Star Sports Marathi collaborated with Kinetic for the Pro Kabaddi League (PKL) Season 7 that commenced on July 20.
Kinetic designed a campaign for every kind of target audience. With a distinguished look, the pre-event campaign began on July 13 with the aim to create a buzz among the masses in Mumbai and Pune. Recently launched, Star Sports Marathi is the sixth region-specific channel succeeding its existence in languages such as Hindi, Tamil, Telugu, Kannada and Bangla.
Since the channel is also an upcoming medium that specifically caters to the Marathi-speaking crowd, emphasising on a tagline in the regional language ensured that the messaging had a mass connect.
The campaign comprised advertising on bus shelters, public transport, billboards and local trains using the lettering and lenticular printing technique. The choice of these mediums made sure that the outreach got extended to a larger audience. Executed across specific areas in Mumbai such as Dadar and Worli, and other areas around Maharashtra across 1,144 units, this campaign has succeeded in creating a positive buzz for the league as well as the channel.
“It’s extremely prestigious to be associated with the Star Network on all the projects we do. This time, PKL brief was different as clients allocated substantial budget to invest in the Maharashtra market and decided to use creative in local language, which is Marathi. Kinetic used its global planning tool for mapping of the audience for Star Sports and did media deployment accordingly to get maximum eyeballs. PKL project was a true partnership with Star India, as we discussed and decided to invest on innovation only in Mumbai market with our basis of our understanding of the outdoor landscape to create maximum buzz for the launch event. Each project with Star is new learning and we thank Star for the valuable partnership,” said Charanjeet Singh Arora, Co-CEO, Kinetic Outdoor Advertising.
Kinetic is a leading agency and helps brands connect with, and activate, their audiences while they’re on the move. The planner and digital innovator of out-of-home (OOH) advertising, Kinetic with dynamic data and technology, turns that journey into an active journey, driving people to take action in context. Whether it’s through mobile and social, location-based experiences or in-transit, Kinetic is committed to pioneering new ways to make OOH interactive and amplifiable – driving efficiency and measurable transactions between brands, audiences and peers.