How a shrewd 'PV' campaign turned the spotlight on Sindhu

There are good marketing campaigns, there are better ones and then there is the one carried out by a popular global footwear and apparel company featuring PV Sindhu. 

In what can only be described as an ingenious approach, the two-time Olympic medalist was unveiled as the company's India brand ambassador, not before it had the nation hooked and the internet buzzing.

PVMA signboards 

It all began when the recognizable signboards of the brand began bearing the initials of the player. 

And as multiple such images of stores across the country began cropping up on the internet, netizens ban second-guessing.

Several thought it was a mistake at the outset. Also, a lot of the early commentary featured sarcastic takes on the rebranding.

With netizens unable to decipher the cryptic message behind the rebranding, alternate theories began floating around. 

Some recalled the popular fakes that are often sold in markets. 

One theory that created the most noise was pertaining to the letter 'V'.

Several couldn't resist the temptation of linking it a certain Virat Kohli, the Indian cricketing icon who has been associated with the brand for a long time.

Curiosity was at its peak when the company eventually released an official announcement.

The reveal

As it turns out, it wasn't just the 'V' that stood for something, but rather the 'PV', a wordplay on PV Sindhu, the badminton star, who was announced as the new brand ambassador of the company in a multi-year partnership. 

The announcement was received with widespread admiration with netizens being appreciative of the whole campaign and how well it was executed by the company.

They sparked the curiosity via a cryptic rebranding, let the anticipation grow, and then dropped the bombshell, and this in turn ensured all eyes were on them when they made the big announcement. 

This partnership also marked the brand's foray into the sport of badminton with the expected launch of an exclusive line with Sindhu as the central figure. 

The Olympian also sported an all-black kit at the ongoing India Open, a representation of the new brand association. 

Badminton on the rise

The global brand's entry to the Indian badminton market is a clear indication of the rising popularity of the sport, particularly amongst the younger population, who are the prime target audience for such sporting apparel brands. 

With the rise of indoor sporting facilities for recreational sports across all major cities in the country, badminton has emerged as a popular option for people working the 9-5 job as a means of physical activity.

In fact, badminton is one of the most played sports in all major cities, alongside cricket. 

According to a 2024 report from Google-Deloitte titled 'Think Sports: Unlocking India’s $130B Sports Potential,' the newer generation, especially the 'Gen-Z,' are embracing a wider range of sports, and badminton is one of them, with a 57 million strong fan base.

Of these 57 million, nearly 28 million are Gen-Z demography, a clear trend of the sport's growing popularity among youngsters. 

Another big factor is the rise of a new generation of young Indian shuttlers, who are making their presence felt in the badminton world, such as Lakshya Sen, Anmol Kharb, Malvika Bansod, and the hugely popular men's doubles duo Satwik and Chirag. 

The aggressive brand of badminton on display from these Indians has captured the attention of fans, who are starting to tune in to watch these young stars battle against the world's best. 

And the new campaign featuring PV Sindhu - who in December was listed as the highest paid woman shuttler in the world - augurs well for the sport and also serves as an interesting marketing case study for the sports apparel industry at large.