As preparations for Commonwealth Games 2010 to be held in the Capital gain momentum, the advertising world is also gearing to roll out a multimedia advertising campaign.

The Commonwealth Games Federation has allocated a sum of Rs 300 crore — the biggest account ever awarded by the government — for advertising and promotion of the event over 3 years.

JWT, Mercantile Advertising and Quantum Communications have been assigned the creative and media duties for the event.

Rohit Ohri, managing partner, JWT, said: "We are looking to create a buzz around the games not only at the national level, but also at a global level. The theme ‘Come out and play' is a multidimensional thought aimed at mass mobilisation and creating a movement around the games."

The tagline ‘Come Out and Play' was revealed along with logo for the ceremony in January this year, which marked the ‘1000 Days To Go' timeline for the games.

"We are working on a campaign that will inspire India to come out from her homes on the sports turf or even on the streets and invite the world to come and be a part of this sporting movement," Ohri added.

The agencies are working out creatives aimed at attracting youth and moving beyond cricket. The first 18 months will be devoted to on ground activation and various contact programs. A school contact program has been designed to get children involved in the process and help them understand the dynamics of the sporting event.

The 3rd Youth Games to be held in Pune from October 12-18 will act as a trial event for the Commonwealth Games. "The Youth Games will mark the kick off for the progressive campaign. The campaign will go on air in the second half of 2009 and will communicate not only to India, but other countries as well," Ohri said.

The games will be staged in India for the first time and will be India's first big international sports event since the 1982 Asian Games.With India expecting over 10,000 sportsmen during the Commonwealth Games 2010, the agencies are also trying to promote India as a destination for watching sports.

"The aim is also to promote India as destination for sports tourism," Ohri explained. During the last edition of Commonwealth Games in 2006, India had won 22 gold medals — sixteen of them coming from shooting — to finish fourth.