Brand Revival

HOCKEY IN INDIA

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AGENDA
 History & Achievements

 Decline of Hockey & Reasons

 Current Scenario

 Findings

 Objectives

 Strategies & Recommendations

for Revival

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 Reasons of
Decline Findings

Strategies and
Recommendations
Decline of
History

Goal
Hockey

Objectives
Achievements

Governing
Bodies
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HISTORY & ACHIEVEMENTS
SUBTITLE GOES HERE

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 HISTORY
Hockey India became the
Consequently won 6 gold governing body after Hockey
medals in Olympics India Federation was suspended

1928 1976 2013

1928-1960 2008

Became 1st non-European The playing surface was changed from Hockey India League
team to be a part of HIL grass fields to synthetic ‘Astro-Turf’ was introduced

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Achievements of Indian Men’s Hockey Team
Rank Nation Gold Silver Bronze Total
1 Olympics 8 1 2 11
5 World Cup 1 1 1 3
6 FIH Hockey World League 0 0 2 2
7 Hockey Champions Trophy 0 2 1 3
3 Commonwealth Games 0 2 0 2
3 Asian Games 3 9 3 15
2 Asia Cup 3 5 1 9
2 Asian Hockey Champions Trophy 2 1 0 3
2 Sultan Azlan Shah Cup 5 2 7 14
3 Hockey Champions Challenge 1 1 2 4
1 Afro-Asian Games 1 0 0 1
2 South Asian Games 1 3 0 4

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INDIAN HOCKEY FEDERATION HOCKEY INDIA
Governing Hockey India
body for field was formed
hockey in Indi in 2008 after
formed in suspension of
1928. IHF

Conflicts
between Hockey India
Northern and launched its
Southern logo in 2009.
wings in 1973

In 2011, IHF and HI

In 2008 IHF was formed a joint
suspended by together to form
IOA a National Sports
because of the Federation of
bribery case Hockey

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DECLINE OF
INDIAN HOCKEY
SUBTITLE GOES HERE

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Timeline of Hockey in India

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Reasons for decline(Individual factors)

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 LEARN UNLEARN RELEARN

The process of grind that a hockey player goes through in India

Low adaptability End of era Lack of foresight

• Persistence with old style of • Star players retiring • Ignoring a failure leads to
play • Mohd. Shahid, Zafar Iqbal, many more
• Lack of preparedness and Pargat Singh • Evolving with the world
planning

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Reasons for Decline (Supportive factor)

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 • Managed only by Politician
• Lack of understanding of
game requirement • Lack of Infrastructure
Infrastructure development as per the
• Hockey as a game problems
• Business aspect international standards
• Only 30 AstroTurf's across
the country
• No floodlight facilities in
hockey stadiums

Reasons Lack of moral

Administrators
in Hockey for support in
team
decline
• In 1970’s, Cricket was
gaining winning
momentum
• Entrance of Star players When players like Mohd
• India won 1983 World Cup Shahid, Zafar Iqbal,Pargat Singh
Rise of retired altogether it badly
Cricket affected the moral support of
the team

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CURRENT STATUS
a

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 Awareness and Viewership

Awareness of the Leagues % share of impressions

4%
11%
88%
100%
67%
80%
46% 12%
60% 35% 27%
40%

20%

0% 72%
IPL Pro Kabaddi HIL ISL Premier
Badminton
League

PKL ISL PBL HIL

Source – BARC
This survey was conducted by BARC with the
sample size of 6000 ALPINE SKI HOUSE 15
Reach vs Impression

Source - BARC
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Findings

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 People who are aware >>
Level of Awareness of Hockey
80% Extremely passionate Not at all passionate Grand Total
61% Don’t follow 1% 53% 54%
60%
Follow occasionally 6% 40% 46%
39%
40% Follow regularly 0% 0% 0%
20%
Grand Total 7% 93% 100%
0%
0%
Total
Aware Unaware Have good Knowledge
Chart Title
100%

