While the boys of the U21 national selection are preparing intensively on and off the field, the smartphones are running hot in the Swiss Hockey office.
“Who dares …” – Sneak preview of the “Big in India” campaign by Swiss Hockey
Hardly a day goes by without a call to India. Hardly a meeting goes by without the topic that dominates the Q4 agenda: The “Big in India” project. Accompanied by the “Big in India” campaign.
“The participation of our U21 team in the FIH Junior World Cup in India is unique. We can’t afford to miss out on an opportunity like this,” says Punleuk Kam, the new Managing Director of Swiss Hockey since July of this year. True to the motto “Do good. And talk about it.”, the Swiss Hockey team is working on a campaign “to support our boys”.
At the heart of the campaign are content partnerships with selected media houses in India as well as targeted PR work with the local media in Switzerland – the focus here: the local media from the region where the players come from. “The largest medium in Switzerland, SRF, achieves just over 1m unique visitors per day across all channels,” explains Punleuk. “Our potential partners in India (media in the Tamil Nadu region) have around 81m paying readers … These are absolutely new dimensions for us here in Switzerland.”
The goals of this campaign
To build a strong fan base among Indian field hockey fans and increase the popularity of country field hockey in Switzerland. “Even if we enter the FIH Junior World Cup as underdogs, we definitely want to win the hearts of the fans in India,” said Punleuk.
The Story
We are the Helvetic Boys. We come from the land that Bollywood dreams are made of. We are the ones who dare to face the giants of field field hockey. The Olympic immortals. The men in blue. We are the “men in red.” We are the Helvetic Boys. Follow us. Train with us. Suffer with us. Dream with us. Celebrate with us. One team. One dream.
The plan is to launch the campaign from October 18. In India, in Switzerland and on the Swiss Hockey channels. In addition, fan events are planned, for example during the test matches in Switzerland and India, at the boys’ farewell to India, a VIP reception with the Swiss embassy and much more.
Finally, Punleuk adds: “We need as much support as we can get for the “Big in India” project. As a volunteer, as a sponsor, as a donor or simply as a fan.”
How you can help? Like, comment, share, repost – and come to the events. Or do you have a contact with a company that does business in India? Then please get in touch with Punleuk at punleuk.kam@swisshockey.org.
Until then: Stay tuned, you will receive further updates on the social media accounts of Swiss Hockey. One Team. One Dream.