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The Khali effect: Laqshya, Ten Sports go all out to celebrate WWE wrestler’s homecoming

The Khali effect: Laqshya, Ten Sports go all out to celebrate WWE wrestler’s homecoming

Author | exchange4media Mumbai Bureau | Tuesday, May 13,2008 8:33 AM

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The Khali effect: Laqshya, Ten Sports go all out to celebrate WWE wrestler’s homecoming

Fondly referred to as India’s ‘biggest’ sports export, Khali aka Dalip Singh Rana, has caused quite a stir in the wrestling world abroad. So, when the 7 feet 3 inch tall Khali came visiting his homeland, it has become quite an event for thousands of his Indian fans. And whipping up some more frenzy are Laqshya Media and Ten Sports.

Laqshya Media has tied up with Ten Sports as the official out-of-home partner to promote Khali’s return to his home town.

Speaking on the tie-up, Soumitra Bhattacharyya, CEO, Laqshya Outdoors, said, “Ten Sports is an important business associate for us, hence a tie-up with them and all other business associates for common goals always works well for our business. Achievements and celebration of achievements are the ‘high’ that Young India needs. Khali is popular and an achiever too. We at Laqshya are also basking in this achievement-induced celebratory ambience. We are also a young company with global ambitions and we find the brand personalities have a few matching traits.”

On why Laqshya chose to campaign Khali’s homecoming, Bhattacharyya said, “As media you can only accentuate a sentiment. Khali’s homecoming was a hero’s welcome and the sentiments that it engendered were very positive ones. The positive sentiments of the audience helps in creating the right brand connect.”

He further said, “Our marketing strategy is to convey to our various stakeholders of our futuristic outlook, our leadership mindset, our global ambitions and our superb media assets and solutions.”

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