ESPN STAR Sports (ESS) is seeking to give the Champions League T20 a fresh positioning A detailed study has been carried out in major cities like Delhi, Mumbai, Bangalore, and Kolkata, among others.

The sports channel took cognisance of where Champions League T20 stands vis-à-vis other T20 formats, such as BCCI T20.

Based on a detailed study undertaken both quantitative and qualitative to help understand Champions League T20 better and arrive at a new positioning. A Qualitative study was conducted in 4 markets including Delhi, Bombay, Bangalore and Jaipur. Following this was a Quantitative study in 7 markets including Delhi, Bombay, Bangalore, Calcutta, Ahmedabad, Jaipur and Pune

The format itself is unique and the task for Saffron that emerged after the research was to create more buzz around the event and greater association with Champions League T20. To communicate that the event remains the highest honour that game has to offer. This is when McCann Erickson was roped in to translate the new positioning into compelling creative’s.