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.
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.
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.
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.
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.
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
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.
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.
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.
The landscape of sports perception is fluid, subjective, and deeply rooted in cultural narratives.
Recognizing this complexity became the cornerstone of my investigative approach.
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.
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.
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.
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.
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.
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.
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
User Personas
User Personas
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.
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.
Headline Grabbers
Headline Grabbers
Headline Grabbers
Headline Grabbers
Headline Grabbers
Headline Grabbers
Headline Grabbers
Headline Grabbers
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.
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.
The PKL Fantasy League Hybrid System
revolutionizes fan engagement by combining
digital fantasy sports with physical trading
cards.
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.
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.
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.
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.
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.
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.
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.
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.
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:
Creating the visual identity of Pro Kards, and the trading cards
(along with the packaging).
Prototyping and testing.
Way Forward:
Creating the visual identity of Pro Kards, and the trading cards
(along with the packaging).
Prototyping and testing.
