Champions League Tennis Tennis Tadka campaign
18th September, 2014
• Geek has come up with the Tennis Tadka campaign with the objec@ve of appealing to the Indian masses and introducing Tennis, the Indian way!
• Geek believes that this will bring in some zing to Tennis as a sport in India to create mass appeal.
• It has the slightly Indian touch which is required to bring in the Indianness for this Champions League.
• A lot of buzz can be generated around the Tennis Tadka in terms of digital media as well as offline media.
Online:
The campaign opens with a teaser campaign showing all these characters and leOng people geOng intrigued by it and wondering what this is all about.
This will create a buzz around these characters and leave people in suspense.
This can be followed by a naming contest on Facebook, where people are given 2 traits, and they have to come up with names for these characters.
The most interes@ng name will be used for this character and the winner will win some gra@fica@on.
This is when we will reveal the name of the campaign called Tennis Tadka’.
We have created a baseline for this called ‘Served Indian style’.
We will then popularize the tennis ball characters by giving them fun names and funny dialogues.
Eg: The South Indian guy can be called ‘FaultSwami’, the Punjabi character can be called DueceRaja, the woman tennis player can be called LoveRaani, etc.
They will have a funny, catchy line and will have a funny dialogue.
Sketch of the Tennis ball characters for reference.
Note: This is just for reference. The actual ones will be digitally created.
These characters can then be further used to create topical posts, where each character deals with the current issues.
Eg: FaultSwami is always finding faults, like he talks about rise in petrol prices.
Loveraani is always in love with Bollywood and celebri@es.
We can even give tadka power to each character.
Eg: SouthIndian has the Sambar power, Punjabi has the ghee power, loveraani has the power of Green Tea, etc.
Regular informa@on posts can be featured on the Facebook page like:
-‐ Rules -‐ Match schedule -‐ Player profiles -‐ Stats -‐ Analy@cs -‐ Pictures of players -‐ Videos -‐ Scores -‐ Contests
We will then move on with showcasing the ‘tadka’ aspect of Tennis through a series of crea@ves.
Depending on which player is playing verses who, we can make fun crea@ves accordingly.
Combo tadka of the day. Eg: Delhi v/s Bangalore, then we will showcase lassi v/s filter coffee as today’s combo tadka.
These can be made for each day of the match depending on the schedule.
Match predic@on contests: Daily match predic@on contests can be held on Facebook where we will pose a ques@on everyday and the first person with the correct answer will win!
Twi$er
#TennisTadka can get really popular on Twi`er too! Contests and GK quizzes on the Champions League can be conducted here.
Winners can win free @ckets to the Champions League Matches.
We can promote the characters on Twi`er with the hashtags #DeuceRaja, #LoveRaani, etc.
We can run quizzes and ask people ques@ons. The answers are actually all on our FB page.
People have to go to our FB page to find the answers. This way, we will get Twi`er traffic to our FB page, too.
#LoveRaani hashtag can be used where we ask people to tell us which player they love the most and want them to win and why.
#LoveRaani will give away free @ckets on Twi`er to the person with the best answer.
A hashtag called #TadkaWars can be started where people can tweet and get compe@@ve about their favourite tennis players and root for them.
Youtube
Spoof videos of player’s aar@ before the match starts, breaking a coconut at the tennis court, etc can be created to generate virality on social media.
We can also show funny videos of all these characters showing us how to play tennis with in their regional styles, which can go viral!
Eg: Fault Swami will give a demo of the rules in a South Indian accent, “Faarst you throw the ball in the aiyar, then you look led and righta, if road is cleayeer, then you hit the baaal with a foooll force, then you have sambar in between for strenght and the baaal will come back ….
A series of videos can be created where we show people using the terms of Tennis in everyday situa@ons, which bring out the Indianness.
Eg: Kya Ace biryani hai yaar! Traffic police stopping a vehile and saying, “Faul``t”
All 6 characters can be shown on a Youtube video, which can be interac@ve.
You can see each one’s playing style. Eg: You can click on LoveRaani and see her serving style.
All 6 characters can be shown on a Youtube video, which can be interac@ve.
You can see each one’s playing style. Eg: You can click on LoveRaani and see her serving style.
We can create a new video, where we show God.
We can create a whole setup of the en@re mandir with Tennis elements, like the garlands made out of tennis balls, and the ball hiOng the bells with a loud ‘@ngg’ with the signoff, Tennis Tadka, the new religion of India!
This can be further extended by more videos where we show a woman looking at the moon with the Tennis racket for Karva Chauth.
A bhajia wala on the street making bhajis with the tennis racket instead of the seive.
App:
App: A Champions League Tennis match game app can be created with the Tennis Tadka version, which has the new rules.
People can actually play with their friends on this Tennis Tadka app.
App: An app can be created like Androidi-‐fy me, where you can dress up your favourite character into their regional oujits.
Then they can share this on social media.
Website:
On the website, we will have a sec@on called #TennisTadka.
On clicking on that sec@on, a new page is opened where there are videos on Tennis Tadka from Youtube, a Twi`er roll with the hashtag #TennisTadka, the TadkaTennis app, etc.
Offline:
TVC
We can create a series of deadpan videos, which are very unusually non-‐ drama@c.
Eg: (in a very normal monotone voice). Ravi, tumhaare baju mei saap hai. Accha, to kya kehte ho, bhaage?
Super and voiceover: Missing something? Tune in to Tadka tennis, served Indian style! Cut to: a very drama@c response, “abey saale, beep beep, maa ka doodh piya hai to bhaag…!” followed by sounds of running and falling.
The same videos can be used as a radio spots.
Hoarding: We can create hoardings on topical events from these characters, like the Amul ads. All our tennis ball characters can appear on hoardings with topical events.
Jingle: A new jingle can be created by Raghu Dixit, and the likes for this, which can get popular on TV and radio.
Pub promo@ons: Wii Tennis games with the actual Champions League rules can be set up in pubs and bars in various ci@es so people can have playoffs.
Giveaways: Signed tennis balls from the tennis players can be auc4oned and this money can be used as part of CSR.
Thanks!