Indian broadcast giant Sony Sports Network rolled out a new, own-platform campaign called ‘Laga Panja / Let’s Arm Wrestle’ to promote the inaugural season of its new Pro Panja League.
The hero spot, which aims to unleash the power of the country’s game, ran across both broadcast partner and rights owner online channels.
Using the twin hashtags #LagaPanja and #BharatKaKhel the campaign dropped on 6 July and promoted the 28 July start of the new Pro Panja League which will air exclusively on Sony Sports Network between 28 July 28 and 13 August each evening between 7pm and 9pm.
Created in-house and conceptualised by Pro Panja League co-founders actor Parvin Dabas and Preeti Jhangiani, the ad offers viewers a glimpse of the action-packed competition.
The spot also encourages fans to follow the broadcaster’s new league coverage on social media.
“Panja is the only combat sport that can work for the masses in India as it is both family friendly and entertaining,” commented Founder Parvin Dabas. “It is also sponsor friendly because it does not require hefty spending on infrastructure. All you need is a table. The audience is already familiar with the sport and hence, they will not only get to view professional arm wrestling for the first time but will also be able to issue #LagaPanja challenges at home, schools or offices and directly engage with the sport.”
Comment
The network and the Pro Panja League founders believe that professional arm wrestling is about to take the Indian sporting world by storm. Cricketers beware!
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