Nirmal: Marks for Sports

Mou Roy and Aditya Kanthy

Campaign details

Brand owner: Nirmal Lifestyle
Agency: DDB Mudra Group
Brand: Nirmal
Country: India
Channels used: Branded content, Events and experiential, Internet – microsites, widgets, Public relations, Television, Word of mouth and viral
Media budget: 500k – 1 million

Executive summary

'The final medal tally at the recently concluded Beijing Olympics puts India at the 50th position among the 87 countries in the list.' – The Hindu, 30 August 2008.

For a country with more than a billion people, India's sporting achievements were a shameful reminder of our inability to compete globally. This apathy could be traced back to a deep-rooted cultural belief that mind took precedence over body.

As urban infrastructure developers, Nirmal believed in sports as a tool for personal, social and national development. If India were to fulfil her destiny, she would have to change her attitude towards sports by giving them a new cultural legitimacy. Since grades were necessary to get a subject taken seriously, Nirmal fought to assign 'Marks for Sports'.