Next Episode

Next Episode

Next Episode

Next Episode

Next Episode

Next Episode

Next Episode

scroll down

Now showing:

Now showing:

Redefining KABADDI:

From village roots

to urban passion

Kabaddi—a sport that once echoed across rural

playgrounds—is ready for a transformative journey.

Born from the heart of Indian villages, this dynamic

game is breaking free from traditional perceptions and

stepping into the global spotlight.

ongoing design project

at National Institute of Design, Ahmedabad


strategies & system

2024

Vision:

The objective of this design project is simple

yet powerful:


to reshape the narrative of Kabaddi (players

in general) and introduce it to a new

generation of sports enthusiasts.


Through extensive research and passionate

exploration, I’ve uncovered a sport brimming

with potential, waiting to capture the

imagination of urban youth.

Why This Matters?

Beyond Stereotypes: Kabaddi is more than a

rural pastime. It's a high-intensity, strategic

sport that demands incredible athleticism,

skill, and mental fortitude.


Urban Reimagination: By challenging existing

perceptions, we're positioning Kabaddi as a

competitive, modern sport that rivals the

excitement of IPL and ISL.


Cultural Renaissance: This is about

celebrating an inherently Indian sport and

elevating it to a global platform.

The Journey

The Journey

My first Pro Kabaddi League (PKL) experience was a revelation.

What I had known as a simple school playground game transformed before my

eyes—a professional, electrifying sport that demanded respect and admiration.


Conversations with peers revealed a common perception:

Kabaddi was still viewed through a narrow, rural lens. This insight

became the catalyst for this project— to bridge the gap between

traditional roots and contemporary sports culture.

This project is not just an attempt to change a perception;

it’s a part of an ongoing movement.

A movement that recognizes the potential of Kabaddi players,

celebrates their skill, and introduces this incredible sport to a

new generation of Indian sports lovers.

comments from interviews and surveys I conducted.

initial Problem Statement

How might we reframe the perception of

kabaddi among young urban audiences, and

bridge the gap between the traditional roots

of Kabaddi and contemporary sports culture?

RESEARCH PROCESS

The landscape of sports perception is fluid,

subjective, and deeply rooted in cultural narratives.

Recognizing this complexity became the cornerstone

of my investigative approach.

My methodology was deliberate and organic. Instead of

relying solely on quantitative data, I immersed myself in

qualitative conversations with key stakeholders:


Sports Professionals: Players, coaches, and league

organizers who live and breathe Kabaddi.


Urban Youth: Potential audience members with diverse

backgrounds and sports interests.


Cultural Commentators: Individuals who could provide

insights into sports perception and cultural shifts.

Each conversation was more than an interview—it was a

nuanced exploration. I approached these discussions with

an open mind, ready to challenge my own preconceptions

and uncover the underlying narratives about Kabaddi.

Primary Research:

The primary research for this project used interviews

and surveys to gather insights from professional

players, amateurs, coaches, and sports journalists.


The research explored Kabaddi’s rural associations,

its evolving urban appeal, challenges in

professionalization, and audience perceptions across

urban, suburban, and rural demographics.


It also examined the role of media, institutions, and

sponsorship in shaping the sport’s image and barriers

to its acceptance as a modern, urban sport.

Survey Forms ↗

Survey Forms ↗

Survey Forms ↗

Survey Forms ↗

Survey Forms ↗

Survey Forms ↗

Survey Forms ↗

Secondary Research:

The secondary research for this project involved a thorough

exploration of Kabaddi’s history, evolution, and its current status

in urban and international contexts.


This included analyzing the Pro Kabaddi League (PKL)’s growth,

sponsorship patterns, viewership data, and its comparison with

other leagues like IPL and ISL.


Historical insights were gathered on Kabaddi’s origins, rules, and

its gradual transformation into a professional sport, alongside

reviewing its global presence and the socio-economic

backgrounds of players.


The research also examined media strategies, government

initiatives, and sponsorship dynamics to identify gaps in

Kabaddi’s urban representation and its potential for rebranding.

main insights collected from research

Urban youth perceive Kabaddi as

distant from their digital lifestyle,

despite being interested in its

dynamic nature

more insights ↗

User Personas

User Personas

PERSONA A

PERSONA B

PERSONA C

PERSONA D

Strategy

The strategy reimagines Kabaddi for urban youth (16-22) through a

blend of traditional sport and modern engagement methods.

