Financial Daily from THE HINDU group of publications
Friday, Jan 31, 2003
Financial Daily from THE HINDU group of publications Friday, Jan 31, 2003 |
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Promotions & Offers Marketing - Promotions & Offers Saurav team to sport Sahara's Amby Valley logo Neha Kaushik
NEW DELHI, Jan. 30 DON'T be surprised to see your men in blue sporting a new logo when they step on the cricket field next month in South Africa. In a decision formally conveyed to Sahara India on Thursday, the International Cricket Council (ICC) has allowed the Indian team to sport the logo of the Sahara India group. A Sahara official told Business Line that the logo will carry the name — Amby Valley — which is the company's residential project spread over 5,000 acres in Maharashtra. However, Sahara has also lodged a protest with the Board of Control for Cricket in India (BCCI) for the ICC's rejection of using the term `Sahara' as a logo, the official said. The ICC had earlier stated that it would not allow Sahara to use their brand on the Indian cricket team as it was in conflict with the interests of the global sponsors of the World Cup, South African Airways. Incidentally, this was not the first time that Sahara had requested the ICC to allow its logo to be used on the grounds that the Indian team's contract was with Sahara India Commercial and Corporation Ltd (SICCL), the housing subsidiary of the Sahara group, and not with Sahara Airlines. However, the plea was rejected by the ICC on the grounds that Mr Subrata Roy Sahara, Chairman of both the companies, SICCL and Air Sahara, was common. This time around the ICC has not raised any such objection. It has also been learnt that even South African Airways has no reservations towards Sahara using its logo, as Sahara is a domestic airline. Meanwhile, a company official said that Sahara will be running a commercial featuring some of the cricket players for its newly-launched `Sahara Youth Power', celebrating 25 years of Sahara, soon. The ambassadors for `Sahara Youth Power' include Saurav Ganguly, Virendra Sehwag, Zaheer Khan, Harbhajan Singh, Yuvraj Singh, and Mohammed Kaif, apart from a gamut of celebrities from Bollywood. The Amby Valley, Sahara Lake City project, which will be promoted at the World Cup, is located amidst the Sahayadri ranges, 135 km from Mumbai. It is slated to be the country's first artificially created hill station and is being developed by Sahara India as a city-cum-adventure tourism centre.
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