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Brands lock horns as PKL scores big with four marquee sponsors
MUMBAI: Kabaddi isn’t just about raids and tackles anymore, it’s about brands charging onto the mat too. As Season 12 of the Pro Kabaddi League (PKL) gets ready to storm Visakhapatnam on August 29, official broadcaster JioStar has announced four marquee sponsors: Shriram Finance Limited (BFSI), UltraTech Cement (Infrastructure), Birla Tilestix (Tile Adhesive), and energy drink giant Red Bull.
The timing is a marketer’s dream. With the festive season around the corner, PKL offers advertisers a golden chance to ride the wave of India’s second-largest sporting league. Season 11 drew over 283 million viewers across TV and digital, including 140 million in Hindi-speaking markets alone numbers that outperformed reality shows and talent hunts. Fans weren’t just tuning in; they were hooked, watching 64 per cent of game time per match on average.
Season 12 promises to turn up the volume. Expect a revamped format, richer storytelling, deeper fan interactivity, and expanded coverage across 10 plus TV channels and seven language feeds on JioHotstar. JioStar is betting that this multi-platform blitz will take engagement to record levels.
“PKL has built a loyal and growing viewership, making it one of the most followed sporting leagues in the country,” a JioStar spokesperson said. “Season 12 will build on this momentum by offering brands high-impact visibility and strong engagement with premium audiences.”
The action begins with a high-voltage Southern derby Telugu Titans vs Tamil Thalaivas setting the stage for another season of bruising raids, flying tackles, and, now, brand battles. With more sponsors expected to pile in, Season 12 looks set to prove that kabaddi isn’t just India’s ancient sport, it’s also modern marketing’s new playground.
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.
