Pro Kabaddi League team Bengal Warriors'on the hunt' in Kolkata
By Nabamita Chatterjee - August 05, 2014
DDB Mudra Max has executed an OOH campaign to promote the Pro Kabaddi League team as part of an integrated marketing and communication strategy
Big Bazaar's Pro Kabaddi League team Bengal Warriors has taken the outdoor route in Kolkata to build a strong following for the team in the high decibel Star Sports' sporting extravaganza. Pertinent to note that the Pro Kabaddi League franchisee has vested the franchise management duties with DDB Mudra Max - that include marketing communication and consulting on brand strategy and direction. DDB Mudra Max has also taken up the venue management for all the League games being organised in the Netaji Indoor Stadium, which is the home ground of Bengal Warriors.
DDB Mudra Max rolled out an outdoor campaign in the city as part of an integrated marketing and communication strategy to promote Bengal Warriors. Commenting on the League, Sandip Tarkas, President, Future Group & CEO, Bengal Warriors, said, "Kabaddi is potentially the second biggest idea that India can export to the world after yoga. It is an absolutely amazing sport that is played by really fit and skillful players, and the idea, like yoga, is very Indian at the core -- frugal, simple, environment blended and works for an overall development of mind and body. Indian-ness is one of the core values of Future Group and we immediately consented to associate with the sport, when the idea of Pro Kabaddi League was born. The choice of Kolkata was also a natural one, as Future Group does enjoy a special bond with Kolkata, the group's first stores in both Pantaloons and Big Bazaar having been born here. Having done that, managing a sports event at this scale needs some special skills and we found in DDB Mudra Max a willing partner who not just shared our enthusiasm for the sport but also had the requisite skills and was willing to invest in the same where such skills were not available in-house. Our commitment to developing the sport in West Bengal also manifests itself in the recently concluded Junior Kabaddi League that was organised under the aegis of the Amateur Kabaddi Federation of India's (AKFI) West Bengal Unitâ€
On the partnership, Mandeep Malhotra, President of DDB Mudra Max said, "The Pro Kabaddi League is a rebirth to the best touch sport of our country, and it surely got me running for my breath. So when we got the opportunity, we grabbed it! My team and I have been on ground at the Netaji Indoor Stadium for every single match, and it is great to see how this sport has come back to life! I am proud of this association as an Indian and as a participant on building a great team sport. We are all one team and are working towards making Bengal Warriors the most successful franchise on and off the field in the ProKabaddi league."