Television

Pro Kabaddi League set for flag off tomorrow

MUMBAI: They are a bunch of five well built and unruly boys. At first glance they will easily pass off as bullies. Lazing around near the school entrance they try to find a target and zero down on a small scrawny lad. Busy hugging a glass bottle filled with the choicest cookies, the lad is soon surrounded by the mini-thugs. Trying hard to sneak away, the poor boy mutters beneath his breath and in single leap jumps through the coterie of boys thanks to one of India's oldest sports - Kabaddi!  A booming voice then announces that life too is just like the desi game where winners are those who choose to go on, not giving up.

This isn’t a short film but a TVC created ahead of the Pro Kabaddi League (PKL). The core thought of the campaign is ‘Jeet Te Hain Wahin Jo Haar Nahin Mantey’. Thanks to the initiative of corporate biggie Anand Mahindra, through his company Mashal Sports (he is the co promoter along with commentator and his brother in law Charu Sharma) and broadcaster Star Sports, the historic game is finally getting its due. The PKL has the patronage of the International Kabaddi Federation, Asian Kabaddi Federation and Amateur Kabaddi Federation of India.

 On Star’s association with the league, Star India head of sports business Nitin Kukreja says, “We are very excited with the league coming up. It is a game that is to be seen and experienced. We have a great on and off ground campaign that is taking place to promote the game. We will use the best production values for the game.”

It had similarly taken up the challenge of promoting the game of Hockey through Hero Hockey India League earlier in 2014.

The 60 match tournament will be telecast during prime time on Star Sports 2, Star Sports 2 HD, Star Gold and starsports.com with commentary both in English and Hindi.

Initially 10 second teasers were launched with power packed visuals of the games and the tagline #Guessthegame. More than 15 TVCs including teasers, mini reveals and the thematic campaigns, created by Ogilvy & Mather, are being promoted across all channels of Star Network and starsports.com. The network has also roped in Bollywood star Salman Khan in one of them, a co-promotion for his film Kick.

The campaign is targeted at the eight franchise cities of Mumbai, Kolkata, Delhi, Patna, Pune, Vizag, Jaipur and Bengaluru. Hoardings have been extensively used to drive the league visibility in all these cities. The PKL has booked spots on FM radio stations such as Radio Mirchi and others for the radio campaign which features  an anthem composed by Dhruv Ghanekar.

While Kyazoonga is the online ticketing partner for Kolkata, Delhi, Jaipur, Bengaluru and Pune, Bookmyshow is the partner for Mumbai and Patna.

 On the digital front, Star says it will be live-streaming the league on starsports.com. The #JeetegaWahi campaign held on 18 July was trending at number one in India, claims the channel. Since then, there have been contests for online fans, which have also sought to demystify the rules of the game.

A prominent media planner said that advertisers had yet to be finalised for the first season, at the time of writing. He says advertisers will be playing a wait and watch game to see how the league takes shape. Advertising interest will be propelled post the league, he adds.

 Unilazer Sports CEO Supratik Sen which owns the U-Mumbai team when speaking to indiantelevision.com says, “We have a certain level of expectation from advertisers. We will come up with a strong base price during the second season of the league.”

 Leading corporate companies and individuals have ended up owning the eight franchises. They are: Kosmik Global Media for Bengaluru, Kalpathi Investments for Chennai, Rana Kapoor of Yes Bank for Delhi, Abhishek Bachchan for Jaipur, Kishore Biyani of Future Group for Kolkata, Ronnie Screwvala, Unilazer Sports for Mumbai, Uday Kotak of Kotak Mahindra Bank for Pune and Core Green Group for Vizag. 

 As reported earlier by indiantelevision.com, each of the franchise will have to shell out anywhere between Rs 4 crore to Rs 5 crore annually including a nominal franchise fee. During the auction, the pool cap for each of the teams was Rs 60 lakh. Patna Pirates bagged the costliest player for this season in Rakesh Kumar for Rs 12.80 lakh. The prize money for the league meanwhile is Rs 1 crore.

