Air Sahara Invests Rs 25 Crore In Its Cricket Campaign
Jyoti Koul /New Delhi

Incentives Galore On Offer

Air Sahara recently launched the biggest ever cricket campaign namely ‘Crickcitement’ to offer a bonanza of benefits to passengers. The campaign commencing from July 21, 2002, will be on for 195 days, costing the airline a whopping Rs 25 crore. Sourav Ganguly, captain of the Indian cricket team has been identified as the endorser of the campaign.

Cricket has been identified as a tool to connect to people and encourage them to travel by the airline. It is also an attempt to promote destinations, which are currently being connected by Air Sahara. The flyer in any class stands the chance to win an array of prizes and gifts, which also includes a luxury car each day.

Commenting on the initiative, U K Bose, chief operating officer, Air Sahara revealed, “Realising the craze for cricket among Indians, we thought it would be appropriate to induce them to travel and get maximum benefits. The Crickcitement is an initiative to promote not only cricket but tourism coupled with prize-winning schemes, which are to simple as there is no question or slogan to be answered. Hence, passengers can win one million prizes including a Rs 2.5 crore-Timber Chalet at Sahara Lake city, Amby valley Lonavala (Mumbai), an E-class Mercedes, Plasma TVs, Pentium 4 computers, fully expense paid tours to watch India play at Sri Lanka, New Zealand and South Africa.”