Aarti Chhabra, New Delhi
TAKE a traditional sport, base it on the successful sporting league format a la IPL, add a bit of glitz and glamour and garnish it with a whole lot of professionalism. The result is a concoction called Pro Kabaddi League (PKL), the latest to join the league of extraordinary sporting leagues in the country. Insurekot Sports Pvt. Ltd., a Mumbai based firm with a firm interest in various sports and related activities ventured into Kabaddi with the purchase of the Pro Kabaddi league’s Pune franchise.
To create awareness around the Puneri Paltan- the Pune Kabbadi team, the company embarked on a campaign and appointed MOMS to execute the OOH dimension of the campaign.
The campaign was executed in Pune and was focused on some of the key areas of the city with the use of clutter breaking billboards for impact & bus shelters for reach. The agency had taken large formats/solus sites to break the clutter, covering the major routes used by the people. The campaign highlighted the dates & venue of the matches being played in Pune.
Dipankar Sanyal, COO, MOMS, said, “The key pivot of our strategy was to build excitement about Puneri Paltan- the Pune Kabbadi team owned by InsureKot. As this indigenous sport strikes a chord with all age groups, cuts across socio economic groups, we ensured that our planning on the ground resonated with everyone in the city-residents, people moving to and from the city. The touch points chosen had a mass appeal so that the game appeals not only to sports enthusiasts’ but to all.”
Team MOMS worked round the clock to make the campaign a huge success.