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BRAND HOCKEY Hockey is one of a family of sports in which two
teams play against each other by trying tomaneuver a ball, or a
hard, round, rubber or heavy plastic disc called a puck, into the
opponent'snet or goal, using a hockey stick.
Amongst most of the sports that is being played these days
Hockey is one of the favorite of all.In the general sense it is a
kind of sport in which two teams compete by trying to maneuver
the
ball into the opponent's nest using a hockey stick.
Hockey in India became popular with the coming of the British.
It was when the British armyregiments played the game; the Indian
regiments also picked up the game and then followed thetradition of
playing the game of hockey. Then gradually this game was adopted by
the masses.Hockey in India saw its first ever in house hockey club
in Calcutta, which was formed in the year 1885-86. Then followed
the formation of hockey clubs in Bombay and Punjab.
Hockey in India has a very glorious past. The golden era of
Indian hockey was in between the period from 1928 to 1956. In
between this period India won six consecutive gold medals in
theOlympic games. During that era India played a total of 24
Olympic matches and won all the 24matches. It scored a massive
number of 178 goals and conceded only seven. There were
somelegendary players in the history of Hockey in India. Amongst
them some were Dhyan Chand,K.D. Singh, Dhanraj Pillay and Dilip
Tirkey. Dhyan Chand was the most legendary amongst alland he was
known as the magician of hockey. All these legendary players geared
the position of India in the field of hockey to new heights.
REASON BEHIND DOWNFALL Indian national team hasnt been
performing up to expectations for many years.Passion for Hockey
& the rules not understood by the newer generations.Rise in
Cricketing achievements and rise of other sports like Tennis.How
many youngsters have a touched a Hockey stick when compared to a
Cricket bat?How many youngsters look up to Hockey players as their
heroes?How many youngsters have dribbled a Hockey ball when
compared to swinging a Cricket
bat?How many youngsters have seen hockey being played on the
streets when compared toCricket?How many youngsters have
appreciated the art of dribbling when compared to that of swing
bowling?How many youngsters think Hockey is cool when compared to
T20 or Tennis?
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Creation of conceptual concepts for bring the Event alive and
maximising selected mediums.
M ARKETING STRATEGY
Target Audience (primary) Sports lovers in India, especially the
youthTarget Audience (secondary)Fans from participating
countries
According to IHC PRESIDENT Mr. KPS Gill :-
The IHC is extremely pleased that the FIH decided to entrust the
organization of Hockey in India. It is a great honor for the
country and we must now work with diligence and spirit torepay the
faith that has been shown in Indian Hockey. The IHC is fully
committed to the
Project and to the success of Indian Hockey. We will do our
utmost to meet the expectations of the world governing body to
ensure the Hockeyt is a success and also the expectations of
the
Indian sporting public to witness the return of our team to the
podium in a major event.
These words also define the spirit with which the event needs to
be marketed.
Pr esented b y:
Arindam Chowdhury
Milan Kumar Pandey
Debashree Banerjee
