``We have planned it that way. We cannot possibly keep saying `Come On India' if the team is out of the tournament. Our ad-spend is totally linked with the Indian team's participation and in case of an early exit we will have to reallocate our resources for future opportunities,'' says ITC's general manager, brands, K Dasaratharaman.

Unconfirmed reports indicate that ITC is spending around Rs 8 crore for the World Cup campaign for the DD Sportschannel alone and around Rs 50-60 lakh for the print media.

According to Dasaratharaman: ``The emotional, rather than the rational, association with the Wills trademark will be built upon by the new ad campaign. It will try to echo the feelings of the entire country.''

Pertinently, the Wills Sport logo will be associated with ITC's World Cup campaign. This division of ITC was started last year and plans to launch a range of branded fashion casuals along with sports accessories. At present, only golf accessories are available under this brand.

Surprisingly, the official sponsor of the cricket team has been slow to start off its World Cup campaign -- however, the cigarette major promises to make up for it in May itself. ``When you take a look at the entire effort after the event you will not feel that the campaign was a low-key one,'' promises Dasaratharaman on an ebulliant note.

It may be recalled that ITC's `Made For Each Other' series of television commercials were aired extensively prior to the1996 Wills World Cup, when ITC was the title sponsor. The virtual absence of ITC this time round has therefore been all the more striking.

``We are already in magazines and dailies and on hoardings. Any moment we will be on the electronic media with campaign spots. Our ad-spend is commensurate with the importance of the event and we are in no way less committed than anybody else in supporting the team,'' insists Dasaratharaman firmly.

The launch of the branded apparel by Wills Sport is likely to be scheduled sometime later in the year, although ITC is tight-lipped about apossible date. The World Cup campaign just prior to the debut of the sport accessories and branded apparel range could provide the Wills Sport sub-brand a perfect launch pad.

Dasaratharaman says: ``The campaign promotes the Wills trademark. Wills Sport is an integral part of the trademark, totally in sync with the motherbrand's attributes. Whether this hype will be linked to the launch of the fashion casuals is something that theWills Sport people are keeping close to their hearts.''

``Ultimately the advertisements will generate attributes and value beneficial to the Wills umbrella trademark,'' he adds. The creation of Wills Sport division also helps ITC to retain the Wills brand's association with cricket.

It may be recalled that objections were raised about the use of the Wills logo during India's recent New Zealand tour as tobacco advertising in sports is banned there.

The `Come On India' music video had been released at a gathering in Mumbai where the entire Indian team was present. The video is directed by Prahlad Kakkar and produced by BMG Crescendo and ITC. Cassettes with the song are also available in the market.

The video features many of the celebrities who are part of ITC's television spots for the World Cup. The video is being aired on music channels currently and the ad-spots are likely to appear on television and radio any time.

In the print media, ITC is going for branding sports pages and special columns onthe match days during the World Cup. Plans for strip ads at the bottom of the page and the Wills Sport logo placed within the expert opinion pieces have been drawn up too.

However, there is no ITC involvement at the match venues. ``We had received detailed proposals from the England and Wales Cricket Board but decided against it as we felt what we are doing now is a better way of getting leverage for our brand,'' Dasaratharaman says.

He adds: ``The campaign hinges on the long term commitment of the Wills trademark to cricket and its effort to unite the entire country in support of the Indian team.''

Most of ITC's adspend is concentrated in the month of May and particularly around India's group matches. The possibility of India not advancing to the super-six stage has been factored into the campaign. Wills might be putting its money where its heart is when it comes to the ad-campaign, but on ad-spend, the money is clearly going where the head dictates.