ITC has voluntarily pulled out of sponsoring cricket matches and ground promotions. According to Aaren Initiative managing director Ashish Bhasin, this assignment is a big challenge for Aaren Initiative as the entire advertising and beautification has to be completed within a short span of time. "We have employed over 200 people working round the clock to put up hoardings and banners at the venue. And we have to complete the task within 48 hours," said Mr Bhasin.

He said that the Mumbai Cricket Association has assigned the exclusive outdoor advertising rights to Aaren Initiative. "The advertiser for the match is Aptech Ltd, the computer education giant. As it's our client, we will be putting up hoardings and banners of Aptech at the venue. We will paint the top of the ceilings with our clients' ad campaigns," Mr Bhasin added.

Mr Bhasin informed that the rights include advertising on 13 exit gates, 30 pillars, the Garware Pavilion, the Vijay Merchant Stand, the Sunil Gavaskar Stand and the entire roof top panel around the stadium amounting to over 20,000 square feet of the advertising space. "As the match will be televised and watched throughout the country, our client will gain high visibility through this match," adds Mr Bhasin.

On October 9, 2000, Initiative Media joined hands with Aaren Publicity to float Aaren Initiative in a bid to cater to the outdoor media needs of its clients. At present, Aaren Initiative handles accounts like Sony Television Network, Sharekhan.com, Bombay Dyeing and UTI Bank among others.

The Rs 650 crore outdoor advertising industry in India has registered a growth rate of 20 per cent in 2000. "Aaren Initiative has introduced a scientific outdoor planning tool called LINOPES, to measure the efficacy of outdoor advertising in India for the first time," claims Mr Bhasin.