After the Indian Premier League (IPL), Multi Screen Media’s (MSM) Sony Max has decided to add another sports property to its name--the Pro Wrestling League (PWL). To raise awareness about this new initiative, the channel has roped in DDB Mudra to roll out a campaign called ‘Khel Fauladi’, to target the Hindi markets and bring the traditional ‘akhara’ culture to the global platform. “Wrestling as a sport is entrenched in our country as part of our ‘akhara culture’ which is now getting a global recognition with its very own league,” says Vaishali Sharma, Senior VP and Marketing Head, Sony Max.
The latest TVC of Khel Fauladi is aimed at men and women separately with an attempt to break common stereotypes. Featuring acclaimed players from the wrestling world like Sushil Kumar, Yogeshwar Dutt, Babita Kumari and Geeta Phogat, it highlights the raw nature of the sport while maintaining an international feel to it. “The campaign has an aspirational larger-than-life appeal,” shares Sharma, adding that it’s a celebration of raw strength. “The idea is to glorify toughness,” she adds.
Speaking about the brief given to the DDB Mudra, Sharma says, “We wanted the campaign to stay true to the sport which is based on skill, technique, strength and endurance. At the same time we wanted to glorify the rawness, bravery and fierceness of the sport. The idea was to bring alive the strength the sport demands. Also from audience’s perspectives, there is a huge admiration for combat sports which can be reflected from their interest towards martial arts. We wanted to bring it alive in our campaign.”
The multi-media campaign comprising of television, print, radio and outdoor promotions is targeting the Hindi- speaking markets where wrestling enjoys relatively more adulation compared to other sports. The TVCs will be aired on prime time slots on Sony Pal which has a strong connect in the tier 2 and 3 markets, Sony Max and Sony Six.
The tournament is scheduled to start from 10 December, 2015 with six city-based teams comprising of the world's top 66 wrestlers. It will be played in six cities across North, South, East and West Zones in India like Delhi, Ludhiana, Mumbai and Bangalore. Each team will have 9 players – 5 Indians, 4 foreign, 5 men and 4 women.