Dilli Aajtak partners Delhi Daredevils to launch flash cricket

The joint initiative by Dilli Aajtak and Delhi Daredevils involves flash cricket at several locations across Delhi.

Players of GMR-owned IPL team Delhi Daredevils will traverse the streets of New Delhi and organise flash cricket with the people. The endeavour, a joint initiative launched by India Today Group-owned Hindi news channel Dilli Aajtak and Delhi Daredevils, will include a few big names such as Irfan Pathan and Virender Sehwag, who will participate in the matches.

The flash cricket will be organised at different locations such as malls, streets, colleges, offices, complexes and resident colonies. A total of 35 locations have been chosen across the city. The initiative is being powered by Pepsi. The campaign started on April 11 and will continue for a month.

Vivek Malhotra, vice-president, marketing, strategy, planning and research, TV Today Network, says, "What does a FlashXYZ do? It comes suddenly from nowhere and then quickly disappears. We replaced XYZ with cricket."

The initiative is being promoted on the Today TV Network channels. The group's radio platform is being used to engage people. Some of the lucky winners will be shown on AajTak and Headlines Today, while some of the important matches will be shown live on Dilli Aajtak.

Malhotra adds that Delhi Daredevils and Dilli Aajtak have a lot in common, including the pride of being Delhiites. He is confident that the activity will help increase the channel's viewership numbers.

Dilli Aajtak is a part of the India Today Group that includes several other news channels such as Headlines Today, Aajtak and Tez. The group also boasts more than 30 publications and offerings on the radio platform.