HEARTBEATS FOR HOCKEY
The Odisha Hockey Men’s World Cup Bhubaneswar 2018’s annual campaign
Precis:
Giving a new lease on life to things is something Nupur Mahajan is well-known for. Hockey has had a glorious past in India - our pride and joy at one point. But somewhere along the way, it lost its lustre. With the World Cup taking place in Odisha, India this year, Nupur Mahajan realised it was hockey’s moment once again. What followed is an almost year-long, multidimensional, brand-building campaign strategy that promises to engulf the nation in a far-reaching movement in support of the sport.
With a multitude of challenges and a mountain of a task in front of her, Nupur Mahajan got down to the conceptualisation, planning, strategy, and execution of the campaign. From coining the slogan, designing installations, and developing digital innovations to executing on-ground events, creating the World Cup anthem, initiating conversations about hockey among the youth, and garnering meaningful PR driven by big ideas - Nupur Mahajan has choreographed the entire play in her signature out-of-the-box yet hands-on style.
Inauguration ceremony |Kalinga stadium| #HWC2018
Team India Men and Women: First celebrity photo shoot
HWC 2018 Collection Launch
Odisha mentors Indian Hockey
A whopping 2,35,38,849 heartbeats were collected in 90 days
as India
stepped up and showed its support for hockey.
Click here for the detailed case study on the
Opening ceremony of the Men's Hockey World Cup
Precis:
Giving a new lease on life to things is something Nupur Mahajan is well-known for. Hockey has had a glorious past in India - our pride and joy at one point. But somewhere along the way, it lost its lustre. With the World Cup taking place in Odisha, India this year, Nupur Mahajan realised it was hockey’s moment once again. What followed is an almost year-long, multidimensional, brand-building campaign strategy that promises to engulf the nation in a far-reaching movement in support of the sport.
With a multitude of challenges and a mountain of a task in front of her, Nupur Mahajan got down to the conceptualisation, planning, strategy, and execution of the campaign. From coining the slogan, designing installations, and developing digital innovations to executing on-ground events, creating the World Cup anthem, initiating conversations about hockey among the youth, and garnering meaningful PR driven by big ideas - Nupur Mahajan has choreographed the entire play in her signature out-of-the-box yet hands-on style.
FEBRUARY, 2018
Chief Minister of Odisha unveils the new team jersey with the Odisha logo. Nupur Mahajan created the video, designed the jersey, and orchestrated the event.
Odisha announces it's sponsorship for Indian Hockey - Men and WomenOdhisa the cradle for Hockey
Teams talk about being sponsored by Odisha state. The short film was conceptualised, scripted, and directed by Nupur Mahajan.
APRIL, 2018
Ab Bas Hockey - the overall campaign was coined and conceptualised by Nupur Mahajan.
First ever Celebrity Photoshoot for Indian Hockey team
JUNE, 2018
Inception of HeartBeats for Hockey - a movement promoting hockey and the imminent World Cup in a way that relates to the youth. This campaign spread exponentially and soon became primary, with Ab Bas Hockey becoming the larger umbrella campaign
JULY, 2018
Conceptualisation and R&D to develop HeartBeat, the hockey stick that records heartbeats at the touch of a button. Over the next months, HeartBeat will travel to different hockey heartlands across India
Social media handles for HeartBeats for Hockey activated across all channels.
Facebook - @heartbeatsforhockey
Instagram - @heartbeatsforhockey
Twitter - @HeartBts4Hockey
Inauguration ceremony |Kalinga stadium| #HWC2018
Team India Men and Women: First celebrity photo shoot
HWC 2018 Collection Launch
Odisha mentors Indian Hockey
AUGUST 29, 2018
Ab Bas Hockey campaign brought to life.
#HeartBeatsForHockey campaign kicked off by the Chief Minister of Odisha.
SEPTEMBER 1, 2018
First installation of #HeartBeatsForHockey placed at Bhubaneswar Airport.
SEPTEMBER 6, 2018
Website launch www.heartbeatsforhockey.com created to digitally collect and immortalise heartbeats in support of Hockey.
SEPTEMBER 7, 2018
World Cup Collection 2018 Launch by Nupur Mahajan
Official Launch of World Cup Collection conceptualised by Nupur Mahajan and designed by Narendra Kumar. A jersey launch with a difference, the event was praised by the fraternity and sports media for its well-thought out choreography and intent, with great emphasis given even to the smaller details like crafting the entire set like a hockey pitch for the athletes to feel more at home.
