Mumbai Games appoints Scarecrow M&C Saatchi
Mumbai Games is a new concept pioneered by Sportzconsult that encourages Mumbaikars to get out and play. Its governing council includes noted sports personalities like Gopi Chand, Viren Rasquinha and Anjali Bhagwat. It's under the aegis of the Maharashtra Olympic Association.
Scarecrow M&C Saatchi will handle the creative, web design and social media. Wavemaker is handling the media duties.
The first-ever-event-of-its-kind, Mumbai Games will have 8 contingents, representing specific localities like South Mumbai, Thane and Navi Mumbai. Each contingent will be owned by a franchisee.
They will play 16 sports spread across 6 weekends in multiple venues. There will be different groups, based on age and skill levels. Points will be assigned to the winners resulting in an Olympic-style ranking of the various localities. Mumbai Games will involve massive mobilisation of amateur and professional sportsmen all over Mumbai, based on their pin codes.
The concept is set to be rolled out across various cities in India and eventually, the world.
Says Jitendra Joshi, CEO & Founder, Sportzconsult "We chose Scarecrow M&C Saatchi due to their creative ideas, love of sport and the young team that exudes pure passion. At Sportzconsult, we believe sport is not about fitness but about having fun. It's not about counting calories but about discovering the 'swaad' of life. Therefore, a person should never stop playing. Mumbai Games is the outcome of this thinking where we wanted our dear Mumbai to rediscover the joy of sport."
Says Raghu Bhat, Co-founder, Scarecrow MCS, "Sport has become too 'serious'. Even the portrayal of sport has become intense, emotional, almost like a preparation for life's future battles. But that's not the only way to look at sport. Mumbai Games is a chance to create a different kind of sports brand. It's a brilliant initiative as it goes back to the roots of what sport stands for - fun, community and celebration of life."
The integrated campaign will use OOH, digital, videos, activation, social media and print innovations.