Viacom18 partners with PMG, Maha govt for Road Safety World Series

MUMBAI: Viacom18 has partnered with sports marketing agency PMG and Road Safety Cell of Maharashtra government to launch Road Safety World Series, an annual T20 cricket tournament between legends of five cricket playing nations—Australia, South Africa, Sri Lanka, West Indies and host India.

Viacom18’s Colors Cineplex is the broadcast partner while Voot and Jio are the digital partners. The popular platform Tik Tok is coming on board as the Online Community Partner of the League.

Some of the players who will feature in the series include Master Blaster Sachin Tendulkar, Virender Sehwag, the legendary West Indian Brian Lara, Aussie speedster Bret Lee, Sri Lanka’s Tillakaratne Dilshan and Jonty Rhodes.

Along with great rivalry and fierce competition, the cricketers will also spread the message of road safety during this League. The tournament will be played from 4th February to 16th February 2020 and will be hosted across premier venues in India.

Little Master Sunil Gavaskar is the Commissioner and Master Blaster Sachin Tendulkar is the Brand Ambassador of the League. The aim of the Road Safety World Series is to drive social change in the country and change people’s outlook towards road safety.

A portion of the profits gained during this league will go to Shant Bharat Surakshit Bharat, a charitable trust whose main objective is to promote the cause of road safety in the country.

Speaking about the partnership for Road Safety World Series, Viacom18 Group CEO and MD Sudhanshu Vats said, “We have always believed that entertainment has the potential to bring about meaningful change and what better way of practicing this philosophy than to bring cricketing legends in the popular T20 format to spread the message of road safety. An annual tourney spread over two weeks, I believe this league has the right balance of fandom, brevity, and consumer connect to make this a viable long-term proposition – both in terms of sporting and business value. We are happy to partner with PMG and Road Safety Cell of Maharashtra Govt. to bring forth this cricketing tournament to viewers across the world.”

Leading short view platform, TikTok has also extended its support to the campaign as Online Community Partners. As part of this partnership, the TikTok campaign #RoadSafetyChamps will launch go live on the platform in the lead up to the tournament in February 2019.

“In line with our commitment towards the safety of our users, we are excited to partner with Road Safety World Series. As part of our ongoing safety initiatives, we’ve launched several consumer education programs in the past. Through this partnership, we look forward to extending support by spreading the message of road safety through TikTok,” TikTok India Director Public Policy Programs Nitin Saluja.

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