MARKS FOR SPORTS DDB Mudra Group Mumbai für Nirmal

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MARKS FOR SPORTS

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Öffentliche Mitteilungen (soziale Werbung)
Medien Werbung / PR, Fallmethode
Markt Indien
Agentur DDB Mudra Group Mumbai
Associate Creative Director Sagar Chhabria
Executive Creative Director Louella Rebello
Creative Director Mandar Khatkul
Veröffentlicht April 2013

Kredite und Beschreibung

Advertiser: NIRMAL
Agency: DDB MUDRA GROUP
Category: Best Use of Media Relations
Advertising campaign: MARKS FOR SPORTS
Copy Supervisor: Prashant Kalipurayath (DDB Mudra)
Creative Director: Mandar Khatkul (DDB Mudra)
Associate Creative Director: Sagar Chhabria (DDB Mudra)
Executive Creative Director: Louella Rebello (DDB Mudra)
Senior Copywriter: Pashyn Sethna (DDB Mudra)

Strategy
Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting legends from India extended their support to the campaign. Special televised debates and discussion shows with leading politicians, sports celebrities, children, parents and educationists, and a pan-India signature drive asking for policy changes, brought the campaign message to the country. The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on this day sports personalities set about inspiring the country through various activities. The day ended with the Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, and children towards promoting sports. One of the major achievements of the campaign in Year 1 was receiving the generous support of the Ministry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all states to implement Marks for Sports.

Relevancy
'Marks for Sports', which aims to develop fitter, active and healthier lifestyles for the youth of today. The core belief of this campaign lies within the premise that if schools and more importantly, different boards of education include Sports as a part of the main curriculum, then parents, as well as children, will devote more time to sports, setting them on the path of a lifetime of fitness.

Effectiveness
The key highlights of the campaign were as follows: 1. First ever campaign to make sports a compulsory subject in the school curriculums.2. Nationwide petition campaign in support of the initiative.3. Sports Minister of India backs the campaign.4. Televised panel discussions and debates. 5. All 27 states pass a resolution to consider marks for sports.6. 6 states implement marks for sports.7. 1.6 million people sign the pledge.8. Sports connect initiative sends sporting icons back to school to inspire kids.9. Over 6 million media impressions.10. Continued presence on television for over a year.

Execution
Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting legends from India extended their support to the campaign. Special televised debates and discussion shows with leading politicians, sports celebrities, children, parents and educationists, and a pan-India signature drive asking for policy changes, brought the campaign message to the country. The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, on this day sports personalities set about inspiring the country through various activities. The day ended with the Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, and children towards promoting sports. One of the major achievements of the campaign in Year 1 was receiving the generous support of the Ministry of Youth Affairs and Sports. Sports Minister Ajay Maken passed a resolution urging all states to implement Marks for Sports.

Campaign Description
The core belief of the 'Marks for Sports' campaign is that if schools include sports as a part of the main curriculum, then parents as well as children would devote more time to sports. Campaign Ambassador, movie star Ranbir Kapoor, kicked off the campaign in New Delhi. Sporting legends from India extended their support to the campaign. Special televised debates and discussion shows with leading politicians, sports celebrities, children, parents and educationists, and a pan-India signature drive asking for policy changes, brought the campaign message to the country. The year-long campaign culminated with the Fit India Day. Backed by the Ministry of Sports, and the sports minister A. Maken, on this day sports personalities set about inspiring the country through various activities. The day ended with the Spirit of Sport Awards ceremony honouring the commitment of sports persons, individuals, and children towards promoting sports. Key Highlights:1. First ever campaign to make sports a compulsory subject in the school curriculums.2. Nationwide petition campaign in support of the initiative.3. Sports Minister of India backs the campaign.4. Televised panel discussions and debates. 5. All 27 states pass a resolution to consider marks for sports.6. 6 states implement marks for sports.7. 1.6 million people sign the pledge.8. Sports connect initiative sends sporting icons back to school to inspire kids.9. Over 6 million media impressions10. Continued presence on television for over a year.

Client Brief Or Objective
The year-long ‘Marks for Sports’ campaign aims to reach out to policy and decision makers across the country with a series of activities. These will include special televised debates and discussion programmes with the Campaign Ambassador, televised interactive ground activities with sportspersons and children and a signature drive asking for policy changes with pledges for donations and equipment. Also included will be a school connect programme, to motivate and encourage students and their parent to accept Sports as part of the main curriculum. The campaign concluded with Fit India Day and the Spirit of Sports awards.