‘The Muthoot Blue League of Dreams’, a nation-wide sporting initiative by Muthoot Pappachan Group (MPG), announced its maiden ‘call for entries’ for its very first season. The campaign kicked off on April 12 with ‘call for nominations/entries’ across India.
This is an unique opportunity for sporting talent as the shortlisted teams will have the chance to play alongside four biggest names in the game of international cricket: Zaheer Khan, Brett Lee, Herschelle Gibbs and Jonty Rhodes. The primary objective of the league is to promote the talent of budding street cricketers across India and Muthoot Pappachan Group is focussed on providing them a platform to realise their dreams and passion for this game.
The selection of the shortlisted teams will take place on the basis of their ‘passion impossible’ stories submitted on ‘The Muthoot Blue League of Dreams’ microsite (www.muthootblueleagueofdreams.com). This will be open to all the sporting enthusiasts in the country who can vote for their favourite team and choose the best four teams as finalists. After the selection, finalists will not only get to play alongside these renowned cricketers, but also get the privilege of skippering them. Scheduled during the week of May 14, the event will see some of the brightest talent at a face-off alongside their favourite international cricket sensations. This will be a great opportunity for these aspiring cricketers to learn ‘from the best’ and showcase their talent on field.
Thomas John Muthoot, Chairman and Managing Director, Muthoot Pappachan Group, said, “Muthoot Pappachan Group is a pioneer of grassroots sporting movement in India. As a group, we believe in transforming the lives of the common man for better, this is yet another initiative to help people realise their dreams. As a business, we are constantly looking at developing products and servcies coupled with innovative technology to simplify the lives of the common man and empower them. India as a country breathes cricket and through ‘The Muthoot Blue League of Dreams’, we are facilitating a platform to help the marginalised talent demonstrate their sporting capabilities coupled with an opportunity to learn from the best talent in cricket.”
Anil S Nair, CEO and Managing Partner, L&K Saatchi & Saatchi, said, “The Muthoot Blue League of dreams is not a campaign but the action the brand created by living its philosophy. MPG group believes in being an equal stakeholder in full filling the ambitions at grass roots and prefers to demonstrate it than merely communicate its intent. At Saatchi, we believe in creating inspiring acts that achieve impossible outcomes for our clients and this is one such act.”
Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group, said, “Cricket, football and Bollywood are the key youth touchpoints and as they say ‘art reflects society’, these have a real impact on the youth of the country. ‘The Muthoot Blue League of Dreams’ is a ‘first-of-its-kind’ sporting and strategic marketing initiative conceptialised keeping these ideals in mind and with an aim to aid the youth with opportunities that help them not only realise their talent and promise but realise their dreams too. The dream to play alongside their favourite cricket idols. We are excited to launch the maiden season of our league and are looking forward to an exciting array of matches over the next few weeks.”
Client: Muthoot Pappachan Group
Agency : L&K Saatchi & Saatchi
Chief Creative officer (COO): Delna Sethna
Creative Director, Copy: Ishan Mehta
Creative Director, Art: Tarun Kumar
Associate Manager, Social Media, Account Management: Sagar Sali
Content Executive Account Management: Maalin Ashar
Associate Vice-President: Alpa Dedhia
Brand Services Director: Harish Shetty
Brand Service Manager: Pulin Parekh
Executive Creative Director, Design: Sudarshan Sudevan
Group Head Creative: Bhushan Shimpi
Creative Supervisor, Art: Maitri Gala
Associate Manager, Development: Megha Gayke
Sr. Software Engineer, Lamp: Divyesh Solanki
Sr. Flash Developer: Devendra Pulaveli
Jr. U. I Developer: Sanket Manjrekar