Mashal Sports will keep 80 per cent of the revenue from the central pool with the eight franchises. Marketing partner World Sport Group will receive 10 per cent, while the remaining 10 per cent will be retained by Mashal Sports for organising the league. It is estimated that Mashal Sports will incur an annual expenditure of Rs 10 crore to Rs 15 crore.

With one day to go before the league kicks off in Mumbai, one hopes that Indian audiences who have been chanting Dhoni Dhoni or Sachin Sachin will start muttering Kabaddi, Kabaddi, while watching what we believe promises to be an exciting first season for a sport which most of us have at sometime or the other played.

 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_19.jpg?itok=-DfCnP6B
Star World and Star World HD to air season 3 of 'Empire'

With Season 3 of Empire all set to premiere on Star World and Star World HD, there is rising curiosity about the future of the Lyon dynasty, Cookie and Lucious’s future and who can forget – the roles stars such as Mariah Carey, French Montana, Birdman, Xzibit, and Kid Cudi will play in the sizzling...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_18.jpg?itok=x74vIJu7
Vh1 to air the latest season of The X Factor UK in India

The most talked about TV show, The X Factor UK, is back on Vh1, yet again! This time, it’s back with some of the show’s most loved judges. The latest season of The X Factor will air in India on the 30 of August with a special two-episode premiere, following which, all-new episodes of the 13 season...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_17.jpg?itok=XP5Jr1CO
'The Night of' to end on Star World Premiere HD!

Steven Zaillian’s The Night Of turned out be the big hit that no one ever expected it to be. After all the obstacles it overcame and the amount of years it took for the miniseries to finally make it to television screens, The Night Of, since its premiere, led to a lot of conversations among...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_15.jpg?itok=cQ7wsx5f
Discovery to air new series 'Smart China'

This September, join hacker Josh Klein as he explores some of China’s most innovative experiments, technologies, and teams that are pushing the boundaries of human ingenuity, in a new series from Discovery. Find out how China is leading a wave of global innovation on SMART CHINA, premiering on...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_9.jpg?itok=KdspdLZB
Endemol Shine India's Abhishek Rege to head films as well

Endemol Shine India has elevated Abhishek Rege as the Chief Operating Officer (COO) for Television & Films. Rege currently leads the television business of the company as COO for Television. One of the leading and most valuable content production companies in India across television, film and...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_3.jpg?itok=0u83k_b9
R.K.Arora bids adieu to Zee Media

Executive director and CEO of Zee Media, R.K. Arora has stepped down from his role. This comes after the exit of Zee Media's marketing head Pooja Gupta, who worked closely with Arora.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_2.jpg?itok=n4zZPXSo
Sony to strengthen weekend lineup, begins with ‘Super Dancer’

The trio that has given Indian television some top of the line dance reality shows is back again with program in the same genre: Super Dancer - Dance Ka Kal. Ashish Golwalker, Ranjeet Thakur and Hemant Ruparel are all set to launch their new kids dance reality show on Sony Entertainment Television

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Barc.jpg?itok=mLYPYkUm
BARC India on role of big data in ad effectiveness: Zee MELT 2016

MUMBAI: BARC India’s Think session on ‘Role of Big Data in Driving Ad Effectiveness’, at the just concluded Zee MELT, delved into the need for Big Data and its use in ad campaigns. The session featured Romil Ramgarhia, Chief Business Officer, BARC India, Bjoern Kroog, Global Head POS Analytics and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/29/beyonnce.jpg?itok=STt_XxOj
Beyonce dominates MTV VMAs 2016

MUMBAI: Beyonce has topped the winners list at this year's MTV Video Music Awards that was held in New York, after scoring a string of top honours, including video of the year for her politically charged song, "Formation" and best female video.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories