Wednesday 16 December 2015

MSM rolls out Khel Fauladi campaign for Pro Wrestling League

Khel1Recently, Multi-Screen Media (MSM) bagged the broadcast rights of the Pro-Wrestling League for the next 5 years. In order to create buzz around the league, MSM rolled out a multi-media campaign titled Khel Fauladi.
Speaking exclusively to IndianMediaBook, Vaishali Sharma, Senior VP & Marketing Head, Sony Max, said, “Wrestling is one of the oldest sports in the country. It is the game about strength, skill and endurance. Our objective is to bring out wrestling from Akhaada’s of villages and small town to a celebrated global platform. In other words, we are aiming to take wrestling from Mittito the Mat.”
Khel Fauladi has been conceptualised by DDB Mudra and it consists of two TVCs. The campaign centres around putting one’s weakness aside and bringing out one’s fighter spirit.
“The idea behind the campaign is to give a reason people to watch Wresting. We want to make people feel, while watching the commercial that this is something unlike people have ever experienced,” added Sharma.
With teams of the wrestling league comprising of both men and women, the two 40 seconder TVCs which will air during prime time slots will feature known faces in the wrestling world and will be skewed to both male and female audiences encouraging them to tap into their tougher, stronger selves thus breaking stereotypical moulds.
Sharma informed that the league will be telecasted on three channels to reach out to the mass audience, Sony Max, Six and to target rural audience on Pal. Starting from 10thDecember, it will be aired at prime time from 7PM to 9PM every day till 27thDecember.
“MSM holds a strong position in the market, as its one of the largest media network in the country today. With this league, we continue to extract the fact that we are the innovators of lot of formats. Having said that, MSM was the pioneer of the IPL which as a league happened 8-9 years ago and we really have been the pioneers in setting the concept of a league even on a Hindi movie channel. Thus, it is nothing new to us. This is one more trend we continued in our innovations”, expressed Sharma.
The multi-media campaign comprising of television, print, radio and outdoor promotions will be taken across all Hindi speaking markets and will have key players such as Sushil Kumar, Yogeshwar Dutt, Babita Kumari, Geeta Phogat, Vinesh Phogat, Amit Dahiya, Narsingh Pancham Yadav, Rahul Aware amongst others fronting the campaign.
“It has already created buzz and lots of people are appreciating it. It is one of the campaigns that I got fantastic feedback. Thus, let’s hope for the best,” concluded Sharma.