Lokmat Grameen Khel - a unique initiative. Sports activation in rural area with massive promotions in Lokmat paper and in ground brand engagement opportunity. More than 20000 captive audience expected to be part of the event.

1. Lokmat Grameen Khel
• For the people of Maharashtra
• By the popular publication of Maharashtra
• Year 1 – 3 districts of Maharashtra
Nasik
Aurangabad
Kolhapur

2. Lokmat Grameen Khel- Overview
• Provide a unique mix of sports and cultural
programs to local people.
• Encourage sportsperson from Maharashtra
interior regions to come forward and show their
skills and talents
• Make heroes out of people by giving them an
opportunity to showcase their skills.
• Make the people feel proud to be part of an
event which will go on to attract tourists over the
years

3. Lokmat Grameen Khel- Overview
Who will participate ?
It will be a competition among 50 village teams from chosen district
in popular sports and local sports. It will also include fun activities
for audience, performances and melas.
When is it going to be held?
It will be held in the month of April 2011
Where is it going to be held?
It will be held at Aurangabad, Nasik and Kolhapur – 3 main regions
of Maharashtra

4. Planned Activities
Popular Sports
Running, Shot Put, Throwball, Volleyball, Kho-Kho, Mud Wrestling & Kabbadi
Local Sports
Bullock Cart Racing, Malkhamb, Arm Wrestling, Tractor Racing, Tug of War, Slow Cycling, Sac filling on
cart.
Fun Activities
Filling the bottle, Needle with thread, Lemon & Spoon, Three leg race (couples)
Mini Mela
Artistes, crafts & products, cuisine, culture from across Maharashtra
Performances
Feats of Strength by rural folks, Folk Dances, Daredevil Feats etc

5. Details
Teams – My village
Each village will send a contingent of sports people for popular and Local sports
category. The village stakeholders will get involved to form the best teams.
Declaring winners
Points will be awarded to winners of disciplines in the Popular Sports & Local
Sports category along with gratifications. Each discipline will have three prizes
with points for each position.
Gratifications
There will be gratifications for individual game winners as well as for the Village
with maximum points
Time line
The event will be held for 2 days . The venue will be near the 3 cities to ensure
that nearby villagers can travel easily.

6. Marketing

7. Event Communications
• My Village, my team – emotional connect
• An event for the rural masses
• Healthy rivalry
• Recognition & fame

8. o
360 Promotion
Brand Connect Points
Van Promotion
Newspaper Across the 3 districts
Lokmat to promote in its
newspapers
Radio Ground Event
Branding
Spots
Updates Lokmat Activation booth
Entertainment
Grameen
Opinion Leaders
Khel 2011 Involving them to promote
Outdoor
Hoardings,
Posters, Wall
paintings
Television
Stories / Capsule
of the khel

9. Promotion Strategy
Emotional Event day Acknowledge
Awareness announcements ment
Connect
• Letter to key
•Ads in local press •TV coverage /
people & •Thank you ads
•PR articles about news capsule
influencers in print
the event •Print coverage
• Ground
•Radio advertising •Radio
activations at
•Pamphlets announcements
key locations in
•Posters and live
the district
interactions

10. Mass media strategy
• Ads in Lokmat for announcement and invitation
Print • Articles about the event to lend authenticity and show “bigness”
• Full coverage of the event during the event period for involvement
• Announce the event initially. Drive ground audience by announcing
time / venue
Radio • Event day announcements for attendance
• Live interactions from the venue
• Capsules of the event
TV • Stories of people - News channels coverage
• Posters and Leaflets for awareness
Outdoor • Hoardings giving information about venue and time
Note : Tentative plan

11. Touch Points with Villagers
Village level
Van Promotion
1 5 Posters
Letters
Host Location
Van Promotions
Posters
Hoarding
Leaflets
Viral - WOM
2 4
3

12. Personalized contact strategy
• Letter to key people
– A personalized hand written letter will be sent to the DM, DC, SP and
other key people
– They are key influencers & community look upto them for their views
& actions
– Will help to create right buzz in the community & prospects for future
sales
• Van Activation
– Will be done for 2 days at the district level where the event is
happening at key locations & the van will be moved through 4-5
neighboring locations for next 2 days to connect & create buzz
amongst the target audience
– Locations: Bazaar, bus stand, colleges, Chaupal etc.