Centered around "Pro Kards" - a hybrid trading card and fantasy

league system - the approach combines digital content, urban

demonstrations, and community activities.


The strategy bridges Kabaddi's traditional roots with

contemporary sports culture through engaging touchpoints

that encourage both virtual and physical participation.

using AIDA model for basic strategy

Attention Stage

Goal: Capture Target Audience's Immediate Notice

Headline Grabbers

Headline Grabbers

Headline Grabbers

Develop a provocative, problem-solving headline

that instantly resonates with the target

audience

Use eye-catching visuals or shocking statistics

that highlight the core problem your project

solves

Leverage unexpected comparisons or

counterintuitive insights

Headline Grabbers

Channels

Headline Grabbers

Social media targeted ads

Compelling video teasers

Thought-provoking infographics

Unique presentation or pitch deck design

Unique presentation or pitch deck design

inspired from the AIDA model, I developed a SPTA model,

for Kabaddi's urban perception challenge

Shift (Understanding)

Goal: Deconstruct existing perceptions of Kabaddi

Mapping current urban youth's sports landscape

Identifying psychological barriers

Analyzing cultural associations with the sport

strategy to system

The transition from strategy to system integrates urban youth engagement

into Kabaddi through the Pro Kards hybrid system, combining traditional

trading cards with modern fantasy league mechanics.


The strategy’s phases—attention through dynamic content, interest via

player stats and behind-the-scenes access, desire through community-

building features like Fantasy Duels and 'Respekt Kards', and action through

digital-physical interaction—are seamlessly implemented.


This system bridges Kabaddi’s traditional roots with contemporary sports

culture, creating an engaging platform for young urban audiences.

new Problem Statement

How might we elevate Kabaddi players to celebrity

status through Targeted Marketing, Engaging

Storytelling & Strategic Partnerships, thereby

increasing their fanbase & making them more

appealing to urban audiences.

new AIDA model for the new problem statement and 'Pro Kards' System

view in high quality ↗

The PKL Fantasy League Hybrid System

revolutionizes fan engagement by

combining digital fantasy sports with

physical trading cards.

In the PKL app's fantasy league, players start with 100 credits to

build an 11-player team. (7 starters, 4 substitutes)


Points are awarded based on real match performances, with

actions like successful raids earning positive points and failures

resulting in deductions.


Players can compete in state, national, and custom leagues, while

the Fantasy Duels feature enables daily head-to-head matches

between users who've collected complete team rosters.

The physical aspect revolves around Pro Kards trading

cards, sold in packs of seven. Each pack includes

three Standard cards, one Premium card, one Elite

card, one Skill card, and one Moment card, plus a

playing mat and instructions.

These cards offer varying benefits when scanned into the

digital system, from basic points for Standard cards to

significant bonuses for Elite cards, creating a compelling

bridge between physical collection and digital gameplay.

visual design is work in progress

this is one of the iteration

Digital Pro Kards function as dynamic player

IDs, similar to FIFA Ultimate Team cards, with

ratings that update based on real-world

performance. These cards are central to social

media engagement, featuring match ratings

and special achievements.

The platform enriches the experience through unique

content like Fan Kards, Pro Journey features highlighting

players' personal stories, and Respekt Kards recognizing

community involvement. This creates a comprehensive

ecosystem that celebrates both the sport and its

athletes while keeping fans consistently engaged across

multiple platforms.

User Flow map of Pro Kard System

view in high quality ↗

Pro Kards Promotional Content Map

view in high quality ↗

The system successfully merges competitive gaming elements,

collectible trading cards, and social media engagement to

create an immersive fan experience. By connecting physical

cards, digital gameplay, and social content, it offers multiple

ways for fans to interact with their favorite sport and athletes,

while building a community around PKL.

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Way Forward

Creating the visual identity of Pro Kards, and the trading cards

(along with the packaging)



Prototyping and testing

Pro Kards