Creative Execution

We created #GuessTheGame where we asked fans to guess what this mysterious sport was. We then revealed the sport with our campaign theme #JeetegaWahi. We ramped up social chatter around #JeetegaWahi with a Twitter activity that brought alive the spirit of Kabaddi, applying it to the lives of famous personalities who achieved success with their 'never say die' attitude. We created an interactive homepage takeover that replicated Kabaddi experience. It transformed Yahoo! homepage into Kabaddi field. Player profiles were created and heroes were made. At the venues, an iPad app caught celebrities on camera, tweeting their photos and tagging them.

2.3 Billion Impressions on Social Media 200,000+ Conversations across Facebook, Twitter and Youtube 22 Million Viewers tuned in for the opening matches. 10 times the opening match of the FIFA World Cup 86 Million Indians tuned in for the finals Various PKL hashtags trended on Twitter. #JeetegaWahi trended no.1 on Twitter, with 13,000 tweets in a day The history of Kabaddi lead to over 50,000 tweets, 27,000 in a single day #ProKabaddi trended on Facebook and was still trending 24 hours after the finals 700% Growth in Kabaddi fanbase. Kabaddi fans grew from 1 Million to 7 Million on social

For decades, Cricket was the only sport that existed for the Indian audience and other sports weren’t even given a second glance or chance. Our task, thus, was to build Kabaddi as the second most followed sport in India. A sport that could hold its own alongside Cricket. We had to resonate with two distinct types of audiences: The lads from rural India, who were used to playing Kabaddi but had never seen it in the media spotlight; and the rest of India, who were unfamiliar with what Kabaddi was all about. So, our communication had to be aspirational yet elemental at the same time. And thus, the Jeetega Wahi Campaign was born. Jeetega Wahi or ‘Perseverance Pays’ was a seamless fit with our objectives. Not only did it epitomize the very essence of Kabaddi, but it was also deep-rooted in the everyday lives of our consumers.