Narenda Kumar and Nupur Mahajan on Stage
Backstage Choreography with Nupur Mahajan
Nupur Mahajan - Holding the 'World Cup' Jersey
Hockey Pitch act choreographed by Nupur Mahajan
Dhanraj Pillay pledges his heartbeat at the event
HOCKEY ADDA
A curated discussion series on hockey where Gaurav Kapur gets the past and present of Indian hockey together with the experts. This to take hockey to people’s screens and in turn their hearts
SEPTEMBER 20, 2018
HeartBeat, the hockey stick, installed at Bhubaneswar airport to collect heartbeats of those pledging to support hockey.
SEPTEMBER 21, 2018
Nupur Mahajan addresses the press in Odisha and gets them to experience as also pledge heartbeats
SEPTEMBER 22, 2018
Announcement of musical maestro AR Rahman and lyrical genius Gulzar coming together to create the Hockey World Cup song covered by nation-wide media publications.
OCTOBER 1, 2018
A curated web-series that sees legends of the game explain rules of the game
OCTOBER 5, 2018
National Coverage for 'Ab Bas Hockey' Campaign
OCTOBER 9, 2018
Indian superstar Shah Rukh Khan pledges his support for hockey in response to an appeal made by the team.
Manpreet Singh’s tweet: Indian team’s appeal to SRK
SRK pledges his heartbeat for hockey
OCTOBER 10, 2018
Bhubaneswar's Kalinga Stadium Inauguration
Bhubaneswar's Kalinga stadium officially inaugurated by the Hon. Chief Minister Naveen Patnaik.
Hockey legends Dhanraj Pillay and Dilip Tirkey led teams for a friendly exhibition match on the new turf which will soon witness the Odisha Men’s Hockey World Cup 2018 Bhubaneswar 2018.
The event, conceptualised and orchestrated by Nupur Mahajan, garnered national coverage.
Nupur Mahajan with Hockey legends Dhanraj Pillay and Dilip Tirkey
Exhibition Match Dhan XI v/s Dil XI
Stadium feature video - 'Kalinga is Calling'
OCTOBER 15, 2018
AR Rahman Music Video announcement
Behind the scenes from the shoot of the Hockey song's official music video. Starring Shahrukh Khan and directed by A R Rahman, the property was conceptualised and made possible by Nupur Mahajan.
OCTOBER 30, 2018
Nupur Mahajan, writer and Creative Director of the HWC Opening Ceremony brings India's finest talents from various fields together to create a splendid show in Odisha for the opening ceremony of Odisha Hockey Men's World Cup Bhubaneswar 2018.
Hockey fever takes over the nation!
NOVEMBER 1, 2018
Jaisalmer's Heart Beats for Hockey
NOVEMBER 5, 2018
Leh's Heart Beats for Hockey
NOVEMBER 10, 2018
Srinagar’s Heart Beats for Hockey
NOVEMBER 18, 2018
Teaser launch of the much awaited Hockey anthem, 'Jai Hind Hind, Jai India,' directed by AR Rahman, starring Shah Rukh Khan, and conceptulized by Nupur Mahajan.
NOVEMBER 21, 2018
As the event draws closer, the city of Bhubaneswar gets caught up in the opening ceremony frenzy.
Madhuri Dixit to play Mother Earth in The Earth Song at the opening ceremony of the Odisha Men's Hockey World Cup, Bhubaneswar 2018.
Written and directed by Nupur Mahajan
NOVEMBER 23, 2018
Shiamak Davar and Sabyasachi prepare for the Earth Song, to be performed at the Hockey World Cup Opening Ceremony, written and directed by Nupur Mahajan.
Madhuri Dixit, Sabyasachi & Archita to play a part in the Hockey World Cup Opening Ceremony act written and directed by Nupur Mahajan.
NOVEMBER 24, 2018
Nupur Mahajan and Shiamak Davar ahead of the premiere of The Earth Song
NOVEMBER 25, 2018
Local Radio station Radio Choklate ran the Heart beats for Hockey campaign.
NOVEMBER 27, 2018
Nupur Mahajan with Swapnil Shinde, who has designed the looks for Mother Earth played by Madhuri Dixit
The heart and mind behind the Hockey World Cup Opening Ceremony, Nupur Mahajan talks in detail about the Heart Beats For Hockey campaign and the Opening Ceremony.
