SOURCE: CineMaya Media Group, Inc.

March 23, 2007 09:00 ET

Elephant Advertising Rolls Out Public Places Program for DIRECTV

NEW YORK, NY -- (MARKET WIRE) -- March 23, 2007 -- Elephant Advertising & Events, a wholly owned subsidiary of CineMaya Media Group (PINKSHEETS: CNMY), has rolled out an extensive grassroots Public Places Program to bring DIRECTV to commercial establishments most frequented by Indian Americans across the US. This rollout coincides with DIRECTV's broadcast of the ICC Cricket World Cup.

Elephant Advertising has installed over 45 DIRECTV branded plasma televisions across the country in restaurants, grocery stores, community centers, and banks which cater to the Indian American community. The venues selected for this extensive "Public Places Program" have some of the highest foot traffic by Indian consumers in America. The program includes venues across New York, New Jersey, Chicago, Atlanta, Dallas, Houston, the Bay Area, and Los Angeles.

Nayan Padrai, President of CineMaya Media Group and Elephant Advertising, states, "DIRECTV World Direct is a leader in marketing through grassroots channels. A strategy was developed to give Indian Americans a glimpse of Indian news and entertainment programming that they can see exclusively on DIRECTV, along with the Cricket World Cup, the biggest sporting event for Indians around the world. This Public Places Program brings DIRECTV closer to the community through storefronts and establishments, and allows for a deeper relationship to be built with consumers."

Sunil Hali, Chairman of CineMaya Media Group states, "The Public Places Program, coupled with extensive Point-of-Purchase (POP), Outdoor, and Transit advertising campaigns, give DIRECTV a reach that traditional media just cannot offer to a niche community. We are proud to have the opportunity to apply strategic initiatives such as this to bring consumers closer to the DIRECTV brand."

"This is a very good opportunity for restaurants like Tawa to promote themselves, while promoting cricket and DIRECTV," says Mr. Kadam, co-owner of Tawa Restaurant in New Jersey. "People enjoy watching cricket, and many people have come up to us with questions about the DIRECTV packages. It was definitely a good move," he adds.

Mr. Nirav Shah, Manager of Rajbhog, one of the most popular Indian franchise restaurants located in Jackson Heights, the oldest and probably most famous shopping area for Indians in the US for the last four decades, says, "People are really excited about the Cricket World Cup. They are calling us to know if we are showing the DIRECTV broadcast of Cricket World Cup in the store. They are even enjoying the repeat telecast of matches."

DIRECTV offers South Asian programming in multiple languages and packages. DIRECTV is the official broadcaster of the ICC Cricket World Cup where tonight's game is a critical one between India and Sri Lanka, and should be the center of attention for many South Asians throughout the world. For more information on DIRECTV's International Programming packages, visit or call (800) 378-4179.

About Elephant Advertising & Events

Elephant Advertising is a wholly owned subsidiary of CineMaya Media Group (PINKSHEETS: CNMY), and the leading ethnic advertising agency focused exclusively on the rapidly growing, diverse, and successful South Asian market in North America. Elephant Advertising has built an impressive portfolio of top tier clients including brands such as DIRECTV, Air France, Indus American Bank,,, and MCHI, amongst others.

For more information about Elephant Advertising, please visit or email

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