Showcase

Overview

VIVO Pro Kabaddi, a ground-breaking initiative by Mashal Sports and STAR India, is the only league to bring the franchise-based format to India’s indigenous sport of Kabaddi. Since 2014, the league has revolutionized the sport, elevating kabbadi to international standards. The goal was to transform the perception of kabaddi into a modern ‘hip’ and ‘cool’ sport. It was a challenging task but with a mix of simplicity and creative masterstrokes, the league generated huge engagement and buzz.

Strategy

Since the target audience was not just restricted to the major metropolitan cities of India, the website was built to ensure that there was something for everyone. The intent was to keep things simple, easy to comprehend, educate the new users about the sport, while also building a connection. On social media, however, an aggressive approach was taken to stand out and be noticed. The sport of Kabaddi is often associated with traits like aggression, determination, dedication and grit, and these very traits were encompassed within the campaign thought #LePanga, encapsulating the essence of the sport.

Creativity & Innovation

Being a one-of-a-kind league, VIVO Pro Kabaddi needed to innovate often to keep the user engaged every season and here are some key highlights:

Live Scores: Real-time scoring helped build anticipation and keep the user engaged as matches were won or lost in a matter of seconds.

Khel Kabaddi: A one-of-a-kind social fantasy game to keep the fans hooked throughout the tournament.

Creativity & Innovation

Regular Content: In-depth articles and photo galleries educated users about the clashes, while keeping them abreast of all things on and off the mat.

Easy-to-use Interface: The interface had to be built to ensure that users obtained everything they were looking for, with minimum clicks.

On social media, creative memes around the concept of #LePanga, matching it with the pangas we are subjected to in real life, took shape. It was an instant hit as fans connected well and responded with their own examples. Two big innovations during the tournament were #KabaddiClub and #KabaddiTrumps. Kabaddi Club was a first-of-its-kind virtual club of Kabaddi fans, where members earned points based on their Twitter activity around Kabaddi. Kabaddi Trumps, meanwhile, took hero building to another level, as fans could collect digital trump cards of their favourite Kabaddi heroes and build collections.

Execution

With the popularity of the league rising every season and constant innovations being implemented on the website, it requires a well-equipped team across divisions to handle the various aspects like Web and Mobile, Gaming, Social, Data Analytics, Data Visualization, Content Management and Scoring, to name a few.

Matchday Panga: The primary target was to increase team affinity. Fans, nationwide, showed their support by sending tweets using team specific hashtags, with a winner announced every day.

Panga Gangs: To tap in on the rising fan base, social media celebrities like VJ Jose, Rannvijay, Karan Talwar, VJ Bani and others were roped in and create chatter around each team.

Execution

#KhelKabaddi: Daily codes appeared on TV during live matches, which could be used to unlock players in the game, making the whole experience unique.

Twitter Emojis: History was created as we developed Twitter Emojis for the first time for an Indian sports league.

#VivoPKLAuction: #VivoPKLAuction was in the top 5 Indian trends for 4 hours, with users and traffic increasing by 2.3 times on the website, thanks to increased digital buzz.

Overview

VIVO Pro Kabaddi, a ground-breaking initiative by Mashal Sports and STAR India, is the only league to bring the franchise-based format to India’s indigenous sport of Kabaddi. Since 2014, the league has revolutionized the sport, elevating kabbadi to international standards. The goal was to transform the perception of kabaddi into a modern ‘hip’ and ‘cool’ sport. It was a challenging task but with a mix of simplicity and creative masterstrokes, the league generated huge engagement and buzz.

Strategy

Since the target audience was not just restricted to the major metropolitan cities of India, the website was built to ensure that there was something for everyone. The intent was to keep things simple, easy to comprehend, educate the new users about the sport, while also building a connection. On social media, however, an aggressive approach was taken to stand out and be noticed. The sport of Kabaddi is often associated with traits like aggression, determination, dedication and grit, and these very traits were encompassed within the campaign thought #LePanga, encapsulating the essence of the sport.

Creativity & Innovation

Being a one-of-a-kind league, VIVO Pro Kabaddi needed to innovate often to keep the user engaged every season and here are some key highlights:

Live Scores: Real-time scoring helped build anticipation and keep the user engaged as matches were won or lost in a matter of seconds.

Khel Kabaddi: A one-of-a-kind social fantasy game to keep the fans hooked throughout the tournament.

Creativity & Innovation

Regular Content: In-depth articles and photo galleries educated users about the clashes, while keeping them abreast of all things on and off the mat.

Easy-to-use Interface: The interface had to be built to ensure that users obtained everything they were looking for, with minimum clicks.

On social media, creative memes around the concept of #LePanga, matching it with the pangas we are subjected to in real life, took shape. It was an instant hit as fans connected well and responded with their own examples. Two big innovations during the tournament were #KabaddiClub and #KabaddiTrumps. Kabaddi Club was a first-of-its-kind virtual club of Kabaddi fans, where members earned points based on their Twitter activity around Kabaddi. Kabaddi Trumps, meanwhile, took hero building to another level, as fans could collect digital trump cards of their favourite Kabaddi heroes and build collections.

Execution

With the popularity of the league rising every season and constant innovations being implemented on the website, it requires a well-equipped team across divisions to handle the various aspects like Web and Mobile, Gaming, Social, Data Analytics, Data Visualization, Content Management and Scoring, to name a few.

Matchday Panga: The primary target was to increase team affinity. Fans, nationwide, showed their support by sending tweets using team specific hashtags, with a winner announced every day.

Panga Gangs: To tap in on the rising fan base, social media celebrities like VJ Jose, Rannvijay, Karan Talwar, VJ Bani and others were roped in and create chatter around each team.

Execution

#KhelKabaddi: Daily codes appeared on TV during live matches, which could be used to unlock players in the game, making the whole experience unique.

Twitter Emojis: History was created as we developed Twitter Emojis for the first time for an Indian sports league.

#VivoPKLAuction: #VivoPKLAuction was in the top 5 Indian trends for 4 hours, with users and traffic increasing by 2.3 times on the website, thanks to increased digital buzz.