Rural Olympics

Kila Raipur Sports Festival 2018

82nd Edition of the games- 1st to 4th Feb 2018

Content

• About Punjab : the market

• Brief History of Kila Raipur Sports Festival

• Major events

• Brands Participation

• Our Approach

• Amplification opportunities

• Sponsorship offering for 2018

Market Focus : Punjab

• Prosperous-Progressive •90%+ electrification

•95%+ population above BPL

• Brand conscious & aware

• Pro Sports – watch, play

and support Doaba belt is amongst the most prosperous across India

Background • The spectacle began in 1933.

• Initiated by the ‘Grewal Family’ as an annual recreational meet for the community

• Single largest sporting extravaganza in Punjab

• Possibly the biggest Rural Sports Festival of the scale in the world

• Audience includes Locals, rest of India and International visitors

• Recognized by – – Sports Authority Of India,

– Tourism Dept – Govt. of India,

– Punjab Sports Department,

– Government of Punjab,

– Ludhiana Administration

The Event

• 3 to 3 and ½ days of Sports, Culture and performances

– 10:30 am to 5:30 pm Sports and activities

– 6:30 pm to 9 pm – Music/Songs performances

• Strong affinity with the community in Punjab

• International fame, significant coverage nationally

• Attended by the Top leaders and celebrities

Audience

• Amongst the richest belts in India (Doaba belt) – On Household Premium-ness

Index the region is 6 times higher than that of rest of India

• Attendance – 6000+ Sports persons compete

over a 4 day extravaganza

– ~ 400,000 visitors

– Excitement captured extensively by Media ( Print & Electronic) & followed across Punjab, India and abroad

• Stadium Capacity – ~40,000

Event showcase

Major Events

Bullock*/mule Cart Race Athletics Hockey Kabbaddi Tug of War Dog Race Weight Lifting Cultural show Rare Bazigars Feats Tent pegging Nihangs Riding Skills Tractor race Old gentlemen's race Cycling Showcase event physically disabled race gatka entertainment evenings

* Pending approval

Cultural Xtravaganza! • Cultural Program

– Top-notch singers performances • Every day Bhangra and Gidha Players perform

live during the date

– Each evening folk and contemporary singers perform to enthrall crowds • The program continues from 7 pm till 10:30 pm

• 3 days – 2nd, 3rd and 4th day of the festival.

– The attendance is upwards of 15,000 on daily basis

Kila Raipur Sports Festival

The Constituents of success

Success through excellence

Internal

• Planning and management

– Excellent ground, event and media : Multisport event : played in sportsman spirit

• Participation

– Excellent participation levels

• Cultural extravaganza

• Musical evenings

• Excellent media management and facility

• Lineage and community support

• Progressive outlook

External

• Professional Sponsorship management

• High quality vendor selection

• Brands bring their strength

• Protecting sponsors against ambush marketing

• STRONG PR :Information dissipation to media : local, national and international

• Celebrity and renowned personalities presence

• TV broadcast – Live / deferred/ highlights*

* To be confirmed

Partners over years

….Among others!

Our Approach

• Association with the Event - Ownership

– Awareness, Reach, Promotions & Affinity Building

• Understanding of the Brand requirements and leveraging opportunities

• Amplification and leverage!

KRSF

2018

Multimedia PR leverage

Targeted Communi

cation

Interactivity

Sales promotion

Local level marketing

Amplification Of

relationship

Live Audience

Association With select

sports

TV Coverage*

* TV partner to be confirmed

Proposed Partnership

Opportunities to associate

Title Sponsorship Rs 45 Lakh

•Press Conference, Outdoor and posters, Stationery, Invites,

Pre Event Activity

•30% of total branding : Hoardings, Arena Boards, Wall Painting, Audio Mentions (5 per day)

•Sponsorship of select sports & Prize Distribution of sponsored sports

•Co-branded Elements –Welcome Gates & Panels, Ceremony Dias backdrop

During the event activity

•Year around presence on official website

•Advertising Space in the Souvenir and special TV program (both subject to finalisation)

Post Event Activity

•Usage of event logo for marketing purposes : ATL, BTL marketing & promotions

• Rights to special offers for purchase/ booking during the event

Rights and Benefits

Associate Sponsorship Rs 25 Lakh

•Press Conference, Outdoor and posters, Stationery, Invites,

Pre Event Activity

•10% of total branding : Hoardings, Arena Boards, Wall Painting, Audio Mentions (5 per day)

•Sponsorship of select sport & Prize Distribution of sponsored sport

•Co-branded Elements –Welcome Gates & Panels, Ceremony Dias backdrop

During the event activity

•Year around presence on official website

•Advertising Space in the Souvenir and special TV program (both subject to finalisation)

Post Event Activity

•Usage of event logo for marketing purposes : ATL, BTL marketing & promotions

• Rights to special offers for purchase/ booking during the event

Rights and Benefits

Official Partner Rs 17.5 Lakh

• Press Conference, Outdoor and posters, Stationery, Invites,

Pre Event Activity

• 5% of total branding : Hoardings, Arena Boards, Wall Painting, Audio Mentions (5 per day)

• Co-branded Elements –Welcome Gates & Panels, Ceremony Dias backdrop

During the event activity

• Year around presence on official website

Post Event Activity

• Usage of event logo for marketing purposes : ATL, BTL marketing & promotion

Rights and Benefits

Structure • Each Marketing Partner get a specific no. of properties, in

addition to Title/ Co Sponsorship entitlements, named after them

• Sponsorship Structure – Title Sponsor

– Co Sponsors - ( 2 )

– Event Partners ( 3)

Title

Partner 2 Partner 1

* TV partner to be confirmed

Co-sponsor 2 Co-sponsor 1 Co-sponsor 3

Terms and Conditions

• All the confirmations to be sent to Indus Sports

• Billing will be done by INDUS SPORTS – GST Extra (to be paid by the client as per regulations)

• Nett of agency commission if any

• Cost of production additional to be paid by the client

• Execution by event approved vendor only.

• 50% payment advance and 50% within 2 weeks from the last date of the event date

• Additional investments for leverage plan

Our recommendation

• A pre-marketing plan a must in surrounding areas – 60-100 villages/towns

• Specific product / service offer during the Kila Raipur Sports Festival

• Amplification through – On ground activation

– Media association - Radio, TV, Print

Indus Sports and

Grewal Sports Association

• As consultants to Grewal Sports Committee, we advise them on – Understanding and maintaining relationships with brands – Multimedia Leverage – Sponsorship marketing and management – Structure and uniformity to final execution of brand activity – Creating marketing buzz to strengthen brand-event association – PR and television partnerships

• Transparency

– 100% transparency

Thank You