Sports Authority of India, Goa

The Brief

  • Tattva Creations got the mandate of handling the Public Relations, Social Media, Photography and Videography of the 37th National Games at Goa. Besides the National Games itself, the state was also to be promoted as one with Sun, Sea & Sports with the development of athletes, infrastructure and schemes to enable a better sporting ecosystem contributing to India being perceived globally as a sporting force to be reckoned with.

The Idea

To create a comprehensive plan for content & distribution across Social Media and Traditional Media -

  • "The Athlete's Journey": Follow the inspiring stories of local Goan athletes as well as key athletes and teams from various states.
  • "Building Champions": Showcase the state-of-the-art sports infrastructure in Goa, including training facilities, stadiums, and academies.
  • "Beyond the Games": Capture the vibrant culture of Goa beyond the National Games.
  • "Goa: Sun, Sea & Sports": Seamlessly weave together breathtaking footage of Goa's natural beauty with thrilling sports action. Highlight how the state's stunning landscapes provide the perfect backdrop for outdoor activities and sporting events, positioning it as an ideal destination for sports enthusiasts and tourists alike.

The Action

  • Workflow planning considering the various stakeholders was mapped out, a timeline and responsibility list was charted out.
  • Networks were created for press release dissemination for local, regional and national media.
  • A 24X7 infoline was created for press to easily access information or request specific details.
  • All content went out in vernacular forms including English, Hindi, Marathi and Hindi with our in-house content creation and PR specialists churning out copies in varying languages and for different target audiences.
  • Press conferences at various key intervals including with the Chief Minister and national media.
  • Various influencers helped to amplify the games including the IOA President, Union Youth Affairs & Sports Minister, State Ministers, local MLAs, former Olympians, the Mayor, local sports teams among others for whom the strategy, scripting and content production was done.
  • Close coordination between the Games Management System Team, TSI officials and Competition Managers ensured that accurate and timely results were available.
  • Cyclic updates of the photo and video banks, updated 3-5 times a day were made available by the photo and video crew through secured, cloud based library.
  • Live interviews and coverage of the games on social media helped keep the handles buzzing and lively.
  • Live coverage of the National Games for the first time on the official YouTube channel.
  • Partnerships with radio stations, local television channels, influencers, hotels, restaurants and motorcycle brands including Royal Enfield and Harley Davidson ensured wider publicity and greater attendance for the games.
  • Crisis communication expertise helped ensure the Government and Organising Committee were always well advised and prepared to tackle inevitables crises that arose pre, during and post the games.
  • Best in class professional tools for communication tracking, monitoring, impact measurement and reporting were deployed for the project including tracking over 60 cities for coverage of the National Games for both, online and offline media, social and traditional.
  • Simultaneous planning and production of the Coffee Table Book ensured timely delivery post event.

The Impact

  • The 37th National Games was a dazzling event around which we generated ₹58 CR+ Media Ad value.
  • Over 1.50 CR impressions across Facebook, Instagram and Twitter.
  • With live coverage, dynamic social media updates, and captivating clips, we made these the most open, accessible, and popular National Games in India’s history.
  • 60% of our content was on-the-go, keeping the audience engaged and informed.
  • With multi-lingual coverage, we ensured accessibility to diverse audiences across the nation.