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Benefit from sports advertising: Promoting combat sports with advertising insights from wrestling, kho kho, and kabaddi
Mumbai: The Indian sports industry witnessed significant growth in its spending reaching over 14000 crore in 2022. Though cricket takes a large pie of this spending, active spendingwas seen in other events like Pro Kabbadi, Commonwealth Games, Prime volleyball league, and Ultimate KhoKho. Sports advertising is a powerful tool that allows combat sports such as wrestling, Kho Kho, and Kabaddi to gain widespread recognition and popularity. These traditional and indigenous sports have a rich history, and through strategic advertising campaigns, they can connect with a global audience, ensuring their growth and sustainability. There are key factors that explore the art of promoting combat sports through advertising, focusing on the unique insights provided by wrestling, Kho Kho, and Kabaddi, and the substantial benefits it brings to athletes, fans, and the sports industry as a whole. Some of these key factors are;
Preserving Culture and Heritage
Wrestling, Kho Kho, and Kabaddi are deeply rooted in the cultural heritage of various countries, particularly where India is considered the birthplace of KhoKho and Kabbadi . By using sports advertising to promote these combat sports, we can preserve and celebrate their traditions. Through captivating campaigns, advertisements can evoke nostalgia and a sense of pride among people who have grown up with these sports, fostering a stronger connection between the audience and the games.
Global Exposure and Recognition
Sports advertising opens doors for combat sports to reach international audiences. Television commercials, social media promotions, and digital campaigns can showcase the excitement and uniqueness of wrestling, Kho Kho, and Kabaddi to the world. As global interest increases, more athletes are likely to participate, and the sports gain recognition on the international stage, potentially leading to the inclusion in major sporting events.
Boost in Sponsorships and Investment
Effective sports advertising attracts sponsors and investors who see the potential in these combat sports. By highlighting the growth and engagement of these sports with the audience, advertisers can entice corporations to invest in teams, players, and tournaments. It is a known fact that increased sponsorships translate into better training facilities, athlete development programs, and overall improvements in the sports ecosystem.
Empowering Athletes and Grassroots Development
Advertising campaigns centered around combat sports provide visibility to athletes, both seasoned professionals and aspiring youngsters. By portraying athletes as role models and heroes, these campaigns inspire the next generation to take up wrestling, Kho Kho, and Kabaddi. Grassroots development receives a significant boost as more children get involved in these sports, leading to a richer talent pool and a competitive environment.
Fostering a Community of Fans
Sports advertising helps cultivate a dedicated fan base for wrestling, Kho Kho, and Kabaddi. Engaging and emotionally-driven advertisements connect with viewers on a personal level, encouraging them to follow the sports regularly. The creation of fan communities on social media and online forums further strengthens the bond between enthusiasts, leading to increased viewership and engagement during tournaments.
Economic Growth and Employment Opportunities
A surge in popularity due to sports advertising leads to an increased demand for organizing events, managing teams, and promoting athletes. This generates a range of employment opportunities across the sports industry, from event managers and coaches to marketers and content creators. Moreover, sports tourism experiences a boost as fans travel to witness live matches and tournaments, contributing to the local economy.
Sports advertising has become an indispensable aspect of promoting combat sports like wrestling, Kho Kho, and Kabaddi. By leveraging advertising insights, these sports can preserve their cultural significance while embracing a global audience. The benefits of effective sports advertising extend to athletes, fans, and the broader sports industry, fostering growth, recognition, and economic prosperity. Embracing innovative marketing techniques, combat sports can continue to thrive and carve a niche in the ever-expanding world of sports entertainment.
The author of the article Vaibhav Somani, Director, Gravolite.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
