Percept creates buzz on multiple media for HIL's Kalinga Lancers
Percept Sports and Entertainment (PSE), the strategic business unit of Percept One, has bagged the mandate of managing and executing the integrated marketing and promotion campaign for Hockey India League’s (HIL) team Kalinga Lancers. PSE is responsible for handling the 360-degree scope of work encompassing conceptualising, planning and executing the entire campaign for Kalinga Lancers. According to the agency, the marketing budget gas been pegged at Rs 2.5 crore.
PSE made the most of a diverse range of media platforms, including electronic media, below-the-line activities, social media, out of home, and the overall branding of Kalinga Lancers.
The assignment includes managing the games at Kalinga Stadium end to end, inclusive of production, security, ticketing, team management, and accreditation, also promoting and marketing the matches across mediums spanning social media, print, TV, radio and OOH.
Commenting on the win, Jayaram Nair, National Business Head, Percept Sports and Entertainment, reiterated Percept’s dedication and commitment to the sports domain and stressed on how this project added another feather to the long run and successful history of PSE executing some of the country’s most prestigious and large format sporting events.
He said, “It’s an immense opportunity to be associated and to manage the account of the prominent team Kalinga Lancers. The mandate was won after a multi-agency pitch and was a result of Percept’s thorough understanding of the 360-degree scope of integrated marketing and promotions, understanding and execution detailing that went into the pitch.”
Commenting on the success of the event, Jaydith Debta, Manager - Operations & Marketing, Kalinga Lancers, said, “The HIL event in Bhubaneswar demanded meticulous planning and attention to detail. PSE’s unending capacity to manage crises has reassured us all.”
PSE presented a sporting radio jingle and TVC for Kalinga Lancers along with a playing contest, sharing posts, and re-tweeting on Facebook and Twitter. It further executed the on-ground activation in malls by inviting team players to the mall. Players also interacted with children in schools. To create awareness, PSE cantered hoardings, banners, poles and splashed bus branding around Bhubaneswar.
Elaborating on the social media campaign, “We have created Kalinga Lancers fan page on Facebook on which we provide day to day updates of players and the team, along with daily contest running on pages to make it more engaging for the followers.”
He further said, “We have created a Twitter account for Kalinga Lancers on which we keep on tweeting live updates of what’s happening in HIL. All the details of players and the team are updated on the same along with the contest running programme. We have targeted and achieved 1 lakh impressions of the cheering messages till January 25, 2016. We planned the same activity for the February 5 match.”
The integrated marketing and promotion offered by PSE also comprised the service of welcoming players, player’s photo-shoot, conceptualising and executing the newspaper ads, the launch ceremony of the jersey and mascot, ticket selling at box office and via Book My show, promoting the brand via in-stadia branding and also executed the parking plan and security plan during home matches.
PSE also created a 20-second TVC for Kalinga Lancers to promote the team. The TVC is being aired between January 13 and February 8 on OTV. Percept’s internal team (Allied Media) has handled the entire campaign, while the creative has been made by Percept Activ.
The OOH campaign involved 16,000 sq ft of hoardings and 3,000 sq ft of banners in Bhubaneswar and Cuttack.
Kalinga Lancers is a field hockey team based in Bhubaneswar, Odisha. This is the third season of Kalinga Lancers with Hockey India League. It is jointly owned by Odisha Industrial Infrastructure Development Corporation (IDCO) and Mahanadi Coalfields Limited (MCL). The Hockey India League (HIL) is an annual field hockey event in India. HIL’s Season 4 commenced on January 18, 2016 and will continue till February 21, 2016.