Project Overview

Kochi Blue Spikers (KBS), a prominent team in India’s Prime Volleyball League (PVL), sought to enhance awareness for the upcoming tournament amidst the challenge of volleyball not being widely popular in India. The campaign aimed to resonate deeply with the sports-loving community in Kerala, highlighting the state’s readiness to embrace volleyball as a premier sport. ADCO MEDIA undertook the task of creating a campaign that would reflect the cultural shift while aligning with the vision of the esteemed Muthoot Papachan Group, owners of the Kochi Blue Spikers.

Challenge

Despite its global popularity, volleyball faces an uphill battle in gaining mainstream attention in India, where cricket reigns supreme. The challenge was to break through this barrier and demonstrate Kerala’s enthusiasm and readiness for volleyball. The campaign needed to ignite interest and engagement among the local population, positioning volleyball as a sport deserving of widespread support.

Solution

ADCO MEDIA devised the “Volley Ku Keralam Ready” campaign, leveraging the regional language of Malayalam to authentically connect with Kerala’s populace. Translating to “Kerala is ready for a new dawn of volleyball,” the campaign aimed to evoke pride and excitement among locals. We employed dynamic visuals and compelling narratives to convey the passion and potential of volleyball in Kerala. Social media platforms played a pivotal role in disseminating the message, engaging fans, and generating support for KBS and the PVL tournament.

The campaign successfully ignited enthusiasm and support for volleyball in Kerala, positioning the Kochi Blue Spikers as ambassadors for the sport’s growth in the region. This initiative enhanced match attendance, amplified media coverage, and strengthened the team’s fan base, solidifying KBS’s stature as a dominant force in the Pro Volleyball League under the esteemed ownership of the Muthoot Papachan Group