80% 40%

60% 6%

Only 61% people were aware of Hockey as a sport! Which 40%

means a whooping 39% are not even aware of this game!! 20%
53%

Out of this 61%, only 46% said that they followed the sport 1%
0%
occasionally and nobody said that they follow the game Extremely passionate Not at all passionate
regularly!
Don’t follow Follow occasionally Follow regularly
A more astonishing fact, 93% of the people who are aware said
that they were not at all passionate about the sport!
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Objectives

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 Awareness of
the game
Sustain Developing
interest interest

Brand
Rejuvenation Follow &
Recommend

Development
of game & Increasing
players Wealth viewership
Inflow

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STRATEGIES &
RECOMMENDATIONS

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Short Term Strategies

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Strategies for - Awareness and Developing Interest

Findings of research showed only 61% people were aware of Hockey as a sport! Which means a whooping 39% are not
even aware of this game!! And many of them didn’t even know the rules of the game.

Awareness campaign will focus on making people aware of the game, its rules and regulations. But what develops interest
is getting attached emotionally, passionately

• Ad Campaign showing the rise of Hockey in India, highlighting the pride and passion associated. The same
will have a part which will show how the game declined and how by our support the same will rise high.
Ad
Campaign

• Have small clipping of Hockey legends openly screened to make people empathize and feel the efforts and
Story life that these legends have lived.
Clippings

• Promotional events with regional celebrities/athletes/cricketing stars – Engagement and awareness

Promotional • Buzz creation activities
Events

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 Regional Promotions – Local
famous players

Promotion of game through

events

• AR Rahman and Gulzar had collaborate for • The famous hockey players(men/women)
Hockey Men's World Cup 2018 title song in the region will be called for events

• Have it released in different regions with • Inviting TV celebrities for a friendly match
the regional languages with these players explaining rules of the
game.

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Brand Ambassador – Hockey in India

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LUCID LINE-UPS

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Benefits of the application
• Cashbacks, Coupons, Holiday Offers, Cash prizes etc. on predicting the accurate
line-ups
• Chance to meet Shah Rukh Khan
• This Target Groups will also start watching hockey matches due to these
benefits

Digital media engagement

Audience engagement on social media platforms like Facebook,
Twitter, OTTs like Hotstar, etc.  Asking predictions of the team,
old stats, quizzes, winning polls, etc.

Invitation to the stadium to participate in Fan Activities

Fan games such as penalty shootout and volley hockey
for winning candidates
Autographed merchandise for winners by the winning
captain

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Long term strategies – Sustaining Interest

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Improvisations in HIL – Why HIL??

HIL is a source of sustaining interest in the sport, and also a means of community
building, and community building leads to pride and passion for your region and
community and thereby towards the game
Have more teams across the country, and not just north
Restrict the number of foreign players, instead have more local star players
Indian league should be played on grass as well, and not only on turfs. (or half
tournament on turf, half on grass)
Regional celebrities being the face of the HIL teams
Have HIL to avoid any mulling in the interest in minds of people.

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Rural Connect

Have local and regional tournaments in villages, suburbs and cities at periodic times. Create a fair out of this(in villages
especially)
These tournaments have to be broadcasted on local cable network channels
Use stories of Indian legends and their hardships, to motivate people and follow them religiously
Have India’s hockey matches broadcasted on channels and they should be reachable as well (Put TRP info here to
prove that penetration of Hockey in channels is low)
Repeat the cycle to have Hockey in the top of minds always

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School Level

South U-10

North Mumbai East U-16 School U-12

West U-14
Structure of Wizard Cup

Covering the entire state

• Dividing the sate into 6

Zones
• City & rural coverage

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contd…

How schools will be involved

As a federation Our involvement Impact of The Wizard Cup

Providing equipments Introducing hockey as a sport in school

Proper Coaches Creating awareness at grass root level

Training facility Encouraging students to take up Hockey

Emerging players Scholarships News talents

Catching them young

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Adv. Video

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Story clippings

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