Lokmat Grameen Khel was a rural, multi-sport program co-created by SportzConsult and India’s leading Marathi daily, Lokmat Publications. It was a unique platform which provided an excellent opportunity for Lokmat to connect with its readers. The program was developed to make heroes out of people – encouraging local sportsmen from interior regions to come forward and showcase their skills and talents. The two-day event which attracted an audience of 15000+ people was organized in Aurangabad District and saw a participation of around three thousand people.
Parle G, which was finding it difficult to create communication and engagement for rural markets, owing to rural being media-dark, made use of this opportunity and associated with the event as Presenting Sponsors. Parle made use of this as a brand building platform among the rural segment which contributes to 50 per cent of volumes to the overall biscuit market in India.