Sabse Khaas Pehlwan (SKP)
Sabse Khaas Pehlwan (SKP) is a first of its kind on ground and online wrestling championship in India conceptulaised and executed by Velocity. Spanning over 45 days, 22 districts in Haryana and with 1000 competitions the championship provided a new platform for grassroot wrestling talent
01.
BACKGROUND
Nuvoco Cement wanted to amplify their brand awareness in the North region, particularly in Haryana
Velocity Brand Server was approached to develop a strategic solution for building brand awareness in North India, specifically targeting Haryana as the primary market.
02.
THE BIG IDEA
A unique Intellectual Property (IP) – Sabse Khaas Pehlwan (SKP) – a grassroots-level wrestling competition exclusively for Haryana.
Wrestling is not just a sport in Haryana; it’s a cultural identity.
The strength and resilience required in wrestling perfectly mirrored the core attributes of cement as a category.
03.
ON GROUND ACTIVATION
A van activation campaign across 22 districts of Haryana
- 120+ Akhadas covered
- 400+ locations covered to drive registration
- 1200+ wrestlers registered
- 3,000 + matches conducted
Winners from each district qualified for the Grand Finale.
04.
THE GRAND FINALE
130 finalists competed in a mega-event at Talkatora Stadium, New Delhi
- Nail biting finale attended by wrestling enthusiasts, dignitaries, Arjuna award and Dronacharya award winners
The champion in each category won ₹ 1 lakh prize money.
05.
OUTCOME & IMPACT
SKP provided a new platform for grassroots wrestling talent. to reach bigger competitive stages
- Nuvoco Cement brand got significant visibility boost in North India, particularly Haryana
- Strong brand association with strength, durability, and local culture
- Instagram reach: 1.5 million+
- Facebook reach: 1.2 million+
- YouTube Live: 2.2 million +
- Influencer engagement: 1.1 million +
- Event covered by local press
Newspaper advertisements and outdoor campaign built trust for the event
Velocity has created a sports property that brand could own and scale.
