Multi Screen Media (MSM) gets broadcast rights of Pro Wrestling League
Kicks off the campaign, “Khel Fauladi”
MSM will broadcast the inaugural edition of the ‘Pro Wrestling league’,
Across SONY MAX, SONY SIX and SONY PAL
Multi-Screen Media (MSM) which has bagged the broadcast rights of the ‘Pro Wrestling League’ for the next 5 years, is all set to roll out its marketing campaign ‘Khel Fauladi’ for the inaugural edition of the Indian wrestling tournament across its 3 channels – Sony MAX, SIX and PAL. Touted as the first home grown league in the realm of wrestling in India, ‘Pro Wrestling League’ (PWL) is a partnership between the Wrestling Federation of India (WFI) and Pro Sportify Private Limited (PPL). The league will air on the above specified channels of the MSM network from December 10th to December 27th.
Sony MAX’s PWL campaign builds the league as the one true, tough sport that has fascinated audiences for years on-ground and now will be see on television featuring the best wrestlers not only from the Indian soil but from across the world.
The campaign comprises of two 15 seconder and two 40 seconder TVCs featuring both male and female wrestlers and taps into the insight that male audiences are fascinated and drawn to true strength, toughness and endurance.
The multi-media campaign comprising of television, print, radio and outdoor promotions will be taken across all Hindi speaking markets and will have key players such as Sushil Kumar, Yogeshwar Dutt, Babita Kumari, Geeta Phogat, Vinesh Phogat, Amit Dahiya, Narsingh Yadav, Bajrang Punia, Mausam Khatri and Rahul Aware amongst others fronting the campaign.
PWL will see six teams fight it out to win the champion’s title. Witnessing a total of 18 ties including 2 semi-finals and the grand finale based on best-of-nine bouts, the tournament which will be contested in accordance with Olympic wrestling rules will travel to 6 venues, namely, Bengaluru, New Delhi, Mumbai, Uttar Pradesh, Punjab and Haryana. Each team will comprise of nine wrestlers – five men and four women – with a maximum cap of four foreign wrestlers on the team roster.
Neeraj Vyas, Senior EVP, Sony MAX & Sony MAX2:
“This is the first time a league like this has been organized to promote one of the oldest sport rooted in the ethos of Indian culture and a sport that has helped India bag the gold, silver and bronze medals at the Olympics. By gaining the broadcast rights to ‘Pro Wrestling League, we consider it an honor to help popularize this sport and in turn give its due recognition and glory.”
Vaishali Sharma, Senior VP, Marketing & Communications, Sony MAX & MAX2:
“With the campaign Khel Fauladi, our intent is to laud the toughness and endurance that the sport of wrestling demands of its players. The campaign positions wrestling as the most brutal strength of mind and body and promises a never before viewing experience. Wrestling as a sport has its roots well set in India and with this league; there is an opportunity to make it aspirational and larger than life”.
SONY MAX, India’s premier Hindi Movies channel, backed by Sony Pictures Television (SPT) is a part of Multi Screen Media Private Limited, one of India’s leading television network. SONY MAX provides its viewers with the biggest and best of Hindi Movies and Special Events. The channel stands for innovation and distinctiveness, be it its content, its marketing initiatives or the brand itself. SONY MAX along with SONY SIX are official broadcasters of the world’s biggest entertainment extravaganza, the PEPSI Indian Premier League (PEPSI IPL). MAX has pioneered concepts like Extraaa Innings (this capsule is an exciting amalgam of serious cricketing action with fun and excitement for the entire family) With Extraaa Innings, MAX changed the rules of cricket presentation in India and made it an entertaining affair for the entire family that set viewership records. MAX is synonymous with the biggest and best of Hindi Movies on television. The channel houses one of the largest libraries of the best old and new Hindi blockbusters and presents many exclusive film related programmes. MAX has also been widely acclaimed and distinguished in the media marketplace with a host of awards recognizing leadership and marketing excellence. Today, MAX reaches out to over 100 million individuals in India.
About Multi Screen Media (MSM):
MSM is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels. As a leading television network in India, MSM comprises of Sony Entertainment Television (SET), one of India’s leading Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, a second Hindi movie channel showcasing great Indian Cinema; SAB, a family comedy entertainment channel; PIX, the English movie channel; AXN, the leader amongst English Entertainment Channels; AATH, the Bangla movie channel, MIX a refreshing Hindi music channel; SIX, India’s Premier Sports Entertainment Channel; KIX, a youth-centric sports channel focusing on high adrenaline, fast-paced content and LIV – the Digital Entertainment Channel. And, MSM Motion Pictures is the company’s venture in film production. The Network is in its 21st year in India.