalore will be cheered by a cheerleading team picked by the Redskins through a ‘reality’ talent hunt.

Royal Challengers Bangalore hopes to create a “large fan base” and get a “larger footprint” across the country, beyond Bangalore, through promotional activities such as this, says Mr Debashish Shyam, Assistant Vice-President (Marketing), United Spirits Ltd, which the supports the Royal Challengers team.

Other activities include a music video, road shows, a Web Site ( www.royalchallengers.com) and a media campaign to promote ticket sales. A coffee table book on the Royal Challengers team featuring trivia and pictures will also be released soon.

The music video, directed by director Sanjay Gupta with music composed by Sandeep Chowta, will be aired on music channels from April 19. It features brand ambassador Katrina Kaif, members from Royal Challengers – Rahul Dravid, Anil Kumble, Zaheer Khan, Mark Boucher and Jacques Kallis, apart from Mr Vijay Mallya of the UB group.

A TV commercial (with extracts from the music video) will go on air on various TV channels during the third test match between India and South Africa in Kanpur, which begins on Friday.

An outdoor and print campaign is already on. Road shows are being conducted throughout Karnataka across Mysore, Mandya, Hubli and Bangalore. Other events like ‘meet and greet’ with players will also be held through the country, says Mr Shyam.

Royal Challengers Bangalore has tied up with Reebok for sporting gear and Louis Philippe for formal wear.

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