Bachchan features prominently in a high decibel, multi-dimensional marketing campaign which has been launched across all forms of media – electronic, print, digital & outdoors. Former India captain Sourav Ganguly was also present on the occasion and has been signed as an expert analyst for ACL T20 along with Andrew Symonds.
The tournament will be held from 10 – 26 September in South Africa.
ESPN Star Sports managing director Manu Sawhney said, "Airtel Champions League T20 is the world championship of the top T20 teams from various cricket playing nations. It marks the grand finale of T20 cricket where champion teams battle for the ultimate honour – Champion of Champions – which leads to the theme of our marketing campaign – Ab Hoga Asli Muqabla. The brand ambassador of such a prestigious property had to be someone who represented all such critical values – Competitiveness, Excellence, Class and Lineage. It is intense, premium and aspirational – and Mr. Bachchan fitted the bill perfectly for us to take this association to the next level."
Sawhney added, "An aggressive marketing campaign to build traction on ground has been launched across all forms of media. We have committed a lot of resources this year to building the property and I believe that our association with Mr. Bachchan will help take the entire event into a different dimension."
Bachchan said, "I am delighted to be associated with Airtel Champions League Twenty20. It is an interesting format – an international T20 tournament where only champion teams compete for the top prize. I am a huge cricket fan and always want to see Indian teams win laurels on the international stage. I am confident that the 3 IPL teams from India participating in this tournament will put-up a good show and get us the coveted trophy. I wish the very best to the three Captains – MS Dhoni, Sachin Tendulkar & Anil Kumble for this event and hope that their teams do their best in this prestigious T20 event."
