Inspire Case Study 2015

Case Analysis:
Points of Differentiation: (1) Infrastructure (2) Eco system around the sport (3) Monetary
Support & (4) Popularity among Audience
Reasons for Crickets success: (1) World Cup Victory in 1983 (2) Winning World
Championship in 1985 (3) Hosting World Cup in sub continents in 1987 (4) Late 90s- Fab 4,
Icons (5) Evolution of the game (6) Infrastructure development; numerous coaching
academies ensured crickets penetration in rural India
Journey of Other Sports: (1) Almost no evolution (2) Lacking Marketing (3) Lack of Funds &
Sponsorship (4) Lack of Infrastructure & Absence of Facilities
Impact on the Sports Media Industry: (1) Sporadic Viewership Pattern (2) Low share of the
Sports viewership in total TV viewership (3) Sinking Advertisement Rates (4) Loss in
revenue
Pro Kabaddi League (PKL) Impact Analysis: Huge success, desirable impact, Footprints in
Social Media Platforms & Public Domains, Hotstar witnessed massive interest, Graphics &
Online Analytics (IMG, Prometheus & Allston-Elliot). Going International & multi-language.
Focus of Our Deliverable: (1) Infrastructure (2) Talent Pool (3) Eco system of Academies (4)
Funds & Sponsorship (5) Part of peoples daily life, daily routine and create emotional
connect (6) Popularization and Engagement (7) Create Madness, Upscale Kabaddi as a
relevant, exciting and major sport in next 10-15 years.

Deliverable:
Your team is expected to make a ppt detailing a business plan to develop Kabaddi as a
major sport of India in the next 10 years. Among other analysis and recommendations,
the plan should cover development of infrastructure and players, and how to
leverage the success of initial seasons in achieving the objective.

Suggested Ideas:
Anurag:
(A) Pitching Kabaddi:
(1) In World football, Indians relate the most to Brazil which won 5 World Cup titles. Indian
Mens team have won 5 World Cup titles till date & Indian Womens team have won 4. India
is in fact ahead of Brazil in terms of performance of Womens team in respective games as till
date Brazil womens teams best performance is Runner-Up in 2007. So tagline As Football
is to Brazil, Kabaddi is to India.
(2) We can give it a nationalist angle as well. Kabaddi is Bangladeshs National Game and we
can focus on pre 1971 era.
(3) British Associations once used Kabaddi as a physical fitness test in selection of officers.
We can think of a plot like Lagaan and create a short 5 min ad film and popularize it.
(B) Creating Engagement:
(1) Facebook & Twitter Page
(2) Facebook Game Launch & App Launch. Probable tie up with SONY PS3.
(C) Infrastructure:

(1) State Game of Punjab, Andhra Pradesh, Tamilnadu & Maharashtra. Popular in Haryana
as well. Portray players coming up from these states as faces of states. Try to employ them as
Brand Ambassadors of State Tourisms. Target these states business tycoons and exploit
regional sentiment.
(2) Kabaddi is derived from the Tamil word Kai-Pidi meaning To Hold Hands. Promote it
as a symbol of unity in Indias huge diversity. Indian defence ads coming up now a days are
awesome and in the long run we can think of connecting Hockey with nationalism and
launch a series of such breath taking ads. We can try to remotely connect it to Investment
Projects under Make in India Campaign.
(3) Kabaddi is a field sport closely related to Hockey. Shahrukhs much popular Chak De
India can be connected in the media campaign (Indias hockey team performing
phenomenally well in world arena). Giving a womanistic angle can help getting funds.
(D) Visualization, better fan engagement and on time analytics:
SAP HANA based platforms, SAP Auction Analytics, SAP Game Analytics & SAP Lumira,
[**HPC Wire, EnterpriseTech, IBM, STREAMANALYTIX, TERADATA, SEAGATE, CRAY,
intel, NVIDIA, Paxata, TRIFACTA, MAPR, platfora, sgi, DATAWATCH, Chelsio, Mellanox
Technologies**](** Technology Solution Providers in Baseball Analytics** Couldnt make out
much, Sreejesh to lead)
(E) Talent Pool: Success stories of popular sportspersons from non-cricket back ground to be
popularized like (1) Sania Mirza (2) Saina Nehawal (3) Leander Paes (4) Abhinav Bindra and
try to spread the message that even Kabaddi has the potential to provide a secured future.
(F) Year Long Engagement: 200 Days of Cricket engagement. We should not cannibalize or
create a head on collision rather plan for remaining 165 days viewership. 35 days viewership
is promised by PKL. Remaining 13o days we have to plan. Promote quarterly/ at least 5 days
Kabaddi play (Bollywood Vs Footballers Vs Cricketers type of age old drama). To promote
penetration, every state should be approached to promote Kabaddi. Smaller states can
combine and at least 15 states should participate. 60 days intra State kabaddi championship.
Regional play leading to state championship to be broadcasted state wise, Content should be
developed and telecasted accordingly. Remaining 60 days Inter-state national
championship, a big prize money and all.

