Within a span of just six seasons, the Vivo Pro Kabaddi league has proven to be an effective platform for brand integrations and collaborations. The recently-concluded season witnessed immense brand engagement. The scope of the integrations was broad: not only were they in-stadia and between breaks, they used the medium of LIVE TV in a variety of innovative ways.
Brands like VIVO, Thums Up, Tata Motors and Honda not only associated themselves with the platform but also integrated brand messaging into LIVE content to drive home a stronger impact. The fan favourite jumbotron (a graphic that appears on the screen) evolved this season, and in a technological first, it was used innovatively wherein the TVC was seamlessly integrated during the broadcast without taking a commercial break.
All Super Raids during the season were taken over by Thums Up and uniquely re-branded as the "Toofani Super Raids" - across all broadcast graphics, commentary, and on-ground platforms. This allowed for stronger brand recall during the entire season.
The platform helped Honda build the recall value for their corporate anthem. The anthem was seamlessly integrated into hero player stories, during the pre-game show. This was promoted on-ground as well as on television. These diverse touchpoints eventually helped create a valuable brand recall in the minds of fans.
Honda also used the platform to launch their new Honda X-Blade bike, as the target audience for the bike resonated with that of the PKL.
Tata Motors and Dream 11 built their association with the league by leveraging commercials involving well-known kabaddi players, who had the potential to appeal to their TG - urban and rural audiences in India.
Vivo Pro Kabaddi League is becoming an innovative platform for brands to tell their stories in the most unique way -both on-air and on-ground because of the nature of the sport.
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