``Members of the Indian cricket team wore the Wills Sport logo. As a result, the logo was widely seen. It was also seen through the print campaign and electronic media ads. Since building up a brand such as Wills Sport is a long-term, continuous process, it isdifficult to say that a brand is already well-established. ITC will continue in its efforts to strengthen the brand and build up its salience,'' Dasaratharaman added.

The Wills campaign started off in the last week of April 1999, when ITC launched a Shankar Mahadevan music video -- released by BMG Cresendo and directed by Prahlad Kakkar -- in the presence of the Indian team at Mumbai. ITC designed ad-spots to promote the video and -- in the process promoted Wills Sport too. Two weeks before the World Cup the video was being aired on the music channels.

Most of the campaign was concentrated during the Indian team's matches and the `Come On India' slogan was displayed liberally in the print media on India's match days. ITC's electronic media activity was concentrated on the music channels and DD Sports.

According to Dasaratharaman: ``The Come-On-India campaign on print, outdoor and television was designed to rally the nation behind the Wills Indian Team in its World Cup campaign. The cassette too has alsobeen well received.'' While ITC sources refuse to divulge details about ad-spend, market sources indicate that the combined cost of the print campaign, television and outdoors media could total Rs 10 crore. Howzzat for building a brand?