Sony Entertainment Television (SET) 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 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,
