Companies step up brand building activities during CWG

Corporate houses are stepping up efforts to cash in on the Commonwealth Games (CWG), which drew a lot of positive response after the spectacular opening ceremony.

While Canon has set up a service centre at the Games venue offering free repair services to photo-journalists, Parle Products is supplying biscuits to be consumed at the venues.

"We are supplying biscuits for the Games through various vendors. The organising committee has appointed seven-eight vendors. So, whatever confectioneries and biscuits they ask us to supply, we do it," Parle Products company official told PTI.

At present, the company is supplying its 'Marie' biscuits customised specially for the CWG. "There is demand for other brands including Hide & Seek and Parle G," the official added.

In line with its global brand building strategy by associating with mega sporting events, Japanese digital imaging firm Canon has opened a service outlet near the media centre at Pragati Maidan.

"For the CWG, we have dedicated people at the center and are importing camera equipment to cater to photo-journalists during the event," Canon India Senior Vice President Alok Bharadwaj said.

Besides, other corporate houses, which had announced their association with the event include soft drink major Coca -Cola, Reebok, Tata Motors and Hero Honda.

As part of its brand building activity, Coca Cola, which is the official beverage partner of the CWG, has launched a new logo and campaign designed specially for the Games.

"This new identity and an extensive outdoor campaign will be used to activate all competition and non-competition venues of the CWG including training and competition venues and the CWG village," according to a company spokesperson.

As part of the association, the company will serve over 10 lakh bottles of its various brands to athletes, delegates, volunteers and consumers during the Games.

Coca Cola also for the first time launched its sports drink Powerade during the CWG.

While Hero Honda is the official motorcycle partner, Tata Motors is providing over 1,809 vehicles to be used during the Games.