Under the initiative of Mashal Sports, an integrated marketing campaign was launched to promote professional kabaddi and the Pro Kabaddi League in order to get cricket and football loving India interested in kabaddi. The campaign featured celebrity endorsements and ads revolving around an ambitious female police officer to inspire people to overcome barriers and limitations. It utilized multiple channels including Twitter, print media, TV ads, and online media. The campaign was a success, generating over Rs. 50-55 crores in revenue, growing viewership 15 times, and creating positive conversation on social media.

1. Under the initiative of
Mashal Sports

2. Campaign Objective
 To inspire people to
overcome personal
limitations and barriers,
endearingly portrays life
situations
 NURTURE AND
GROWTH.

3. Panga is that spirited act where
passion and courage trump
conventional logic and enables
one to overcome seemingly
impossible challenges.
TO GET THE CRICKET CRAZY
AND FOOTBALL LOVING INDIA
TO WARM UP A PROF. KABADDI
LEAGUE

4. When every one wants to watch first comes in mind :
kabaddi was already known to the world , but people are more interested in watching other games
With investment of $13m to
$17m a year.

5. Received wide range of celeb
attention

6. S
P
O
N
S
O
R
S

7. REFREE
PARTNER
BROADCAST
PARTNER
MANAGED BY RADIO PARTNER

8. strategy
Geared up to grab eyeballs big
event “LE PANGA”.
The first film of the series, with
the radio jockey Malishka.
 Ad-film revolves around an
ambitious female police officer.

9. INTEGRATED MARKETING CAMPAIGN
TWITTER
HANDEL
PRINT MEDIA
COVERAGE
TV ADS
ONLINE
MEDIA
FIELD GAMES
FACEBOOK
PAGE

10. CHALLENGES
 LACK OF SCALE IN
CATEGORY
 SENCE OF PATRIOTISM
 EXPECTANCY CREATED BY
MAUKA ADS
THE CAMPAIGN , # LE
PANGA CITES REAL LIFE
SITUTION

11. outcomes
Ratings 56 per cent
Revenue generated Rs 50-55 crores approx.
Viewership grew 15 times.
The MAUKA – MAUKA Campaign went viral and
generated positive conversation on social
media.