13. Promotions timelines

14. Operational details

15. Registration Overview
• Registration window opens
• Announcement through outdoor medium – Hoardings, Posters,
T0-4 Pamphlets etc
• Registration closes
T0-2
• Event scheduling
T0-1 • Team coordinators informed about the schedule
• Event day registrations
T0
• Registration process will start 4 weeks prior to event
• The promotional materials will have the contact details for registrations, venue details, Event
dates etc for Games
• A registration form will have team coordinator details, participant names & details, tournament
details like format, rules etc

16. Event Day Set up
Ambience
Arena
A festive environment will be created at the arena
• A ground will be branded with sponsor & event
Branding & Sampling banners
• A special zone will be created for Sponsor
• We shall ensure significant sampling
opportunity for the brand. Sponsor Zone
• We shall create unique branding elements to
• Activities similar to that of bazaar day
seamlessly integrate the brand with the
promotions can be done to generate sales
event.
• Regular compeer mentions
Prize Distribution Ceremony
Other Entertainment • Ample exposure to sponsor will be given
• We will have awards presented by Sponsor
• Special performance from a few artists can be kept and key people
as added attraction
• Special awards like free gift for special
performances
• Fun games for audience to win goodies

17. Rural Audience Demographics*
• 2,000+ participants
• 20,000 + visitors – (70% Rural & 30% Semi-Urban
* Prelim findings – expected numbers and profile

18. Commitments
LOKMAT GROUP TO PROVIDE THE MEDIA ECO –
SYSTEMS
SPORTZ CONSULT TO PROVIDE TECHNICAL &
EVENT MANAGERIAL EXPERTISE
We seek partners who will :
• Maximize their relationships with Rural audience by reaching out beyond traditional
media
• Increase overall awareness of the partnership through media relations, advertising and
promotion, as well as innovative brand activations

19. About Lokmat Group
• Lokmat Group is into – Publishing, Entertainment, Digital & Events
• Lokmat (Marathi daily) is the market leader in terms of average daily
circulation in the Marathi daily newspaper segment in Maharashtra and
Goa (Source: ABC January-June 2010). Lokmat has 11 Marathi editions
covering entire Maharashtra and Goa. Lokmat is published from Mumbai,
Pune, Nagpur, Aurangabad, Nashik, Kolhapur, Jalgaon, Ahmednagar,
Solapur, Akola & Panaji. Lokmat is the largest read regional newspaper of
India and 5th largest in all India ranking.
• Have been successfully doing Aurangabad Premier League in Cricket,
Kolhapur Premier League and Nagpur Premier League in Football.

20. About SportzConsult
• SportzConsult - India's premier sports management company.
• We partner with the world's leading marketers and media
networks to help them meet their objectives through sports
properties, sponsorship consulting and event management
services
• We create, market and manage sports assets. Sports asset
could be league, event, franchisee, club or academy.
• Proven Delivery Capability across 50 cities
• Hero Honda, Birla Sunlife Insurance, Coca-Cola, Kotak Group,
ICICI Direct, SG Group, Mumbai Football Club, Zee Sports, are
some of the clients for whom SportzConsult has provided
sports-related consulting or developed elaborate sports
programs.

21. Grameen Khel visualized

22. Rural Games – Through a lens

23. Rural Games – Through a lens

24. Rural Games – Through a lens

25. Your thoughts and Next steps…..
Shanti Rao Asha Bandooni
shanti@sportzconsult.in asha.bandooni@sportzconsult.in
+91 9821341904 +91 9967980530