Toyota University Cricket Championship has been launched to promote the sport of cricket at University level. Toyota says, the tournament will see, 8 top university cricket teams to contest amongst each other for the title of the champion. The tournament is launched in association with NDTV, Association of Indian Universities (AIU) and Ministry of Human Resource Department. In a country where cricket is the last sport that needs promotion or any kind of advertisement, it is difficult to understand why organizers favor the sport, especially when the state of other sports in the country is very poor.
The idea behind this initiative is to find the next gen of cricket stars in the country. TUCC will be the perfect platform for University students to show their prowess in cricket. The T20 matches will start February 2013. At the launch event, earlier today, following dignitaries were present, Superstar Shah Rukh Khan along with Mr. Sandeep Singh, DMD and COO, Marketing & Commercial, Toyota Kirloskar Motor, Mr. Hidehisa Nagae, Executive Managing Coordinator- Director, CR & Marketing, Toyota Kirloskar Motor, Dr. Prannoy Roy, Founder and Executive Co-Chairperson of NDTV and Dr. S. N. Puri, President, AIU.
TUCC event will see the 8 teams divided in two groups of four each. In the group stage, they will compete with each other once. The matches will take place across various Indian cities. The players of these teams will receive coaching from famous cricketers, who will also act as team ambassadors. In order to train the players, special camps will also arranged.
Speaking on the occasion, Mr. Sandeep Singh, DMD and COO, TKM said, “Toyota University Cricket Championship is a special project for us and we are very glad to encourage and promote university level cricket in India. Toyota’s foray into this new venture is in line with our global philosophy of creating a sense of ‘WAKU DOKI’, which in Japanese means ‘excitement, joy and fun.’
With the help of our partners NDTV, we have planned a very aggressive marketing campaign for TUCC which will entail a blitz of promotion and BTL activities starting today till the 17th of February and a number of contests and other attractions from February 17th till the 10th of March, 2013. We will also run very exciting contests for the young participants from the audience who will be eligible to win a brand new Toyota Etios Liva. We will also gift a Toyota Etios to the man of the series,” continued Mr. Singh.
TUCC aims to reach out to more than two hundred Universities and twenty lakh students across the country through interactive on ground activities across colleges and universities. The matches will also be followed by a carnival with LIVE musical performances by some of India’s great artists, great food and engaging on-ground contests.