Asian Paints taps rural India with Kabaddi League promos

This year, leading paint and décor major Asian Paints launched Tractor Emulsion Bharat Super League 2019. To promote the home-grown sport and offer local players a launch pad to fulfill their aspirations in kabaddi, Asian Paints kick-started the second edition of the league with the first leg in Rajasthan. This will be followed by tournaments in Haryana, Uttar Pradesh and Tamil Nadu.

For Tractor Emulsion Bharat Super League 2019, Asian Paints is executing a series of on-ground activations in a bid to connect with local audiences and aspiring kabaddi players across cities.

As a first, the league has launched a catchy jingle that captures the zeal of the game. It includes a catchy tune and vocals that replicate the energy while briefly describing the sport and its techniques. Asian Paints will have this new jingle played on mobile vans across cities and venues of the league. This approach furthers the brand’s aim to connect with their audiences in smaller towns and markets as well. Asian Paints is also collaborating with schools and sports grounds across the cities by creating murals on the walls to inspire and encourage the young athletes to participate in the sport.

Asian Paints Tractor Emulsion Bharat Super League 2019 tournament across Rajasthan, Haryana, Uttar Pradesh and Tamil Nadu will continue till July 2019. Each state has been divided into eight kabaddi zones, which will see teams battle it out for the finale. In the Grand Finale for each state, the winner awarded with cash prizes and the title of Tractor Emulsion Bharat Super League 2019 winner of their state.

Commenting on the league and its promotion, Jaideep Kanse, GM - Marketing, Asian Paints Ltd said, “Asian Paints Tractor Emulsion Bharat Super League 2019 caters to the aspirations of rural kabaddi players and excitement of the local audiences. Targeting the masses with a new jingle, school and academy associations enables us to reach our audiences with a curated approach of encouraging them about the sport and our brand, Tractor Emulsion.”

Melroy D'souza, COO of PMG Sports commented, "With the idea of reaching out to the crowds with relevant promotions in each state of the league, we aim to help upcoming kabaddi players boost their career and encourage audiences to experience the home-grown sport that is widely popular in the country."