Developing a unique cricket property to engage young school kids

How we helped the brand interact with 60K+ kids along with their parents across 50 cities and built a stronger brand affinity


A unique cricketing format to engage young cricketing stars with their parents

Our strategy was simple: build Skoda’s association with India’s most loved sport - Cricket. Skoda Single Wicket tournament was conceived to be a one-of-a-kind talent scouting program for aspiring cricketers. The format was designed to give an equal opportunity to all participants in a six-ball cricket game to be played between two players alternatively, thus a participant is not dependent on the team’s performance. Throughout the journey, families of the participants accompanied them and were actively engaged in the making of cricketing winners.

  • Focus cities: 50 cities PAN India with Skoda dealership
  • Target participants: Under 12 & Under 14 from A & A+ category schools
  • Tournament structure:
    • All participants demonstrate their skill set to an independent panel in the ‘City Trials’
    • The top eight performers from each category advanced to the ‘City Finals’
    • The ‘National Finale’ between 100 shortlisted individuals was held in Mumbai
    • Prize money of ₹ 10 lacs, ₹ 5 lacs and ₹15,000 was awarded to the national champions, the runners up and every ‘City Winners’ respectively


60K+ students from 955 schools in 50 cities were reached, out of which 23K+ registered

One-on-one brand interaction with parents of each participant

Hike in footfalls at dealership

Avg. 23 on-ground sales inquiries/city generated