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Innovation-led consumer activations keep kabaddi enthusiasts hooked

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MUMBAI: While the action on the mat gripped the entire nation, Vivo Pro Kabaddi Season 5 also innovatively engaged with its fans, off the mat.  In line with the vision of making kabaddi an accessible and engaging sport for everyone, the league organised a host of appealing marketing activations for kabaddi enthusiasts across the country.

‘Team Up – Lift the Cup’ was the mantra for fans, as they took up the Pull Room Challenge, getting first-hand taste of Le Panga. The challenge -- which is under way till 28 October -- involved a replica of the Vivo Pro Kabaddi Season 5 trophy placed inside a locked chamber which could only be opened when a team of seven individuals, just like in a kabaddi team, attempt to unlock it. Placed in multiple locations across Mumbai and Bangalore, the activation saw scores of kabaddi enthusiasts trying to strategise and come up with innovative ways to accomplish the seemingly difficult task.

Meanwhile, in Bangalore, the league also partnered with 30 pubs to ensure a wholesome and enjoyable kabaddi experience for fans as they unwind their day with an action-packed evening of kabaddi with their friends. These included kabaddi screenings and branding for the Vivo Pro Kabaddi across all 30 locations.

Vivo Pro Kabaddi also tied up exclusively with one of Mumbai's oldest and most visited mandal, Girgaoncha Raja on the occasion of Ganesh Chaturthi. This included creating a special VIP room, organising engagement activities and the showstopper- installation of Ganesha playing Kabaddi apart from other branding initiatives. This was accompanied with 20 more Ganesh Mandal tie ups in a total of six cities.

The path-breaking campaign was conceptualised and managed by The Brand Brewery - a leading experiential marketing agency. TBB came up with this classic campaign to bust myths like kabaddi places more emphasis on brawn than brain and reiterate instead that the sport is a combination of strategy, teamwork and athleticism. 

The campaign also went viral on social media and scored high on the popularity meter.

Link to the Video: Star Sports  Pull Room Challenge

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