Aiming to engage with their target audience of young users for the recently launched Red Gillette Mach 3 Turbo Winner, Gillette in association with Zapak has launched 'India Gaming Championship 2009'.
According to a Zapak-IMRB study in 2008, online gaming tops internet use ahead of functions such as email, chat and search for the under 15 years age group. In the above 15 years category, it takes second place. Piggybacking on the growing popularity of gaming in India, Gillette kick-started the championship in Bangalore to take forward the brand proposition, 'Be a Winner, Challenge the World.'
The launch saw Gillette's brand ambassador, Rahul Dravid, compete against the young Olymic winner, Vijendra Singh. Said Sumeet Narang, Gillette India marketing manager, "Taking forward our association with sports, we have partnered with Zapak to launch the India Gaming Championship 2009 giving the sports enthusiasts a chance to try their games online and live the passion themselves. So go on a Be a Winner. Challenge the World."
MediaCom handles the media planning duties for Gillette.
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