Mumbai: In celebration of the 365-day countdown to the largest sporting event in the world, Percept Limited unveiled an All India campaign called “Go for Gold”. This historic crusade is a drive to awaken every Indian to the promise that lies in our athletes as they strive to put India on the world map at the 2012 Olympics. It’s an appeal to every citizen of this country to come together and wish our Olympic Squad to give their very best and bring in the biggest accolades to our nation.
Joining Percept in this announcement were Sporting luminaries viz. Vikas Krishan (Boxing), Bajrang Lal Takhar (Rowing), Sharath Kamal (Table Tennis) and Madhurika Patkar (Table Tennis). Percept, through this initiative, will highlight the incredible potential that the Olympic holds for an emerging economic powerhouse like India. For a country that has the youngest population in the world which constantly aims to make a mark on the global map, what better platform than the Olympics to offer the youth his aspiration to be a global hero in the sporting arena.
Percept will roll out a mammoth communication plan in a phased manner over the next year for the “Go for Gold” Campaign. Awareness would be created through a series of events, campaigns and media vehicles so that every Indian can participate. Discussions are on at various levels with the Indian Olympic Association wherein Percept can partner them in this biggest sporting extravaganza. Starting from the official “Go for Gold” anthem launched with the celebrities honoring the Indian Olympics 2012 contingent, the campaign will have a prominent title sponsor and associate sponsors supporting it.
The campaign will also include a “Go for Gold” torch run from Kashmir to Kanyakumari wherein chosen athletes will carry the torch across the country. Mini events will be organized across the top 50 cities with local celebrities honoring the torch arrival. Branded campaigns will be effectively used around this activity, and a percentage of the funds generated out of sales will go to the Athletes Fund.
A “Go for Gold” concert with performances from top Bollywood artists will also be held as part of this drive. The campaign will have a prominent presence in the online space too with “Go for Gold” athletes getting active on social networking platforms and updating their fans on their practice sessions and preparations on a regular basis.
As part of the campaign the athletes will also walk the ramp in high profile fashion shows showcasing the work of upcoming designers. Official team apparel and a “Go for Gold” Merchandise launch are being planned amidst much fanfare later next year. This wide range of “Go for Gold” Olympic 2012 merchandise will be available in organized retail stores all over India.
A grand farewell dinner will be hosted for the Indian Olympic Squad. A fun filled entertaining evening with glamour and sports will serve as the highlight of this event. Autographed “Go for Gold” merchandise from this event will be auctioned and the proceeds of the sales will go to the Athletes Fund.
Percept is also planning to launch a range of Olympic medals as part of the merchandise range. This renowned and aspired Olympic asset will be created using the images of the top 10 Olympic stars who have brought glory to our country. Their face will be emblazoned on these medals and will be available in select organized retail outlets all over the country. A multimedia campaign announcing the same will also run simultaneously. Consumers will get medals for particular purchases that they make, and a percentage of these sales will go to the Athletes Welfare Fund.
Another major attraction of this campaign will be Olympic Tourism – a once in a lifetime opportunity to see history being created. Tie-ups with tour operators will ensure special packages being offered to Indian travelers visiting Olympics 2012 in London. Fan Parks will be set for sporting enthusiasts, wherein they get a chance to watch the games from close quarters. Large communities will get an opportunity to gather together and watch the events in a festive atmosphere. Indian athletes will visit these Fan Parks to interact with fans at regular intervals.
Shailendra Singh, Joint Managing Director, Percept Limited, said, “Go for Gold is the World’s biggest movement to cheer a nation’s Olympic medal desire. Indian audiences do follow the Olympics and they want to support and be a part of it, but don’t know how to. This campaign is an opportunity to engage 1.3 billion Indians into the Olympic flavor. This campaign will be spread across the country and enable maximum participation from citizens all over. Our athletes have brought great accolades for us in the past and we are looking forward to them to make a clean sweep of the gold rush in the forthcoming Olympics. We as a country are proud of our squad and together wish them all the best for the games.”