New Delhi: Cashing in on the World Cup fever, which has gathered momentum with India's stupendous NatWest series victory, an airline belonging to the sponsors of the cricket team on Monday launched a 25-crore initiative called "Crickcitement".

This promotional scheme by Air Sahara commences on July 21 and involves two games – "fortune googly as well as fly and play".

"Crickcitement is your ticket to cricket wherein no questions, no slogans are asked and Air Sahara flier can win one million prizes," Air Sahara chief executive offiver Uttam Kumar Bose told reporters.

This initiative is latest in line by the aviation company, which has launched similar schemes in recent past to woo the flier and effected drastic slashes in air ticket rates.

Exploiting the passion associated with cricket in the country, Air Sahara's schemes will see all its fliers win prizes, ranging from Rs 2.5 crore timber chalet in Lonavala near Mumbai to a Mercedes E-class car, Plasma TV, personal computers and total expense paid trips to watch India play at Sri Lanka, New Zealand and South Africa.

Since Sahara India Parivar are sponsors of the Indian team, skipper Saurav Ganguly would be endorsing the schemes.

Ganguly, who was connected via telephone in London, urged people to participate in "Crickcitement", which he said "is the largest ever cricket promotion programme in the country".

On India's sensational victory at the Lord's on Saturday, he said, "We have played some very good cricket over the past two-three weeks. We deserved to win it."

PTI