Nitin Kukreja, Chief Executive Officer, IQuest Enterprises

In 4 years’ time, the way PKL has grown and consequently Kabaddi, it is not hard to picture it as a rival to its cricketing sibling IPL. However, there’s still a lot left. Digital and TV viewership metrics, meaningful associations, and high-level consumer engagements are yet to be explored completely. Brands need to tap into these new opportunities and leverage a property which has successfully shown that it has a pan-India appeal.

We interviewed Nitin Kukreja, CEO, IQuest Enterprises, to know his views on the growing popularity of Kabaddi, along with Jolene Fernandes Solanki, Vice President, Madison Infinity and Sulina Menon, Chief Client Officer, OMD India.

Edited Excerpts:

POV:

In 4 years’ time, the way PKL has grown and consequently Kabaddi, it is not hard to picture it as a rival to its cricketing sibling IPL. However, there’s still a lot left. Digital and TV viewership metrics, meaningful associations, and high-level consumer engagements are yet to be explored completely. With leagues like PKL offering a good mix of on-air visibility along with on-ground activation opportunities, how best do you think marketers can leverage this relatively new property?

Jolene Fernandes Solanki, Vice President, Madison Infinity

With the way India is performing in non- cricketing sports, it is the right time for the brands to leverage this opportunity. Just as IPL has been growing year on year, PKL has been showing growth year on year and will continue to grow with the way India’s focus on non-cricketing games increases.

The opportunity to go more localized as PKL has 12 teams, Association with these teams at a regional / local level can benefit brands if done with the right impact. Brands who are not able to invest in huge moneys for IPL and also has a strong regional focus can benefit from the association here. Unlike our regular myths, Women viewers are increasing across non- cricketing sports. PKL also has 45% of women viewership coming from the platform.

Advertisers benefits from higher visibility on PKL as On- Air sponsors benefit from on-ground properties as well, hence lesser advertising clutter. It makes sense to also invest on digital at the same time, owning the property at a wholistic level.

Lastly, it’s important to be true to an association. Stay invested, as any association takes time to build. Huge opportunity is since the sport is growing in the country brands can also build equity by help building and growing Kabaddi by motivating young Indians to play the sport.

Sulina Menon, Chief Client Officer, OMD India

The best way to leverage any sport/event is to include it as a campaign activation in the marketing plan rather than media only activation. In my view it is no different for PKL. Media only approach limits the potential for the brand. We have some great examples in IPL and what the brands have done. Therefore, PKL is a great opportunity to activate consumers and markets, trade, employees and all stakeholders to increase mind and sales measures for the brand.