INNOVATIVE COMMUNICATION STRATEGY: ANCIENT GAME BRANDING “PRO KABADDI LEAGUE 2016”

Participants:Soumajit NagSunidhiBimlesh Kumar SinghKunal YatiSandeep Mukherjee

ABOUT KABADDI• Kabaddi has been played at the Asian games since 1990. The Indian team has won

all 7 Gold medals at Kabaddi internationally followed by Bangladesh that won 3 silver medals internationally.

• Standardizing of kabaddi took place at Maharashtra from 1915’s through to 1920’s.• Kabaddi exposed at Berlin Olympics in 1936 which was demonstrated by India.• All India Kabaddi Federation (AIKF) established at 1950 and first national

tournament for men was held at Chennai on 1950’s.• India emerged as champions in Asian kabaddi championship by beating Bangladesh

in the final held in 1980’s.• Kabaddi World cup was first played in 2004, then in 2007 and then annually from

2010 onwards. • The game is played over 40 mins with a 5 mins break between halves. • There are 7 players on each side and the team that outs all the player’s on the

opponent side scores 4 extra points.• For every player of the opposition touched ‘out’, a team earns a point.• A team scores a bonus of two points called a “lona”, if the entire opposing team is

declared out.• Six officials supervises a match: one referee, two umpires, a scorer and two

assistant scorers.

EARLY 90’s PLAYOFF STYLE AT KABADDI

ABOUT PRO KABADDI

• It is a league founded in the year 2014 where it is formulated as an eight-city league played in “caravan format”.

• There are a total of 60 matches playoffs with 8 venues of total to play.• It is an initiative of Mashal Sports which was co-founded by Mr. Anand Mahindra,

chairman of Mahindra group.• The director of Mashal Sports is Mr. Charu Sharma who has acquired the rights to

organize the league for a period of 10 years. • Star India acquired a 74% stake in Mashal sports, and has now control over the

entire league as a majority owner of Mashal Sports.• The 8 teams that represent the entire of the Pro-Kabaddi league in the competition

are Bengal Warriors, Jaipur Pink Panthers, U Mumba, Bengaluru Bulls, Dabang Delhi, Puneri Paltan, Telugu Titans, Patna Pirates.

NEW PLAYOFF ARENA FOR SEASONS AT PRO-KABADDI LEAGUE

LOGO SETUP OF PRO-KABADDI 2016

MAKING LOGO APPEARANCE DYNAMIC IN FORM BY BRANDING USING BACKGROUND CREATIVITY

SANCTIONED BY

TAGLINE’s FOR ADVERTISEMENT AND PROMOTIONAL PURPOSE

“SOCH KABADDI, KHEL KABADDI, JEET KABADDI”Channel Partners:• Star Sports.• Hotstar.

BRAND ENDORSEMENT BY PLAYERS

BIDDING FOR THE PLAYERS IN PRO-KABADDI 2016

DIFFERENCES OF KABADDI AND PRO-KABADDI

KABADDI:• Played under the supervision of 6 referees and following traditional techniques.• The total duration of the game is 40 mins with a 5 mins break in between the halves.• Circle style kabaddi follows formats such as:

Lambi kabaddi (The player declared out stays in the field and the play goes on) Saunchi kabaddi (only can touch in chest not any other body parts for making out) Gooni kabaddi (There is no spell of the word “Kaudi-Kaudi”, so if any player is touched by the raider

is considered to be out henceforth the defenders need to catch the raider and if raider gives up then defender gets the point)

PRO-KABADDI:• Played under the supervision of 6 referees following modern techniques for tackling

and defending.• Prize money for winners is Rs 50 lakhs, runner’s up is Rs 25 lakhs and for the third

place Rs 15 lakhs.• Eight teams overall and total money auctioned at Pro-Kabaddi 2016 season-4 is Rs

470.20 lakhs.• Break limit of 3 mins in halves within a 40 mins game.

MARKETING STRATEGY OF PRO-KABADDI• To increase the number of viewers in the Season 4 i.e. Pro-Kabaddi 2016 from

45% to 100%.• To make an online broadcast of the Pro-Kabaddi for getting more people attention

towards the content.• To increase the high point in the game which will be full of action, drama and

emotional setbacks.• To increase the profit margin.• To increase the seating capacity by many folds i.e. from 2000 people seating

arrangements to 7000 people seating arrangements.• To increase the more number of partners like TVS Motors, VIP Frenchie and Bajaj

Electricals and Castrol Active.• To spend its market across whole of India by making an investment of more than

$5 billion for the next 5 years.• To increase the growth as well as the popularity of the Pro-Kabaddi league in the

market.• To create a channel partner with different other sports channel and promoting

themselves in the Energy drinks band.

SPONSORERS

CELEBRITY ENDORSEMENT

DIFFERENT MODES OF ADVERTISEMENTS FOR PRO-KABADDI

• Electronic Media advertisements.• Banners and logo for promotional purpose used.• 3D- Model of the different stadiums.• Advertisements through newspapers and magazines are also done for getting more

likeliness from the readers of the particulars.• Advertising with a product brand for getting more attraction from the customers to

view the Pro-Kabaddi and generating likeliness.• For ex: Advertising with the product Adidas by the U Mumba Players of Mumbai

as depicted below.

INNOVATIONS IN THE GAME• New format has been initiated and new rules are made that is displayed

electronically.• New skills for every player are assigned i.e. lion jump, flying kick, dodge and

grappling tackle, toe-touch, reverse kicks, escaping a tackle techniques are new kinds of innovation.

• Use of Media that updates each and every event along with the analysis of each and every match simultaneously is also a kind of innovation that brings a charm in the customers minds.

• New innovations include awarding of 2 points for a “Super Tackle”, when 3 defenders or less keep a raider down in any raid.

• The “Do-Or-Die Raid” is another great new rule to add more intensity and increase the scoring rates.

• The referee’s are all equipped with a highly device for the detection of the false tackles as well as for any points if any of the team gets i.e. the Review process after a valid countdown time.

WATCH AND ANSWER QUESTIONS TO WIN MODE

CONCLUSION• Kabaddi in traditional was played without any proper stadiums and without any

form of celebrity endorsement in it.• Traditional Kabaddi is having a time gap of 5 minutes between the halves.• Pro-Kabaddi is played with a time-gap of 3 minutes in between the halves.• Traditional form of Kabaddi was no form of advertisement process i.e. market

customer attraction.• Pro-Kabaddi has a wide range of market with a proper strategy implementation in

forming it.• Use of different techniques is used in case of Pro-Kabaddi.• No advanced techniques are used in Traditional form of Kabaddi.• The bidding for the players are there in Pro-Kabaddi whereas in traditional Kabaddi

there is no bidding or neither sponsoring activities.• Prize money is kept for Pro-Kabaddi but not for Traditional Kabaddi.