Mumbai : Dixcy Scott and its media agency Madison Media have just confirmed that Dixcy Scott is the Presenting Sponsor of Zee’s Maharashtra Kushti League (MKL 2018)
Wrestling (Kusthi) is the oldest sports in India and integral part of the Maharashtrian legacy and intrinsic to most households in the region and Maharashtra being a key market for brand Dixcy Scott, the client and the agency decided to partner this, first of its kind property, in a big way. The brand’s proposition is fantastic elastic, through the tagline, Fully elastic, fully fantastic and since Kushti the sport also involves stretching of the body by athletes, this association was more attractive.
Dixcy Scott will be the sponsor on-ground and on-air of MKL and will also be lead sponsor for the team from Marathawada, Veer Marathwada. As a part of this association, Dixcy Scott will be promoting their brand TVC – Fully Elastic Fully Fantastic with brand endorser Salman Khan.
ZEE Talkies has launched a franchise based tournament of the traditional sport that will be played free style on a mat. MKL is first regional wrestling league with 6 participating franchises – Mumbai Astra, Veer Marathwada, Puneri Ustad, Yaswant Satara, Kholapuri Mawle, & Vidharbhache Wagh. Each team will have 6 players across 6 prescribed weight categories, including one woman. The tournament will be held for 17 days from November 2 – 18, 2018 with 34 matches being played at Balewadi Stadium, Pune. The tournaments will be telecast Live & exclusive on Zee Talkies and the finals will be simulcast on Zee Talkies & Zee Marathi.
Raghul Sikka, Executive Director, Dixcy Scott, said, “Dixcy for the past three decades has been focussed on its vision to create a strong brand that caters to all the segments in the market. With the drive to create innovative products, we are also keenly on the lookout to create innovative marketing campaigns that can cut through the geographic as well as demographic diversity of our nation. Zee’s unique initiative of glorifying the traditional sport of Kushti, which has been getting national & international glory year after year, by giving it the scale it always deserved is commendable and we are thrilled to partner and be a part of this initiative. We are sure that the sport will reach closer to the hearts of every Maharashtrian and that Dixcy will be brand on top of those hearts”.
Says Ms. Vanita Keswani, CEO, Madison Media Sigma, “We are continuously looking out for new and engaging ways to help our clients reach out to their consumers effectively. Dixcy Scott’s association with Maharashtra Kushti League is a great fit and will benefit both brands.”