Max unveils ‘Khel Fauladi’ themed campaign for Pro Wrestling League

MUMBAI: Multi Screen Media (MSM), which acquired the broadcasting rights of the Pro Wrestling League for five years, has unveiled it’s new blood boiling campaign for the same. Wrestling is a physical sport, which makes the blood boil and the campaign in that sense does justice to it.

The campaign theme in the debut season is Khel Fauladi and has been orchestrated by DDB Mudra. The campaign focuses on skill, strength and endurance as well as centres on putting one’s weaknesses aside, while bringing out the fighter spirit.

Khel Fauladi consists of two TVCs, one targeting the men wrestlers while the other provokes the eves. Two distinct teasers will support the TVCs.

The tournament is scheduled to start from 10 December, 2015 and to generate awareness MSM has already started showcasing the TVCs within its network. “From tomorrow the TVCs will be seen across multiple channels including the kids and news genres. Besides television, we will also promote the league through outdoor and print medium,” Sony Max, Sony Max2 and Sony Mix senior EVP and business head Neeraj Vyas

MSM will broadcast the league on three different channels, which cater to a mix of audience. “Sony Max caters to the HSM (Hindi Speaking Market) while Sony Pal gets the DD Direct audience on board. Sony Six will cater to the urban audience,” informs Vyas.

While Sony Pal and Max will air the Hindi feed, the English feed can be watched on Sony Six. The network is not planning to create any special pre or post show programming. “We will start with the start of the match and our coverage will end as the match ends. Time constraints did not allow us to create any exclusive programming, which is something that we are known for. In the future we might explore opportunities of creating special programming but not this time,” explains Vyas.

In recent times the sports ecosystem has witnessed a lot of collaborative approach between broadcasters and league owners, which spelled success for both. In this scenario too, the two stakeholders are working closely to make things beneficiary in the long run. “It is a partnership and we are working on things together. There will be a few breaks, we have a rough playout ready with us and we will work it out with the league owners. In terms of production and packaging too, we are forging forward with a collaborative effort,” says Vyas.

While cricket continues to be the leader, non-cricket sports which were considered as flying bubbles have started to establish themselves. After Kabaddi’s success it was just a matter of time before another sport was converted to a well packaged “league.” And wrestling grabbed the joint attention of Kartikeya Sharma and Vishal Gurnani's joint venture ProSportify.

Vyas is of the opinion that two upcoming big budget wrestling based films Sultan and Dangal starring Salman Khan and Aamir Khan respectively will heavily promote wrestling in India. And hence it is one of the best time to start a wrestling league. “Pro Wresting will have all the best wrestlers pitted against each other in both men and women categories. So in terms of quality it will be a sheer experience,” Vyas adds.

The broadcaster is yet to close any sponsorship deals but negotiations are on its last legs with a few brands. Vyas asserted, “The advertisers’ reaction has been very good so far. We have made good progress in such a short span of time and soon we will be in a position to reveal a few names.”

Now it remains to be seen how the new addition to the league business unfolds as the days go by.