Adarsh:
For Long term Plans:
1. Make it Popular among Kids. Todays kids would be tomorrows fans
a. Use cards such as WWE cards to make it popular.
b. Tie up with schools to have Kabaddi competition.
c. Tie up with chota-bheem to popularise kabaddi.
For Short term
2. Need to glamorise the sport. Show the money/lifestyle/girl-friends (If it is exists)
3. Put a recognisable face to the sport. (Preferably a kabaddi player. Otherwise
someone like Great Khali)
4. Drama/Rivalry between the players and teams should be shown
5. Fantasy leagues to keep people engaged
6. Make it international- Conduct
Advertising
1. Should associate with products like Milk, Cheese, Eggs. Anything which denotes strength

Social Media
1. Memes on Kabaddi should be done to promote the sport
2. Players should be encouraged to have their own SM accounts
3. Round the year updates should be made available. With stories on various players,
teams, etc
Suggested Reading:
How to make a sport popular? http://articles.economictimes.indiatimes.com/201311-29/news/44575403_1_karpov-mass-chess

Swagato:
1) Engagement- Instagram account for Pro Kabaddi. Have a contest where the best
Kabaddi clicks from the stadiums by the fans will be uploaded on the official
Instagram account. The ambassadors and stars can post their photos on the page too.
2) Launch of Fantasy Pro-Kabaddi league where the top 3 team owners would be given
prizes.
3) Tie up with sponsors like Thums Up or Lays to launch a contest where the lucky
customers get to meet their favourite Celebrity supporter and favourite team.
4) App based game for the youth and kids on Android, iOS and Windows.
5) Pitching-Create TV ads depicting Indias superiority and World Cup wins in Kabaddi
and use the team captains in the end of the ad urging the viewers to support them.
6) Infrastructure- Launch a campaign where each Indian Pro Kabaddi player will take
up mentorship responsibilities of 1 Kabaddi school. We can create a series of ads
where the players exploits for India is shown. In the end he urges parents to
encourage their children to help them bring future glory to India.
The beginning will include the case analysis and the popularity of Pro Kabaddi in its
previous edition. Then we will move onto the pitching, engagement & infrastructure
portions.

Sreejesh:
1. Regularly release campaigns around big events like ICC World Cup, Tennis
Tourneys 4 biggies.
2. A theme campaign on the lines of #MaukaMauka as was portrayed during Cricket
World-Cup. #LetsFootball (ISL) theme song was also a hit among the audience.
However #KhelKabaddi wasnt as famous as the other two.
3. If
one
opens
the
website
starsports.com,
it
redirects
to
http://www.starsports.com/cricket/index.html as the homepage. The first content
that a viewer watched is cricket. Star should change the home page landing to ensure
that equal importance is given to Kabaddi.
4. Pre-game community building SuperFan, Celebrity endorsement etc.
5. Pro-Kabaddi:
a. 8 Team 8 Stadiums: However only 4 Home Games per team and 10 games
away. Instead should move towards 7 home game and 7 away games (1 each at
each location).
b. All the 7 matches are played at one go at a particular stadium. This engages
the audience only for that particular week. Instead the games should be
evenly spread out to draw out more audience for the entire period of event.
c. Include Power Points, Trump Match etc.
d. In case of a tie, have a tie-breaker Golden Raid during league games as
well.
6. Initiate a womens Kabaddi league.

7. Since Kabaddi is only a 40 min game (20+20) each half with a 5 min break in
between, the viewer engagement time is very less unlike a 90 min football or a 180
min cricket. Have on-field engagement activities to increase viewership minutes.
8. Since Kabaddi has been in the rural area for long, promoting in the grass root levels is
the key. Setting up training facilities (infrastructure) should be a key focus.
9. Majority of the nations where Kabaddi is played as a sport are South Asian countries.
Global reach to increase more participating countries can spread the game garnering
more sponsors, international leagues/matches and global exposure.
10. Technological involvement including a virtual 3D game-app. A lite-app to include a
Kabaddi Fantasy league and let users know scores round the clock, set reminders,
vote for best players, read commentary, watch best moments etc. (In line with
cricinfo.com & goal.com)