If the rivalry between Roger Federer [Images], Rafael Nadal [Images] and Novak Djokovic was not intense enough, the governing body of the men's professional tennis circuit, ATP, has roped in the stars for the new global advertising campaign 'FEEL IT'.

The ATP, on Tuesday, unveiled a multi million dollar campaign that showcases the sport's core values as a one-on-one gladiatorial battle

Developed following extensive consumer research, 'FEEL IT' pre-launched at the prestigious BNP Paribas Masters tournament in Paris, before rolling out globally throughout 2008.

"Anyone who has sat a few yards away when a player like Andy Roddick [Images] or Roger Federer serves a tennis ball knows there are few sports that can rival men's tennis for sheer excitement, intensity and power," said Phil Anderton, ATP Chief Marketing Officer.

"'FEEL IT' is a new global campaign designed to help our 63 tournaments use the raw excitement of our sport to connect with fans and encourage them to experience the unique sensation of live men's tennis."

World No 1 Federer, who features in a creative showing past champions of the men's game, said: "I think 'FEEL IT' is a very good idea and I like the legends aspect with all the other great players on my photo. It makes me proud as I'm not only playing against the current players but also against history.

"The 'FEEL IT' campaign looks good and we need something like this as there are a lot of new players coming up as well as players that are well established. I think it's great to try it as a test at the BNP Paribas Masters tournament in Paris."

Andy Murray said: "I think 'FEEL IT' is a really good idea. Sometimes when you watch tennis on TV you don't understand the intensity that the players are playing with. This kind of campaign can really show that to the fans.  I like the flames coming out of my racket. I like to think that when I hit the ball, there's a bit of fire coming off my racket!"

The two ATP tournaments in India, in Chennai and Mumbai, have also embraced the concept, created as a flexible and adaptable central resource that can be utilised in any of the ATP's 63 tournament markets globally.

Chennai Open tournament director Fernando Soler said "The Chennai Open is excited to be amongst the first tournaments in the world to unleash the intensity and passion of 'FEEL It'.

"The tournament over the years with its high-voltage tennis action has caught the imagination of the tennis fans worldwide. The campaign will invigorate fans around the world and especially in India encouraging them to experience the unique sensation of live men's tennis.

Mahesh Bhupathi [Images], who runs the Mumbai Open, said "Tennis today is truly a global sport that transcends boundaries and signifies passion, courage, integrity, strength and endurance.

Today, tournaments in India have proved to be at par with the most sought after tournaments internationally, the "Feel It" campaign, takes it a step further, levels the playing field and gives the se tournaments the impetus and stature they truly deserve."

This development is poised to take tennis to new heights and we're all geared up to Feel It!