About Alfa Hockey

Alfa Hockey, a premier sports goods manufacturer in India, is a leader in high-quality hockey sticks and accessories. With a dedication to craftsmanship and innovation, Alfa Hockey is renowned for its excellence in producing world-class equipment that empowers athletes to perform at their peak. Alfa’s commitment to the sport of hockey is embodied not just in its products but also in its strategic campaigns to elevate Indian hockey on the global stage.

Objective & Campaign Brief

In 2024, Alfa Hockey set out to support the Indian National Hockey Team on their journey to the Olympics, an occasion made even more historic by the team’s pursuit of a medal after 41 years. Alfa aimed to create a powerful, motivational campaign that would resonate with the Indian public, rallying support for the team while enhancing Alfa’s brand visibility and emotional connection with hockey fans across the nation. The campaign’s dual objectives were:

• To showcase unwavering support for the Indian National Hockey Team.
• To instill an aspirational spirit among Indian hockey fans, urging them to rally behind the team in their pursuit of Olympic success.

Through the “Banke Dikha Alpha” campaign, Alfa aspired to gain national recognition by associating with the team’s journey and inspiring fans through powerful storytelling.

Our Approach

Our team at Matchday Sports & Entertainment crafted a motivational, high-energy campaign anchored in the rallying cry “Banke Dikha Alpha”—a phrase that links the brand name “Alfa” with the concept of becoming one’s best. The campaign aimed to capture the spirit of excellence and dedication within every Indian hockey player and inspire fans nationwide to become “Alpha” in their own support and pride for the national team.

The campaign was structured as follows:

Mother Campaign Video:

• Theme: A narrative of resilience, honor, and strength, brought to life through a strong, rhyming voiceover
  that built anticipation and emotion.
• Execution: Shot in a single day at the Surjit Singh Hockey Stadium, the campaign featured popular national
  players including Mandeep Singh, Manpreet Singh, Sukhjeet Singh, Gurjant Singh, Abhishek Nain, Amit Rohidas, and
  Sreejesh PR.
• Narrative Flow: The main video encapsulated the intense training, determination, and pride that each player
  felt in representing India at the Olympics.

Player-Specific Campaign Versions:

• Individual Spotlights: To personalize the journey, we created shorter, player-specific videos. Each
  mini-campaign video highlighted a unique story, skill, or strength of the featured player.
• Enhanced Fan Engagement: These individual stories allowed fans to connect with each player, building an
  emotional link and a heightened sense of pride and loyalty to the team.

Rhythmic Voiceover & Visuals:

• Script: A rhythmic, motivational voiceover in Hindi, which struck a deep emotional chord and increased
  anticipation.
• Visual Elements: Slow-motion shots, intense training visuals, and key action sequences were designed to
  capture viewers’ attention and immerse them in the athletes’ journey.

Digital Distribution Strategy:

• We leveraged high-impact platforms including YouTube, Instagram, and Twitter for video dissemination, strategically positioning the campaign for maximum visibility.

Outcome Achieved

The “Banke Dikha Alpha” campaign generated remarkable engagement and widespread appreciation from fans and followers, positioning Alfa Hockey as a leading supporter of Indian hockey. Key metrics and highlights of the campaign included:

• National Viewership: Garnered over 5 million views across social media platforms within the first week.
• Increased Brand Awareness: Alfa Hockey experienced a 40% increase in brand mentions and 20% growth in followers base on social media.
• Fan Engagement: The campaign resonated strongly with fans, resulting in high engagement rates, with over 1 million likes, shares, and comments that demonstrated a powerful connection with the campaign message.

Work Samples

Through the “Banke Dikha Alpha” campaign, Matchday Sports & Entertainment helped Alfa Hockey create a lasting legacy that celebrated the Indian National Hockey Team’s journey while promoting a renewed passion for the sport. This case study highlights the power of thoughtful, emotional storytelling in sports marketing, with Matchday’s unique approach leaving a lasting impact on fans and building Alfa’s brand as a symbol of national pride in Indian hockey.