The channel has the telecast rights for the India-Australia series (October), India-Sri Lanka series (November-December), India-Sri Lanka-Bangladesh tri-series (January 2010) and the India-South Africa series (February-March 2010).
The channel’s first phase of communication consisted of a print campaign across national and regional dailies. The second leg of promotions which has just begun will see the channel sport the baseline 'Dekh Lega India'. McCann Erickson has created a TVC for the same.
The TVC begins with a boy in college trying all possible means to have a private moment with a girl in his class. For days, he follows her from the college cafetaria to the water cooler making every possible attempt to strike up a conversation, but in vain. Things suddenly turn in his favour one day when the girl finds him in the library and asks, "Will you be my friend?"
In a complete U-turn, the boy rubbishes the idea and tells her that he is not ready for any commitment. The voice-over goes on to explain viewers not to make any commitments for the next six months because there's enough cricketing action on Neo Cricket to keep them hooked.
Niranjan Kaushik, creative director, McCann Erickson said, "Cricket in India produces such a broad spectrum of emotions. Men just want to be left alone watching the matches. We've explored that in a funny way in this commercial and managed to highlight the fact that Neo Cricket has non-stop action to keep them glued to their TV screens."
Abhishek Verma, head-marketing, Neo Sports said, "We have a young TG and our biggest differentiator is our period of action – six months of non-stop cricket. So we've looked at what obsession people would be willing to give up for cricket. The possible romance between the boy and a girl was a new way of looking at it."
Besides Kaushik, Akshay Kapnadak is the creative director on the TVC while Prajato Guha Thakurta and Talha bin Mohsin are the copywriters. The film has been directed by Sanjay Shetty of Opticus Films.