Nasik

Kolhapur

Aurangabad

Lokmat Grameen Khel

• For the people of Maharashtra

• By the popular publication of Maharashtra

• Year 1 – 3 districts of Maharashtra

Lokmat Grameen Khel- Overview

• Provide a unique mix of sports and cultural programs to local people.

• Encourage sportsperson from Maharashtra interior regions to come forward and show their skills and talents

• Make heroes out of people by giving them an opportunity to showcase their skills.

• Make the people feel proud to be part of an event which will go on to attract tourists over the years

Lokmat Grameen Khel- Overview

When is it going to be held?

Who will participate ?

It will be a competition among 50 village teams from chosen district in popular sports and local sports. It will also include fun activities for audience, performances and melas.

It will be held in the month of April 2011

Where is it going to be held?

It will be held at Aurangabad, Nasik and Kolhapur – 3 main regions of Maharashtra

Planned Activities

Popular Sports

Running, Shot Put, Throwball, Volleyball, Kho-Kho, Mud Wrestling & Kabbadi

Local Sports

Fun Activities

Mini Mela

Performances

Artistes, crafts & products, cuisine, culture from across Maharashtra

Feats of Strength by rural folks, Folk Dances, Daredevil Feats etc

Bullock Cart Racing, Malkhamb, Arm Wrestling, Tractor Racing, Tug of War, Slow Cycling, Sac filling on cart.

Filling the bottle, Needle with thread, Lemon & Spoon, Three leg race (couples)

Details

Teams – My villageEach village will send a contingent of sports people for popular and Local sports category. The village stakeholders will get involved to form the best teams.

Gratifications

Time line

There will be gratifications for individual game winners as well as for the Village with maximum points

The event will be held for 2 days . The venue will be near the 3 cities to ensure that nearby villagers can travel easily.

Declaring winners

Points will be awarded to winners of disciplines in the Popular Sports & Local Sports category along with gratifications. Each discipline will have three prizes with points for each position.

Marketing

Event Communications

• My Village, my team – emotional connect

• An event for the rural masses

• Healthy rivalry

• Recognition & fame

LokmatGrameenKhel 2011 Opinion Leaders

Involving them to promote

Van PromotionAcross the 3 districts

Ground EventBranding

Activation booth

Entertainment

360 PromotionBrand Connect Points

o

NewspaperLokmat to promote in its

newspapers

RadioSpots

Updates

OutdoorHoardings,

Posters, Wall

paintingsTelevisionStories / Capsule

of the khel

Promotion Strategy

AwarenessEmotional Connect

Event day announcements

Acknowledgement

•Ads in local press•PR articles about the event •Radio advertising•Pamphlets•Posters

• Letter to key people & influencers• Ground activations at key locations in the district

•TV coverage / news capsule•Print coverage •Radio announcements and live interactions

•Thank you ads in print

Mass media strategy

• Ads in Lokmat for announcement and invitation

• Articles about the event to lend authenticity and show “bigness”

• Full coverage of the event during the event period for involvement Print

• Announce the event initially. Drive ground audience by announcing time / venue

• Event day announcements for attendance

• Live interactions from the venue

Radio

• Capsules of the event

• Stories of people - News channels coverageTV

• Posters and Leaflets for awareness

• Hoardings giving information about venue and time Outdoor

Note : Tentative plan

Host LocationVan Promotions

Posters

Hoarding

Leaflets

Viral - WOM

5

2

3

4

Village levelVan PromotionPostersLetters

Touch Points with Villagers

1

Personalized contact strategy

• Letter to key people– A personalized hand written letter will be sent to the DM, DC, SP and

other key people

– They are key influencers & community look upto them for their views & actions

– Will help to create right buzz in the community & prospects for future sales

• Van Activation– Will be done for 2 days at the district level where the event is

happening at key locations & the van will be moved through 4-5 neighboring locations for next 2 days to connect & create buzz amongst the target audience

– Locations: Bazaar, bus stand, colleges, Chaupal etc.

Promotions timelines

Operational details

Registration Overview

• Registration process will start 4 weeks prior to event• The promotional materials will have the contact details for registrations, venue details, Event

dates etc for Games• A registration form will have team coordinator details, participant names & details, tournament

details like format, rules etc

T0-4

• Registration window opens

• Announcement through outdoor medium – Hoardings, Posters, Pamphlets etc

T0-2• Registration closes

T0-1• Event scheduling

• Team coordinators informed about the schedule

T0• Event day registrations

Event Day Set up

Ambience

A festive environment will be created at the arenaArena

Branding & Sampling

Sponsor Zone

Prize Distribution Ceremony

• Activities similar to that of bazaar day promotions can be done to generate sales

• Ample exposure to sponsor will be given • We will have awards presented by Sponsor

and key people

• A ground will be branded with sponsor & event banners

• A special zone will be created for Sponsor

• We shall ensure significant sampling opportunity for the brand.

• We shall create unique branding elements to seamlessly integrate the brand with the event.

• Regular compeer mentions

Other Entertainment

• Special performance from a few artists can be kept as added attraction

• Special awards like free gift for special performances

• Fun games for audience to win goodies

Rural Audience Demographics*

• 2,000+ participants

• 20,000 + visitors – (70% Rural & 30% Semi-Urban

* Prelim findings – expected numbers and profile

Commitments

LOKMAT GROUP TO PROVIDE THE MEDIA ECO –

SYSTEMS

We seek partners who will :

• Maximize their relationships with Rural audience by reaching out beyond traditional

media

• Increase overall awareness of the partnership through media relations, advertising and

promotion, as well as innovative brand activations

SPORTZ CONSULT TO PROVIDE TECHNICAL &

EVENT MANAGERIAL EXPERTISE

About Lokmat Group

• Lokmat Group is into – Publishing, Entertainment, Digital & Events

• Lokmat (Marathi daily) is the market leader in terms of average daily circulation in the Marathi daily newspaper segment in Maharashtra and Goa (Source: ABC January-June 2010). Lokmat has 11 Marathi editions covering entire Maharashtra and Goa. Lokmat is published from Mumbai, Pune, Nagpur, Aurangabad, Nashik, Kolhapur, Jalgaon, Ahmednagar, Solapur, Akola & Panaji. Lokmat is the largest read regional newspaper of India and 5th largest in all India ranking.

• Have been successfully doing Aurangabad Premier League in Cricket, Kolhapur Premier League and Nagpur Premier League in Football.

About SportzConsult

• SportzConsult - India's premier sports management company.

• We partner with the world's leading marketers and media networks to help them meet their objectives through sports properties, sponsorship consulting and event management services

• We create, market and manage sports assets. Sports asset could be league, event, franchisee, club or academy.

• Proven Delivery Capability across 50 cities

• Hero Honda, Birla Sunlife Insurance, Coca-Cola, Kotak Group, ICICI Direct, SG Group, Mumbai Football Club, Zee Sports, are some of the clients for whom SportzConsult has provided sports-related consulting or developed elaborate sports programs.

Grameen Khel visualized

Rural Games – Through a lens

Rural Games – Through a lens

Rural Games – Through a lens

Your thoughts and Next steps…..

Shanti Rao Asha Bandooni

shanti@sportzconsult.in asha.bandooni@sportzconsult.in

+91 9821341904 +91 9967980530