The Objective

TechnoSport, a rising star in the Indian activewear market, was ready to disrupt the industry with its premium, eco-friendly, and technologically advanced activewear at competitive prices. However, the market was crowded with established global players, and TechnoSport needed a strategy to stand out, create buzz, and establish a strong presence, especially in the digital space.

The Strategy

We adopted a bold approach to elevate TechnoSport above the competition. Our key strategies included:

• Highlighting the Unique Value Proposition: We emphasized TechnoSport’s blend of performance, style, and affordability, ensuring that it stood out as the go-to activewear brand for both fitness enthusiasts and everyday wearers.
• Leveraging the "Made in India" Narrative: We showcased TechnoSport’s authenticity and deep connection to Indian culture, positioning the brand as a locally made solution for Indian consumers’ needs.
• Multi-Channel Communication: Through press releases, interviews, and strategic social media collaborations, we made sure TechnoSport’s message reached a broad audience across multiple platforms.
• Strategic Storytelling: We shared the brand’s commitment to innovation, sustainability, and local manufacturing, establishing TechnoSport as a brand people could trust.
• Capitalizing on Key Events: We leveraged the Cricket World Cup with a fun, relatable campaign— “Is World Cup Ko Har Maidaan Mein Khelo”—that connected TechnoSport’s activewear to India’s passion for cricket. cric

The Outcome

BrandiT’s strategic PR initiatives led to significant achievements for TechnoSport:

• Enhanced Brand Awareness: The “Is World Cup Ko Har Maidaan Mein Khelo” campaign generated widespread media attention, increasing the brand’s visibility.
• Market Leadership: TechnoSport became India’s largest activewear brand by sales volume, with over 12 million units sold in FY23, setting the brand apart from the competition.
• Positive Brand Perception: Focusing on comfort, technology, and sustainability, TechnoSport earned the trust of consumers, aligning the brand with core values.
• Media Exposure: TechnoSport’s story was featured in top-tier publications like Financial Express, Times of India, Cosmopolitan, Elle, and Harper’s Bazaar, ensuring broad audience reach.