Amritsar: 92.7 BIG FM has announced local initiative for the Punjab region titled ‘Ambuja Cements BIG Panjaa League’. Another innovation and an industry first, the concept originated from the local penchant and extremely common sport of arm wrestling or panja in the region.
The contest invites the strongest and the brawniest of players to participate in an arm wrestling championship, and is spread across 7 towns of the Majha region of Punjab. The winning contestant will not only prove his strength and mettle, but will also walk away with a cash prize of Rs. 50,000.
With excellent brand synergies and messaging, there could be no better partner than Ambuja Cement for this property. The property will provide a platform to the rural youth of the Majha region to showcase their muscle and might. Local on-ground competitions will be held via specially designed vans in Amritsar, Gursdaspur, Pathankot, Batala, Patti, Taran Taran and Firozpur Cantt; and also local gyms and akhadas, colleges and many more locations in the region. Following the crowning of the local arm-wrestling champions, a grand finale for the BIG Panjaa League will be held in Amritsar later this month, where the strongest of the arm-wrestlers will be revealed. With entries open to the general public, this display of hardcore athleticism will have contestants who will face-off in two categories – Lightweight championship for contestants below 70kgs and the Heavyweight championship for those above 70kgs in weight.
Speaking about this unique initiative, Ashwin Padmanabhan, Business Head 92.7 BIG FM-North and South said, “This innovative concept offers a unique platform to bring to the fore existing talent in emerging markets. The BIG Panjaa League as a concept fits seamlessly into the entertainment framework of the people of the region and we are confident of some phenomenal feedback. We are extremely happy to have Ambuja Cement as our partners for this first of its kind initiative which gives the rural youth, the ultimate platform to showcase their strength and muscle, which are synonymous with their brand traits.”
Speaking on the partnership, Rajneesh Verma of Ambuja Cement said, “Strength and Punjab are inseparable. Passion and spirit make Punjab very special. For Ambuja too, strength is second nature – strong cement builds strong homes. Strong people build strong organizations; Ambuja is built on these beliefs. Ambuja thus identifies with the spirit of Punjab – its faith in its own abilities and its faith in its own traditions. Ambuja Big Punja League is an opportunity for people of Punjab to participate, show their punja power and celebrate this festival of strength.”