Games 2020 Celebrating the sporting brilliance
of India’s youth.
After the enormous success of the previous two editions, all eyes were set on the 3rd edition of the Khelo India Youth Games. We had the complete mandate for social media responsibilities of the Sports Authority of India, Khelo India, and Fit India since last year. With all eyes set to make the Khelo India Youth Games 2020 a national-wide hit, the massive #KheloIndiaYouthGames2020 campaign was launched.
We initiated the pre-buzz activity of the tournament by highlighting what Assam and the whole of Northeast stood for. Initially, Northeast was the centre of focus with some of its best athletes, stadiums and ethnic games being beautifully portrayed on the digital medium with the campaign #DilSeNortheast. The phase was purely focused on Assam’s dances, music, jewellery, etc. Khelo India’s fanbase got a taste of things that weren’t just about sport but had an emotional touch to it. Through the Khelo India Youth Games 2020, (Read #KIYG2020) our aim was to develop a connection of the games with the mass movement that Fit India has become. The audience reaction was exceptional and the initial buzz took off. #KIYG2020 was not about games, but about capturing its essence; the passion; the love; the dedication.
The event’s offline success was quite evident in its online success. With Khelo India’s fan base at an all-time high, the whole event was delivered by us with top-notch precision where the youth engaged with us in large numbers. At the end of the games, some heroes were identified who shattered the glass ceiling and came a long way. It was a celebration of sports in its truest spirit.