Sony Entertainment Television India has embarked on a marketing campaign for the forthcoming ICC Cricket World Cup and has set out a budget of around Rs 30 crore (Rs 300 million) for the campaign.

The company which holds the cable and satellite telecast rights for the Indian subcontinent has left no stone unturned to capitalise on the event in its bid to increase viewer loyalty towards its channel.

Rajat Jain, executive director, SET Max, said, "The idea behind the campaign is to reinforce the brand position of our channels while at the same time creating a value proposition for our sponsors and advertisers for the World Cup. Eventually, we have to deliver to our sponsors what they expect in terms of viewership and other parameters."

At the same time, SET India has roped in MTV and Nicklodeon, two television channels which are not part of its bouquet, for a co-marketing initiative as part of its World Cup promotional fare.

The three channels would be simultaneously promoting a contest 'Shikari Hunt' which would result in 6 kids having the privilege of leading the Indian team onto the ground for each of their matches.

Sony's marketing campaign would encompass different mediums with the company having booked about 550 hoarding spaces across 40 cities all over the country.

Additionally, the company will also be utilising bus shelters, kiosks, bus backs, railway platforms and mobile hoardings for the promotions.

For the on-air campaign, in addition to using its bouquet of channels along with MTV and Nicklodeon, SET would also use FM radio channels for the promotion and has booked commercial airtime on all the FM radio stations.

SET India has managed to attract an impressive draw of sponsors and advertisers for the World Cup with Pepsi, Hero Honda, Samsung, Hindustan Lever (for its Close up and Clinic shampoo brands) already having signed up as sponsors while several other national brands also having booked advertising spots.

SET India has also cashed in on the World Cup by creating about 4 hours of additional programming per match centered around cricket through its 'Extraa Innings' which would take the total duration of cricket programming broadcast per day to about 11 hours.