If you are in India and you use Twitter, you might have come across the latest hash-tag “EkNayiLeague” that has taken Twitter by storm. A bit of sleuthing let me to a frantic buzz among people wondering what it is about. It is really commendable that not a whiff of smoke has risen out of this closely guarded secret in today’s digital world.
A marketing campaign led by the stalwart Kapil Dev, a legend in himself, has surfaced at the apt time considering the ongoing Indian Premier League matches.
I carefully went through all the newly launched videos for the campaign to get a subtle whiff of what it was all about. The fact that it is being hosted by the legend himself is enough to guarantee a hit television entertainment series, so I am assuming it is focused on a very big message.
So, its down to people to decode and debug this message behind this marketing campaign.
Here are some of the keywords I picked up from the campaign. I will tackle them one at a time:
1. One of the videos where Kapil talks about MS Dhoni’s retirement, he mentions that a star should not ‘retire‘ and that he played with his heat to build a strong Indian cricket team.
2. Another one about Sania Mirza was primarily about the under-representation of women in sports in India. When Kapil says he is proud of Sania, he is appreciating her success as a female sports-person in India.
3. In another video, Kapil seemed to be driven greatly by the fact that in India sports persons are under represented and under-paid. Even during his time, when a game of cricket was watched by millions, the premier sports people did not make as much money as their present counterparts (which suggests that the scenario is greatly altered for some sports right now). He also mentions the fact that some cricketers are now signing huge contracts.
4. Kapil talks about a game that if played with the heart, you will definitely lose. So the game has to be played with a strategic mind.
Clubbing these key words together, I can safely assume this “league” that is about to be unveiled today is primarily focussed on the sport-persons in India. In one video, Kapil says that when he travelled the world, he used to wonder how sports people like Tiger Woods earned so much money while back in our country, the premier sports people made very little.
My guess: The league might strive towards bringing sports in to the mainstream for a country like India where most of the sports are under-represented and provide no value or returns.
The game can be a quiz show heavily bordering on sports. Since the initial phase will have famous sportspeople, I assume a part of the proceeds will go towards the development and unification of the divergent branches of sports in India to bring them under a common mainstream banner and encourage the youth to join sports. The purpose of the show might be to create awareness and spread information about the history of sports, India’s position on a global level and the future possibilities, thereby, encouraging the youth to participate more or take up sports as a profession.
It might also be a game of chess (strategic thinking required, cannot be played with your heart), the ancient game that originated in India. The winner might contribute a certain sum of money or promote a certain kind of sport in order to bridge the gap that exists between the different kinds of sports.