MUMBAI: Mobile operator Idea Cellular has conceptualized and announced Punjab?s first-ever Kabaddi tournament ?Idea Shaan-e-Punjab Kabaddi Cup?, along with the Punjab Sports Department.

Kabaddi the company says has always been India?s forte in the world sports arena, with maximum representation from Punjab athletes, since the sport is pursued assiduously in the state.

The commencement of the first season of this unique Kabaddi tournament was announced by Idea Cellular COO Punjab, J&K and HP Anish Roy. Idea ?Shaan-e-Punjab? Kabaddi Cup will be a village level Kabaddi Tournament involving youth across Punjab. More than 300 teams from over 2400 villages across Punjab will get to participate in this ?Annual Kabaddi Tournament?.

Roy said, ?Through this pioneering initiative, Idea wishes to harness and highlight the talent base in this state, by giving young athletes a platform to showcase their sporting talent. We will leverage our widespread reach and penetration across the state to connect, inform and invite the teams and interested athletes even from far-flung areas. Idea is the first telecom brand to reach out to youth in the state with such initiatives at the village, city, school and college level and we hope to build the property further in the coming years.?

Recently, Idea Cellular had conceptualized ?Idea Junior Championship League? in Punjab, the Annual Inter-School Sports Championship, comprising 9 Major Athletics Events across 100 schools in 6 cities.

Idea adds that it has been committed to promote Sports amongst the youth of this country, and particularly in Punjab. This is yet another initiative from Brand Idea to promote sports at the village level, recognize the young talent and thereby encourage their sporting ambitions.