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MSM kicks off ‘Khel Fauladi’ campaign to create buzz for ProWrestling league

The multi-media campaign comprising of television, print, radio and outdoor promotions will target the Hindi- speaking markets where the sport is a huge hit Aanchal Kohli | Mumbai | December 3, 2015 Logo-PWL After a power- packed Indian Premiere League, Multi Screen Media’s (MSM) Sony Max is back with another interesting property, the Pro Wrestling league (PWL). To create a buzz, the channel has launched a new campaign, ‘Khel Fauladi’. Multi-Screen Media has bagged the broadcast rights of the ‘Pro-Wrestling’ league for the next 5 years. ProSportify is the official co-promoter for the first edition of Pro Wrestling League. The tournament that is set to begin on December 10 will see six franchises with some of the world’s best grapplers in their fold. The Pro Wrestling League is a big leap in the history of the oldest combat sport. The league, in the inaugural year offers a prize of Rs15 crore. PWL with 6 city-based franchisee teams will be played in six cities across North, South, East and West Zones in India. Each team will have 9 players – 5 Indians, 4 foreign, 5 men, 4 women. In the inaugural year, PWL will feature a total of 18 ties – 15 in the league phase, 2 semi-finals and the Grand Finale. Each tie will be contested on the best of 9 bouts formats; all nine bouts will be contested in the League Phase. PWL guarantees a minimum of 150 bouts. The League will be played under the PWL Rules, based on Olympic rules in conjunction with Wrestling Federation of India rules. The campaign will focus on skill, strength and endurance, and centres around putting one’s weakness aside and depending on one’s fighting spirit. With teams of the wrestling league comprising of both men and women, the two 40- seconder TVCs which will air during prime time slots will feature known faces in the wrestling world and will be skewed to both male and female audiences encouraging them to tap into their tougher, stronger selves thus breaking stereotypical moulds.
Vaishali Sharma Vaishali Sharma
To get more details, BestMediaInfo caught up with Vaishali Sharma, Senior VP and Marketing Head, Sony Max. “This is the first ever wrestling league and it is one of the oldest sports in India and has been recognised in many international games. This sport requires a lot of strength and is one of the toughest sports. That is how we looked upon it,” she said. “The multi-media campaign comprising of television, print, radio and outdoor promotions will be taken across all Hindi- speaking markets and will have key players such as Sushil Kumar, Yogeshwar Dutt, Babita Kumari, Geeta Phogat, Vinesh Phogat, Amit Dahiya, Narsingh Pancham Yadav, and Rahul Aware amongst others fronting the campaign,” she added. The league will be telecast on three channels – Sony Max, Six and Pal. It will be aired at prime time – from 7 PM to 9PM every day from December 10 to 27. The campaign will be focused more towards the HSM markets where this sport is a universal favourite, hence it will be airing on Sony Pal which has a strong connect in the tier 2 and 3 markets, Sony Max and Sony Six. DDB Mudra that worked on the campaign received the brief to create a huge pull by driving home the fact that this is the game of strength and endurance. While concluding, Sharma said, “The channel has done really well this year and with this league they are expecting good traction.”  
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