Mumbai: Ahead of the players’ draft set to take place on 11 July in New Delhi for the inaugural season, Pro Panja League, Asia's biggest arm-wrestling promotion, in partnership with Sony Sports Network launched the #LagaPanja campaign to promote 'Bharat Ka Khel'. The thrilling campaign films, created by Pro Panja co-founders Parvin Dabas and Preeti Jhangiani, are being telecast on Sony Sports Network to excite viewers for the upcoming action-packed inaugural season.
Panja (or armwrestling) is #BharatKaKhel in its true sense, having its reach across metropolitan as well as tier-two and tier-three cities. The hashtag #LagaPanja has been designed as a call for Indian sports fans to challenge their friends, family members, colleagues on the table. The campaign films promoting #BharatkaKhel aims to evoke emotions of passion, patriotism, and nostalgia, while also providing viewers with a glimpse of the action-packed competition in store.
Pro Panja League, which will be hosted at the IGI Stadium in New Delhi between July 28 and August 13, has already captured the attention of audiences with its unique format. Six teams of 30 players each will compete across 10 weight divisions comprising of men's, women's and physically challenged categories. The first two teams - Mumbai Muscle owned by Mr. Punit Balan, and Kiraak Hyderabad owned by Mr. Gautam Reddy – have already been announced.
Speaking on the campaign on Sony Sports Network, Dabas said, "Panja is the only combat sport that can work for the masses in India as it is both family friendly and entertaining. It is also sponsor friendly because it does not require hefty spending on infrastructure. All you need is a table. The audience is already familiar with the sport and hence, they will not only get to view professional armwrestling for the first time, but will also be able to issue #LagaPanja challenges at home, schools or offices and directly engage with the sport."
Pro Panja League, has taken a unique approach to develop the market before the inaugural season and has hosted several promotional shows and Ranking Tournaments across India since its inception in 2020. With shows across Gwalior Fort, Gateway of India, Mumbai, and Majestic Pride Casino Boat in Goa, Pro Panja League has already garnered over 250 million social media views, which is a clear indication that it a promising prospect for both advertisers & consumers.
Pro Panja League Season 1 will take place between 28 July 2023 and 13 August 2023 and will be broadcast LIVE on Sony Ten 1 SD and Sony Ten 1 HD channels.
