Mumbai: Hockey India has announced the signing of Digital Latte as its new digital media agency for the management of its social media requirements. 

Digital Latte, a full-service creative digital agency, will be working towards presenting fresh digital ideas to push for engaging content on all social media platforms, and will also be using consumer insights to connect with the hockey fans in India and abroad, said the statement.

"We are delighted to partner with Digital Latte as our new social media agency. In the growing digital world, it is important to connect with your audience digitally, and Digital Latte's growing reputation over the past decade has convinced us that it is the ideal agency for us to work towards that goal," stated Hockey India president Gyanendro Ningombam.  

Following the success of the Indian Men and Women's Hockey Teams at the Olympic Games Tokyo 2020 where the Indian Men ended a 41-year medal drought with their bronze medal feat and the Women team's historic fourth-place finish, Hockey India believes it is the right time to seize the popularity of the sport and engage with global fans with right digital messaging and promotion of the players across teams.

"Particularly after the Olympic success, Indian Hockey is gaining popularity not just in India but across the world and the sport's digital presence is of paramount importance. We see this as an opportunity to further build the Hockey India brand and explore commercial opportunities for the future development of the sport," Ningombam further said.  

Commenting on the new association, Digital Latte founder and director Chintan Vora said, “Hockey is a sport of intrinsic value to our cultural and national identity in India. It is a great opportunity for Digital Latte to associate so closely with an organisation of national importance such as Hockey India."